Larry Kim's Presentation for SearchFest 2015, Portland, Oregon
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The Top 10 PPC Hacks of All Time (Revised)
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Larry Kim's Presentation for SearchFest 2015, Portland, Oregon
- 1. The Top 10 PPC Marketing Hacks of All Time! Larry Kim, Founder/CTO, WordStream Feb. 27, 2015
- 2. Three Things About Me (@larrykim) 1. Founder & CTO of WordStream 2. (Slightly) Obsessed with Quality Score 3. Had a Kid 9 Months Ago (#ppckid) Larry Kim (@larrykim) #SEARCHFEST
- 3. Photos From My Commute from Boston This Morning Larry Kim (@larrykim) #SEARCHFEST
- 4. #10. Hacking Quality Score in AdWords
- 5. Understanding the AdWords Auction
- 6. How Quality Score Impacts Ad Position • AdWords is Like Real Estate: It’s all about Location! Larry Kim (@larrykim) #SEARCHFEST
- 7. Quality Score Impacts Cost Per Click Larry Kim (@larrykim) #SEARCHFEST
- 8. Quality Score Impacts Impression Share Larry Kim (@larrykim) #SEARCHFEST
- 9. Impression Share 2x More Competitive on Mobile Larry Kim (@larrykim) #SEARCHFEST
- 10. Quality Score Impacts Cost Per Conversion Larry Kim (@larrykim) #SEARCHFEST
- 11. So.. Get a High Quality Score! Duh, Awesome! Larry Kim (@larrykim) #SEARCHFEST
- 12. How is Quality Score Calculated?!
- 13. This is The Expected Click Through Rate Curve… Larry Kim (@larrykim) #SEARCHFEST
- 14. Just Beat Account Avg. Expected Click Through Rate!! Larry Kim (@larrykim) #SEARCHFEST
- 16. 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) #SEARCHFEST
- 17. # 9. Hacking Ad Click Through Rates
- 18. Google Expects (A Lot) More Of Your Ads Larry Kim (@larrykim) #SEARCHFEST
- 19. CONFIDENTIAL – DO NOT DISTRIBUTE 19 Forest vs. Trees
- 20. Here’s a Map of the Forrest… Larry Kim (@larrykim) #SEARCHFEST
- 21. 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) #SEARCHFEST
- 22. CONFIDENTIAL – DO NOT DISTRIBUTE 22 Unicorns Ads (6x Avg. CTR - HOW?!)
- 23. CONFIDENTIAL – DO NOT DISTRIBUTE 23 Hunting Unicorn Ads
- 24. Keywords With High Commercial Intent Larry Kim (@larrykim) #SEARCHFEST
- 25. What About Dynamic Keyword Insertion? (DKI) Larry Kim (@larrykim) #SEARCHFEST
- 26. DKI Doesn’t Produce as Many Unicorn Ads Larry Kim (@larrykim) #SEARCHFEST
- 27. What About Ad Extensions? Larry Kim (@larrykim) #SEARCHFEST
- 28. How To Write “Unicorn Ads”? (Top 1%, 6x Average CTR)
- 29. Most Ads (+90%) Suck. 29Larry Kim (@larrykim) #SEARCHFEST
- 30. The Hack: Ads That Trigger Emotions Larry Kim (@larrykim) #SEARCHFEST
- 31. This Ad Gets 6x Above Avg. CTR Larry Kim (@larrykim) #SEARCHFEST
- 32. Because Everyone Else Sucks Larry Kim (@larrykim) #SEARCHFEST
- 34. # 8. Quality Score for Twitter & Facebook Ads!
- 35. Leverage Quality Score in Social PPC! Larry Kim (@larrykim) #SEARCHFEST
- 36. Higher Engagement Rates = Lower CPEs! Larry Kim (@larrykim) #SEARCHFEST
- 37. Quality Score on Facebook, Too! Larry Kim (@larrykim) #SEARCHFEST
- 38. Larry Kim (@larrykim) #SEARCHFEST
- 39. Paid Promotion Yields Organic Exposure Larry Kim (@larrykim) #SEARCHFEST
- 41. Facebook “People Advertising” Larry Kim (@larrykim) #SEARCHFEST
- 42. Twitter “People Advertising”! Larry Kim (@larrykim) #SEARCHFEST
- 43. 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) #SEARCHFEST
- 44. Identity-Based Marketing Opens Up a TON of New and Exciting PPC Advertising Use Cases!!
- 45. How Does Stuff Go “Viral”?? Larry Kim (@larrykim) #SEARCHFEST
- 46. Article Published Friday at 5PM EST Larry Kim (@larrykim) #SEARCHFEST
- 47. Shared Story on My Social Media Larry Kim (@larrykim) #SEARCHFEST
- 48. Promote to My List of Influencers Larry Kim (@larrykim) #SEARCHFEST
- 49. Story Appeared in Marketing Land 2 Hours Later Larry Kim (@larrykim) #SEARCHFEST
- 51. Key Takeaway: You need interesting content + influential people finding your stuff
- 52. Identity Mktg Increases Chance of Getting Noticed WordStream Articles #ofSocialShares Larry Kim (@larrykim) #SEARCHFEST
- 53. WordStream Articles #ofSocialShares Identity Mktg Increases Chance of Getting Noticed Larry Kim (@larrykim) #SEARCHFEST
- 54. Identity + User Demographics = $$$ Larry Kim (@larrykim) #SEARCHFEST
- 55. CONFIDENTIAL – DO NOT DISTRIBUTE 55 # 6. Quality Score for Google Display Network
- 56. 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) #SEARCHFEST
- 57. The Hack: Make Display Ads With Very High CTR Larry Kim (@larrykim) #SEARCHFEST
- 58. About Those “Display Ads”… • 67.5% of Display Ads are Plain Text Ads! Larry Kim (@larrykim) #SEARCHFEST
- 59. 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) #SEARCHFEST
- 60. 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) #SEARCHFEST
- 61. Push Display Ads To Your Offers Larry Kim (@larrykim) #SEARCHFEST
- 62. Do a Conversion Path Analysis Define audience segments using the pages that most often lead to a conversion event Larry Kim (@larrykim) #SEARCHFEST
- 63. Conversion Rates vs. Ad Impressions Larry Kim (@larrykim) #SEARCHFEST Conversion Rates Double With More Ad Impressions!
- 64. Push Display Ads to Content Larry Kim (@larrykim) #SEARCHFEST
- 65. ~5% of Blog Content Gets ~50% of Social Shares Promote These Top 5% of Articles!!! Larry Kim (@larrykim) #SEARCHFEST
- 66. These Emotions Make People Click on Things Larry Kim (@larrykim) #SEARCHFEST
- 67. The Hack: Make Display Ads Look More Like Content Larry Kim (@larrykim) #SEARCHFEST
- 68. CONFIDENTIAL – DO NOT DISTRIBUTE 68 # 5. Get 3x More Impressions on Google Display Network
- 69. 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) #SEARCHFEST
- 70. Different Ad Formats Don’t Compete With Each Other Larry Kim (@larrykim) #SEARCHFEST
- 71. Diversify Your Ad Formats = 3x Impressions Ad Format Share of Impressions 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) #SEARCHFEST
- 72. CONFIDENTIAL – DO NOT DISTRIBUTE 72 # 4. Crazy Mobile Hack to Triple Conversions
- 73. Mobile is Very Different… OMG a Call Button!! Larry Kim (@larrykim) #SEARCHFEST
- 74. 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) #SEARCHFEST
- 75. Contact & Qualification Rate Evaporates Fast! Larry Kim (@larrykim) #SEARCHFEST
- 76. Yet Mobile is Much Cheaper Than Desktop Clicks Larry Kim (@larrykim) #SEARCHFEST
- 77. Forget Mobile Sites & Landing Pages! Larry Kim (@larrykim) #SEARCHFEST
- 78. CONFIDENTIAL – DO NOT DISTRIBUTE 78 # 3. New Gmail Ads!
- 79. Larry Kim (@larrykim)Larry Kim (@larrykim) #SEARCHFEST
- 80. Subject Line and Teaser … Larry Kim (@larrykim) #SEARCHFEST
- 81. Email Ad! Larry Kim (@larrykim) #SEARCHFEST
- 82. The Hack: Target Your Competitor’s Emails Larry Kim (@larrykim) #SEARCHFEST
- 84. CONFIDENTIAL – DO NOT DISTRIBUTE 84
- 85. YouTube TrueView Ads! Larry Kim (@larrykim) #SEARCHFEST
- 86. YouTube Ads Hack #1: Know Targeting Options • Demographics: Age, gender, parental status. • Topics: YouTube video or Google Display Network content targeted by category or sub-category. • Interests: A few thousand categories of specific topics • Affinity audiences: People with a strong interest in your brand, product, or service. • In-market audiences: People in the process of buying something. • Placements: Add unique websites or placements within those websites. • Channels (YouTube Partner Channels) • Videos (YouTube Videos) • Sites on the Google Display Network • Remarketing lists: Reach viewers based on their past interactions with your videos or YouTube channel or Website. • Keywords: YouTube viewers’ search queries. Larry Kim (@larrykim) #SEARCHFEST
- 87. YouTube Ads Hack #2: Test Going Longform Larry Kim (@larrykim) #SEARCHFEST
- 88. YouTube Video Promotion = More Organic Visibility! Larry Kim (@larrykim) #SEARCHFEST
- 90. +1000 New Features Every Year!! Larry Kim (@larrykim) #SEARCHFEST
- 91. +Post Ads for Google+ Larry Kim (@larrykim) #SEARCHFEST
- 92. My Google+ Story… Larry Kim (@larrykim) #SEARCHFEST
- 93. Google+ Visibility Before and After! After Before Larry Kim (@larrykim) #SEARCHFEST
- 94. The Top 10 PPC Hacks of All Time! 1. Say No to Low CTR in AdWords 2. Unicorn Ads Get +6x Average CTR 3. Exploit Quality Score for Twitter & Facebook 4. People Based PPC Marketing 5. QS on Google Display Network = Cheap Clicks 6. Make Display Ads Look Like Content 7. Triple Conversion Rate with Mobile 8. Get in People’s Gmail Inboxes! 9. YouTube Ads Boost SEO Traffic, Too. 10.Always be First Mover! Larry Kim (@larrykim) #SEARCHFEST
- 95. You are Part of the Quality Score Rebellion … and a Traitor Larry Kim (@larrykim) #SEARCHFEST
- 96. Thank You #SEARCHFEST! @larrykim Larry Kim (@larrykim) #SEARCHFEST
Notas del editor
- AdWords is just one big computer algorithm and any algorithm can be cracked.
- Talk about how google makes it very hard for PPC spammers, too. Google shut down millions of spammy accounts year. All keywords/ads are graded with a quality score. The higher your quality score, the higher your ad ranking and lower your cost per click.
- For every increase or decrease in quality score, you can expect your impression share to go up or down by around 9% on average.
- And of course twitter has noticed the people based advertising trend, too. They’re kind of the last mover here so a lot of this stuff isn’t working that great just yet (like it takes 4 hours for them to process a list – yikes) – but you can target whatever you want to promote to specific twitter IDs or emails, too. And of course twitter is super powerful because a lot of influential folks hang out there. To summarize – I think the email marketers and PPC marketers should be collaborating on this new “people marketing” thing since there is a lot of magic that can happen when you target specific people with the right message. It also supplements a lot of the problems associated with email marketing, such as low delieverability rates (due to filters), unsubscribes (it’s harder to unsubscribe from ads), more inventory (since you can only blast your email list a limited number of times per week), etc.
- The call extensions make things much better in the following 2 ways: You avoid sending people to a landing page (which is the leakiest part of the funnel and where you lose 97% of them) Commercial intent decays rapidly over time. Even if 3% of people fill out a “contact us” form, if it takes you a day to process their inquiry (say it came in in the evening or on a weekend) then you’ll end up losing half of them anyway – because the moment has passed.
- As a result it’s worth forcing your mobile ads on mobile go straight to a phone number. Yes, I realize this goes against all the articles that you read about having a mobile site and mobile landing page. We’re finding that for the majority of businesses (especially services based companies or companies doing lead generation, or companies whose business involves telesales) that it’s worth skipping all that crap. Test it out and see for yourself.
- So here are a few examples of People based advertising.
- Here’s what the Gmail sponsored promotion looks like when you click on the promoted email. It’s an HTML creative. So overall, is an example of PPC marketing that feels a lot more like email marketing. Infact the whole concept of “people marketing” (targeting ads to specific people) has a lot more in common with email marketing than conventional PPC marketing, with one key difference being you can target specific people who haven’t yet opted into your mailing list. (or even people who have opted out).
- By my estimations, there are over a thousand new features added in AdWords every year – and that’s just AdWords -- not including other big ad platforms like Bing, Twitter, Facebook, Linkedin, etc. There’s a huge, decisive advantage in being the first in your niche to adopt the latest ad formats and targeting capabilities – here are just a few examples of my favorite latest and greatest features.
- Another recent example is the +Post ads for promoting your company Google+ posts as ads throughout the Google Display Network. Now, I’m not saying G+ is the greatest (actually I think it’s kind of crappy) but just as an example of the massive power of first mover advantage..
- I set up a +post ad campaign with a 20$ daily budget to promote the latest Google+ post from my +WordStream company page.
- The impact was profound. Before I was doing the google+ updates and it was not getting much traction. Add a little but of sponsored promotion and the page visibility increased dramatically. From 0 to 30k views / day! How? It’s because nobody uses this feature and there’s a huge advantage to being the first (sadly, nobody uses google+ either, heh).