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10 PPC Mistakes To Avoid

Presentation of our own Fernando Angulo at PPC Masters 2015 Conference.

The beauty of Internet Marketing is that it is the only marketing that is 100% measurable. But what about of measuring your failures. So for those ready to bring pay-per-click advertising to the next level, here are ten killer mistakes you should avoid in your campaigns.

10 PPC Mistakes To Avoid

  1. 1. 10 mistakes killing the success of your pay-per-click advertising BE R L I N 2 0 1 5
  2. 2. Fernando Angulo HEAD OF INTERNATIONAL PARTNERSHIPS
  3. 3. Let's see the evolution of Google #PPCMASTERS #FERNANDOSEMRUSH #SEMRUSH
  4. 4. #PPCMASTERS #FERNANDOSEMRUSH #SEMRUSH
  5. 5. THE EVOLUTION OF SEO NOT PROVIDED PANDA PENGUIN 1.0, 2.0 #PPCMASTERS #FERNANDOSEMRUSH
  6. 6. NO DOUBT, SEO WORKS! BUT IT NEEDS SOME TIME... #PPCMASTERS
  7. 7. THE EVOLUTION OF PPC ADS ON THE LEFT GOOGLE SHOPPING REMARKETING ADS EXTENSION #PPCMASTERS
  8. 8. PPC HAS GREAT EXTENSIONS #PPCMASTERS
  9. 9. PPC IS A GREAT PROCCES #PPCMASTERS
  10. 10. P P C A D V E R T I S I N G It's Great!
  11. 11. Ads CAMPAIGNS ARE VERY COMPLEX AND MAKING MISTAKES CAN LOOSE YOU A LOT OF MONEY BUT... SO WHAT? THESE 10 ARE THE KILLERS #PPCMASTERS
  12. 12. Killer Mistake #10 NO CALL TO ACTION
  13. 13. THE PROBLEM A SEARCHER NEEDS TO KNOW WHAT WILL HAPPEN WHEN THEY CLICK #PPCMASTERS
  14. 14. 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
  15. 15. Killer Mistake #9 NO LANDING PAGES
  16. 16. THE PROBLEM YOU ARE DRIVING TRAFFIC TO YOUR HOMEPAGE OR TO A NON- CONVERSION OPTIMAZED PAGE Landing Page Monster #PPCMASTERS
  17. 17. THE SOLUTION DELIGHT YOUR USERS WITH A PERFECT MESSAGE Your ad text needs to reflect the ad copy on your landing page. #PPCMASTERS
  18. 18. Killer Mistake #8 MISFIRING ON TARGETING
  19. 19. THE PROBLEM TARGETING IN PPC TAKES MANY FORMS. WATCH OUT! REALLY? #PPCMASTERS
  20. 20. 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
  21. 21. Killer Mistake #7 NOT USING ADS EXTENSIONS
  22. 22. 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
  23. 23. 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
  24. 24. Killer Mistake #6 USING ONLY TEXT ON DISPLAY NETWORK
  25. 25. 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.
  26. 26. THE SOLUTION PLEASE JUST HIRE A DESIGNER VS
  27. 27. Killer Mistake #5 ADS RUNNING DAY AND NIGHT
  28. 28. 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.
  29. 29. 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
  30. 30. Killer Mistake #4 SENDING PEOPLE TO A BAD SITE
  31. 31. THE PROBLEM SPENDING MONEY TO DRIVE TRAFFIC TO A BAD WEBSITE IS INSANE! DON'T ENTER HERE
  32. 32. 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.
  33. 33. Killer Mistake #3 POOR USE OF REMARKETING
  34. 34. THE PROBLEM THE ART OF ANNOYED COSTUMERS? GOOD RESULTS NO MATTER WHAT VS ANNOYED CUSTUMERS
  35. 35. THE SOLUTION USE REMARKETING ONLY IN THIS SITUATIONS. AND DON'T BE CREEPY!
  36. 36. Mistake #2 GET A MOBILE VERSION OF YOUR SITE
  37. 37. THE PROBLEM MOBILE IS THE FUTURE THE FUTURE IS NOW! STILL NOT PREPARED?
  38. 38. THE SOLUTION CREATE A MOBILE-OPTIMIZED EXPERIENCE
  39. 39. Killer Mistake #1 IGNORING LESSONS LEARNED BY COMPETITORS
  40. 40. 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?
  41. 41. THE SOLUTION USE THESE TOOLS
  42. 42. THANK YOU! QUESTIONS?

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