Totally Insane Strategies to Triple your Click- Through Rate
4 likes1,731 views
The webinar discusses techniques to significantly boost click-through rates (CTR) in PPC advertising, emphasizing the importance of high-quality ads and effective optimization strategies. Key insights include the concept of 'unicorn' ads that achieve exceptional CTR, the impact of quality scores, and the significance of mobile ad conversions. The presenters, Larry Kim and Bryan Todd, provide practical tips for creating effective ads and highlight the necessity of extensive testing to find successful strategies.
Totally Insane Strategies to Triple your Click- Through Rate
- 1. Totally Insane Techniques Guaranteed to 3X Your CTR Copyright 2015 WordStream, Inc. All rights reserved. Larry Kim & Bryan Todd 07.16.2015 LIVE WEBINAR
- 2. • 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? Today’s Agenda! @larrykim @perrymarshall
- 3. Speaker Introductions Bryan Todd • Co-Author of The Ultimate Guide to Google Adwords • Provides AdWords & marketing advice & coaching at Perry Marshall & Associates • "I’m the nicest guy you ever met" Larry Kim (@larrykim) • Founder of WordStream and #ppckid. • Been doing PPC & SEO for 10 Years! • Provider of 20 Minute PPC Work Week & AdWords Grader • #1 PPC Expert According to PPC Hero! @larrykim @perrymarshall
- 4. Let’s learn a little about you…. @larrykim @perrymarshall
- 5. How Long Have You Been Using AdWords? a) Less Than 1 Year b) 1-2 Years c) 3-5 Years d) Over 5 Years Poll Questions @larrykim @perrymarshall
- 7. Warning: Lots of Data Ahead! @larrykim @perrymarshall
- 8. Epiphany #1: The Classic A/B Test is a Fairy Tale
- 9. We changed the: • Capitalization • Punctuation • Etc. “We got a 2% increase in conversions!!” The Great PPC Ad Text Otimization Fairy Tale! @larrykim @perrymarshall
- 10. 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. Which Ad Wins?! WordStream Confidential
- 11. • Neither ad is worth declaring a “Winner”. • Not even the 2.1% CTR in the 3.0 Avg. Position. • Why? Trick Question! Both Ads Suck. @larrykim @perrymarshall
- 12. Forest vs. Trees
- 13. What’s a Good CTR? @larrykim @perrymarshall
- 15. Even the “Winning” Ad is a Loser! @larrykim @perrymarshall
- 16. Epiphany #2: What is a Good CTR?
- 17. What’s a Good Search CTR? (Account Avg. CTR’s) @larrykim @perrymarshall
- 18. But… Lots of Variance! @larrykim @perrymarshall
- 19. Winners vs. Losers @larrykim @perrymarshall
- 20. Donkey vs. Unicorn Ads Distribution Point Vs. Expected CTR Comments Bottom 50% Below Expected CTR Donkeys Top 15% 2x OK Top 5% 3x Better Top 1% 6x Unicorns @larrykim @perrymarshall
- 21. Ad Unicorns?! (6x Expected Click Through Rate!)
- 22. What Unicorns (Top 1%) @larrykim @perrymarshall
- 23. Epiphany #3: Why Unicorns Matter (How AdWords Works)
- 25. How Quality Score Impacts Ad Position @larrykim @perrymarshall
- 26. How Quality Score Impacts Actual CPC @larrykim @perrymarshall
- 27. What’s An Average Quality Score? Around 5.1/10 @larrykim @perrymarshall
- 29. Quality Score Impacts Impression Share @larrykim @perrymarshall
- 30. WordStream Confidential QS Impact on Impression Share 2x More Profound on Mobile
- 31. Cost Per Conversion is Largely Based on QS WordStream Confidential
- 32. The Impact of Quality Score on Cost Per Conversion WordStream Confidential
- 33. So, Get a HIGH Quality Score WordStream Confidential
- 34. Epiphany #4: How is Quality Score Really Calculated?
- 35. WordStream Confidential QS Based on Your CTR vs. Expected CTR
- 36. Epiphany #5 Quality Score Cracked. Now What About Those Unicorns?
- 37. Hunting Landing Page Unicorns
- 38. Does Dynamic Keyword Insertion (DKI) Work? WordStream Confidential
- 39. DKI Works OK But Doesn’t Produce As Many Unicorns WordStream Confidential
- 40. Add Extensions Improve QS and CTR by Around 8%. WordStream Confidential
- 41. Ad Extensions Impact on CTR in a Small but Positive Way WordStream Confidential
- 42. Epiphany #6 Four Tips To Write “Unicorn” Ads
- 43. WordStream Confidential 1. Keywords with High Commercial Intent
- 44. 2. Go Nuts With Ad Customizers Consider doing “Perpetual Sales” WordStream Confidential
- 45. Most Ads Suck (+90%) WordStream Confidential
- 46. Bryan Todd Perry Marshall & Associates WordStream Confidential 3. Tap into Customer Emotions!
- 49. 4. Remarketing Lists for Search Ads (RLSA) • Customize Ads To Users Who Previously Visited Your Site • On Average: – Doubles Click Through Rates (Raises Quality Score) – Cuts CPC’s in Half!!
- 50. Epiphany #7 A Few Notes on Effort…
- 51. Relative Abundance 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!! WordStream Confidential
- 52. Epiphany #8 You Need To Test 100 Ads To Find 1 Unicorn
- 53. You’re Not Testing as Many Ads as You Think… Larry Kim (@larrykim)WordStream Confidential
- 54. Epiphany #9 It’s Not as Hard As You Think
- 55. Most Small Businesses are Lazy… Larry Kim (@larrykim)WordStream Confidential
- 56. 85% of Impressions Are from 5% of Ads WordStream Confidential So You Just Need to Find 1 Unicorn
- 57. Epiphany #10 A Note on Mobile Ads
- 58. • 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 Calls are Worth More Than Clicks WordStream Confidential
- 59. So By-Pass The Clicks Completely WordStream Confidential
- 60. Mobile Conversion Funnel 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page! Desktop Search Conversion Funnel 1. Sees Ad 2. Clicks On Ad 3. Visits Website Landing Page 4. Lead Captured 3% Average Conversion Rate! Golden Rule of Mobile Traffic: “Calls to Businesses are Worth +3x More Than Clicks to Websites” Click To Call Is A Total Game Changer WordStream Confidential
- 61. Force Mobile Searchers to Call You! WordStream Confidential
- 62. WordStream Confidential New Mobile Auto Ad Formats More Likely to Inspire Actions Image Carousel With Detailed Info Call or Get Directions
- 63. WordStream Confidential New Mobile Credit Card Ad Formats Compare Rates Support for Regional Banks
- 64. WordStream Confidential Mobile Ads to Compare and Buy Insurance Online Expandable Product Card Call Local AgentDetailed Reviews
- 65. Epiphany #11 High CTR & Quality Score is Critical for Display Ads on the Google Display Network
- 66. WordStream Confidential A 0.1% +/- in CTR yields +/- 20% in CPC! Higher CTR = Lower CPC Quality Score Exists on The Google Display Network
- 67. WordStream Confidential 67.5% of Display Ads are Actually Text Ads! Most Display Ads Aren’t Even Image Ads
- 68. WordStream Confidential 67.5% of Display Ads are Actually Text Ads! Use Actual Image Ads instead of Text Ads (duh) Ad Format on Google Display Network Click Through Rate Text ads that are formatted as Images 0.23% True Image ads 0.31%
- 69. WordStream Confidential These Emotions Make People Click on Things
- 70. WordStream Confidential So Make Display Ads Look More Like Content
- 71. Epiphany #12 High CTR & Quality Score is Critical for Twitter & Facebook Ads, Too.
- 73. WordStream Confidential • Higher post engagement = higher Relevance Score • Higher Relevance Score = More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook Ads
- 74. WordStream Confidential “Quality Adjusted Bid” in Twitter Ads
- 75. WordStream Confidential “Quality Adjusted Bid” in Twitter Ads Impacts Cost Per Engagement 1 Point Increase in Engagement Rate = 5% Decrease in Cost Per Engagement
- 76. WordStream Confidential Twitter Ads: 1 Penny Per Retweet? YES HIGHER ENGAGEMENT RATE= LOWER COST PER ENGAGEMENT
- 77. WordStream Confidential Twitter Ads: Quality Adjusted Bids Impacts Impression Share Fewer Ad Impressions Every Day!
- 78. A Quick Summary 1. Above Average CTR Keyword/Ads = Great Success. 2. Below Average CTR Keyword/Ads = Train Wreck 3. Focus on Optimizations that Improve CTR by 3- 5 TIMES (not 3-5%) 4. Quality Score / CTR Matters on Google Display Network, Twitter Ads, Facebook Ads, too. 5. Just Say No to Low CTR! WordStream Confidential
- 79. Don’t Settle For Average – Be a Unicorn Among a Sea of Donkeys!
- 80. Grade Your CTR & 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 Confidential www.wordstream.com/google-adwords
- 81. Are You Interested in…. a.) Getting your AdWords Account Graded by Wordstream? b.) A Free Trial of Wordstream Advisor c.) Both d.) Neither Poll Question
- 82. Bryan Todd (@perrymarshall) • Author of the most popular AdWords book Co- Author of The Ultimate Guide to Google Adwords • Provides AdWords & marketing advice & coaching at Perry Marshall & Associates • "I’m the nicest guy you ever met" WordStream Confidential