Just Say No to Low CTR
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Larry Kim's SMX Advanced 2014 Presentation on Debunking AdWords Myths and Other Dogma (or, why you should say no to low CTR).
Transcript of Just Say No to Low CTR
CONFIDENTIAL – DO NOT DISTRIBUTE 1
Debunking AdWords Myths and Other Dogma
Larry Kim, Founder/CTO, WordStreamJune 12, 2014
@larrykim
In PPC, Low CTR = Low Profits??*
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
CONFIDENTIAL – DO NOT DISTRIBUTE 4
Pick the Red or Blue PillWarning: Data Ahead!
Low CTR Used to Generate High Profits!
• Google Has Changed
• Old Strategies Need to be Revisited!
Larry Kim (@larrykim) #wordstream
Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) #wordstream
Quality Score Based on Beating Expected CTR!
Larry Kim (@larrykim) #wordstream
Google Has Changed How Ad Auction Works
• Today, average score is 5/10. Previously was 7/10
Larry Kim (@larrykim) #wordstream
CONFIDENTIAL – DO NOT DISTRIBUTE 9
CONFIDENTIAL – DO NOT DISTRIBUTE 10
Low Quality Score Penalty on CPC is Brutal
Impression Share vs. Quality Score
Larry Kim (@larrykim) #wordstream
But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #wordstream
B2B Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Finance Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
Why Cost Per Click Matters
Larry Kim (@larrykim) #wordstream
But Position 3 Converts Better for Me!!
Larry Kim (@larrykim) #wordstream
Conv. Rate vs. Average Search Position
Larry Kim (@larrykim) #wordstream
But My High CTR Ads Have High CPAs!
Larry Kim (@larrykim) #wordstream
How Do I Raise My Conversion Rates?!
Larry Kim (@larrykim) #wordstream
@larrykim
Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
1. Change The Offer
Larry Kim (@larrykim) #wordstream
The New Offer:
Larry Kim (@larrykim) #wordstream
Epiphany:Low QS
Keywords Kill Your Account
Example Crap Account
Larry Kim (@larrykim) #wordstream
Larry Kim (@larrykim) #wordstream
OMG – Where Are My High QS Keywords!!
Example Awesome Account
Larry Kim (@larrykim) #wordstream
Even Low CTR Keywords Get High QS!!!
Larry Kim (@larrykim) #wordstream
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
So How The Heck do I Scale Paid Search?
Larry Kim (@larrykim) #wordstream
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
Average CPA’s for Search & Display, by Industry
Larry Kim (@larrykim) #wordstream
A Quick Note On Averages!
Larry Kim (@larrykim) #wordstream
Summary
• It’s hard to win at AdWords with Below Avg. CTRs
• Look to Display Remarketing to Scale AdWords Campaigns
Larry Kim (@larrykim) #wordstream
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
