PPC Peak Performance: The Definitive Adwords Audit Framework
Forget everything you know, or think you know about auditing an AdWords account! In this presentation, you will hear concrete answers to the quintessential SEM question - How well are my PPC campaigns doing? - and provide concrete steps on what to do if they're underperforming. You will learn:
Up To Date Competitive Benchmarks: What's a Good Click Through Rate? Conversion Rate? Quality Score? Cost per action? - This session will review easy ways to tell if you're beating the average or if your campaigns need work.
Live Account Audits: To demonstrate the dramatic difference between succeeding and failing at paid search, a live audit of two real-world, competing AdWords accounts will take place.
The 3 Key, Key Performance Metrics: There are thousands of key metrics in SEM. This session will show data which reveals the 3 metrics that track most closely to AdWords success, and why.
Secrets of the Top 1% of AdWords Advertisers: In this session review ad copy and landing page tactics employed by the top 1% of most successful advertisers.
Attendees will leave with a powerful new framework for auditing and troubleshooting PPC accounts.
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Larry Kim's Presentation at ClickZ Live San Francisco August 2014
1. August 11–14, 2014
#CZLSF | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
PPC Peak Performance:
The Definitive AdWords Audit
Framework
Larry Kim
WordStream, Inc.
Founder & CTO
2. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Win This $25 Amazon Gift Card!
• Include the hashtag #CZLSF and
me (@larrykim) in your tweets
• Prizes Awarded For Either …
–Best Tip!
–Funniest Tweet!
4. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Today’s Agenda: PPC Audits
• What’s a Good…
– Quality Score?
– Click Through Rate?
– Conversion Rate?
– Cost Per Conversion?
• … and how to vastly improve on all of
these metrics!
5. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
About Me
• Founder of WordStream
• Commander of the Quality
Score Rebellion
• Had Kid 3 Months Ago
#ppckid
25. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Crazy Hack To Raise Quality Scores
• Add 10% Branded
Terms to Raise
Account Average
Quality Scores
• Delete the Bottom
Third of Your PPC
Account
31. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Key Finding #1: They’re Downplaying QS
Quality Score Is a Helpful Diagnostic Tool,
Not a Key Performance Indicator
• Why: Your Quality Score is like a
warning light in a car’s engine that shows
how healthy your ads and keywords are.
It’s not meant to be detailed metric that
should be the focus of account
management
-- Source: bit.ly/qs-whitepaper
32. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
But Wait – What About This?!
“QS is important in order for your ads to be
successful … QS plays a key role in determining
your ad's position and how much you'll pay for
a click. In general, the more relevant your ad, the
higher your QS – and the higher your QS, the better
your position and the less you will have to pay for a
click...Being successful with AdWords means
getting your products or services in front of the
people who are most likely to become your
customers and a high Quality Score can help
make that happen.”
-- Source: What is AdWords Quality Score and Why
Does It Matter?" from Google (2011)
39. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Quick Recap
• Below Avg. CTR = Low QS
• Low CTR ads:
• Have Lower Ad Positions
(Fewer Clicks)
• Often don’t even get displayed
• Get penalized w/ up to 400%
higher CPCs
• Have up to 64% higher cost per
conversion
40. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
The High CTR Game for AdWords
• Be Very Picky. Bid on Only
the Best Keywords and Get
HIGH CTRs.
• Delete Junk Keywords
(Bottom Third of your
Account)
• Tip: Roll Up Quality Scores
to the AdGroup, Campaign
or Account Level by using
Impression weighted
averages
42. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Which Ad Wins?
Ad A
- 32,423 Impressions
- 453 clicks (1.4% CTR)
- Average Position: 2.8
Ad B
- 36,223 Impressions
- 760 clicks (2.1% CTR)
- Average Position: 3.0
43. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Trick Question! They Both Suck
• Neither ad is worth declaring a “Winner”.
• Not even the 2.1% CTR in the 3.0 Avg. Position.
• Why??
49. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Ad Text Testing
• 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
70. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
The Great Landing Page
Optimization Myth
• We Changed the:
– Font Type
– Spacing
– Button Color
– Image
– Etc.
• We got a 5%
Increase in
Conversions!!*
71. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Typical Conversion Rate
Optimization Test
• PTD- Premature Testing Dilemma (aka “Optimizatitis”)
• The Early Lead Disappears!
• We want to believe our hard work paid off but we are often deluding
ourselves…
72. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Conventional Landing Page
Optimization is Over-Rated
• Small Changes Result In Small Changes
• % Change You Think You Got is Probably
Just Noise
82. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Call Extensions Radically Change Flow
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 Landing Page
3. Lead
Captured!!
94. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Don’t Settle For Average!
• Unicorn Ads Get 6x
higher CTR at 50%
the Cost
• Unicorn Landing
Pages Have 3-5x
Higher Conversion
Rates
95. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Summary:
• Just Say Now to Low CTR (and Low QS)
• Forget Average, Find Your Unicorns!
• Small Changes Result in Small Changes.
Think Big!
96. @larrykim
August 11–14, 2014 | #CZLSF | @ClickZLive
Thank You #CLZSF
• Stop by the WordStream Booth Today!
• Slides: bit.ly/czlsf