Larry Kim, founder and CTO of WordStream and expert in pay-per-click (PPC) advertising, presented the top 10 PPC hacks of all time. The presentation covered hacks such as optimizing quality score, writing attention-grabbing ads, using bid multipliers, leveraging mobile and call buttons, implementing remarketing, utilizing remarketing lists for search ads (RLSA), targeting in-market segments, using Gmail ads and YouTube ads, and gaining first mover advantage in new advertising features. Larry Kim has over 10 years of PPC experience and is a prominent figure and author on search engine marketing.
3. Larry Kim – WordStream - @larrykim!
!
Larry Kim, founder and CTO of WordStream, has over 10 years of
PPC experience, was voted the “Most Influential PPC Expert” two
years running by the PPC Hero Blog and the “Most Influential
Search Engine Marketer” according to marketing agency 3QDigital.
Larry has been cited in over 10 thousand publications with over 10
million views, is a columnist at Inc. Magazine, and is the #1 author
for Search Engine Land journal in 2013.
Your Presenter
16. Quality Score
Crazy PPC Hack to Raise Quality Score
• Add 10% Branded Terms to Raise
Account Average Quality Scores
• Delete the Bottom Third of Your PPC
Account and Move the Budget to
Remarketing Instead
38. Call Button Changes Everything
Mobile
Mobile
Conversion Funnel
1. Sees Ad 1. Sees Ad
2. Clicks On Ad
Desktop Search
Conversion Funnel
3. Visits Website Landing
Page
4. Lead Captured
2. Calls Business
3% Avg.
Conversion
Rate
3. Lead Captured!!
Calls to businesses are worth, on average, 3x more than clicks to websites!
40. Search Impression share, by device
Search Impression Share
100%
78%
55%
33%
10%
1 3 5 7 9
Ad Position
Desktop
Mobile
Tablet
Key Mobile Tip!
Mobile
Much less
likely to show
on mobile vs.
desktop
42. Typical Conversion Rates Suck
Remarketing
~97%
of people who visit a
website leave without
completing the actions
marketers want them to
take
Your Site
Your Ad
70%
of people abandon their
shopping cart without
completing a purchase
45. Massive Reach
Remarketing
Reach more users Reach them frequently On various pages
Of the typical remarketing
audience, find
Reach them on between
As they visit 20 or more pages
on a typical day across
10-18 days
!
…or more out of the month
84%
!
…within a month
5-10 !sites
… of which all pages and
sites have ad space available
to Google Display Network buyers
52. Bring an Audience Dimension to Your
Search Campaigns
RLSA
With remarketing lists for search ads you can…
Segment past
site visitors
Optimize ad text, bids,
and keywords to those
segments
Convert these site visitors
as they’re searching for
your product or brand
on Google > >
65. First Mover Advantage
Benchmark Your AdWords Campaigns and
Landing Pages
Grade Your AdWords Account Grade Your AdWords Landing Pages
www.wordstream.com/google-adwords www.wordstream.com/landing-page
66. Questions?
Thue Madsen!
Marketing Associate!
KISSmetrics!
@thuelmadsen!
tmadsen@kissmetrics.com
Larry Kim!
Founder and CTO!
WordStream!
@larrykim!
lkim@wordstream.com