Presenters:

Larry Kim | Founder, CTO of Wordstream

Sean Quadlin | Writer and account manager at PPC Hero & Hanapin Marketing

10 Ways You Can increase Click-Through Rate Today

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Speaker Introductions

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• 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

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• Why Click Through Rate (CTR) Matters in Search• 10 Tips on Improving CTR!• Your Questions

Today’s Agenda

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Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #thinkppc in your Twitter tweets, Google+ status updates, etc.

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Live-Poll Question 1

Question 1: How long have you been in PPC?

#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live-Poll Question 2

Question 2: How do you manage your account(s)?

#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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Why Should You Care about Click Through Rate (CTR)?

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Translation: Higher CTR = Higher Average Quality Score

Why Should You Care About Quality Score?

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Translation: Higher Quality = Lower Average CPA

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!)

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How To Raise Your Click Through Rate!

• Presenting 10 ideas on how to raise your CTR!

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10) First, Measure Your Click Through Rate

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• 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

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Quit Complaining and Get Something Done

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• More than half of accounts do nothing at all each week

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9) Put Low CTR Keywords Under the Microscope

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Are you targeting the right things?

9) Put Low CTR Keywords Under the Microscope

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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)

9) Put Low CTR Keywords Under the Microscope

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Does the keyword make sense?

Optimize Get rid of it

Yes No

8) Use All Applicable Ad Extensions

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• 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

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Many Ad Extensions to Choose From!

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

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

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Two Tactics to Try

Ad groups by match type

Labeling your questionable

keywords

6) Bid on Branded Terms (including competitor brands)

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Higher Account CTR Raises QS Across Account

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Live-Poll Question 3

Question 3: What aspects of your ads do you test most frequently?

#thinkppc

a) Headlinesb) Calls to Actionc) Specific Benefitsd) Display URLse) Other stuff (punctuation, title case, etc.)

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5) Use Different Ad Formats

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5) Use Different Ad Formats

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Display Network Webinar-Inside-Another-Webinar

http://www.ppchero.com/redbop-winner-how-to-create-display-image-ads-with-no-creative-resources/

4) Frequency Cap Your Campaigns

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Only some campaign types track this

on their own (ICM/Remarketing)

4) Frequency Cap Your Campaigns

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4) Frequency Cap Your Campaigns

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4) Frequency Cap Your Campaigns

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4) Frequency Cap Your Campaigns

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3) Most Ads Suck. Create Emotional Ads.

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Creating “Emotional” Ads

Example

2) Raise Your Bids

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2) Raise Your Bids

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Average position matters. Top vs. side

matters possibly even more.

2) Raise Your Bids

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Higher average position/top of page rate generally means a higher CTR

HOWEVER – Higher bids generally mean higher

CPCs. So be careful.

2) Raise Your Bids

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Be smart about it. Survive the blast.

1) Use Negative Keywords

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CTR = Clicks / Impressions

• Fewer dumb impressions = higher CTR• How to find Negative Keywords?!!

Use Negative Keyword Tools

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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

Live Poll Question 4

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Q: Would you like…

• A Free Trial of WordStream

• A free one-on-one solutions blueprint/account assessment with Hanapin Marketing (for accounts with over $20,000/ month in spend).

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Your Questions

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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 Marketinghttp://www.hanapinmarketing.com/solutions-blueprint-sign-up

Or contact us directly:Larry Kimlkim@wordstream.com

http://twitter.com/larrykimSean Quadlin

sean.quadlin@hanapinmarketing.comhttp://twitter.com/seanquadlin

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