Larry Kim

Larry Kim

Larry Kim is founder and CTO of WordStream, provider of the AdWords Grader and 20 Minute PPC Work Week.

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Looking Back At The Top 13 PPC Marketing Articles Of 2014 (So Far)

Yes, it’s that time of year again already. You haven’t even sat down for Thanksgiving dinner with friends or family, and already everybody is clamoring to compile their “Best [insert topic here] Articles of 2014” lists. Well, this round-up of 2014’s best paid search articles is worth checking out, because these posts offer tips, tricks, and […]

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In PPC, Low CTR = Low Profits

In my column today, I’ll be talking about a PPC strategy that I first presented at SMX Advanced. Hopefully, it will convince you that pursuing a low click-through rate (CTR) is generally a losing bet. A few years ago, the low CTR strategy might have worked out very well for you — in fact, I’d […]


What Marketers Need To Know About The New AdWords Quality Score

By now, you’ve probably seen (or at least heard about) Google’s recent video and new white paper about Quality Score in AdWords. In fact, when I first heard about the updated Hal Varian video, I was a bit surprised, given that Google hasn’t bothered to update it for about five years! Whenever Google officially communicates […]

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The Most Popular Presentations Of SMX Advanced 2014

SMX Advanced this June was, as usual, rich in forward-thinking strategy and tactical advice from experienced leaders in SEO, social media, PPC and mobile marketing. Expert marketers and industry insiders including Bing’s Anna Hughes, Bigdoor’s Joanna Lord, Disney’s Jeff Preston and even yours truly took the stage, each to share their unique experience and knowledge […]


7 Conversion Rate Truths That Will Change Your Landing Page Strategy

Much of what marketers have learned about landing page conversion is wrong. Worse, the optimizations promoted across industry blogs, courses and at conferences as game changers are really just best practices every marketer should have implemented already. Tweaking headline and body copy, adjusting line spacing, repositioning buttons, playing with fonts and colors – all of […]


Search Marketers: Keep Calm, Carry On

Everybody loves progress, but nobody likes change. This adage is particularly true any time Google announces major upgrades to AdWords. If recent comments on Twitter are any indication, Google this morning was gearing up to pull your hair, throw sand in your face and take your lunch money. None of this is true. The Sky Is […]


Still Newsjacking For Links? Forget That, Make The News Instead!

We all know that Google frowns upon trying — in any way, shape or form — to get links (they’re serious, guys). Yet, links still play a very large role in determining SERP rankings. If you can’t ask for or chase down high-quality, authoritative links, what’s a marketer to do? You have to earn them. […]

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The Real Reason AdWords Isn’t Working For Many Small Businesses

By now, you’ve probably read the New York Times piece that’s been making the rounds lately. If not, here’s the upshot: it concludes that Google AdWords isn’t practical for small businesses. Unfortunately, it’s not the first time the Gray Lady has gone after AdWords, nor is it the first time that the paid search community […]


3 Surprising Benefits Of Retargeting

As retargeting becomes more widely used and better understood, its reputation is improving. Marketers are learning to avoid creeping people out through better targeting and less intrusive messaging. Early adopters now have a year or two (or more) of experience to share, which is exactly what I intend to do today. At Wordstream, we’ve been […]


New AdWords Ad Ranking Formula: What Does It Mean?

AdRank in AdWords is a key AdWords marketing concept that plays a huge role in determining how prominently your ads are displayed in a SERP and also your cost-per-click. So, when Google quietly announces huge changes on how AdRank is being calculated, you should definitely pay attention! In my column today, I’ll explain in detail […]

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New Data Suggest AdWords Enhanced Campaigns Actually Work

Nearly two months after the forced roll-out of Enhanced Campaigns in AdWords, at least one key question remains unanswered: are we better off today than we were before? In my column this week, I’ll try to answer that question using some data-driven analysis — but first, I thought it would be fun to take a […]


What The Heck Is AdWords Quality Score And Why Does It Matter Anyway?

Last month, Google announced some changes in how Quality Score is being reported. While it’s been described as just a reporting change (as opposed to a change in how Quality Score is calculated), some of my respected colleagues have pointed to the news as evidence that Quality Score somehow doesn’t matter any more! I respectfully disagree […]

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All Hail Quality Score – King Of The AdWords KPIs!

[youtube][/youtube] The high-level relationship between Cost-Per-Click and Quality Score is well known: the higher your Quality Score, the lower your cost per click. Earlier this year, I published some research data showing how, as average Quality Scores have drifted lower over the years, the cost-per-click savings associated with above-average Quality Score keywords is today worth […]

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Hey, PPC Managers: Stop Being So Lazy!

When I do PPC webinars, I always like to open with a quick poll. In a recent webinar, I asked attendees to fess up to how much time they spend working on their AdWords account every week. The results were very promising: Almost 9 out of 10 (87%) of respondents said they do at least […]


How to Use The Keyword Planner — The New Keyword Tool From Google AdWords

Last month, Google quietly began rolling out the AdWords Keyword Planner to select AdWords accounts last month. In typical AdWords fashion, one of the biggest overhauls of the Google Keyword Tool ever went almost unnoticed!   This new keyword tool combines elements of two existing keyword tools, the Google Keyword Tool and the AdWords Traffic Estimator, adding a […]


How Adwords Enhanced Campaigns Can Be Used To Promote Your Mobile App

There’s been a lot of confusion among paid search marketers upset about the lack of device targeting in Enhanced Campaigns. This article will tell you how to advertise your mobile app using AdWords while checking out the new app promotion ad format in AdWords. One of the most common hypothetical use cases for device targeting […]

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The Real Reason Why Google Is Dropping The Tablet vs. Desktop Distinction? It’s The User Context, Stupid!

There’s been some grumbling among PPC marketers over the last few weeks about a few specific changes in Enhanced Campaigns – in particular, the loss of tablet vs. desktop segmentation, which was previously a best practice for mobile advertising strategy. One of my well-respected colleagues put it bluntly: Now, if you’ll forgive my attention-grabbing headline […]

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