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The Top 10 PPC Hacks of All Time

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Larry Kim's Presentation for Pubcon 2014 Las Vegas -- Hacking AdWords! The Top 10 Greatest Hacks of All Time

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  • Great, works for me:)
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  • Great presentation Larry #pubcon
    I tried to put trophy keywords into a brand campaign with high CTR and that increase the QS

    BR
    Henrik
    IIH Nordic
    http://iihnordic.dk
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The Top 10 PPC Hacks of All Time

  1. 1. Hacking AdWords! The Top 10 Greatest Hacks of All Time Presented by: Larry Kim Founder/CTO, WordStream, Inc. @larrykim #pubcon
  2. 2. @larrykim #pubcon About Me Larry Kim (@larrykim) •Founder / CTO of WordStream •Commander of Quality Score Rebellion •Had Kid 5 Months Ago! #ppckid
  3. 3. @larrykim #pubcon Today’s Agenda • The 10 Greatest PPC Hacks of All Time!
  4. 4. You’re an AdWords Hacker … and a Traitor!
  5. 5. Slides Can Be Downloaded From Slideshare! @larrykim #pubcon • bit.ly/pubcon-2014
  6. 6. #10. QUALITY SCORE IN ADWORDS @larrykim #pubcon
  7. 7. Why You Should Care About Quality Score?!
  8. 8. Quality Score Impacts Ad Rankings @larrykim #pubcon
  9. 9. Quality Score Impacts Cost Per Click @larrykim #pubcon
  10. 10. Quality Score Impacts Impression Share @larrykim #pubcon
  11. 11. Impression Share 2x More Competitive On Mobile!
  12. 12. Quality Score Impacts Cost Per Conversion @larrykim #pubcon
  13. 13. So Get a High Quality Score! @larrykim #pubcon
  14. 14. How is Quality Score Really Calculated?
  15. 15. Expected Click Through Rate @larrykim #pubcon
  16. 16. QS is Based on Your CTR vs. Expected CTR @larrykim #pubcon
  17. 17. A Crazy Hack To Increase Quality Scores • Allocate 10% of Budget To Raise Account Average Quality Scores • Delete the Bottom Third of Your AdWords Account (Shift budget to Remarketing instead) @larrykim #pubcon
  18. 18. Example Crappy Account • 2/3rd of Keywords Underperform Expected CTR, • 1/3rd of Keywords Beat Expected CTR
  19. 19. The Junk Keywords Kill The Account • Even the above average CTR keywords have very low Quality Scores!
  20. 20. Example Amazing Account • 1/3rd of Keywords Underperform Expected CTR, • 2/3rd of Keywords Beat Expected CTR
  21. 21. High CTR Keywords = Get Out of Jail Free! • Even the Keywords with 0% CTR have Quality Scores of 7/10 or 10/10!!
  22. 22. What’s A Good Quality Score These Days?
  23. 23. Typical Quality Score Distribution • Today, Average ~5/10 • Previously it was 7/10 • As average values drift lower, above average QS worth up to 200% more than before!
  24. 24. So What To Do With My Keywords? @larrykim #pubcon • If Your Keyword’s Quality Score is… – 1to 3: Delete Immediately – 4 to 6: Fix / Optimize – 7 to 10: Don’t Mess with Success
  25. 25. But.. High Quality Scores Aren’t Possible In my Industry!! @larrykim #pubcon
  26. 26. Real Estate Industry Quality Scores
  27. 27. E-Commerce Industry Quality Scores
  28. 28. Finance Industry Quality Scores
  29. 29. But.. Google Says Not To Obsess About @larrykim #pubcon Quality Score!!
  30. 30. Key Finding #1: Google is Downplaying @larrykim #pubcon Quality Score Quality Score Is a Helpful Diagnostic Tool, Not a Key Performance Indicator •Why: Your Quality Score is like a warning light in a car’s engine that shows how healthy your ads and keywords are. It’s not meant to be detailed metric that should be the focus of account management -- Source: bit.ly/qs-whitepaper
  31. 31. But Wait – What About This?! “QS is important in order for your ads to be successful … QS plays a key role in determining your ad's position and how much you'll pay for a click. In general, the more relevant your ad, the higher your QS – and the higher your QS, the better your position and the less you will have to pay for a click...Being successful with AdWords means getting your products or services in front of the people who are most likely to become your customers and a high Quality Score can help make that happen.” -- Source: What is AdWords Quality Score and Why Does It Matter?" from Google (2011) @larrykim #pubcon
  32. 32. @larrykim #pubcon
  33. 33. Key Finding #2: They Withhold Key Information
  34. 34. Remember: Quality Score Graded on a Curve
  35. 35. Low CTR = Losing PPC Strategy
  36. 36. Quick Recap • Below Avg. CTR = Low QS • Low QS means… – Less prominent ad positions – Very low impression share – Huge CPC penalties (+400% Tax) – High Cost Per Conversion (+64%)
  37. 37. The HIGH CTR Game for AdWords @larrykim #pubcon • Be Very Picky. Bid on Only the Best Keywords and Get HIGH CTRs. • Delete Junk Keywords (Bottom Third of your Account) • PRO TIP: Use impression weighted average quality scores for Campaigns & Accounts (ignore keyword-level QS)
  38. 38. @larrykim #pubcon #9. UNICORN ADS
  39. 39. @larrykim #pubcon Which Ad Wins? • Ad A – 2,423 Impressions – 453 clicks (1.4% CTR) – Average Position: 2.8 • Ad B – 36,223 Impressions – 760 clicks (2.1% CTR) – Average Position: 3.0
  40. 40. Trick Question! They Both Suck @larrykim #pubcon • Neither ad is worth declaring a “Winner”. • Not even the 2.1% CTR in the 3.0 Avg. Position. • Why??
  41. 41. What’s a Good CTR These Days? (It’s Higher Than You Think)
  42. 42. Google Expects More Of Your Ads
  43. 43. Big Performance Inequalities Here
  44. 44. Crap Ads Vs. Unicorns!! Percentile Vs. Expected CTR Name Bottom 50% Below Expected CTR CRAP ADS Top 15% 2X Higher Awesome Advertisers Top 5% 3x Higher Super Awesome Advertisers Top 1% 6x Higher!! Unicorns!!!
  45. 45. Unicorns Ads?! (6x Avg. CTR!)
  46. 46. 1. Keywords With High Commercial Intent @larrykim #pubcon
  47. 47. 2. Dynamic Keyword Insertion? (DKI)
  48. 48. 2. DKI Doesn’t Produce As Many Unicorns
  49. 49. 3. Use of Ad Extensions?
  50. 50. 3. Use of Ad Extensions? (Impact on CTR)
  51. 51. 3. Ad Extensions has Small Impact on QS
  52. 52. 3. Ad Extensions has Small Impact on QS
  53. 53. How To Write “Unicorn” Ads (Top 1%, 6x Average CTR)
  54. 54. Most Ads Suck (+90%) @larrykim #pubcon
  55. 55. The Hack: Try Ads That Trigger Emotions! @larrykim #pubcon
  56. 56. This Beats Avg. CTR by 6x ! @larrykim #pubcon
  57. 57. .. Because All The Other Ads Suck!
  58. 58. Ad Unicorns are Rare & Beautiful Creatures! 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!!
  59. 59. You Need To Test 100 DIFFERENT Ads..
  60. 60. The Bar is Very Low Here…
  61. 61. 5% of Ads Soak Up 85% of Impressions • You Just Need to Find 1 Unicorn Ad!!
  62. 62. #8. CRAZY OFFERS @larrykim #pubcon
  63. 63. What’s a Good Conversion Rate for PPC? @larrykim #pubcon
  64. 64. The Top 10% of Landing Pages Have 3-5x Higher Conversion Rates @larrykim #pubcon 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%
  65. 65. Landing Page Unicorns?! (+3-5x Avg. Conversion Rate!) @larrykim #pubcon
  66. 66. The Great Landing Page Optimization Fairy Tale @larrykim #pubcon • We Changed the: – Font Type – Spacing – Button Color – Image – Etc. • We got a 5% Increase in Conversions!!*
  67. 67. PTD- Premature Testing Dilemma (aka “Optimizatitis”) @larrykim #pubcon
  68. 68. Conventional Landing Page Optimization is Over-Rated @larrykim #pubcon • Small Changes Result In Small Changes • % Change You Think You Got is Often Just Noise or Wishful Thinking
  69. 69. Re-Arranging Deck Chairs On the Titanic..
  70. 70. Aim for 3-5x Improvements! (not 3-5%!)
  71. 71. What Do Landing Page Unicorns Look Like?
  72. 72. 1. Change Your Offer @larrykim #pubcon
  73. 73. @larrykim #pubcon The New Offer • How To Know If Your Offer Stinks: – 2% Conversion Rate or Less – Ask Your Prospects!
  74. 74. 2. Radically Change The Flow
  75. 75. 2. New Registration Flow
  76. 76. 3. Let Users Choose / Leverage Emotional Triggers @larrykim #pubcon
  77. 77. Landing Page Unicorns are Rare & Beautiful Creatures! @larrykim #pubcon Name Percentile Relative Abundance Vs. Expected Conversion Rate Awesome Landing Pages Top 25% 1:4 2x Higher Unicorns Top 10% 1:10 3-5x Higher!!
  78. 78. @larrykim #pubcon
  79. 79. Note: This is the Same Landing Page with Different Spacing… @larrykim #pubcon
  80. 80. The Bar is Pretty Low
  81. 81. 80% of Impressions go to 10% of Landing Pages • You Just Need 1 Killer Offer!
  82. 82. OMG - Just One Landing Page?!! @larrykim #pubcon Larry Kim (@larrykim) #mnsearch
  83. 83. YES - One Unicorn is Usually Enough! @larrykim #pubcon Larry Kim (@larrykim) #mnsearch
  84. 84. #7. GMAIL SPONSORED PROMOTIONS @larrykim #pubcon
  85. 85. @larrykim #pubcon
  86. 86. Subject Line and Teaser @larrykim #pubcon
  87. 87. Email Ads! (HTML) @larrykim #pubcon
  88. 88. The Hack: Target Your Competitor’s Emails @larrykim #pubcon
  89. 89. #6. PEOPLE BASED MARKETING (NOT IN ADWORDS!) @larrykim #pubcon
  90. 90. Custom Audiences in Facebook @larrykim #pubcon
  91. 91. Tailored Audiences in Twitter @larrykim #pubcon
  92. 92. The Hack: Think of PPC More Like Email @larrykim #pubcon Marketing Email Marketing • Limit Number of Blasts To Reduce Unsubscribes • 0.5-2% Unsubscribes Each Blast • People Need To Opt Into Your List • Tons of Unqualified Emails on the List People Based Marketing • N/A • N/A • N/A • N/A
  93. 93. @larrykim #pubcon #5. CRAZY MOBILE STRATEGIES
  94. 94. Mobile Changes The Flow In a Big Way OMG a Call Button!! @larrykim #pubcon
  95. 95. Mobile Changes The Flow In a Big Way! Desktop Search Conversion Funnel 1. Sees Ad 1. Sees Ad 2. Clicks On Ad 3. Visits Website Landing Page 4. Captured Lead Mobile Conversion Funnel 2. Calls Business 3% Avg. Conversion Rate 3. Lead Captured!! Calls to Businesses worth on Average 3x More Than Clicks to Websites!!
  96. 96. The Hack: Forget about Mobile Sites and @larrykim #pubcon Landing Pages!
  97. 97. #4. QUALITY SCORE FOR GOOGLE DISPLAY NETWORK @larrykim #pubcon
  98. 98. Quality Score Exists on Google Display Network!! Higher CTR = Lower CPC Higher CTR = Lower CPC A 0.1% increase/decrease in CTR yields ~20% increase/decrease in CPC!
  99. 99. The Hack: Create Display Ads With Above Avg. CTR @larrykim #pubcon
  100. 100. 1. Push Ads To Your Offers
  101. 101. Do a Conversion Path Analysis Define audience segments using the pages that most often lead to a conversion event
  102. 102. 2. Push Ads To Your Content @larrykim #pubcon
  103. 103. 5% of Articles Generate 50% of Social Media @larrykim #pubcon Engagement
  104. 104. The Hack: Same Emotions Make People Click on Ads and Content
  105. 105. Mark Your Calendar! • Remarketing and Retargeting in 2014 • Wednesday 3:50, Salon F – Erin Sagin – WordStream – Tim Mayer – Trueffect – Sean Dolan – PushFire – Rob Garner - Advice Interactive Group @larrykim #pubcon
  106. 106. #3. REMARKETING LISTS FOR SEARCH ADS (RLSA) @larrykim #pubcon
  107. 107. Remarketing Lists for Search Ads (RLSA) • Customize Ads To Users Who Previously Visited Your Site • On Average Doubles Click Through Rates (Raises Quality Score) and Cuts CPC’s in Half!!
  108. 108. @larrykim #pubcon #2. IN-MARKET SEGMENTS
  109. 109. In Market Segments & Similar Audiences to Increase Reach! @larrykim #pubcon
  110. 110. @larrykim #pubcon #1. FIRST MOVER ADVANTAGE
  111. 111. A Thousand New Features Each Year @larrykim #pubcon • Over 1000 New Features in last 12 Months • Innovation is Accelerating • Much more if you Include Bing Ads, Twitter, Linkedin, Facebook, etc.
  112. 112. +Post Ads on Google+ @larrykim #pubcon • Released in April 2014 • Google+ Updates Show Up All Over The Web as Ads!
  113. 113. Impact on G+ Page Visibility Before & @larrykim #pubcon After After Before
  114. 114. The Flywheel Effect: Paid Social Promotion Generates Organic Engagement @larrykim #pubcon
  115. 115. TrueView Ads on YouTube @larrykim #pubcon • People spend 6 Billion Hours on YouTube / Month • Pay Nothing if People Click “Skip Ad” • Ridiculously Powerful Targeting Options
  116. 116. Summary: The Top 10 AdWords Hacks of All Time! @larrykim #pubcon 1. Say No to Low CTR! 2. Unicorn Ads Get Up To 6x Average CTR 3. Unicorn Offers Get 3-5x Average Conversion Rates 4. Forget About Mobile Websites and Landing Pages 5. Quality Score has Huge Impact on Display Ads 6. Use RLSA to Double Click Through Rates / Reduce CPC in Half 7. Expand Display Ad Reach with In-Market Segments 8. Get in People’s Gmail Inboxes! 9. Target Specific People on Facebook and Twitter 10.Always Be the First Mover!
  117. 117. Flywheel Effect: Paid Don’t Settle For Average – Be a Unicorn Among a Sea of Donkey Advertisers! @larrykim #pubcon
  118. 118. Thank You PUBCON! • Download Slides Here: bit.ly/pubcon-2014 @larrykim #pubcon

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