Totally Insane Strategies to Triple your Click- Through Rate

Totally Insane Techniques

Guaranteed to 3X Your CTR

Copyright 2015 WordStream, Inc. All rights reserved.

Larry Kim & Bryan Todd

07.16.2015LIVE WEBINAR

• 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

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!


Let’s learn a little about you….


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


WordStream Confidential

Warning: Lots of Data Ahead!


Epiphany #1:The Classic A/B Test is

a Fairy Tale

We changed the:

• Capitalization

• Punctuation

• Etc.

“We got a 2% increase in conversions!!”

The Great PPC Ad Text Otimization Fairy Tale!


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?!


• 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.


Forest vs. Trees

What’s a Good CTR?


Survey Methodology


Even the “Winning” Ad is a Loser!


Epiphany #2:What is a Good CTR?

What’s a Good Search CTR? (Account Avg. CTR’s)


But… Lots of Variance!


Winners vs. Losers


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


Ad Unicorns?!(6x Expected Click Through Rate!)

What Unicorns (Top 1%)


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


How Quality Score Impacts Ad Position


How Quality Score Impacts Actual CPC


What’s An Average Quality Score? Around 5.1/10



Quality Score Impacts Impression Share



QS Impact on Impression Share 2x More Profound on Mobile

Cost Per Conversion is Largely Based on QS


The Impact of Quality Score on Cost Per Conversion


So, Get a HIGH Quality Score


Epiphany #4:How is Quality Score Really Calculated?


QS Based on Your CTR vs. Expected CTR

Epiphany #5Quality Score Cracked. Now What About Those Unicorns?

Hunting Landing Page Unicorns

Does Dynamic Keyword Insertion (DKI) Work?


DKI Works OK But Doesn’t Produce As Many Unicorns


Add Extensions Improve QS and CTR by Around 8%.


Ad Extensions Impact on CTR in a Small but Positive Way


Epiphany #6Four Tips To Write “Unicorn” Ads


1. Keywords with High Commercial Intent

2. Go Nuts With Ad Customizers

Consider doing “Perpetual Sales”


Most Ads Suck (+90%)


Bryan ToddPerry Marshall & Associates


3. Tap into Customer Emotions!


Example


Versus….

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!!

Epiphany #7A Few Notes on Effort…

Relative Abundance

Name Percentile RelativeAbundance

Vs. ExpectedCTR

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!!


Epiphany #8You Need To Test 100 Ads To Find 1 Unicorn

You’re Not Testing as Many Ads as You Think…

Larry Kim (@larrykim)WordStream Confidential

Epiphany #9It’s Not as Hard As You Think

Most Small Businesses are Lazy…


85% of Impressions Are from 5% of Ads


So You Just Need to Find 1 Unicorn

Epiphany #10A Note on Mobile Ads

• The calls from mobile traffic converted at a 3x higher rate than clicks to a website

• Mobile Ad Testing shouldbe based on call rate, notCTR or Conversion Rates

Calls are Worth More Than Clicks


So By-Pass The Clicks Completely


MobileConversion 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


Force Mobile Searchers to Call You!



New Mobile Auto Ad Formats More Likely to Inspire Actions

Image Carousel

With Detailed Info

Call or Get Directions


New Mobile Credit Card Ad Formats

Compare Rates Support for Regional Banks


Mobile Ads to Compare and Buy Insurance Online

Expandable

Product Card

Call Local AgentDetailed Reviews

Epiphany #11High CTR & Quality Score is Critical for Display Ads on the Google Display Network


A 0.1% +/- in CTR yields +/- 20% in CPC!

Higher CTR = Lower

CPC

Quality Score Exists on The Google Display Network


67.5% of Display Ads are Actually Text Ads!

Most Display Ads Aren’t Even Image Ads


67.5% of Display Ads are Actually Text Ads!

Use Actual Image Ads instead of Text Ads (duh)

Ad Format on Google Display Network

ClickThrough Rate

Text ads that are formatted as Images

0.23%

True Image ads 0.31%


These Emotions Make People Click on Things


So Make Display Ads Look More Like Content

Epiphany #12High CTR & Quality Score is Critical for Twitter & Facebook Ads, Too.



• Higher post engagement = higher Relevance Score

• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement

“Relevancy Score” in Facebook Ads


“Quality Adjusted Bid” in Twitter Ads


“Quality Adjusted Bid” in Twitter Ads Impacts Cost Per Engagement

1 Point Increase in Engagement Rate = 5% Decrease in Cost Per Engagement


Twitter Ads: 1 Penny Per Retweet? YES

HIGHER ENGAGEMENT RATE= LOWER COST PER ENGAGEMENT


Twitter Ads: Quality Adjusted Bids Impacts Impression Share

Fewer Ad Impressions Every Day!

A Quick Summary

1. Above Average CTR Keyword/Ads = Great Success.

2. Below Average CTR Keyword/Ads = Train Wreck3. 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!


Don’t Settle For Average – Be a Unicorn Among a Sea of Donkeys!

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)


www.wordstream.com/google-adwords

http://www.wordstream.com/google-adwords

http://www.wordstream.com/google-adwords

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

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"


Totally Insane Strategies to Triple your Click- Through Rate

Marketing

larrykim founder of

good ctr

qs wordstream confidential

ctr matter

ctr copyright

ctr donkeys

average quality score

ctr average position