10 ppc mistakes to avoid
Post on 21-Apr-2017
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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?