At Pubcon 2014 in Las Vegas I was able to sit down and talk to Larry Kim, CTO of Wordstream, about PPC hacks.
Larry recently put out on article on the top 10 PPC hacks ever, and in the interview I got him to dive into more detail about these hacks.
I started by asking Larry what his absolutely top PPC hack is. Hear his response in the video below:
Here are some key takeaways from the video:
- The number one thing PPC marketers should be focused on is Quality Score. It’s a very potent algorithm, Larry says, which takes into account all of your key performance indicators such as impression share, ad rank, and cost per click.
- Quality Score also impacts other things like your cost per conversion. Larry emphasizes that, in order to get above average click-through rates, you really need to be focused on this algorithm.
- What can you do to improve your Quality Score? The reality is actually much more simple than Google themselves describes. It’s just a matter of beating the expected click-through rate for any given ad position, so try to be above average within your industry.
- One hack for improving your Quality Score is to use branded keywords in your account because that’s going to raise the average click-through rate of your account. There is such a thing as a Quality Score for your account, and Google has even started acknowledging that it exists.
- Another hack for Quality Score is to delete the bottom third of your account, because the garbage keywords are like poison.
- If you wanted to learn more about Larry’s top PPC hacks you can check out the full article right here on SEJ, or you can view the Slideshare deck at bit.ly/pubcon-2014.
Please visit SEJ’s YouTube page for more video interviews.
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