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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

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About Me

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

• Commander of the Google AdWords Quality Score Rebellion

• Had a Kid 4 Months Ago (#ppckid)

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Agenda: The Top 5 PPC Hacks of All Time!

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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!

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Quality Score Impacts Cost Per Click

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QS Impacts Impression Share

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QS Impacts Cost Per Conversion

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So.. Get a High Quality Score!

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It’s Not Super Complicated…

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Just Beat The Expected Click Through Rate!

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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

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Example Crap Account

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•Mix of above and below average keywords

Example Crap Account

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• Notice how the account has no high QS keywords!

Example Awesome Account

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• Mostly above average CTR keywords, some below avg.

Example Awesome Account

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• Notice how the account has only high QS keywords!

Example Crap Account

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• Notice how the account has no high QS keywords!

Example Crap Account

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• Notice how the account has no high QS keywords!

But Google Says Don’t Obsess Over QS!

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Quality Score According to the Googs

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TrulyInsaneAds!

Most Ads (+90%) Suck.

27Larry Kim (@larrykim) #iSummit2014

Create Ads That Trigger Emotions

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This Ad Gets 6x Above Avg. CTR

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Because Everyone Else Sucks

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These Emotions Make People Click

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Mobile ChangesEverything

This is Very Different…

OMG a Call Button!!

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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!!

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Forget Mobile Sites and Landing Pages!

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Key Mobile Search Tip

Much less likely to show on

mobile vs. desktop

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

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Subject Line and Teaser …

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Email Ad!

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Facebook “People Advertising”

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Twitter, Too!

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First Mover Advantage

+1000 New Features Every Year!!

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TrueView Ads in YouTube!

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+Post Ads for Google+

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My Google+ Story…

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Google+ Visibility Before and After!

AfterBefore

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Thank You #iSummit2014!

Slides: bit.ly/ppc-hacks

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