10 PPC Mistakes To Avoid

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    21-Apr-2017
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Transcript of 10 PPC Mistakes To Avoid

  • 1 0 m i s t a k e s k i l l i n g t h e s u c c e s so f y o u r p a y - p e r - c l i c k

    a d v e r t i s i n g

    B E R L I N 2 0 1 5

  • FernandoAnguloHEAD OF INTERNATIONAL PARTNERSHIPS

  • Let's see the evolution ofGoogle

    #PPCMASTERS #FERNANDOSEMRUSH#

    #SEMRUSH

  • #PPCMASTERS #FERNANDOSEMRUSH #SEMRUSH

  • THE EVOLUTION OF SEO

    NOT PROVIDEDPANDAPENGUIN 1.0, 2.0

    #PPCMASTERS #FERNANDOSEMRUSH

  • NO DOUBT, SEO WORKS! BUT IT NEEDS SOME TIME...

    #PPCMASTERS

  • THE EVOLUTION OF PPC

    ADS ON THE LEFTGOOGLESHOPPINGREMARKETINGADS EXTENSION

    #PPCMASTERS

  • PPC HAS GREAT EXTENSIONS

    #PPCMASTERS

  • PPC IS A GREAT PROCCES

    #PPCMASTERS

  • P P CA D V E R T I S I N G

    It's Great!

  • Ads CAMPAIGNS ARE VERY COMPLEXAND MAKING MISTAKES CAN LOOSE YOUA LOT OF MONEY BUT...

    SO WHAT?

    THESE 10 ARE THEKILLERS

    #PPCMASTERS

  • Killer Mistake #10

    NO CALL TO ACTION

  • THE

    PROBLEM

    A SEARCHER NEEDS TO KNOW WHATWILL 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 YOURHOMEPAGE OR TO A NON-CONVERSION OPTIMAZED PAGE

    Landing Page

    Monster

    #PPCMASTERS

  • THE

    SOLUTION

    DELIGHT YOUR USERS WITH APERFECT 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 MANYFORMS. WATCH OUT!

    REALLY?

    #PPCMASTERS

  • THE

    SOLUTION

    To get a sense of your audience usekeyword research tools.

    Its important to understand your targetaudience, their online behavior andwhat channels they are active in.

    #PPCMASTERS

  • Killer Mistake #7

    NOT USING ADS

    EXTENSIONS

  • THE

    PROBLEM

    NOT USING THE FULL RANGE OF ADSEXTENSIONS IS A BAD IDEA.

    Research by Google suggests that site link extensionsincrease CTR by 10-20%.

    CASE 1: Local Ad Extension increased CTR in 4%

    #PPCMASTERS

  • THE

    Solution

    MAKE SURE THAT YOU TAKE FULLADVANTAGE OF ALL OF THE ADSEXTENSIONS FEATURES. THEY ARE FREE!

    AppsCallsLocationsReviewsSitelinksCallouts

    ManualCustomer ratingsNumber of visits Social extensions Dynamic sitelinksSeller ratings

    Automatic

    SOCIALLOCATION

    SITELINKS

    #PPCMASTERS

  • Killer Mistake #6

    USING ONLY TEXT ONDISPLAY NETWORK

  • THE

    PROBLEM

    67.5% OF THE IMAGE ADS YOU SEEWHEN YOURE BROWSING THEINTERNET ARENT EVEN IMAGES

    For obvious reasons, the average CTR on text ads ismuch lower than on image ads.

  • THE

    SOLUTIONPLEASE JUST HIRE A DESIGNER

    VS

  • Killer Mistake #5

    ADS RUNNING DAYAND NIGHT

  • THE

    PROBLEM

    DO YOU REALLY WANT TO GET THATCLICK AT 3:00 AM?

    YOU BETTER SHOW YOURADS WHEN PEOPLE AREABLE TO SEE THEM.

  • THE

    SOLUTION

    53% of click-through conversions on traditional displayoccurred during the prime conversion hours of 4-8 pm PST.

    UNLESS YOU HAVE A 24 HOURBUSINESS, SCHEDULE YOUR ADS

  • Killer Mistake #4

    SENDING PEOPLE TO ABAD SITE

  • THE

    PROBLEM

    SPENDING MONEY TO DRIVE TRAFFICTO A BAD WEBSITE IS INSANE!

    DON'T ENTER HERE

  • THE

    SOLUTION DO A CHECKLIST

    CHECK THE DESIGNCHECK THE GRAMMAR, PUNCTUATION,SPELLINGCHECK THE ENGAGING TEXTSCHECK THE IMAGESCHECK IF YOU FEEL COMFORTABLE TOPROMOTE THAT PAGE.

  • Killer Mistake #3

    POOR USE OFREMARKETING

  • THE

    PROBLEMTHE ART OF ANNOYED COSTUMERS?

    GOOD RESULTS NO MATTER WHAT

    VSANNOYED CUSTUMERS

  • THE

    SOLUTIONUSE REMARKETING ONLY IN THISSITUATIONS.

    AND DON'T BE CREEPY!

  • Mistake #2

    GET A MOBILE VERSIONOF YOUR SITE

  • THE

    PROBLEMMOBILE IS THE FUTURE

    THE FUTURE IS NOW!

    STILL NOT PREPARED?

  • THE

    SOLUTION

    CREATE A MOBILE-OPTIMIZEDEXPERIENCE

  • Killer Mistake #1

    IGNORING LESSONS LEARNEDBY COMPETITORS

  • THE

    PROBLEM

    YOU HAVE COMPETITORS

    Do you know what your competitors are doing? Do you know whats working for them and whatsfailing? Do you know what theyre doing and when theyredoing it? And the big questionWhy dont you know anythingabout your competitors?

  • THE

    SOLUTIONUSE THESE TOOLS

  • THANK YOU! QUESTIONS?