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Larry Kim's Presentation on Hacking AdWords for the Marketing Profs B2B Marketing Forum in Boston, 2014.
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@larrykim #mpb2b
Hacking AdWords!Winning at AdWords The Weird
WayPresented by: Larry Kim
Founder/CTO, WordStream, Inc.
@larrykim #mpb2b
About MeLarry Kim (@larrykim)•Founder / CTO of WordStream•Commander of Quality Score Rebellion•Had Kid 5 Months Ago! #ppckid
@larrykim #mpb2b
Today’s Agenda• The 10 Greatest PPC Hacks of All Time!• 2 AdWords Account Audits
You’re an AdWords Hacker … and a Traitor!
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Slides Can Be Downloaded From Slideshare!
•bit.ly/mpb2b
@larrykim #mpb2b
#10. QUALITY SCORE IN ADWORDS
Why You ShouldCare About
Quality Score?!
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Quality Score Impacts Ad Rankings
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Quality Score Impacts Cost Per Click
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Quality Score Impacts Impression Share
Impression Share 2x More Competitive On Mobile!
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Quality Score Impacts Cost Per Conversion
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So Get a High Quality Score!
How is Quality ScoreReally Calculated?
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Expected Click Through Rate
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QS is Based on Your CTR vs. Expected CTR
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A Crazy Hack To Increase Quality Scores
• Allocate 10% of Budget To Raise Account Average Quality Scores
• Delete the Bottom Third of Your AdWords Account (Shift budget to Remarketing instead)
Example Crappy Account• 2/3rd of
Keywords Underperform Expected CTR,
• 1/3rd of Keywords Beat Expected CTR
The Junk Keywords Kill The Account• Even the
above average CTR keywords have very low Quality Scores!
Example Amazing Account• 1/3rd of
Keywords Underperform Expected CTR,
• 2/3rd of Keywords Beat Expected CTR
High CTR Keywords = Get Out of Jail Free!
• Even the Keywords with 0% CTR have Quality Scores of 7/10 or 10/10!!
What’s A Good Quality Score These
Days?
Typical Quality Score Distribution
• Today, Average ~5/10
• Previously it was 7/10
• As average values drift lower, above average QS worth up to 200% more than before!
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So What To Do With My Keywords?
• If Your Keyword’s Quality Score is…– 1to 3: Delete Immediately– 4 to 6: Fix / Optimize– 7 to 10: Don’t Mess with Success
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But.. High Quality Scores Aren’t Possible In my Industry!!
Real Estate Industry Quality Scores
E-Commerce Industry Quality Scores
Finance Industry Quality Scores
Low CTR = Losing PPC Strategy
Quick Recap• 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%)
@larrykim #mpb2b
The HIGH CTR Game for AdWords• Be Very Picky. Bid on Only the Best
Keywords and Get HIGH CTRs.• Delete Junk Keywords (Bottom
Third of your Account)• PRO TIP: Use impression weighted
average quality scores for Campaigns & Accounts (ignore keyword-level QS)
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#9. UNICORN ADS
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Which Ad Wins?• Ad A
– 2,423 Impressions– 453 clicks (1.4% CTR)– Average Position: 2.8
• Ad B– 36,223 Impressions– 760 clicks (2.1% CTR)– Average Position: 3.0
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Trick Question! They Both Suck• Neither ad is
worth declaring a “Winner”.
• Not even the 2.1% CTR in the 3.0 Avg. Position.
• Why??
What’s a Good CTR These Days?
(It’s Higher Than You Think)
Google Expects More Of Your Ads
Big Performance Inequalities Here
Crap Ads Vs. Unicorns!!Percentile Vs.
Expected CTR
Name
Bottom 50% Below Expected CTR
CRAP ADS
Top 15% 2X Higher Awesome Advertisers
Top 5% 3x Higher Super Awesome Advertisers
Top 1% 6x Higher!! Unicorns!!!
Unicorns Ads?! (6x Avg. CTR!)
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1. Keywords With High Commercial Intent
2. Dynamic Keyword Insertion? (DKI)
2. DKI Doesn’t Produce As Many Unicorns
3. Use of Ad Extensions?
3. Use of Ad Extensions? (Impact on CTR)
3. Ad Extensions has Small Impact on QS
3. Ad Extensions has Small Impact on QS
How To Write “Unicorn” Ads
(Top 1%, 6x Average CTR)
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Most Ads Suck (+90%)
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The Hack: Try Ads That Trigger Emotions!
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This Beats Avg. CTR by 6x !
.. Because All The Other Ads Suck!
Ad Unicorns are Rare & Beautiful Creatures!
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!!
You Need To Test 100 DIFFERENT Ads..
The Bar is Very Low Here…
5% of Ads Soak Up 85% of Impressions
• You Just Need to Find 1 Unicorn Ad!!
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#8. CRAZY OFFERS
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What’s a Good Conversion Rate for PPC?
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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%
The Top 10% of Landing Pages Have 3-5x Higher Conversion Rates
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Landing Page Unicorns?! (+3-5x Avg. Conversion Rate!)
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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!!*
@larrykim #mpb2b
PTD- Premature Testing Dilemma (aka “Optimizatitis”)
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Conventional Landing Page Optimization is Over-Rated
• Small Changes Result In Small Changes
• % Change You Think You Got is Often Just Noise or Wishful Thinking
Re-Arranging Deck Chairs On the Titanic..
Aim for 3-5x Improvements! (not 3-5%!)
What Do Landing Page Unicorns Look Like?
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1. Change Your Offer
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The New Offer• How To Know If
Your Offer Stinks:– 2% Conversion
Rate or Less– Ask Your
Prospects!
2. Radically Change The Flow
2. New Registration Flow
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3. Let Users Choose / Leverage Emotional Triggers
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Landing Page Unicorns are Rare & Beautiful Creatures!
Name Percentile Relative Abundance
Vs. Expected Conversion Rate
Awesome Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 3-5x Higher!!
@larrykim #mpb2b
@larrykim #mpb2b
Note: This is the Same Landing Page with Different Spacing…
The Bar is Pretty Low
80% of Impressions go to 10% of Landing Pages
• You Just Need 1 Killer Offer!
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OMG - Just One Landing Page?!!
Larry Kim (@larrykim) #mnsearch
@larrykim #mpb2b
YES - One Unicorn is Usually Enough!
Larry Kim (@larrykim) #mnsearch
@larrykim #mpb2b
#7. GMAIL SPONSORED PROMOTIONS
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Subject Line and Teaser
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Email Ads! (HTML)
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The Hack: Target Your Competitor’s Emails
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#6. PEOPLE BASED MARKETING (NOT IN ADWORDS!)
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Custom Audiences in Facebook
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Tailored Audiences in Twitter
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The Hack: Think of PPC More Like Email Marketing
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
@larrykim #mpb2b
#5. CRAZY MOBILE STRATEGIES
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Mobile Changes The Flow In a Big Way
OMG a Call Button!!
Mobile Changes The Flow In a Big Way!
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!!
@larrykim #mpb2b
The Hack: Forget about Mobile Sites and Landing Pages!
@larrykim #mpb2b
#4. QUALITY SCORE FOR GOOGLE DISPLAY NETWORK
Quality Score Exists on Google Display Network!!
Higher CTR = Lower CPC
A 0.1% increase/decrease in CTR yields ~20% increase/decrease in CPC!
@larrykim #mpb2b
The Hack: Create Display Ads With Above Avg. CTR
1. Push Ads To Your Offers
Do a Conversion Path Analysis
Define audience segments using the pages that most often lead to a conversion event
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2. Push Ads To Your Content
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5% of Articles Generate 50% of Social Media Engagement
The Hack: Same Emotions Make People
Click on Ads and Content
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Mark Your Calendar!
• Remarketing and Retargeting in 2014
• Wednesday 3:50, Salon F– Erin Sagin – WordStream– Tim Mayer – Trueffect– Sean Dolan – PushFire– Rob Garner - Advice Interactive Group
@larrykim #mpb2b
#3. REMARKETING LISTS FOR SEARCH ADS (RLSA)
Remarketing Lists for Search Ads (RLSA)
• Customize Ads To Users Who Previously Visited Your Site
• On Average Doubles Click Through Rates (Raises Quality Score) and Cuts CPC’s in Half!!
@larrykim #mpb2b
#2. IN-MARKET SEGMENTS
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In Market Segments & Similar Audiences to Increase Reach!
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#1. FIRST MOVER ADVANTAGE
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A Thousand New Features Each Year
• Over 1000 New Features in last 12 Months
• Innovation is Accelerating
• Much more if you Include Bing Ads, Twitter, Linkedin, Facebook, etc.
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+Post Ads on Google+• Released in April 2014• Google+ Updates
Show Up All Over The Web as Ads!
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Impact on G+ Page Visibility Before & After
AfterBefore
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The Flywheel Effect: Paid Social Promotion Generates Organic
Engagement
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TrueView Ads on YouTube• People spend 6 Billion
Hours on YouTube / Month
• Pay Nothing if People Click “Skip Ad”
• Ridiculously Powerful Targeting Options
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ADWORDS ACCOUNT AUDITS
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Summary: The Top 10 AdWords Hacks of All Time!
1. Say No to Low CTR!2. Unicorn Ads Get Up To
6x Average CTR3. Unicorn Offers Get 3-5x
Average Conversion Rates
4. Forget About Mobile Websites and Landing Pages
5. Quality Score has Huge Impact on Display Ads
6. Use RLSA to Double Click Through Rates / Reduce CPC in Half
7. Expand Display Ad Reach with In-Market Segments
8. Get in People’s Gmail Inboxes!
9. Target Specific People on Facebook and Twitter
10.Always Be the First Mover!
@larrykim #mpb2b
Flywheel Effect: Paid
Don’t Settle For Average – Be a Unicorn Among a Sea of Donkey Advertisers!
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Thank You Marketing Profs!• Download Slides Here: bit.ly/mpb2b