Download - Just Say No to Low CTR

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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


Pick the Red or Blue PillWarning: Data Ahead!

Low CTR Used to Generate High Profits!

• Google Has Changed

• Old Strategies Need to be Revisited!


Google Expects WAY More of Your Ads!


Quality Score Based on Beating Expected CTR!


Google Has Changed How Ad Auction Works

• Today, average score is 5/10. Previously was 7/10



Low Quality Score Penalty on CPC is Brutal

Impression Share vs. Quality Score


But High QS Not Possible In My Industry!


B2B Industry Quality Scores


Finance Industry Quality Scores


Ecommerce Industry Quality Scores


Why Cost Per Click Matters


But Position 3 Converts Better for Me!!


Conv. Rate vs. Average Search Position


But My High CTR Ads Have High CPAs!


How Do I Raise My Conversion Rates?!


@larrykim

Landing Page Unicorns?! (+3x Avg. Conversion Rate!)

1. Change The Offer


The New Offer:


Epiphany:Low QS

Keywords Kill Your Account

Example Crap Account



OMG – Where Are My High QS Keywords!!

Example Awesome Account


Even Low CTR Keywords Get High QS!!!


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.


So How The Heck do I Scale Paid Search?


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


Average CPA’s for Search & Display, by Industry


A Quick Note On Averages!


Summary

• It’s hard to win at AdWords with Below Avg. CTRs

• Look to Display Remarketing to Scale AdWords Campaigns


THANK YOU SMX!!

Download Slides From Here:

http://bit.ly/just-say-no-to-low-ctr

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