10 PPC Mistakes To Avoid

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    14-Jul-2015
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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

  • THEPROBLEM

    A SEARCHER NEEDS TO KNOW WHATWILL HAPPEN WHEN THEY CLICK

    #PPCMASTERS

  • THESOLUTION

    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

  • THEPROBLEM

    YOU ARE DRIVING TRAFFIC TO YOURHOMEPAGE OR TO A NON-CONVERSION OPTIMAZED PAGE

    Landing Page Monster

    #PPCMASTERS

  • THESOLUTION

    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

  • THEPROBLEM

    TARGETING IN PPC TAKES MANYFORMS. WATCH OUT!

    REALLY?

    #PPCMASTERS

  • THESOLUTION

    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 ADSEXTENSIONS

  • THEPROBLEM

    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

  • THESolution

    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

  • THEPROBLEM

    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.

  • THESOLUTION PLEASE JUST HIRE A DESIGNER

    VS

  • Killer Mistake #5

    ADS RUNNING DAYAND NIGHT

  • THEPROBLEM

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

    YOU BETTER SHOW YOURADS WHEN PEOPLE AREABLE TO SEE THEM.

  • THESOLUTION

    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

  • THEPROBLEM

    SPENDING MONEY TO DRIVE TRAFFICTO A BAD WEBSITE IS INSANE!

    DON'T ENTER HERE

  • THESOLUTION 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

  • THEPROBLEM

    THE ART OF ANNOYED COSTUMERS?

    GOOD RESULTS NO MATTER WHAT

    VSANNOYED CUSTUMERS

  • THESOLUTION

    USE REMARKETING ONLY IN THISSITUATIONS.

    AND DON'T BE CREEPY!

  • Mistake #2

    GET A MOBILE VERSIONOF YOUR SITE

  • THEPROBLEM

    MOBILE IS THE FUTURE

    THE FUTURE IS NOW!

    STILL NOT PREPARED?

  • THESOLUTION

    CREATE A MOBILE-OPTIMIZEDEXPERIENCE

  • Killer Mistake #1

    IGNORING LESSONS LEARNEDBY COMPETITORS

  • THEPROBLEM

    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?

  • THESOLUTION USE THESE TOOLS

  • THANK YOU! QUESTIONS?