Totally Insane Techniques Guaranteed to 3X Your CTR [Webinar]

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Information about Totally Insane Techniques Guaranteed to 3X Your CTR [Webinar]

Published on January 23, 2014

Author: WordStream



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So, you've got an awesome product or service and breathtaking, targeted landing pages that are sure to convert. High five! Just one problem – people aren't clicking on your ads. Bummer. :(

Could it be that your ads are boring?

Creating compelling ads that urge the reader to click is absolutely crucial to the success of your AdWords and Bing pay-per-click campaigns.

In this free webinar, WordStream's Founder & CTO Larry Kim will share ground-breaking research on 10,000+ PPC ads and divulge techniques guaranteed to triple your Click-Thru Rate. You'll learn:

- Features of top-performing ads and how to follow suit
- Precise impact of CTR on Quality Score, CPC, & CPA
- Pitfalls of conventional A/B ad testing: you'll be shocked!
- Insane ad testing techniques to send your CTR soaring!

Check the webinar out now and arm yourself with tools to kick your CTR (and PPC campaign success) into hyperdrive!


Today’s Agenda • What’s a good Click-Through Rate? • Why does CTR matter? • Review: The Top 1% of PPC Ads • What makes them tick? • How can I replicate them? • What does it all mean? Larry Kim (@larrykim) #wordstream

Speaker Introductions • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 Years! – Provider of 20 Minute PPC Work Week and AdWords Grader – #1 PPC Expert According to PPC Hero! Larry Kim (@larrykim) #wordstream

Take Part in Live Blogging on Twitter / Google+ Include the hashtag #wordstream in your Twitter tweets, Google+ status updates, etc. Larry Kim (@larrykim) #wordstream

Let’s learn a little about you…. Larry Kim (@larrykim) #wordstream

Live-Poll Question How Long Have You Been Using AdWords? a) b) c) d) Less Than 1 Year 1-2 Years 3-5 Years Over 5 Years Larry Kim (@larrykim) #wordstream

Most of the Ad Testing Stuff You Read is CR*P Your Doing PPC Wrong • Platitudes • Bad Advice • Dumb Examples CONFIDENTIAL – DO NOT DISTRIBUTE 7

The Ad Testing “Experts” Are All Wrong

Warning: Lots of Data Ahead!

Epiphany #1: An Example A/B Ad Test

Live Poll Question: Which Ad Wins? a) Ad A – 32,423 Impressions – 453 clicks (1.4% CTR) – Average Position: 2.8 b) Ad B – 36,223 Impressions – 760 clicks (2.1% CTR) – Average Position: 3.0 Assumptions: • Both ads were running during the same time period (last 7 days), ads “rotating” evenly on the Google Search Network. Larry Kim (@larrykim) #wordstream

Trick Question! Both Ads Suck. • Neither ad is worth declaring a “Winner”. • Not even the 2.1% CTR in the 3.0 Avg. Position. • Why? Larry Kim (@larrykim) #wordstream

What’s a Good CTR? Larry Kim (@larrykim) #wordstream

Survey Methodology Larry Kim (@larrykim) #wordstream

• Even the “Winner” is a Loser! Forest vs. Trees CONFIDENTIAL – DO NOT DISTRIBUTE 15

Even the “Winning” Ad is a Loser! Larry Kim (@larrykim) #wordstream

Epiphany #2: What’s a Good CTR?

What’s a Good Search CTR? (Account Avg. CTR’s) Larry Kim (@larrykim) #wordstream

But… Lots of Variance! Larry Kim (@larrykim) #wordstream

Winners vs. Losers Larry Kim (@larrykim) #wordstream

Junky vs. Unicorns Percentile Vs. Expected CTR Name Bottom 50% Top 15% Below Expected CTR 2X Higher “Junky Advertisers” Awesome Advertisers Top 5% 3x Higher Top 1% 6x Higher!! Super Awesome Advertisers Unicorns Larry Kim (@larrykim) #wordstream

Unicorns?! (6x Avg. CTR!) @larrykim

What Unicorns (Top 1%) Look Like Larry Kim (@larrykim) #wordstream

Epiphany #3: Why Unicorns Matter (How AdWords Works)

How Quality Score Impacts Ad Position Larry Kim (@larrykim) #wordstream

How Quality Score Impacts Actual CPC Larry Kim (@larrykim) #wordstream

What’s an Average Quality Score? Around 5.1/10 Larry Kim (@larrykim) #wordstream


Cost Per Conversion is Largely Based on QS Larry Kim (@larrykim) #wordstream

The Impact of Quality Score on Cost Per Conversion Larry Kim (@larrykim) #wordstream

Epiphany #4: How is Quality Score Really Calculated?

How is QS Really Calculated? Mostly CTR. Larry Kim (@larrykim) #wordstream

Relationship Between CTR and QS? Larry Kim (@larrykim) #wordstream

Epiphany #5: It’s All Relative

What’s an Expected (or Average) CTR? Larry Kim (@larrykim) #wordstream

QS Based on Your CTR vs. Expected CTR! Larry Kim (@larrykim) #wordstream

Epiphany #6 Quality Score Cracked. Now What About Those Unicorns?

Ad Text Testing Hunting Unicorns • Same Story – 20% of Ads Generate 92% of Spend • 20% of Ads Generated 65% of Impressions • But CPA, CTR, and Conversion Rates vary @larrykim, @perrymarshall

1. Keywords With High Commercial Intent Larry Kim (@larrykim) #wordstream

2. Dynamic Keyword Insertion (DKI) Larry Kim (@larrykim) #wordstream

2. DKI Doesn’t Produce As Many Unicorns Larry Kim (@larrykim) #wordstream

3. Ad Extensions Impact on Quality Scores Larry Kim (@larrykim) #wordstream

3. Ad Extensions Impact on Click Through Rate Larry Kim (@larrykim) #wordstream

Epiphany #7 How To Write “Unicorn” Ads

4. Most Ads Suck. Create Emotional Ads. 47

Creating “Emotional” Ads

Example Larry Kim (@larrykim)

Versus… Larry Kim (@larrykim)

Epiphany #8 A Few Notes on Effort…

Relative Abundance Name Percentile Relative Abundance Vs. Expected CTR Awesome Ads Super Awesome Ads Unicorns Top 15% 1:6.7 2X Higher Top 5% 1:20 3x Higher Top 1% 1:100 6x Higher!! Larry Kim (@larrykim)

Epiphany #9 You Need To Test 100 Ads To Find 1 Unicorn

You’re Not Testing as Many Ads as You Think… Larry Kim (@larrykim)

Most Small Businesses are Lazy… Larry Kim (@larrykim)

Epiphany #10 It’s Not as Hard As You Think

85% of Impressions are From 5% of Ads Larry Kim (@larrykim)

Epiphany #11 A Note on Mobile Ads

Calls are Worth Way More Than Clicks • The calls from mobile traffic converted at a 3x higher rate than clicks to a website • Mobile Ad Testing should be based on call rate, not CTR or Conversion Rates Larry Kim (@larrykim)

Epiphany #12 What Does It All Mean? How to Scale Your PPC

A Quick Recap 1. Above Average CTR Keyword/Ads = Great Success. 2. Below Average CTR Keyword/Ads = Train Wreck 3. So … Delete the bottom third of your account and re-deploy that spend to remarketing Larry Kim (@larrykim)

Average CPC’s by Industry and Network Larry Kim (@larrykim)

Average Conversion Rates by Industry Larry Kim (@larrykim)

Average CPA’s for Search & Display, by Industry Larry Kim (@larrykim)

Summary / Key Takeaways: • What’s a Good CTR? • How is Quality Score Calculated and Why Does it Matter in Theory? • Review: Unicorn account vs. Junk Account • What Makes a Unicorn Tick – 5 Common Ingredients and Workflow To Create Them • What Does it all Mean: How to Modify your PPC strategy for best results. Larry Kim (@larrykim)

Special Thanks • Perry Marshall (@perrymarshall) – Author of the most popular AdWords book in the world. – #1 author and world’s most-quoted consultant on Google Advertising – Published thousands of articles on sales, marketing and technology

Grade Your Quality Score with The AdWords Grader! • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) Larry Kim (@larrykim)

WordStream’s 20 Minute PPC Work Week • We find all the low hanging fruit in your account • You just review / approve the findings. • Quick. Easy. Powerful. • 20 Minutes a Week can improve your ROI on AdWords by 20% or more!™ Larry Kim (@larrykim)

New: Leads & Landing Page Management Software @larrykim

Special Offers! Would you like… a) A FREE live demo of WordStream PPC Advisor b) Get a 1-on-1 AdWords Grader walk-through with a PPC expert c) Nothing at the moment Larry Kim (@larrykim)

Your Questions Thank you for attending WordStream’s webinar! Benchmark your AdWords account today! Or contact us directly: Larry Kim Larry Kim (@larrykim)

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