The Top 10 PPC Hacks of All Time - Larry Kim's Presentation for State of Search 2014 in Dallas, TX
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Transcript of The Top 10 PPC Hacks of All Time - Larry Kim's Presentation for State of Search 2014 in Dallas, TX
The Top 10 PPC Marketing Hacks of All Time!
The Top 10 PPC Marketing Hacks of All Time!Larry Kim, Founder/CTO, WordStreamNov. 17, 2014
About Larry (@larrykim)
1. Founder & CTO of WordStream
2. Commander of the Google AdWords Quality Score Rebellion
3. Had First Kid 6 Months Ago (#ppckid)
Larry Kim (@larrykim) #stateofsearch
Agenda: The Top 5 PPC Hacks of All Time!
You are Engaging in PPC Hacks and are a Traitor …
Larry Kim (@larrykim) #stateofsearch
FYI -- Slides Posted Here:
• http://bit.ly/stateofsearch2014Larry Kim (@larrykim) #stateofsearch
#10. HackingQuality Score in AdWords
Understanding the AdWords Auction
Larry Kim (@larrykim) #stateofsearch
How Quality Score Impacts Ad Position
• AdWords is Like Real Estate: It’s all about Location!
Larry Kim (@larrykim) #stateofsearch
Quality Score Impacts Cost Per Click
Larry Kim (@larrykim) #stateofsearch
Quality Score Impacts Impression Share
Larry Kim (@larrykim) #stateofsearch
Impression Share 2x More Competitive on Mobile
Larry Kim (@larrykim) #stateofsearch
Quality Score Impacts Cost Per Conversion
Larry Kim (@larrykim) #stateofsearch
So.. Get a High Quality Score!
Duh, Awesome!
Larry Kim (@larrykim) #stateofsearch
How is Quality Score
Calculated?!
This is The Expected Click Through Rate Curve…
Larry Kim (@larrykim) #stateofsearch
Just Beat Account Avg. Expected Click Through Rate!!
Larry Kim (@larrykim) #stateofsearch
Quick Recap So Far …
• Below Avg. CTR = Low QS• Low QS means…
– Less prominent ad positions
– Very low impression share– Huge CPC penalties
(+400% Tax)– High Cost Per Conversion
(+64%)
Larry Kim (@larrykim) #stateofsearch
# 9. Hacking Ad CTRs with “Unicorn Ads”
Google Expects (A Lot) More Of Your Ads
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 21
Forest vs. Trees
Here’s a Map of the Forrest…
Larry Kim (@larrykim) #stateofsearch
Donkeys vs. Unicorns
Percentile Vs. Average CTR Designation
Bottom 50% n/a DONKEYS
Top 15% 2x
Top 5% 3x
Top 1% 6x UNICORNS
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 24
Unicorns Ads(6x Avg. CTR - HOW?!)
CONFIDENTIAL – DO NOT DISTRIBUTE 25
Hunting Unicorn Ads
Keywords With High Commercial Intent
Larry Kim (@larrykim) #stateofsearch
What About Dynamic Keyword Insertion? (DKI)
Larry Kim (@larrykim) #stateofsearch
DKI Doesn’t Produce as Many Unicorn Ads
Larry Kim (@larrykim) #stateofsearch
What About Ad Extensions?
Larry Kim (@larrykim) #stateofsearch
How To Write “Unicorn Ads”?
(Top 1%, 6x Average
CTR)
Most Ads (+90%) Suck.
31Larry Kim (@larrykim) #stateofsearch
The Hack: Ads That Trigger Emotions
Larry Kim (@larrykim) #stateofsearch
This Ad Gets 6x Above Avg. CTR
Larry Kim (@larrykim) #stateofsearch
Because Everyone Else Sucks
Larry Kim (@larrykim) #stateofsearch
These Emotions Make People Click
Larry Kim (@larrykim) #stateofsearch
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 37
# 8. Quality Score Sculpting
Crazy Hack To Increase Quality Scores
•Add 10% Branded Terms to Raise Account Average Quality Scores
•Delete the Bottom Third of Your PPC Account and Move the Budget to Remarketing Instead
Larry Kim (@larrykim) #stateofsearch
Example Crap Account
•Mix of above and below average keywords
Larry Kim (@larrykim) #stateofsearch
Example Crap Account
• Notice how the account has no high QS keywords!
Larry Kim (@larrykim) #stateofsearch
Example Awesome Account
• Mostly above average CTR keywords, some below avg.
Larry Kim (@larrykim) #stateofsearch
Example Awesome Account
• Notice how the account has only high QS keywords!
Larry Kim (@larrykim) #stateofsearch
Example Crap Account
• Notice how the account has no high QS keywords!
Larry Kim (@larrykim) #stateofsearch
Example Crap Account
• Notice how the account has no high QS keywords!
Larry Kim (@larrykim) #stateofsearch
What’s a Good Quality Score These Days?
• Current Average ~5/10
• Previously 7/10
• As average values drift lower, above average QS worth up to 200% more than before!
Larry Kim (@larrykim) #stateofsearch
So What To Do With My Keywords?
• If Your Keyword’s Quality Score is…– 1 to 3: Delete
Immediately– 4 to 6: Fix / Optimize– 7 to 10: Don’t Mess
with Success
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 47
# 7. Remarketing Lists for Search Ads (RLSA) CTR Hack
Remarketing Lists for Search Ads (RLSA)
• Customize Ads To Users Who Previously Visited Your Site
• On Average:– Doubles Click Through
Rates (Raises Quality Score)
– Cuts CPC’s in Half!!
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 49
# 6. Quality Score for Google Display Network = Insanely Low CPC’s
A 0.1% +/- in CTR yields +/- 20% in CPC!
Quality Score Exists on Google Display Network!!
Higher CTR = Lower
CPC
Higher CTR = Lower
CPC
Larry Kim (@larrykim) #stateofsearch
The Hack: Make Display Ads With Very High CTR
Larry Kim (@larrykim) #stateofsearch
About Those “Display Ads”…
• 67.5% of Display Ads are Plain Text Ads!
Larry Kim (@larrykim) #stateofsearch
CTR of “Display Ads” Based on Ad Format
Ad Format on Google Display Network
Click Through Rate
Text ads that are formatted as Images
0.23%
True Image ads 0.31%
Larry Kim (@larrykim) #stateofsearch
Huge Tax on “Text Display Ads” vs. True Image Ads
Google Display Network Ad Format
CPC (USD)
Text $2.31
Custom Image $0.48
Larry Kim (@larrykim) #stateofsearch
1. Push Display Ads To Your Offers
Larry Kim (@larrykim) #stateofsearch
Do a Conversion Path Analysis
Define audience segments using the pages that most often lead to a conversion event
Larry Kim (@larrykim) #stateofsearch
Conversion Rates vs. Ad Impressions
Larry Kim (@larrykim) #stateofsearch
Conversion Rates Double With More Ad Impressions!
2. Push Display Ads to Content
Larry Kim (@larrykim) #stateofsearch
~5% of Blog Content Gets ~50% of Social Shares
Promote These Top 5% of Articles!!!
Larry Kim (@larrykim) #stateofsearch
These Emotions Make People Click on Things
Larry Kim (@larrykim) #stateofsearch
The Hack: Make Display Ads Look More Like Content
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 62
# 5. Get 3x More Impressions on Google Display Network
14 Display Ad Formats on GDN
• Vertical rectangle: 240 x 400• Mobile leaderboard: 320 x 50• Banner: 468 x 60• Leaderboard: 728 x 90• Square: 250 x 250• Small square: 200 x 200• Large rectangle: 336 x 280• Inline rectangle: 300 x 250• Skyscraper: 120 x 600• Wide skyscraper: 160 x 600• Half-page: 300 x 600• Etc.
Larry Kim (@larrykim) #stateofsearch
Different Ad Formats Don’t Compete With Each Other
Larry Kim (@larrykim) #stateofsearch
Diversify Your Ad Formats = 3x Impressions
Ad Format Share ofImpressions
Leader board (728 x 90) 25.5%Inline rectangle (300 x 250) 25.1%Banner (468 x 60) 12.0%Wide skyscraper (160 x 600) 10.1%Large Rectangle (336 x 280) 8.6%Mobile leaderboard (320 x 50) 7.4%Half-page (300 x 600) 4.3%Square (250 x 250) 2.8%
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 66
# 4. Crazy Mobile Hack to Triple Conversions
Mobile is Very Different…
OMG a Call Button!!
Larry Kim (@larrykim) #stateofsearch
Call Extensions Change Everything!!
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) #stateofsearch
Forget Mobile Sites and Landing Pages!
Larry Kim (@larrykim) #stateofsearch
CONFIDENTIAL – DO NOT DISTRIBUTE 70
# 3. New Gmail Ads!
Larry Kim (@larrykim)Larry Kim (@larrykim) #stateofsearch
Subject Line and Teaser …
Larry Kim (@larrykim) #stateofsearch
Email Ad!
Larry Kim (@larrykim) #stateofsearch
The Hack: Target Your Competitor’s Emails
Larry Kim (@larrykim) #stateofsearch
# 2. New People Based PPC Marketing!
Facebook “People Advertising”
Larry Kim (@larrykim) #stateofsearch
Twitter, Too!
Larry Kim (@larrykim) #stateofsearch
The Hack: Think of PPC More Like Email Mktg.
Email Marketing
• Limit Number of Blasts To Reduce Unsubscribes
• 0.5-2% Unsubscribes Each Blast
• People Need To Opt Into Your List
• Tons of Unqualified Emails on the List
People Based Marketing
• N/A
• N/A
• N/A
• N/A
Larry Kim (@larrykim) #stateofsearch
# 1. First Mover Advantage
+1000 New Features Every Year!!
Larry Kim (@larrykim) #stateofsearch
TrueView Ads in YouTube!
Larry Kim (@larrykim) #stateofsearch
+Post Ads for Google+
Larry Kim (@larrykim) #stateofsearch
My Google+ Story…
Larry Kim (@larrykim) #stateofsearch
Google+ Visibility Before and After!
AfterBefore
Larry Kim (@larrykim) #stateofsearch
Summary: The Top 10 AdWords Hacks of All Time!
1. Say No to Low CTR!
2. Unicorn Ads Get +6x Average CTR
3. Delete Crap in Your Account
4. RLSA 2x CTR, 1/2 CPC
5. Quality Score on Google Display Network = Cheap Clicks
6. Hacks to Get More Ad Impressions on GDN
7. Triple Conversion Rate with Mobile
8. Get in People’s Gmail Inboxes!
9. Target Specific People on Facebook and Twitter
10.Always be First Mover!
Larry Kim (@larrykim) #stateofsearch
Flywheel Effect: Paid
Don’t Settle For Average – Be a Unicorn Among a Sea of Donkeys!
Thank You #stateofsearch!
Slides: bit.ly/stateofsearch2014
Larry Kim (@larrykim) #stateofsearch