64.6% of online consumers click a Google Ad when researching an item to buy online. If you're not advertising on Google, or your ad doesn't stand out – you're missing a HUGE opportunity! In this free webinar, WordStream Founder and CTO Larry Kim shares his 10+ years of PPC experience condensed down into a 60 minute workshop; teaching you the Ultimate Introduction to Pay-Per-Click (PPC) Advertising. So, what makes this intro to PPC so different and what will you learn? - Most PPC content on the web is old and outdated. Larry shares NEW tips and tricks that will help you kick start your PPC campaigns (or refresh your current ones) - Larry's "outside the box" approach to teaching PPC will change the way you think about your AdWords campaigns. He shares tons of real-world examples so you can walk away from the webinar and start testing today! - Learn the tricks Google doesn't want you to know – and meet your ultimate PPC secret weapons! Watch this webinar now to get exclusive AdWords training that will change your strategy forever. This is the only Intro to PPC you'll ever need! Here are some additional FREE resources to help you succeed at PPC... AdWords Performance Grader\ www.wordstream.com/google-adwords AdWords Landing Page Grader www.wordstream.com/landing-page

1. The Greatest Intro
to PPC Ever
Webinar
10 Years of PPC Experience In 40 Minutes

2. PPC University
#wordstream (@larrykim)

3. Today’s Agenda
#wordstream (@larrykim)
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4. 
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Meet The Expert
#wordstream (@larrykim)

5. About WordStream
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#wordstream (@larrykim)

6. POLL QUESTION:
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Larry Kim (@larrykim) #wordstream
Poll Question
#wordstream (@larrykim)

7. CONFIDENTIAL – DO NOT DISTRIBUTE 7
Red vs. Blue Pill

8. CONFIDENTIAL – DO NOT DISTRIBUTE 8
Pick the Red
or Blue Pill
Warning:
Data Ahead!

12. Larry Kim (@larrykim)
*Average Prices can vary +/- 400% Depending on various factors
#wordstream (@larrykim)
How Much Does it Cost on Average?*

13. Larry Kim (@larrykim)
*Avg. Conversion Rates can vary +/- 400% Due To Various Factors
#wordstream (@larrykim)
How Often Do These Clicks Convert?*

14. Larry Kim (@larrykim)
*Avg. Cost Per Action can vary +/- 400% Depending on Various Factors
#wordstream (@larrykim)
So an Average Cost Per Conversion is…*

15. SO, WHO SHOULD USE PPC?
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Larry Kim (@larrykim)#wordstream (@larrykim)
So, Who Should Use PPC?

19. 
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
How Quality Score Impacts Ad Position

21. Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Avg. Quality Score Has Been Falling

23. QS is Based on Your CTR vs. Expected CTR!

25. How Quality Score Impacts Actual CPC

28. Larry Kim (@larrykim)
Impression Share vs. Quality Score

30. Conv. Rate vs. Average Search Position

32. Cost Per Conversion Greatly Impacted by QS

33. The Impact of Quality Score on Cost Per Conversion

35. QUICK RECAP
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Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Quick Recap

36. THE HIGH CTR GAME FOR ADWORDS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
The High CTR Game for AdWords

39. WHICH ADWINS?
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Which Ad Wins?
#wordstream (@larrykim)

40. TRICK QUESTION! BOTH ADS SUCK.
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Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Trick Question! Both Ads Suck.

41. WHAT’S A GOOD CTR?
What’s a Good CTR?

42.  Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 42

45. WHAT’S A GOOD SEARCH CTR? (ACCOUNT AVG. CTR’S)
What’s a Good Search CTR? (Account Avg. CTR’s)

46. BUT LOTS OF VARIANCE!!
But Lots of Variance!!

47. UNDER-PERFORMING VS. UNICORNS
Percentile Vs. Expected
CTR
Name
Bottom 50% Below Expected
CTR
Under-
Performing
Advertisers
Top 15% 2X Higher Awesome
Advertisers
Top 5% 3x Higher Super Awesome
Advertisers
Top 1% 6x Higher!! Unicorns
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Under-Performing vs. Unicorns

48. @larrykim
Ad Unicorns?!
(6x Avg. CTR!)

49. WHAT UNICORNS (TOP 1%) LOOK LIKE
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
What Unicorns (Top 1%) Look Like

50. • Same Story – 20% of Ads Generate 92% of Spend
• 20% of Ads Generated 65% of Impressions
• But CPA, CTR, and Conversion Rates vary
@larrykim, @perrymarshall

51. 1. KEYWORDS WITH HIGH COMMERCIAL INTENT
1. Keywords With High Commercial Intent

52. BE SUPER PICKY WITH KEYWORDS & USE NEGATIVE
KEYWORDS
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Larry Kim (@larrykim)#wordstream (@larrykim)
Be Super Picky With Keywords & Use Negative Keywords

54. WHAT IS DYNAMIC KEYWORD INSERTION?
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
What is Dynamic Keyword Insertion?

55. 2. DYNAMIC KEYWORD INSERTION (DKI)
2. Dynamic Keyword Insertion (DKI)

56. 2. DKI DOESN’T PRODUCE AS MANY UNICORNS
2. DKI Doesn’t Produce As Many Unicorns

58. FIRST: WHAT ARE “AD EXTENSIONS”?
First: What Are “Ad Extensions”?

59. 3. Ad Extensions Impact on Quality Scores

60. 3. Ad Extensions Impact on Click Through Rate

62. 4. MOST ADS SUCK. CREATE
EMOTIONAL ADS.
62
4. Most Ads Suck. Create Emotional Ads.

63. CREATING “EMOTIONAL” ADS
Creating “Emotional” Ads

67. RELATIVE ABUNDANCE
Name Percentile Relative
Abundance
Vs. Expected
CTR
Awesome
Ads
Top 15% 1:6.7 2X Higher
Super
Awesome
Ads
Top 5% 1:20 3x Higher
Unicorns Top 1% 1:100 6x Higher!!
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Relative Abundance

68. YOU’RE NOT TESTING AS MANY ADS AS YOU THINK…
You’re Not Testing as Many Ads as You Think…

70. MOST SMALL BUSINESSES AREN’T THAT ACTIVE
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Most Small Businesses Aren’t That Active

71. 85% OF IMPRESSIONS ARE FROM 5% OF ADS
85% of Impressions are From 5% of Ads

73. •
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Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
The Great Landing Page Optimization Fairy Tale

74. •
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Typical Conversion Rate Optimization Test

75. CONVENTIONAL LANDING PAGE OPTIMIZATION IS OVER-RATED
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Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Conventional Landing Page Optimization is Over-Rated

76. Re-Arranging Deck Chairs On the Titanic

78. WHAT’S A GOOD CONVERSION RATE?
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
What’s a Good Conversion Rate?

79. UNREMARKABLE VS. UNICORNS
Distribution Point Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 3-5x Unicorns
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Unremarkable vs. Unicorns

80. Larry Kim (@larrykim) #wordstream
Distribution
Point
All accounts Ecommerce Legal B2B Finance
Median
Conversion
Rate
2.35% 1.84% 2.07% 2.23% 5.01%
Top 25%
Conversion
Rate
5.31% 3.71% 4.12% 4.31% 11.19%
Top 10%
Conversion
Rate
11.45% 6.25% 6.46% 11.70% 24.48%
#wordstream (@larrykim)
“Top 10% of accounts have a CVR 3x average” rule

81. Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)

82. @larrykim
Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)

84. 1. CHANGE THE OFFER
1. Change The Offer

85. THE NEW OFFER:
The New Offer:

86. •
•
CONFIDENTIAL – DO NOT DISTRIBUTE 86#wordstream (@larrykim)
How to Know if your Offer Stinks

87. 2. CHANGE THE FLOW.
2. Change The Flow

88. 2. NEW FLOW: REGISTRATION AT END
2. New Flow: Registration At End

89. Another Example of Changing The Flow

90. CONFIDENTIAL – DO NOT DISTRIBUTE 90#wordstream (@larrykim)
Changing the Flow: Let Them Choose

92. RELATIVE ABUNDANCE
Name Percentile Relative
Abundance
Vs. Expected
Conversion
Rate
Awesome
Landing
Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
Larry Kim (@larrykim)#wordstream (@larrykim)
Relative Abundance

94. Larry Kim (@larrykim)#wordstream (@larrykim)
This is the same landing page with different spacing…

96. Larry Kim (@larrykim)#wordstream (@larrykim)
80% of Traffic Goes to 10% of Landing Pages

97. The Bar for Landing Page Excellence is (Very) Low

99. But You Don’t Need Dozens of Landing Pages…

102. Larry Kim (@larrykim)
Source: BIA/Kelsey
#wordstream (@larrykim)

103. •
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Larry Kim (@larrykim)#wordstream (@larrykim)
Calls Radically Change The Flow!

105. •
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Larry Kim (@larrykim)#wordstream (@larrykim)
Key Mobile PPC Concept: User Context

106. KEY BID MANAGEMENT TOOLS
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Larry Kim (@larrykim)#wordstream (@larrykim)
Key Bid Management Tools

107. TIME BASED BID MANAGEMENT
CONFIDENTIAL – DO NOT DISTRIBUTE
107
#wordstream (@larrykim)
Time Based Bid Management

108. DEVICE BASED BID MANAGEMENT
Device Based Bid Management

109. Reflect User Context in Ad Extensions

110. 
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Mobile & User Context: Key Takeaways

112. REMARKETING CASE STUDY
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Remarketing Case Study
96%
70%

113. HOW REMARKETING WORKS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
How Remarketing Works

115. 1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing
audience, find
Reach them on between As they visit 20 or more pages
on a typical day across
84%
…within a month
10-18 days
… or more out of the month
5-10 sites
… of which all pages and
sites have ad space available
to Google Display Network buyers
Typical Reach of Remarketing…

116. AUDIENCE DEFINITION STRATEGY
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Audience Definition Strategy

117. WORDSTREAM’S REMARKETING ADS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
WordStream’s Remarketing Ads

118. IMPACT ON REPEAT USER RATE
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Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Impact on Repeat User Rate

119. IMPACT ON USER ENGAGEMENT
Impact on User Engagement

121. Summary
#wordstream (@larrykim)
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122. WordStream’s FREE AdWords Performance Grader
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123. NEW! WordStream’s FREE AdWords Landing Page Grader
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124. WordStream’s 20-Minute PPC Work Week
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125. THANK YOU
Webinar