Search Marketing Master Class - Zina Kayyali, WordStream
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The document presents insights from a search marketing master class by Zina Kayyali that focuses on PPC advertising strategies, including the importance of demographic targeting and quality scores. It highlights benchmarks from Wordstream clients across various industries and discusses the conversion dynamics of visitors to websites. Additionally, it emphasizes the value of understanding conversion worth and adjusting bidding strategies for ad effectiveness.
Search Marketing Master Class - Zina Kayyali, WordStream
- 1. MASTERCLASS Zina [email protected] DIRECTOR OF CUSTOMER PROGRAMS, WORDSTREAM NEW YORK, NY ~ MAY 10 – 11, 2018 | DIGIMARCONEAST.COM #DigiMarConEast Search Marketing Master Class
- 2. Zina Kayyali – Director of Customer Programs
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- 4. 4 14,197 AdWords Accounts Late 2017 – Early 2018 Benchmarks on 4 KPIs WordStream clients based in the United States 6 months of data was collected from active accounts. Benchmarks highlighted are medians to minimize the influence of possible outliers. All Currencies are USD Foreign accounts are omitted, but generally follow similar trends. Where’s this Data from?
- 5. 5 Want More Industry Data? • The data here is 4 KPIs for 20 large industries, including: • Ecommerce • B2B • Auto • Travel • Education • Legal • And more! To see exactly how your account compares to others in your specific industry , download the benchmarks and grade your account – free – at: wordstream.com/nyc
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- 7. 7 • Dating & Personals (6.05%) • Travel & Hospitality (4.68%) • Advocacy (4.41%) • Technology (2.09%) • B2B (2.41%) • Employment Services (2.42%)
- 8. 8 #1
- 9. 9 Writing Ads for Keywords is Ineffective Most advertisers write their PPC ads with the keyword in mind Refrigerator Repair
- 10. 10 Writing Ads for Keywords is Ineffective Most advertisers write their PPC ads with the keyword in mind Washing Machine Repair Most advertisers write their PPC ads with the keyword in mind, but this generally leads to lazy, boring, and lame ads.
- 12. 12 #2
- 13. 13 Demographic Targeting You can chose to target, exclude, or bid differently based on the demographics of people searching for your keywords! Gender Age Parental Status Household Income
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- 15. 15 Ad shown only to men: Ad shown only to women: CTR: 7.31% CVR: 1.82% CTR: 11.59% CVR: 4.35% CTR: 9.25% CVR: 3.80% Improved CTR 60%! Improved CVR 140%!! Improved CTR 30%! Improved CVR 110%!!
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- 17. 17 • Ecommerce ($1.16) • Advocacy ($1.43) • Travel & Hospitality ($1.53) • Legal ($6.75) • Consumer Services ($6.40) • Technology ($3.80)
- 18. 18 #3
- 19. 19 Quality Score Google wants to show only the best ads at the top of the page. It calculates each ad’s Quality Score considering: • The ad’s expected clickthrough rate • The ad’s relevance to the search • The site’s landing page relevance to the search Having a poor click through rate or an irrelevant ad can result in a bad quality score!
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- 26. 26 • Dating & Personals (9.64%) • Legal (6.98%) • Consumer Services (6.64%) • Advocacy (1.98%) • Real Estate (2.47%) • Home Goods (2.70%)
- 27. 27 #5
- 28. 28 97% of all visitors to your site won’t complete your goal on their first visit. 70% of visitors who add an item to their shopping cart will abandon their cart without purchasing.
- 29. 2929 Returning Visitors are about 25% more likely to convert. Past buyers are up to 5 times more likely to convert.
- 30. 3030 RelativeConversionRate Number of times a user has seen ad Conversion Rate Increases with Exposure More than 2x more likely to convert after seeing your ad 6 times!
- 31. 31 #6
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- 35. 35 Introducing Local Service Ads • Local Service Ads make it easy to connect consumers to trusted local professionals. • Local Service Ads will appear above Paid Search ads and organic results. • An advertiser can show for LSAs, PPC ads, and Organic listings on the same SERP.
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- 39. 39 • Auto ($33.52) • Travel & Hospitality ($44.73) • Ecommerce ($45.27) • Technology ($133.52) • Real Estate ($116.61) • B2B ($116.13)
- 40. 40 #7 Know What A Conversion is Really Worth
- 41. 41 ECommerce Real Estate • Average CPA: $45.27 • Average CPA: $116.61 • Average Sale: $500 • Average Sale: $250,000 • If you convert 10% of leads to sales, each conversion is worth $25,000. • Return on Ad Spend: 200x! • If you mark up your products by 20%, each conversion is worth $100. • Return on Ad Spend: 2x
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- 45. 45 Get the Full Benchmark Report wordstream.com/nyc
- 46. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you!