For more information, visit www.wordstream.com / www.hanpinmarketing.com The best account managers know that effective PPC is all about strategy. Long-term data and ad copy testing can take time and thoughtful examination. But here's a secret: There are more than a few things you can do RIGHT NOW to boost your click-through-rate. In this webinar, WordStream's Larry Kim and Hanapin Marketing's Sean Quadlin discuss 10 simple things you can to increase your CTR right away, including: - Negative keyword tips - New strategies for device targeting - Ideas for enhancing your sitelinks - Space is limited, register today!

1. Presenters:
Larry Kim | Founder, CTO of Wordstream
Sean Quadlin | Writer and account manager at PPC Hero & Hanapin Marketing
10 Ways to Increase Your PPC
Click-Through Rates Today
&HOSTED BY:

2. Speaker Introductions
2
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for +10 Years!
– 5 Years ago, started WordStream!
– We’re the provider of the AdWords Grader and
20 Minute PPC Work Week
• Sean Quadlin
– Account Manager at Hanapin Marketing and
Blogger at PPC Hero
– Manages clients in education, publishing,
software as a service and more
– Focuses primarily on lead generation
– PPCHero.com is the leading site for PPC
Strategies, News and Information
&

3. • Why Click Through Rate (CTR) Matters in Search
• 10 Tips on Improving CTR!
• Your Questions
Today’s Agenda
33&

4. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #thinkppc in your Twitter tweets, Google+
status updates, etc.
44&

5. Why Should You Care about Click Through Rate (CTR)?
55&
Translation: Higher CTR = Higher Average Quality Score

6. Why Should You Care About Quality Score?
66&
Translation: Higher Quality = Lower Average CPA

7. Summary: CTR Matters Because You’ll Get on Average…
• Higher Quality Score (Higher Ad Position and Lower CPC)
• Lower CPA’s
Note: This is on average. (There are always exceptions to an average!)
77&

8. How To Raise Your Click Through Rate!
• Presenting 10 ideas on how to raise your CTR!
88&

9. 10) First, Measure Your Click Through Rate
9
• In order to optimize your CTR you need to know what your CTR
looks like vs. what CTR is expected.
• Use AdWords Grader for Free:
http://www.wordstream.com/google-adwords
9&

10. Quit Complaining and Get Something Done
10
• More than half of accounts do nothing at all each week
10&

11. 9) Put Low CTR Keywords Under the Microscope
1111&
Are you targeting
the right things?

12. 9) Put Low CTR Keywords Under the Microscope
1212&
Establish a baseline
(Make sure it’s the right baseline)
Look at what’s lower than the baseline
(spend the most time on highest impression keywords)

13. 9) Put Low CTR Keywords Under the Microscope
1313&
Does the keyword make
sense?
Optimize Get rid of it

14. 8) Use All Applicable Ad Extensions
14
• In order to optimize your CTR you need to know what your CTR
looks like to get a sense of what is possible.
• Use AdWords Grader for Free:
http://www.wordstream.com/google-adwords
14&

15. Many Ad Extensions to Choose From!
1515&

16. 7) Stop Targeting Broad/Phrase Match (or at least stop targeting
them as much)
1616&

17. 7) Stop Targeting Broad/Phrase Match (or at least stop targeting
them as much)
1717&
Two Tactics
to Try
Ad groups by
match type
Labeling your
questionable
keywords

18. 6) Bid on Branded Terms (including competitor brands)
1818&

19. Higher Account CTR Raises
QS Across Account
19

20. Live-Poll Question 3
Question 3: What aspects of your ads do you test most frequently?
#thinkppc
a) Headlines
b) Calls to Action
c) Specific Benefits
d) Display URLs
e) Other stuff (punctuation, title case, etc.)
2020&

21. 2121&
Display Network Webinar-
Inside-Another-Webinar

22. 5) Use Different Ad Formats
2222&
Display Network Webinar-
Inside-Another-Webinar

23. 5) Use Different Ad Formats
2323&
Display Network Webinar-
Inside-Another-Webinar
http://www.ppchero.com/redbo
p-winner-how-to-create-display-
image-ads-with-no-creative-
resources/

24. 4) Frequency Cap Your Campaigns
2424&
Display Network Webinar-
Inside-Another-Webinar

25. 4) Frequency Cap Your Campaigns
2525&
Display Network Webinar-
Inside-Another-Webinar

26. 4) Frequency Cap Your Campaigns
2626&
Display Network Webinar-
Inside-Another-Webinar

27. 4) Frequency Cap Your Campaigns
2727&
Display Network Webinar-
Inside-Another-Webinar

28. 4) Frequency Cap Your Campaigns
2828&
Display Network Webinar-
Inside-Another-Webinar

29. 3) Most Ads Suck. Create Emotional Ads.
2929&

30. Creating “Emotional” Ads

31. Example

32. 2) Raise Your Bids
3232&

33. 2) Raise Your Bids
3333&
Average position
matters. Top vs. side
matters possibly
even more.

34. 2) Raise Your Bids
3434&
Higher average position/top of page rate
generally means a higher CTR
HOWEVER – Higher bids
generally mean higher
CPCs. So be careful.

35. 2) Raise Your Bids
3535&
Be smart about it. Survive the blast.

36. 1) Use Negative Keywords
3636&
CTR = Clicks / Impressions
• Fewer dumb impressions = higher CTR
• How to find Negative Keywords?!!

37. Use Negative Keyword Tools
3737&

38. 3838&
Friendly Reminder
• CTR is a hugely important metric, but it isn’t
the only metric
• Think about profit/CPA/ROAS/time on site.
– Make sure you’re also tracking what happens after
the click

39. Your Questions
39
Thank you for attending WordStream & Hanapin Marketing’s PPC
Optimization Clinic webinar. #ppcclinic
Don’t forget to sign up for a Free Trial of WordStream:
http://www.wordstream.com/ppc-free-trial
Sign up for a Free Solutions Blueprint from Hanapin Marketing
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim
Sean Quadlin
sean.quadlin@hanapinmarketing.com
http://twitter.com/seanquadlin
39&

40. Free AdWords Performance Grader
Have you ever wondered how well your Google AdWords Campaigns
are really doing? Now you can find out with WordStream's award
winning AdWords Performance Grader.
In just a minute, you'll get a custom performance report that includes:
• Expert Analysis in 8 critical PPC areas
• Comparison to similar PPC advertisers
• Recommendations to improve your PPC performance
Get your FREE report today!
www.wordstream.com/google-adwords