debunking adwords myths and other dogma by larry kim

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CONFIDENTIAL DO NOT DISTRIBUTE 1 Debunking AdWords Myths and Other Dogma Larry Kim, Founder/CTO, WordStream June 12, 2014 @larrykim

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Smx Advanced 2014 Session #Smx #23B - Amazing Paid Search Tactics & Toolspresentation Debunking Adwords Myths And Other Dogma By Larry Kim @Larrykim Of Wordstream For more articles by Larry Kim visit http://marketingland.com

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Page 1: Debunking AdWords Myths and Other Dogma by Larry Kim

CONFIDENTIAL – DO NOT DISTRIBUTE 1

Debunking AdWords Myths

and Other Dogma

Larry Kim, Founder/CTO, WordStream

June 12, 2014

@larrykim

Page 2: Debunking AdWords Myths and Other Dogma by Larry Kim

Win a $25 Amazon.com Gift Certificate!!

• Include @larrykim and #smx in

your tweets so I can find them

• Funniest Tweet & Best Tip

Larry Kim (@larrykim) #wordstream

Page 3: Debunking AdWords Myths and Other Dogma by Larry Kim
Page 4: Debunking AdWords Myths and Other Dogma by Larry Kim

What’s a Low CTR Strategy?

a) “Broader Keywords” –

Navigational/Informational/

Ambiguous Intent (e.g.:

“Web Development”)

b) “Fewer Clicks” –

Discouraging people from

clicking on ads, or going

after lower ad positions

Larry Kim (@larrykim) #wordstream

Page 5: Debunking AdWords Myths and Other Dogma by Larry Kim

CONFIDENTIAL – DO NOT DISTRIBUTE 5

Pick the Red

or Blue PillWarning:

Data Ahead!

Page 6: Debunking AdWords Myths and Other Dogma by Larry Kim

Low CTR Used to Generate High Profits!

• Google Has

Changed

• Old Strategies

Need to be

Revisited!

Larry Kim (@larrykim) #wordstream

Page 7: Debunking AdWords Myths and Other Dogma by Larry Kim

Google Expects WAY More of Your Ads!

Larry Kim (@larrykim) #wordstream

Page 8: Debunking AdWords Myths and Other Dogma by Larry Kim

Quality Score Based on Beating Expected CTR!

Larry Kim (@larrykim) #wordstream

Page 9: Debunking AdWords Myths and Other Dogma by Larry Kim

Google Has Changed How Ad Auction Works

• Today, average score is 5/10. Previously was 7/10

Larry Kim (@larrykim) #wordstream

Page 10: Debunking AdWords Myths and Other Dogma by Larry Kim

CONFIDENTIAL – DO NOT DISTRIBUTE 10

Page 11: Debunking AdWords Myths and Other Dogma by Larry Kim

CONFIDENTIAL – DO NOT DISTRIBUTE 11

Low Quality Score Penalty on CPC is Brutal

Page 12: Debunking AdWords Myths and Other Dogma by Larry Kim

Impression Share vs. Quality Score

Larry Kim (@larrykim) #wordstream

Page 13: Debunking AdWords Myths and Other Dogma by Larry Kim

But High QS Not Possible In My Industry!

Larry Kim (@larrykim) #wordstream

Page 14: Debunking AdWords Myths and Other Dogma by Larry Kim

B2B Industry Quality Scores

Larry Kim (@larrykim) #wordstream

Page 15: Debunking AdWords Myths and Other Dogma by Larry Kim

Finance Industry Quality Scores

Larry Kim (@larrykim) #wordstream

Page 16: Debunking AdWords Myths and Other Dogma by Larry Kim

Ecommerce Industry Quality Scores

Larry Kim (@larrykim) #wordstream

Page 17: Debunking AdWords Myths and Other Dogma by Larry Kim

Why Cost Per Click Matters

Larry Kim (@larrykim) #wordstream

Page 18: Debunking AdWords Myths and Other Dogma by Larry Kim

But Position 3 Converts Better for Me!!

Larry Kim (@larrykim) #wordstream

Page 19: Debunking AdWords Myths and Other Dogma by Larry Kim

Conv. Rate vs. Average Search Position

Larry Kim (@larrykim) #wordstream

Page 20: Debunking AdWords Myths and Other Dogma by Larry Kim

But My High CTR Ads Have High CPAs!

Larry Kim (@larrykim) #wordstream

Page 21: Debunking AdWords Myths and Other Dogma by Larry Kim

How Do I Raise My Conversion Rates?!

Larry Kim (@larrykim) #wordstream

Page 22: Debunking AdWords Myths and Other Dogma by Larry Kim

@larrykim

Landing Page Unicorns?!

(+3x Avg. Conversion Rate!)

Page 23: Debunking AdWords Myths and Other Dogma by Larry Kim

1. Change The Offer

Larry Kim (@larrykim) #wordstream

Page 24: Debunking AdWords Myths and Other Dogma by Larry Kim

The New Offer:

Larry Kim (@larrykim) #wordstream

Page 25: Debunking AdWords Myths and Other Dogma by Larry Kim

Epiphany:

Low QS

Keywords Kill

Your Account

Page 26: Debunking AdWords Myths and Other Dogma by Larry Kim

Example Crap Account

Larry Kim (@larrykim) #wordstream

Page 27: Debunking AdWords Myths and Other Dogma by Larry Kim

Larry Kim (@larrykim) #wordstream

OMG – Where Are My High QS Keywords!!

Page 28: Debunking AdWords Myths and Other Dogma by Larry Kim

Example Awesome Account

Larry Kim (@larrykim) #wordstream

Page 29: Debunking AdWords Myths and Other Dogma by Larry Kim

Even Low CTR Keywords Get High QS!!!

Larry Kim (@larrykim) #wordstream

Page 30: Debunking AdWords Myths and Other Dogma by Larry Kim

But I REALLY NEED my Low CTR Keywords!

–Use RLSA!

– Informal Google Analysis of Regular Search Ads vs. RLSA Search Ads:

• 2.5x Avg. CTR,

• ½ Avg. CPC

• ~1.5x higher Quality Score.

Larry Kim (@larrykim) #wordstream

Page 31: Debunking AdWords Myths and Other Dogma by Larry Kim

So How The Heck do I Scale Paid Search?

Larry Kim (@larrykim) #wordstream

Page 32: Debunking AdWords Myths and Other Dogma by Larry Kim

Quick Recap

1. Above Average CTR Keyword/Ads = Great Success.

2. Below Average CTR Keyword/Ads = Train Wreck

3. So … Delete the bottom third of your account and re-deploy that spend to remarketing

Larry Kim (@larrykim) #wordstream

Page 33: Debunking AdWords Myths and Other Dogma by Larry Kim

Average CPA’s for Search & Display, by Industry

Larry Kim (@larrykim) #wordstream

Page 34: Debunking AdWords Myths and Other Dogma by Larry Kim

A Quick Note On Averages!

Larry Kim (@larrykim) #wordstream

Page 35: Debunking AdWords Myths and Other Dogma by Larry Kim

Summary

• It’s hard to win at

AdWords with

Below Avg. CTRs

• Look to Display

Remarketing to

Scale AdWords

Campaigns

Larry Kim (@larrykim) #wordstream

Page 36: Debunking AdWords Myths and Other Dogma by Larry Kim

THANK YOU SMX!!

Download Slides From Here:

http://bit.ly/just-say-no-to-low-ctr

Let’s Connect! ([email protected])

• Linkedin:

https://www.linkedin.com/in/larrykim

• Twitter: @larrykim

• G+: +larrykim1

Larry Kim (@larrykim) #wordstream