WordStream & Acquisio present: The 8 PPC Metrics That Matter
10 Ways to Increase Your PPC Click-Through Rates Today [WordStream and Hanapin Marketing Webinar]
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Transcript of 10 Ways to Increase Your PPC Click-Through Rates Today [WordStream and Hanapin Marketing Webinar]
Presenters:
Larry Kim | Founder, CTO of Wordstream
Sean Quadlin | Writer and account manager at PPC Hero & Hanapin Marketing
10 Ways to Increase Your PPC
Click-Through Rates Today
& HOSTED BY:
Speaker Introductions
2
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for +10 Years!
– 5 Years ago, started WordStream!
– We’re the provider of the AdWords Grader and 20 Minute PPC Work Week
• Sean Quadlin
– Account Manager at Hanapin Marketing and Blogger at PPC Hero
– Manages clients in education, publishing, software as a service and more
– Focuses primarily on lead generation
– PPCHero.com is the leading site for PPC Strategies, News and Information
&
• Why Click Through Rate (CTR) Matters in Search
• 10 Tips on Improving CTR!
• Your Questions
Today’s Agenda
3 3 &
Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #thinkppc in your Twitter tweets, Google+ status updates, etc.
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Why Should You Care about Click Through Rate (CTR)?
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Translation: Higher CTR = Higher Average Quality Score
Why Should You Care About Quality Score?
6 6 &
Translation: Higher Quality = Lower Average CPA
Summary: CTR Matters Because You’ll Get on Average…
• Higher Quality Score (Higher Ad Position and Lower CPC)
• Lower CPA’s
Note: This is on average. (There are always exceptions to an average!)
7 7 &
How To Raise Your Click Through Rate!
• Presenting 10 ideas on how to raise your CTR!
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10) First, Measure Your Click Through Rate
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• In order to optimize your CTR you need to know what your CTR looks like vs. what CTR is expected.
• Use AdWords Grader for Free: http://www.wordstream.com/google-adwords
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Quit Complaining and Get Something Done
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• More than half of accounts do nothing at all each week
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9) Put Low CTR Keywords Under the Microscope
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Are you targeting the right things?
9) Put Low CTR Keywords Under the Microscope
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Establish a baseline (Make sure it’s the right baseline)
Look at what’s lower than the baseline (spend the most time on highest impression keywords)
9) Put Low CTR Keywords Under the Microscope
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Does the keyword make sense?
Optimize Get rid of it
8) Use All Applicable Ad Extensions
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• In order to optimize your CTR you need to know what your CTR looks like to get a sense of what is possible.
• Use AdWords Grader for Free: http://www.wordstream.com/google-adwords
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Many Ad Extensions to Choose From!
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7) Stop Targeting Broad/Phrase Match (or at least stop targeting them as much)
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7) Stop Targeting Broad/Phrase Match (or at least stop targeting them as much)
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Two Tactics to Try
Ad groups by match type
Labeling your questionable
keywords
6) Bid on Branded Terms (including competitor brands)
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Higher Account CTR Raises QS Across Account
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Live-Poll Question 3
Question 3: What aspects of your ads do you test most frequently?
#thinkppc
a) Headlines
b) Calls to Action
c) Specific Benefits
d) Display URLs
e) Other stuff (punctuation, title case, etc.)
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Display Network Webinar- Inside-Another-Webinar
5) Use Different Ad Formats
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Display Network Webinar-Inside-Another-Webinar
5) Use Different Ad Formats
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Display Network Webinar-Inside-Another-Webinar
http://www.ppchero.com/redbop-winner-how-to-create-display-image-ads-with-no-creative-resources/
4) Frequency Cap Your Campaigns
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Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns
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Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns
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Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns
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Display Network Webinar-Inside-Another-Webinar
4) Frequency Cap Your Campaigns
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Display Network Webinar-Inside-Another-Webinar
3) Most Ads Suck. Create Emotional Ads.
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Creating “Emotional” Ads
Example
2) Raise Your Bids
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2) Raise Your Bids
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Average position matters. Top vs. side
matters possibly even more.
2) Raise Your Bids
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Higher average position/top of page rate generally means a higher CTR
HOWEVER – Higher bids generally mean higher
CPCs. So be careful.
2) Raise Your Bids
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Be smart about it. Survive the blast.
1) Use Negative Keywords
36 36 &
CTR = Clicks / Impressions
• Fewer dumb impressions = higher CTR
• How to find Negative Keywords?!!
Use Negative Keyword Tools
37 37 &
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Friendly Reminder
• CTR is a hugely important metric, but it isn’t the only metric
• Think about profit/CPA/ROAS/time on site.
– Make sure you’re also tracking what happens after the click
Your Questions
39
Thank you for attending WordStream & Hanapin Marketing’s PPC Optimization Clinic webinar. #ppcclinic Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
Or contact us directly:
Larry Kim [email protected] http://twitter.com/larrykim Sean Quadlin [email protected] http://twitter.com/seanquadlin
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