the greatest intro to ppc ever!
Post on 08-May-2015
1.355 Views
Preview:
DESCRIPTION
TRANSCRIPT
The Greatest Intro to PPC Ever
Webinar
10 Years of PPC Experience In 40 Minutes
PPC University
#wordstream (@larrykim)
Today’s Agenda
#wordstream (@larrykim)
•
•
•
•
Meet The Expert
#wordstream (@larrykim)
About WordStream
o
o
o
o
#wordstream (@larrykim)
POLL QUESTION:
Larry Kim (@larrykim) #wordstream
Poll Question
#wordstream (@larrykim)
CONFIDENTIAL – DO NOT DISTRIBUTE 7
Red vs. Blue Pill
CONFIDENTIAL – DO NOT DISTRIBUTE 8
Pick the Red
or Blue PillWarning:
Data Ahead!
Larry Kim (@larrykim)
*Average Prices can vary +/- 400% Depending on various factors
#wordstream (@larrykim)
How Much Does it Cost on Average?*
Larry Kim (@larrykim)
*Avg. Conversion Rates can vary +/- 400% Due To Various Factors
#wordstream (@larrykim)
How Often Do These Clicks Convert?*
Larry Kim (@larrykim)
*Avg. Cost Per Action can vary +/- 400% Depending on Various Factors
#wordstream (@larrykim)
So an Average Cost Per Conversion is…*
SO, WHO SHOULD USE PPC?
Larry Kim (@larrykim)#wordstream (@larrykim)
So, Who Should Use PPC?
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
How Quality Score Impacts Ad Position
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Avg. Quality Score Has Been Falling
QS is Based on Your CTR vs. Expected CTR!
How Quality Score Impacts Actual CPC
Larry Kim (@larrykim)
Impression Share vs. Quality Score
Conv. Rate vs. Average Search Position
Cost Per Conversion Greatly Impacted by QS
The Impact of Quality Score on Cost Per Conversion
QUICK RECAP
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Quick Recap
THE HIGH CTR GAME FOR ADWORDS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
The High CTR Game for AdWords
WHICH AD WINS?
Which Ad Wins?
#wordstream (@larrykim)
TRICK QUESTION! BOTH ADS SUCK.
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Trick Question! Both Ads Suck.
WHAT’S A GOOD CTR?What’s a Good CTR?
Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 42
WHAT’S A GOOD SEARCH CTR? (ACCOUNT AVG. CTR’S)What’s a Good Search CTR? (Account Avg. CTR’s)
BUT LOTS OF VARIANCE!!But Lots of Variance!!
UNDER-PERFORMING VS. UNICORNS
Percentile Vs. ExpectedCTR
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
@larrykim
Ad Unicorns?!
(6x Avg. CTR!)
WHAT UNICORNS (TOP 1%) LOOK LIKE
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
What Unicorns (Top 1%) Look Like
• 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
1. KEYWORDS WITH HIGH COMMERCIAL INTENT1. Keywords With High Commercial Intent
BE SUPER PICKY WITH KEYWORDS & USE NEGATIVE KEYWORDS
•
•––––
Larry Kim (@larrykim)#wordstream (@larrykim)
Be Super Picky With Keywords & Use Negative Keywords
WHAT IS DYNAMIC KEYWORD INSERTION?
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
What is Dynamic Keyword Insertion?
2. DYNAMIC KEYWORD INSERTION (DKI)2. Dynamic Keyword Insertion (DKI)
2. DKI DOESN’T PRODUCE AS MANY UNICORNS2. DKI Doesn’t Produce As Many Unicorns
FIRST: WHAT ARE “AD EXTENSIONS”?First: What Are “Ad Extensions”?
3. Ad Extensions Impact on Quality Scores
3. Ad Extensions Impact on Click Through Rate
4. MOST ADS SUCK. CREATE EMOTIONAL ADS.
62
4. Most Ads Suck. Create Emotional Ads.
CREATING “EMOTIONAL” ADSCreating “Emotional” Ads
RELATIVE ABUNDANCE
Name Percentile RelativeAbundance
Vs. ExpectedCTR
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
YOU’RE NOT TESTING AS MANY ADS AS YOU THINK…You’re Not Testing as Many Ads as You Think…
MOST SMALL BUSINESSES AREN’T THAT ACTIVE
Larry Kim (@larrykim) #wordstream #pubcon#wordstream (@larrykim)
Most Small Businesses Aren’t That Active
85% OF IMPRESSIONS ARE FROM 5% OF ADS85% of Impressions are From 5% of Ads
•o
o
o
o
o
•
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
The Great Landing Page Optimization Fairy Tale
•––
Typical Conversion Rate Optimization Test
CONVENTIONAL LANDING PAGE OPTIMIZATION IS OVER-RATED
•
•
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Conventional Landing Page Optimization is Over-Rated
Re-Arranging Deck Chairs On the Titanic
WHAT’S A GOOD CONVERSION RATE?
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
What’s a Good Conversion Rate?
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
Larry Kim (@larrykim) #wordstream
Distribution Point
All accounts Ecommerce Legal B2B Finance
Median ConversionRate
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
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
@larrykim
Landing Page Unicorns?!
(+3x Avg. Conversion Rate!)
1. CHANGE THE OFFER1. Change The Offer
THE NEW OFFER:The New Offer:
•
•
CONFIDENTIAL – DO NOT DISTRIBUTE 86#wordstream (@larrykim)
How to Know if your Offer Stinks
2. CHANGE THE FLOW.2. Change The Flow
2. NEW FLOW: REGISTRATION AT END2. New Flow: Registration At End
Another Example of Changing The Flow
CONFIDENTIAL – DO NOT DISTRIBUTE 90#wordstream (@larrykim)
Changing the Flow: Let Them Choose
RELATIVE ABUNDANCE
Name Percentile RelativeAbundance
Vs. ExpectedConversion Rate
Awesome Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
Larry Kim (@larrykim)#wordstream (@larrykim)
Relative Abundance
Larry Kim (@larrykim)#wordstream (@larrykim)
This is the same landing page with different spacing…
Larry Kim (@larrykim)#wordstream (@larrykim)
80% of Traffic Goes to 10% of Landing Pages
The Bar for Landing Page Excellence is (Very) Low
But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim)Source: BIA/Kelsey
#wordstream (@larrykim)
•
•
•
•
Larry Kim (@larrykim)#wordstream (@larrykim)
Calls Radically Change The Flow!
•–––
Larry Kim (@larrykim)#wordstream (@larrykim)
Key Mobile PPC Concept: User Context
KEY BID MANAGEMENT TOOLS
Larry Kim (@larrykim)#wordstream (@larrykim)
Key Bid Management Tools
TIME BASED BID MANAGEMENT
CONFIDENTIAL – DO NOT DISTRIBUTE
107#wordstream (@larrykim)
Time Based Bid Management
DEVICE BASED BID MANAGEMENTDevice Based Bid Management
Reflect User Context in Ad Extensions
Mobile & User Context: Key Takeaways
REMARKETING CASE STUDY
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Remarketing Case Study
96%
70%
HOW REMARKETING WORKS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
How Remarketing Works
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…
AUDIENCE DEFINITION STRATEGY
Audience Definition Strategy
WORDSTREAM’S REMARKETING ADS
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
WordStream’s Remarketing Ads
IMPACT ON REPEAT USER RATE
Larry Kim (@larrykim) #wordstream#wordstream (@larrykim)
Impact on Repeat User Rate
IMPACT ON USER ENGAGEMENTImpact on User Engagement
Summary
#wordstream (@larrykim)
•
•
•
•
WordStream’s FREE AdWords Performance Grader
NEW! WordStream’s FREE AdWords Landing Page Grader
WordStream’s 20-Minute PPC Work Week
THANK YOU
Webinar
top related