the top 10 pay-per-click advertising hacks of all time
TRANSCRIPT
Larry Kim, founder and CTO at Wordstream
The Top 10 Pay-Per-Click Advertising Hacks of All time!August 13, 2014
@thuelmadsen #KISSwebinar
Join the conversation on Twitter
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
@larrykim #KISSwebinar
Join the conversation on Twitter
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!
Larry Kim!Founder and CTO!
WordStream!@larrykim!
THANK YOU
Larry Kim!WordStream