Larry Kim, founder and CTO of WordStream and expert in pay-per-click (PPC) advertising, presented the top 10 PPC hacks of all time. The presentation covered hacks such as optimizing quality score, writing attention-grabbing ads, using bid multipliers, leveraging mobile and call buttons, implementing remarketing, utilizing remarketing lists for search ads (RLSA), targeting in-market segments, using Gmail ads and YouTube ads, and gaining first mover advantage in new advertising features. Larry Kim has over 10 years of PPC experience and is a prominent figure and author on search engine marketing.

1. The Top 10 Pay-Per-Click
Advertising Hacks of All time!
August 13, 2014
Larry Kim, founder and CTO at Wordstream

2. Join the conversation on Twitter
@thuelmadsen #KISSwebinar

3. Larry Kim – WordStream - @larrykim!
!
Larry Kim, founder and CTO of WordStream, has over 10 years of
PPC experience, was voted the “Most Influential PPC Expert” two
years running by the PPC Hero Blog and the “Most Influential
Search Engine Marketer” according to marketing agency 3QDigital.
Larry has been cited in over 10 thousand publications with over 10
million views, is a columnist at Inc. Magazine, and is the #1 author
for Search Engine Land journal in 2013.
Your Presenter

4. Join the conversation on Twitter
@larrykim #KISSwebinar

5. Agenda: Top 10 PPC Hacks of All Time
1 Quality Score
2 Insane Ads
3 Bid Multipliers
4 Mobile
5 Remarketing
6 RLSA
7 In Market Segments
8 Gmail Ads
9 YouTube Ads
10 First Mover Advantage

7. Poll Question
How much are you spending on paid search per
month?

8. Quality Score
1

9. Impacts Ad Ranking
Quality Score

10. Impacts Cost-Per-Click
Quality Score

11. Impacts Impression Share
Quality Score

12. Impacts Cost-Per-Conversion
Quality Score

13. So… Get a High Quality Score!
Quality Score

14. It’s Not All That Complicated.
Quality Score

15. Just Beat Expected CTR
Quality Score

16. Quality Score
Crazy PPC Hack to Raise Quality Score
• Add 10% Branded Terms to Raise
Account Average Quality Scores
• Delete the Bottom Third of Your PPC
Account and Move the Budget to
Remarketing Instead

17. Example Crap Account
Quality Score
Mix of above and below average keywords

18. Example Crap Account
Quality Score
Notice how the account has no high QS keywords!

19. Example Awesome Account
Quality Score
Mostly above average CTR, some below average

20. Example Awesome Account
Quality Score
Notice how the account has only high QS keywords!

21. Quality Score

22. How Quality Score is Calculated
Quality Score

23. Insane Ads
2

24. Most Ads Suck
Insane Ads

25. Insane Ads
Don’t Suck. Instead, Write “Emotional” Ads

26. This Ad Gets 6x Above Average CTR
Insane Ads

27. Because Everyone Else Sucks
Insane Ads

28. These Emotions Make People Click
Insane Ads

29. Insane Ads

31. Bid Multipliers
3

32. Segment By Time…
Bid Multipliers

33. Location…
Bid Multipliers

34. And Device…
Bid Multipliers

35. Be Super Picky With Bid Multipliers
Bid Multipliers

36. Mobile
4

37. OMG! A Call Button.
Mobile

38. Call Button Changes Everything
Mobile
Mobile
Conversion Funnel
1. Sees Ad 1. Sees Ad
2. Clicks On Ad
Desktop Search
Conversion Funnel
3. Visits Website Landing
Page
4. Lead Captured
2. Calls Business
3% Avg.
Conversion
Rate
3. Lead Captured!!
Calls to businesses are worth, on average, 3x more than clicks to websites!

39. Forget Mobile Sites
Mobile

40. Search Impression share, by device
Search Impression Share
100%
78%
55%
33%
10%
1 3 5 7 9
Ad Position
Desktop
Mobile
Tablet
Key Mobile Tip!
Mobile
Much less
likely to show
on mobile vs.
desktop

41. Remarketing
5

42. Typical Conversion Rates Suck
Remarketing
~97%
of people who visit a
website leave without
completing the actions
marketers want them to
take
Your Site
Your Ad
70%
of people abandon their
shopping cart without
completing a purchase

43. How Remarketing Works
Remarketing

44. Remarketing

45. Massive Reach
Remarketing
Reach more users Reach them frequently On various pages
Of the typical remarketing
audience, find
Reach them on between
As they visit 20 or more pages
on a typical day across
10-18 days
!
…or more out of the month
84%
!
…within a month
5-10 !sites
… of which all pages and
sites have ad space available
to Google Display Network buyers

46. Audience Definition Strategy
Remarketing

47. Example Ads
Remarketing

48. Impact on Repeat Visitor Rate
Remarketing

49. Impact on User Engagement
Remarketing

50. RLSA
6

51. How Remarketing Works
RLSA

52. Bring an Audience Dimension to Your
Search Campaigns
RLSA
With remarketing lists for search ads you can…
Segment past
site visitors
Optimize ad text, bids,
and keywords to those
segments
Convert these site visitors
as they’re searching for
your product or brand
on Google > >

53. In-Market
Segments
7

54. Target People Ready to Buy!
In Market Segments

55. Gmail Ads
8

56. Gmail Ads

57. Subject Line & Teaser
Gmail Ads

58. Email Ad
Gmail Ads

59. YouTube Ads
9

60. YouTube True View Ads
YouTube Ads

61. In-Video Ads
YouTube Ads

62. Suggested Videos and Video Search
YouTube Ads

63. First Mover
Advantage
10

64. First Mover Advantage
Hundreds of New Features Per Year

65. First Mover Advantage
Benchmark Your AdWords Campaigns and
Landing Pages
Grade Your AdWords Account Grade Your AdWords Landing Pages
www.wordstream.com/google-adwords www.wordstream.com/landing-page

66. Questions?
Thue Madsen!
Marketing Associate!
KISSmetrics!
@thuelmadsen!
tmadsen@kissmetrics.com
Larry Kim!
Founder and CTO!
WordStream!
@larrykim!
lkim@wordstream.com

67. THANK YOU
Larry Kim!
WordStream