MNSearch Weirdest Introduction to PPC
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Transcript of MNSearch Weirdest Introduction to PPC
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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
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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
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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
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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)
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CONFIDENTIAL – DO NOT DISTRIBUTE 5
Pick the Red or Blue Pill
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The Rules of the AdWords Game
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Understanding the AdWords Auction
CONFIDENTIAL – DO NOT DISTRIBUTE 7
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How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #mnsearch
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How is Quality Score
Calculated?
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Google Expects WAY More of Your Ads!
Larry Kim (@larrykim) #mnsearch
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QS is Based on Your CTR vs. Expected CTR!
Larry Kim (@larryim) #mnsearch
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What’s an Average Quality Score in 2014?
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Avg. Quality Score Has Been Falling.
• Today, average score is 5/10. Previously was 7/10!
Larry Kim (@larrykim) #mnsearch
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How Does Quality Score
Impact Cost Per Click?
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How Quality Score Impacts Actual CPC
Larry Kim (@larrykim) #mnsearch
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CONFIDENTIAL – DO NOT DISTRIBUTE 17
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How Does Quality Score
Impact Impressions?
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Impression Share vs. Quality Score
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #wordstream #mnsearch
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How Does Ad Position Impact
Conversion Rates?
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Do Certain Ad Positions Convert Better??
Larry Kim (@larrykim)
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Conv. Rate vs. Average Search Position
Larry Kim (@larrykim)
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How Does Quality Score
Impact Cost Per Action?
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Cost Per Conversion Greatly Impacted by QS
Larry Kim (@larrykim) #mnsearch
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The Impact of Quality Score on Cost Per Conversion
Larry Kim (@larrykim) #mnsearch
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But High QS Not Possible In My Industry!
Larry Kim (@larrykim) #wordstream
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B2B Industry Quality Scores
Larry Kim (@larrykim) #mnsearch
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Finance Industry Quality Scores
Larry Kim (@larrykim) #mnsearch
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Ecommerce Industry Quality Scores
Larry Kim (@larrykim) #wordstream
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But Google Says Don’t Obsess Over QS!
Larry Kim (@larrykim) #wordstream
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“Low CTR” = Losing PPC Strategy
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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
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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
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How To WriteInsanely Great PPC Ads
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What’s a Good CTR?
Larry Kim (@larrykim) #mnsearch
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• Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 37
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Your Best Ad Might Be Crap
Larry Kim (@larrykim) #mnsearch
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How Great Can My CTR Be??
(You’d be surprised)
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Click Through Rate Varies A Lot!!
Larry Kim (@larrykim) #mnsearch
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Some Ads Do 2x, 3x or 6x Above Avg!?
Larry Kim (@larrykim) #mnsearch
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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
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@larrykim
Ad Unicorns?! (6x Avg. CTR!)
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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
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1. Keywords With High Commercial Intent
Larry Kim (@larrykim) #mnsearch
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Does Dynamic Keyword Insertion Matter?
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What is Dynamic Keyword Insertion?
Larry Kim (@larrykim) #mnsearch
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2. Dynamic Keyword Insertion (DKI)
Larry Kim (@larrykim) #mnsearch
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2. DKI Doesn’t Produce As Many Unicorns
Larry Kim (@larrykim) #mnsearch
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Do Ad Extensions
Matter?
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What Are “Ad Extensions”?
51Larry Kim (@larrykim) #mnsearch
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3. Ad Extensions Impact on Click Through Rate
Larry Kim (@larrykim) #mnsearch
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3. Ad Extensions Impact on Quality Scores
Larry Kim (@larrykim) #mnsearch
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How To Write “Unicorn” Ads
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4. Most Ads Suck. Create Emotional Ads.
55Larry Kim (@larrykim) #mnsearch
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Creating “Emotional” Ads
Larry Kim (@larrykim) #mnsearch
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An Example:
Larry Kim (@larrykim) #mnsearch
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Versus…
Larry Kim (@larrykim) #mnsearch
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You Need To Test 100 Ads To Find 1
Unicorn.
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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
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You’re Not Testing as Many Ads as You Think…
Larry Kim (@larrykim) #mnsearch
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It’s Not as Hard As You Think
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Most Small Businesses Aren’t That Active
Larry Kim (@larrykim) #wordstream #mnsearch
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85% of Impressions are From 5% of Ads
Larry Kim (@larrykim) #mnsearch
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Converting Clicks Into Leads
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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
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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
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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
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Re-Arranging Deck Chairs On the Titanic
Larry Kim (@larrykim) #mnsearch
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What’s a Good Conversion Rate?
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What’s a Good Conversion Rate?
Larry Kim (@larrykim) #mnsearch
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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
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“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%
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Aim For 2-5x Increases Not 2-5%!
Larry Kim (@larrykim) #mnsearch
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@larrykim
Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
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What Do Landing Page Unicorns
Look Like?
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1. Change The Offer
Larry Kim (@larrykim) #wordstream
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The New Offer:
CONFIDENTIAL – DO NOT DISTRIBUTE 78
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How to Know if your Offer Stinks
• Average or Below Average Conversion Rates
• Ask Your Customer!
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2. Change The Flow.
Larry Kim (@larrykim) #mnsearch
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2. New Flow: Registration At End
Larry Kim (@larrykim) #mnsearch
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Another Example of Changing The Flow
Larry Kim (@larrykim) #mnsearch
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Changing the Flow: Let Them Choose
Larry Kim (@larrykim) #mnsearch
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You Need To Try Out 10 Landing Pages To Find 1
Unicorn
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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)
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Larry Kim (@larrykim)
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This is the same landing page with different spacing…
Larry Kim (@larrykim) #mnsearch
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Again,It’s Not as Hard As
You Think
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80% of Traffic Goes to 10% of Landing Pages
Larry Kim (@larrykim) #mnsearch
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The Bar for Landing Page Excellence is (Very) Low
Larry Kim (@larrykim) #mnsearch
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You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #mnsearch
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But You Don’t Need Dozens of Landing Pages…
Larry Kim (@larrykim) #mnsearch
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Understanding Mobile PPC
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Larry Kim (@larrykim)Source: BIA/Kelsey
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Larry Kim (@larrykim)
OMG a Call Button!!
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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!!
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Larry Kim (@larrykim)
No, You Don’t Need A Mobile Website!
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Larry Kim (@larrykim) #mnsearch
Avg. CTR Drops Off VERY Fast on Mobile
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Larry Kim (@larrykim) #mnsearch
Mobile Impression Share VERY Competitive
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Converting Traffic withRemarketing
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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
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How Remarketing Works
Larry Kim (@larrykim) #mnsearch
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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
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Audience Definition Strategy
• Funnel and Product Based List Segmentation
Larry Kim (@larrykim) #mnsearch
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WordStream’s Remarketing Ads
• Ads that both reinforce your brand while driving to a conversion!
Larry Kim (@larrykim) #mnsearch
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Impact on Repeat User Rate
• New Visitor Rate Fell From 79.8% to 66.63%
• (Meaning, Visitors are Now Returning)
Larry Kim (@larrykim) #mnsearch
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Impact on User Engagement
• Time on Site Increased from 1:33 to 4:35 (TRIPLED!!)
Larry Kim (@larrykim) #mnsearch
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Remarketing = Your Secret Weapon
Larry Kim (@larrykim) #mnsearch
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1. Delete Bottom Third of your Search Marketing Campaigns
2. Redeploy Budget to Remarketing!!
Crazy PPC Strategy!!
Larry Kim (@larrykim) #mnsearch
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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
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Thank You MNSearch & ThinkSEM!
Larry Kim (@larrykim) #mnsearch