Post on 09-May-2015
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Fundamentals of Pay-Per-Click Marketing
Larry KimFounder & CTO, WordStream@larrykim
Today’s Agenda: How to Grow Your Business With PPC
1. Hands-on Introduction to PPC!2. Understanding the AdWords Auction3. Case Study on Remarketing4. User Context and Mobile Search5. Live AdWords Account Audit *
– OR: Tips For Writing Killer Ads
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About Me
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Larry Kim (@larrykim)• Been doing PPC for 13 Years!• Started WordStream 5 years ago.• Raised 16M in VC Funding• 70 People / ~1000 Customers• Today the provider of The 20 Minute
PPC Work Week and The AdWords Grader
Create a PPC Campaign
Today’s Mission: Create a PPC CampaignLogin URL: http://adwords.google.comUsername: wordstream.intelligently@gmail.comPassword: wordstream
Review: Typical AdWords Account Structure
How AdWords Works
Understanding the AdWords Auction
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Relationship of Quality Score and Search CTR
Impact on Cost Per Conversion
Remarketing Case Study
Remarketing Case Study
of people who visit a website leave without completing the actions marketers want them to take
96%
Your Ad
Your Site
X-
of people abandon their shopping cart without completing a purchase
70%
How Remarketing Works
Users who have visited your web site
Bring them back to your website
Google Display Network Reach in the US
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92% reach across millions of sites, videos and devices
Adsense publisher network
• 204M visitors/month• 92% of U.S. internet
users• 317B impressions/month• Hundreds of comScore
1000 sites
Doubleclick ad exchange
• Hundreds of premium publishers, with hundreds of millions of ad placements available every day
Google O&O proper:es
YouTube•1B+ video views/day•2nd largest search engine•5% of all online time spentGoogle sites•Finance •Blogger 8.1M
Display Network
Sites Games Video Feeds Mobile Social media
Typical Reach of Remarketing…
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarke:ng 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
Audience Definition Strategy
• Funnel and Product Based List Segmentation
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WordStream’s Remarketing Ads
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• Ads that both reinforce WordStream brand while driving to a conversion!
Results after 18 Months
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Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%• (Meaning, Visitors are Now Returning)
Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
WHAT? HOW?
• 43 Million Ad Impressions in a typical month• Cost Per Lead for Remarketing Campaigns: 10% Less
than our CPA for Google Search• Site Conversion Rate up by 51%!!• Display Ads = 50% of PPC Spend
Still Not Convinced?
Search + Remarketing = Your Secret Weapon
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Understanding User Context
Understanding User Context
• User Context– Location– Time– Device
• Understanding • User Context = Better ROI• How is this different?
Key Bid Management Tools
• Day Parting• Location Bidding• Mobile Bidding
Adjust your bids based on location, time and device —all within a single campaign!
Bidding via User Context
• Campaigns have bid adjustment factors for Location, Time and Devices
Location Based Bid Management
Location Based Bid Management
Time Based Bid Management
Device Based Bid Management
Device Based Bid Management
Device Based Bid Management
Mobile Ads
Mobile Ad Extensions
Reflect User Context in Ad Extensions
Reflect User Context in Ad Extensions
Advanced Reports for Measuring Mobile ROI
New Phone Call Conversion Type
User Context: Key Takeaway
• Think about the User Context of your customers – the time, location and device used when purchasing
• Reflect User Context in ad copy and bidding strategy
Live AdWords Clinic
Free Account Audit*
One of a kind, free performance grader
Deep analysis in 8 key performance areas
Compares businesses to industry benchmarks
Provides actionable recommendations
Biggest Insight: Big opportunities for improvement
http://www.wordstream.com/google-adwordsInstant Report Card – On Demand
Thank You Intelligent.ly!
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Contact Me: Larry Kim (@larrykim) lkim@wordstream.com