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.

1. 10 mistakes killing the success
of your pay-per-click
advertising
BE R L I N 2 0 1 5

2. Fernando
Angulo
HEAD OF INTERNATIONAL PARTNERSHIPS

3. Let's see the
evolution of
Google
#PPCMASTERS #FERNANDOSEMRUSH #SEMRUSH

4. #PPCMASTERS #FERNANDOSEMRUSH #SEMRUSH

5. THE EVOLUTION OF SEO
NOT PROVIDED
PANDA
PENGUIN 1.0, 2.0
#PPCMASTERS #FERNANDOSEMRUSH

6. NO DOUBT, SEO WORKS! BUT IT NEEDS SOME TIME...
#PPCMASTERS

7. THE EVOLUTION OF PPC
ADS ON THE LEFT
GOOGLE
SHOPPING
REMARKETING
ADS EXTENSION
#PPCMASTERS

8. PPC HAS GREAT EXTENSIONS
#PPCMASTERS

9. PPC IS A GREAT PROCCES
#PPCMASTERS

10. P P C
A D V E R T I S I N G
It's Great!

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. Killer Mistake #10
NO CALL TO ACTION

13. THE
PROBLEM
A SEARCHER NEEDS TO KNOW WHAT
WILL HAPPEN WHEN THEY CLICK
#PPCMASTERS

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. Killer Mistake #9
NO LANDING PAGES

16. THE
PROBLEM
YOU ARE DRIVING TRAFFIC TO YOUR
HOMEPAGE OR TO A NON-
CONVERSION OPTIMAZED PAGE
Landing Page
Monster
#PPCMASTERS

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. Killer Mistake #8
MISFIRING ON TARGETING

19. THE
PROBLEM
TARGETING IN PPC TAKES MANY
FORMS. WATCH OUT!
REALLY?
#PPCMASTERS

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. Killer Mistake #7
NOT USING ADS
EXTENSIONS

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. 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. Killer Mistake #6
USING ONLY TEXT ON
DISPLAY NETWORK

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. THE
SOLUTION PLEASE JUST HIRE A DESIGNER
VS

27. Killer Mistake #5
ADS RUNNING DAY
AND NIGHT

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. 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. Killer Mistake #4
SENDING PEOPLE TO A
BAD SITE

31. THE
PROBLEM
SPENDING MONEY TO DRIVE TRAFFIC
TO A BAD WEBSITE IS INSANE!
DON'T ENTER HERE

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. Killer Mistake #3
POOR USE OF
REMARKETING

34. THE
PROBLEM
THE ART OF ANNOYED COSTUMERS?
GOOD RESULTS NO MATTER WHAT
VS
ANNOYED CUSTUMERS

35. THE
SOLUTION
USE REMARKETING ONLY IN THIS
SITUATIONS.
AND DON'T BE CREEPY!

36. Mistake #2
GET A MOBILE VERSION
OF YOUR SITE

37. THE
PROBLEM
MOBILE IS THE FUTURE
THE FUTURE IS NOW!
STILL NOT PREPARED?

38. THE
SOLUTION
CREATE A MOBILE-OPTIMIZED
EXPERIENCE

39. Killer Mistake #1
IGNORING LESSONS LEARNED
BY COMPETITORS

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. THE
SOLUTION
USE THESE TOOLS

42. THANK YOU! QUESTIONS?