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.

It’s 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 YOU’RE BROWSING THEINTERNET AREN’T 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 what’s working for them and what’sfailing? Do you know what they’re doing and when they’redoing it? And the big question…Why don’t you know anythingabout your competitors?

THE

SOLUTIONUSE THESE TOOLS

THANK YOU! QUESTIONS?