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10 mistakes killing the success
of your pay-per-click
advertising
BE R L I N 2 0 1 5
Fernando
Angulo
HEAD OF INTERNATIONAL PARTNERSHIPS
Let's see the
evolution of
Google
#PPCMASTERS #FERNANDOSEMRUSH #SEMRUSH
#PPCMASTERS #FERNANDOSEMRUSH #SEMRUSH
THE EVOLUTION OF SEO
NOT PROVIDED
PANDA
PENGUIN 1.0, 2.0
#PPCMASTERS #FERNANDOSEMRUSH
NO DOUBT, SEO WORKS! BUT IT NEEDS SOME TIME...
#PPCMASTERS
THE EVOLUTION OF PPC
ADS ON THE LEFT
GOOGLE
SHOPPING
REMARKETING
ADS EXTENSION
#PPCMASTERS
PPC HAS GREAT EXTENSIONS
#PPCMASTERS
PPC IS A GREAT PROCCES
#PPCMASTERS
P P C
A D V E R T I S I N G
It's Great!
Ads CAMPAIGNS ARE VERY COMPLEX
AND MAKING MISTAKES CAN LOOSE YOU
A LOT OF MONEY BUT...
SO WHAT?
THESE 10 ARE THE
KILLERS
#PPCMASTERS
Killer Mistake #10
NO CALL TO ACTION
THE
PROBLEM
A SEARCHER NEEDS TO KNOW WHAT
WILL HAPPEN WHEN THEY CLICK
#PPCMASTERS
THE
SOLUTION
E-Commerce Test Lead Generation Test
Case 1 Case 2
The winners: Shop now and Today The winners: Learn more and More information
"Reanimate your conversion rate.
Do A/B Test and find the winners".
#PPCMASTERS
Killer Mistake #9
NO LANDING PAGES
THE
PROBLEM
YOU ARE DRIVING TRAFFIC TO YOUR
HOMEPAGE OR TO A NON-
CONVERSION OPTIMAZED PAGE
Landing Page
Monster
#PPCMASTERS
THE
SOLUTION
DELIGHT YOUR USERS WITH A
PERFECT MESSAGE
Your ad text needs to
reflect the ad copy on
your landing page.
#PPCMASTERS
Killer Mistake #8
MISFIRING ON TARGETING
THE
PROBLEM
TARGETING IN PPC TAKES MANY
FORMS. WATCH OUT!
REALLY?
#PPCMASTERS
THE
SOLUTION
To get a sense of your audience use
keyword research tools.
It’s important to understand your target
audience, their online behavior and
what channels they are active in.
#PPCMASTERS
Killer Mistake #7
NOT USING ADS
EXTENSIONS
THE
PROBLEM
NOT USING THE FULL RANGE OF ADS
EXTENSIONS IS A BAD IDEA.
Research by Google suggests that site link extensions
increase CTR by 10-20%.
CASE 1: Local Ad Extension increased CTR in 4%
#PPCMASTERS
THE
Solution
MAKE SURE THAT YOU TAKE FULL
ADVANTAGE OF ALL OF THE ADS
EXTENSIONS FEATURES.
THEY ARE FREE!
Apps
Calls
Locations
Reviews
Sitelinks
Callouts
Manual
Customer ratings
Number of visits
Social extensions
Dynamic sitelinks
Seller ratings
Automatic
SOCIAL
LOCATION
SITELINKS
#PPCMASTERS
Killer Mistake #6
USING ONLY TEXT ON
DISPLAY NETWORK
THE
PROBLEM
67.5% OF THE IMAGE ADS YOU SEE
WHEN YOU’RE BROWSING THE
INTERNET AREN’T EVEN IMAGES
For obvious reasons, the average CTR on text ads is
much lower than on image ads.
THE
SOLUTION PLEASE JUST HIRE A DESIGNER
VS
Killer Mistake #5
ADS RUNNING DAY
AND NIGHT
THE
PROBLEM
DO YOU REALLY WANT TO GET THAT
CLICK AT 3:00 AM?
YOU BETTER SHOW YOUR
ADS WHEN PEOPLE ARE
ABLE TO SEE THEM.
THE
SOLUTION
53% of click-through conversions on traditional display
occurred during the prime conversion hours of 4-8 pm PST.
UNLESS YOU HAVE A 24 HOUR
BUSINESS, SCHEDULE YOUR ADS
Killer Mistake #4
SENDING PEOPLE TO A
BAD SITE
THE
PROBLEM
SPENDING MONEY TO DRIVE TRAFFIC
TO A BAD WEBSITE IS INSANE!
DON'T ENTER HERE
THE
SOLUTION DO A CHECKLIST
CHECK THE DESIGN
CHECK THE GRAMMAR, PUNCTUATION,
SPELLING
CHECK THE ENGAGING TEXTS
CHECK THE IMAGES
CHECK IF YOU FEEL COMFORTABLE TO
PROMOTE THAT PAGE.
Killer Mistake #3
POOR USE OF
REMARKETING
THE
PROBLEM
THE ART OF ANNOYED COSTUMERS?
GOOD RESULTS NO MATTER WHAT
VS
ANNOYED CUSTUMERS
THE
SOLUTION
USE REMARKETING ONLY IN THIS
SITUATIONS.
AND DON'T BE CREEPY!
Mistake #2
GET A MOBILE VERSION
OF YOUR SITE
THE
PROBLEM
MOBILE IS THE FUTURE
THE FUTURE IS NOW!
STILL NOT PREPARED?
THE
SOLUTION
CREATE A MOBILE-OPTIMIZED
EXPERIENCE
Killer Mistake #1
IGNORING LESSONS LEARNED
BY COMPETITORS
THE
PROBLEM
YOU HAVE COMPETITORS
Do you know what your competitors are doing?
Do you know what’s working for them and what’s
failing?
Do you know what they’re doing and when they’re
doing it?
And the big question…Why don’t you know anything
about your competitors?
THE
SOLUTION
USE THESE TOOLS
THANK YOU! QUESTIONS?

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