the top 10 pay-per-click advertising hacks of all time

Larry Kim, founder and CTO at Wordstream

The Top 10 Pay-Per-Click Advertising Hacks of All time!August 13, 2014

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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.

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1 Quality Score

2 Insane Ads

3 Bid Multipliers

Agenda: Top 10 PPC Hacks of All Time

4 Mobile

5 Remarketing

6 RLSA

7 In Market Segments

8 Gmail Ads

9 YouTube Ads

10 First Mover Advantage

How much are you spending on paid search per month?

Poll Question

Quality Score

1

Impacts Ad Ranking

Quality Score

Impacts Cost-Per-Click

Quality Score

Impacts Impression Share

Quality Score

Impacts Cost-Per-Conversion

Quality Score

So… Get a High Quality Score!

Quality Score

It’s Not All That Complicated.

Quality Score

Just Beat Expected CTR

Quality Score

Crazy PPC Hack to Raise Quality Score

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

Example Crap Account

Quality Score

Mix of above and below average keywords

Example Crap Account

Quality Score

Notice how the account has no high QS keywords!

Example Awesome Account

Quality Score

Mostly above average CTR, some below average

Example Awesome Account

Quality Score

Notice how the account has only high QS keywords!

Quality Score

How Quality Score is Calculated

Quality Score

Insane Ads

2

Most Ads Suck

Insane Ads

Don’t Suck. Instead, Write “Emotional” Ads

Insane Ads

This Ad Gets 6x Above Average CTR

Insane Ads

Because Everyone Else Sucks

Insane Ads

These Emotions Make People Click

Insane Ads

Insane Ads

Bid Multipliers

3

Segment By Time…

Bid Multipliers

Location…

Bid Multipliers

And Device…

Bid Multipliers

Be Super Picky With Bid Multipliers

Bid Multipliers

Mobile

4

OMG! A Call Button.

Mobile

Call Button Changes Everything

Mobile

Calls to businesses are worth, on average, 3x more than clicks to websites!

4. Lead Captured

2. Calls Business

2. Clicks On Ad

3% Avg. Conversion

Rate

1. Sees Ad 1. Sees Ad

3. Visits Website Landing Page

3. Lead Captured!!

Desktop Search Conversion Funnel

Mobile Conversion Funnel

Forget Mobile Sites

Mobile

Search Impression share, by device

Sear

ch Im

pres

sion

Sha

re

10%

33%

55%

78%

100%

Ad Position1 3 5 7 9

DesktopMobileTablet

Key Mobile Tip!

Mobile

Much less likely to show on mobile vs.

desktop

Remarketing

5

Typical Conversion Rates Suck

Remarketing

of people who visit a website leave without completing the actions marketers want them to take

~97%

Your Ad

Your Site

of people abandon their shopping cart without completing a purchase

70%

How Remarketing Works

Remarketing

Remarketing

Massive Reach

Remarketing

On 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

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

Audience Definition Strategy

Remarketing

Example Ads

Remarketing

Impact on Repeat Visitor Rate

Remarketing

Impact on User Engagement

Remarketing

RLSA

6

How Remarketing Works

RLSA

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> >

In-Market Segments

7

Target People Ready to Buy!

In Market Segments

Gmail Ads

8

Gmail Ads

Subject Line & Teaser

Gmail Ads

Email Ad

Gmail Ads

YouTube Ads

9

YouTube True View Ads

YouTube Ads

In-Video Ads

YouTube Ads

Suggested Videos and Video Search

YouTube Ads

First Mover Advantage

10

Hundreds of New Features Per Year

First Mover Advantage

Benchmark Your AdWords Campaigns and Landing Pages

First Mover Advantage

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

Questions?

Thue Madsen!Marketing Associate!

KISSmetrics!@thuelmadsen!

tmadsen@kissmetrics.com

Larry Kim!Founder and CTO!

WordStream!@larrykim!

lkim@wordstream.com

THANK YOU

Larry Kim!WordStream