larry kim's presentation for isummit 2014 on the top 5 ppc hacks of all time

CONFIDENTIAL – DO NOT DISTRIBUTE 1

The Top 5 PPC Advertising Hacks of All Time!The Top 5 PPC Advertising Hacks of All Time!

Larry Kim, Founder/CTO, WordStreamSept. 29, 2014

Win One of Two $25 Amazon Gift Cards!!

• Include the hashtag #iSummit2014 and me (@larrykim) in your tweets

• Prizes Awarded For:–Best Tip–Funniest Tweet

Larry Kim (@larrykim) #iSummit2014

About Me

Larry Kim (@larrykim)• Founder & CTO of WordStream

• Commander of the Google AdWords Quality Score Rebellion

• Had a Kid 4 Months Ago (#ppckid)

Agenda: The Top 5 PPC Hacks of All Time!

You are Engaging in PPC Hacks and are a Traitor …

FYI -- Slides Available Here:

• http://bit.ly/ppc-hacksLarry Kim (@larrykim) #iSummit2014

Quality Scorein AdWords

Understanding the AdWords Auction

CONFIDENTIAL – DO NOT DISTRIBUTE 7

How Quality Score Impacts Ad Position

• AdWords is Like Real Estate: It’s all about Location!

Quality Score Impacts Cost Per Click

QS Impacts Impression Share

QS Impacts Cost Per Conversion

So.. Get a High Quality Score!

It’s Not Super Complicated…

Just Beat The Expected Click Through Rate!

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

Example Crap Account

•Mix of above and below average keywords

• Notice how the account has no high QS keywords!

Example Awesome Account

• Mostly above average CTR keywords, some below avg.

Example Awesome Account

• Notice how the account has only high QS keywords!

But Google Says Don’t Obsess Over QS!

Larry Kim (@larrykim) #wordstream

Quality Score According to the Googs

TrulyInsaneAds!

Most Ads (+90%) Suck.

27Larry Kim (@larrykim) #iSummit2014

Create Ads That Trigger Emotions

This Ad Gets 6x Above Avg. CTR

Because Everyone Else Sucks

These Emotions Make People Click

Mobile ChangesEverything

This is Very Different…

OMG a Call Button!!

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!!

Forget Mobile Sites and Landing Pages!

Key Mobile Search Tip

Much less likely to show on

mobile vs. desktop

Target SpecificPEOPLE via PPC!(not Just Keywords!!)

Larry Kim (@larrykim)

Subject Line and Teaser …

Email Ad!

Facebook “People Advertising”

Twitter, Too!

First Mover Advantage

+1000 New Features Every Year!!

TrueView Ads in YouTube!

+Post Ads for Google+

My Google+ Story…

Google+ Visibility Before and After!

AfterBefore

Thank You #iSummit2014!

Slides: bit.ly/ppc-hacks

larry kim's presentation for isummit 2014 on the top 5 ppc hacks of all time

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