Leave a comment

In this webinar, Larry will expose 10 key tactics to help you:

- Hack Google’s Quality Score metric to improve your ad rank while spending less
- Optimize ad copy with one counterintuitive but insanely simple approach
- Leverage mobile ads to cut out stages of the funnel where you are losing clicks
- Capitalize on the first mover advantage with Gmail ads, mobile call buttons, and more
- Analyze campaign performance to build an informed remarketing strategy

  • BB

    Benjamin Burns

    over 6 years ago #

    Lovely.

  • AR

    Ari Rush

    over 6 years ago #

    Thanks for sharing.

  • SH

    Skyler Hair

    over 6 years ago #

    This was amazing! I highly recommend watching the video. @larrykim was so clear that it really took all of the mysticism out of Adwords. Thanks for this!!!

  • LK

    Larry Kim

    over 6 years ago #

    here's the link to the video recording: https://www.youtube.com/watch?v=2qWRG6rN3JY

  • DD

    Dinesh Dhakal

    over 6 years ago #

    This slide (I'm watching webinar though) changes the way you used to run PPC campaigns. Thanks for sharing.

  • JP

    Joseph Putnam

    over 6 years ago #

    I've personally found that paying attention to your #1 metric is more important than worrying about things like Quality Score. If you're focused on something like cost per acquisition, for example, you'll automatically pull the other levers (QS, CPC, etc.) to get the result that matters—lower CPA. Anyone else feel the same way or is this just my experience?

    • KG

      Kyle Golembiewski

      over 6 years ago #

      Agreed but optimizing to a target CPA doesn't benefit most campaigns. If your CPA goal is $30 (for example) and you get so hung up on attaining that average price over growing conversions, lowering CPC, etc. you're focused on the wrong metric. Be careful from this perspective! This can stifle growth BIG time. I attended a conference at Google HQ in April on this very topic.

      • DC

        Darren Carter

        over 6 years ago #

        I agree with this. I think the real challenge is how accurately you capture the full impact of PPC marketing given the challenges of multi-channel attribution, ad blocking software, cookies being deleted, etc. The target CPA just uses last click attribution.

        With one client, we did a "natural experiment" in which we reallocated half of our PPC budget to video production one month. After sales plummeted, the next month we doubled down on budget and got a similar bump in overall web sales.

      • JP

        Joseph Putnam

        over 6 years ago #

        Very interesting. I've found it to work for the main campaign that I manage. What approach did you learn that's better?

        • KG

          Kyle Golembiewski

          over 6 years ago #

          My approach is growth for any/all of my clients. I want more for less. If that means I pay more upfront to get #1 placement, so be it. This helps me gauge baseline numbers/competition and I aggressively optimize once enough data presents itself. While most clients are initially apprehensive to this strategy, many will get on board if you explain the exercise. "I cast my net wide to get a snapshot into as much of the market as possible...then I tighten things up based on performance." Over time, costs go down, CPA goes down, and conversions go up.

  • MH

    Mark H

    over 6 years ago #

    Amazing!
    One thing that people need to talk more about is when Adwords selects "Just the phone number" for call extensions, you get sooo many less than 30 second calls.

    Nobody talks about how to combat that.

SHARE
33
33