MNSearch Weirdest Introduction to PPC
-
Upload
internet-marketing-software-wordstream -
Category
Marketing
-
view
1.406 -
download
0
description
Transcript of MNSearch Weirdest Introduction to PPC
CONFIDENTIAL – DO NOT DISTRIBUTE 1
The Weirdest Intro to PPC Ever!
10+ Years of PPC Experience in Just 40 Minutes
The Weirdest Intro to PPC Ever!
10+ Years of PPC Experience in Just 40 Minutes
Larry Kim, Founder/CTO, WordStreamJune 27, 2014
Win One of Two $25 Amazon Gift Cards!!
• Include the hashtag #wordstream and me (@larrykim) in your tweets
• Prizes Awarded For:–Best Tip–Funniest Tweet
Larry Kim (@larrykim) #mnsearch
About Me
Larry Kim (@larrykim)• Founder & CTO of WordStream
• Commander of the Google AdWords Quality Score Rebellion
• Had a Kid 7 Weeks Ago (#ppckid)
Larry Kim (@larrykim) #wordstream
Today’s Agenda: Weirdest Intro to PPC Ever
1. How AdWords Really Works
2. Winning at AdWords the Weird Way– Tips for Writing Killer Ads / Picking
Keywords– Tips for Writing Amazing Offers– User Context & Mobile Search– Converting Customers with Remarketing
Larry Kim (@larrykim)
CONFIDENTIAL – DO NOT DISTRIBUTE 5
Pick the Red or Blue Pill
The Rules of the AdWords Game
Understanding the AdWords Auction
CONFIDENTIAL – DO NOT DISTRIBUTE 7
How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #mnsearch
How is Quality Score
Calculated?
Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) #mnsearch
QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #mnsearch
What’s an Average Quality Score in 2014?
Avg. Quality Score Has Been Falling.
• Today, average score is 5/10. Previously was 7/10!
Larry Kim (@larrykim) #mnsearch
How Does Quality Score
Impact Cost Per Click?
How Quality Score Impacts Actual CPC
Larry Kim (@larrykim) #mnsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 17
How Does Quality Score
Impact Impressions?
Impression Share vs. Quality Score
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #wordstream #mnsearch
How Does Ad Position Impact
Conversion Rates?
Do Certain Ad Positions Convert Better??
Larry Kim (@larrykim)
Conv. Rate vs. Average Search Position
Larry Kim (@larrykim)
How Does Quality Score
Impact Cost Per Action?
Cost Per Conversion Greatly Impacted by QS
Larry Kim (@larrykim) #mnsearch
The Impact of Quality Score on Cost Per Conversion
Larry Kim (@larrykim) #mnsearch
But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #wordstream
B2B Industry Quality Scores
Larry Kim (@larrykim) #mnsearch
Finance Industry Quality Scores
Larry Kim (@larrykim) #mnsearch
Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
But Google Says Don’t Obsess Over QS!
Larry Kim (@larrykim) #wordstream
“Low CTR” = Losing PPC Strategy
Quick Recap
1. Below Avg. CTR = Low QS
2. Low CTR ads: Have Lower Ad Positions (Fewer Clicks) Often don’t even get displayed Get penalized w/ up to 400% higher CPCs Have up to 64% higher cost per conversion
Larry Kim (@larrykim) #mnsearch
The High CTR Game for AdWords
1. Be Very Picky. Bid on Only the Best Keywords and Get HIGH CTRs.
2. Delete Junk Keywords (Bottom Third of your Account)
Larry Kim (@larrykim) #mnsearch
How To WriteInsanely Great PPC Ads
What’s a Good CTR?
Larry Kim (@larrykim) #mnsearch
• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 37
Your Best Ad Might Be Crap
Larry Kim (@larrykim) #mnsearch
How Great Can My CTR Be??
(You’d be surprised)
Click Through Rate Varies A Lot!!
Larry Kim (@larrykim) #mnsearch
Some Ads Do 2x, 3x or 6x Above Avg!?
Larry Kim (@larrykim) #mnsearch
Under-Performing vs. Unicorns
Percentile Vs. Expected CTR
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) #mnsearch
@larrykim
Ad Unicorns?! (6x Avg. CTR!)
Ad Text Testing
• 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 Intent
Larry Kim (@larrykim) #mnsearch
Does Dynamic Keyword Insertion Matter?
What is Dynamic Keyword Insertion?
Larry Kim (@larrykim) #mnsearch
2. Dynamic Keyword Insertion (DKI)
Larry Kim (@larrykim) #mnsearch
2. DKI Doesn’t Produce As Many Unicorns
Larry Kim (@larrykim) #mnsearch
Do Ad Extensions
Matter?
What Are “Ad Extensions”?
51Larry Kim (@larrykim) #mnsearch
3. Ad Extensions Impact on Click Through Rate
Larry Kim (@larrykim) #mnsearch
3. Ad Extensions Impact on Quality Scores
Larry Kim (@larrykim) #mnsearch
How To Write “Unicorn” Ads
4. Most Ads Suck. Create Emotional Ads.
55Larry Kim (@larrykim) #mnsearch
Creating “Emotional” Ads
Larry Kim (@larrykim) #mnsearch
An Example:
Larry Kim (@larrykim) #mnsearch
Versus…
Larry Kim (@larrykim) #mnsearch
You Need To Test 100 Ads To Find 1
Unicorn.
Relative Abundance
Name Percentile Relative Abundance
Vs. Expected CTR
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) #mnsearch
You’re Not Testing as Many Ads as You Think…
Larry Kim (@larrykim) #mnsearch
It’s Not as Hard As You Think
Most Small Businesses Aren’t That Active
Larry Kim (@larrykim) #wordstream #mnsearch
85% of Impressions are From 5% of Ads
Larry Kim (@larrykim) #mnsearch
Converting Clicks Into Leads
The Great Landing Page Optimization Fairy Tale
• We Changed the: – Font Type– Spacing– Button Color– Image– Etc.
• We got a 5% Increase in Conversions!!*
Larry Kim (@larrykim) #mnsearch
Typical Conversion Rate Optimization Test
• PTD- Premature Testing Dilemma (aka “Optimizatitis”)– The Early Lead Disappears!
– We want to believe our hard work paid off but we are often deluding ourselves…
Larry Kim (@larrykim) #mnsearch
Conventional Landing Page Optimization is Over-Rated
• Small Changes Result in Small Changes
• The x% Increase you think you got probably isn’t significant!
Larry Kim (@larrykim) #mnsearch
Re-Arranging Deck Chairs On the Titanic
Larry Kim (@larrykim) #mnsearch
What’s a Good Conversion Rate?
What’s a Good Conversion Rate?
Larry Kim (@larrykim) #mnsearch
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
“top 10% of accounts have a CVR 3x average” rule
Larry Kim (@larrykim) #mnsearch
Distribution Point
All accounts Ecommerce Legal B2B Finance
Median Conversion Rate
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%
Aim For 2-5x Increases Not 2-5%!
Larry Kim (@larrykim) #mnsearch
@larrykim
Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
What Do Landing Page Unicorns
Look Like?
1. Change The Offer
Larry Kim (@larrykim) #wordstream
The New Offer:
CONFIDENTIAL – DO NOT DISTRIBUTE 78
How to Know if your Offer Stinks
• Average or Below Average Conversion Rates
• Ask Your Customer!
CONFIDENTIAL – DO NOT DISTRIBUTE 79
2. Change The Flow.
Larry Kim (@larrykim) #mnsearch
2. New Flow: Registration At End
Larry Kim (@larrykim) #mnsearch
Another Example of Changing The Flow
Larry Kim (@larrykim) #mnsearch
Changing the Flow: Let Them Choose
Larry Kim (@larrykim) #mnsearch
You Need To Try Out 10 Landing Pages To Find 1
Unicorn
Relative Abundance
Name Percentile Relative Abundance
Vs. Expected Conversion Rate
Awesome Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
Larry Kim (@larrykim)
Larry Kim (@larrykim)
This is the same landing page with different spacing…
Larry Kim (@larrykim) #mnsearch
Again,It’s Not as Hard As
You Think
80% of Traffic Goes to 10% of Landing Pages
Larry Kim (@larrykim) #mnsearch
The Bar for Landing Page Excellence is (Very) Low
Larry Kim (@larrykim) #mnsearch
You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #mnsearch
But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #mnsearch
Understanding Mobile PPC
Larry Kim (@larrykim)Source: BIA/Kelsey
Larry Kim (@larrykim)
OMG a Call Button!!
Larry Kim (@larrykim) #mnsearch
Call Extensions Radically Change The Flow!
Calls to Businesses worth on Average 3x More Than Clicks to Websites!!
4. Captured Lead
2. Calls Business
2. Clicks On Ad
Desktop Search Conversion Funnel
3% Avg. Conversion Rate
Mobile Conversion Funnel
1. Sees Ad 1. Sees Ad
3. Visits Website Landing Page
3. Lead Captured!!
Larry Kim (@larrykim)
No, You Don’t Need A Mobile Website!
Larry Kim (@larrykim) #mnsearch
Avg. CTR Drops Off VERY Fast on Mobile
Larry Kim (@larrykim) #mnsearch
Mobile Impression Share VERY Competitive
Converting Traffic withRemarketing
Typical Conversion Rates Are in Single Digits
of people who visit a website leave without completing the actions marketers want them to take
~97%
Your Ad
Your Site
X-
of people abandon their shopping cart without completing a purchase
70%
Larry Kim (@larrykim) #mnsearch
How Remarketing Works
Larry Kim (@larrykim) #mnsearch
Typical Reach of Remarketing…
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
Larry Kim (@larrykim) #mnsearch
Audience Definition Strategy
• Funnel and Product Based List Segmentation
Larry Kim (@larrykim) #mnsearch
WordStream’s Remarketing Ads
• Ads that both reinforce your brand while driving to a conversion!
Larry Kim (@larrykim) #mnsearch
Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)
Larry Kim (@larrykim) #mnsearch
Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
Larry Kim (@larrykim) #mnsearch
Remarketing = Your Secret Weapon
Larry Kim (@larrykim) #mnsearch
1. Delete Bottom Third of your Search Marketing Campaigns
2. Redeploy Budget to Remarketing!!
Crazy PPC Strategy!!
Larry Kim (@larrykim) #mnsearch
Summary: Weirdest Intro to PPC Ever
1. Just Say No to Low CTR!
2. Write Insane Ads that Get 3x Avg. CTR
3. Crazy Offers that Get 3x Conversion Rates
4. Use Mobile Search to Triple ROI
5. Convert Customers with Remarketing
Larry Kim (@larrykim) #mnsearch
Thank You MNSearch & ThinkSEM!
Larry Kim (@larrykim) #mnsearch