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HACKS TO OUTPACE YOUR
PPC RIVALS DURING THE
HOLIDAY RUSH AND BEYOND
Hello!
VELKOMMEN!!
WhenI grow up I want to be…
WhenI reach theMoon I want to go to…
For a business thegoal is similar… (mostly)
HowdoIgrowmybusiness?
HowdoIgetaheadofmycompetition?
@fernando1angulo
@fernando1angulo
What is
SEM?
SEM
@fernando1angulo
Pay per click only?
@fernando1angulo
@fernando1angulo
Pay per click only?
Click
Interaction
Impression
View
Download
Conversion
Q4 Digital Commerce AdTalks - SEMrush
What is
Competitive Intelligence?
2
CI
@fernando1angulo
1. customers
@fernando1angulo
Do you reallyknow your customers?
@fernando1angulo
1. customers
customer Journey
@fernando1angulo
Do you really know yourcustomers?
@fernando1angulo
Suggestionto know better your customers
@fernando1angulo
How search influencesholiday shopping?
@fernando1angulo
Example
US
blackfriday
mothers day
Example
US
fathers day
halloween
@fernando1angulo
Do you really know yourcustomers?
@fernando1angulo
31
Customer Journey
ContentMarketing +Remarketing
DisplayNetwork+ Bidadjustment
Using Cookiesin categories
FacebookAds+ Remarketing
CASE 1
TRANSFERWISE.COM
SEO vs PPC SEO Traffic
@fernando1angulo
SEO vs PPC SEO Traffic
PPC Traffic
TOP
SEO Content
@fernando1angulo
TOP
PPC Content
@fernando1angulo
TOP
PPC Content
@fernando1angulo
Keywords
1,64114,515
Bidding for
organic
keywords
@fernando1angulo
Bidding for
organic
keywords?
INTERESTING 
@fernando1angulo
Should You Bid On A Keyword If You RankOrganically For ThatTerm?
Should You Bid On A Keyword If You RankOrganically For ThatTerm?
IT DEPENDS
Q4 Digital Commerce AdTalks - SEMrush
CASE 2
Agriturismo.com
SEO vs PPC
@fernando1angulo
Is HTTPS a
Ranking Factor?
@fernando1angulo
AGRITURISMO.IT
AIRBNB.CO.UK
NO HTTPS
HTTPS 100%
HTTPS a
Ranking Factor?
@fernando1angulo
Percentage of secure websites:
Do you have
enough content to
beat your
competitors?
@fernando1angulo
RESULTADOS
ORGÁNICOS
RESULTADOS
DE PAGO
AQUÍ EMPIZA LA COMPETENCIA
Does content
lenght matter?
@fernando1angulo
Better positioning correlates with long
content
Does link
building still
matter?
@fernando1angulo
The more referral domains a web has, the
better it positions.
Stay informed about
what happens in
Google regarding your
Industry.
@fernando1angulo
Remember this:
“Goodmarketing makes the company look smart.
Great marketing makes the customer feel smart.”
2. EMOTIONS
2. EMOTIONS
Is PPC boring?
@fernando1angulo
What PPCspecialist thinkaboutPPC as a process?
Mundane
@fernando1angulo
What PPCspecialist thinkaboutPPC as a process?
Mundane
Dry
@fernando1angulo
What PPCspecialist thinkaboutPPC as a process?
Mundane
Dry
A number of games
@fernando1angulo
What PPCspecialist thinkaboutPPC as a process?
Mundane
Dry
A number of games
Tedious
@fernando1angulo
What PPCspecialist thinkaboutPPC as a process?
Mundane
Dry
A number of games
Tedious
Bland
@fernando1angulo
What PPCspecialist thinkaboutPPC as a process?
Mundane
Dry
A number of games
Tedious
Bland
Mind Numbing
@fernando1angulo
@fernando1angulo
Not Funny@fernando1angulo
@fernando1angulo
@fernando1angulo
65
4 Emotions
Anger
Disgust
Affirmation
Fear
Example
US
DK
MobileAds
Historical
Ads
Emotional
Ads
Emotional
Ads
Emotional
Ads
This ad had a killer CTR of 28%!
3. Industry
Research stats 2017
SEMrush has pulledtogether information on over 2 billionimpressions of
2000 major GDN advertisers, based ondata from our Display Advertising
report
@fernando1angulo
Q4 Digital Commerce AdTalks - SEMrush
Q4 Digital Commerce AdTalks - SEMrush
Q4 Digital Commerce AdTalks - SEMrush
Q4 Digital Commerce AdTalks - SEMrush
“Before biddingon a certaintactic,smart marketers
shouldperform thorough research
and analyze whattheir competitorsand market leaders do”.
REMEMBER THIS:
4. Competitors
80
PPC Competitors
Research
CompetitorsSelection
Keywords
Ad Text
DestinationPage
@fernando1angulo
Competitors
Selection
Keywords
ORGANIC PAID
Ad Text
DESTINATIONPAGE
@fernando1angulo
Part 1. Ecommerce SEO
Activity 1: Keyword Volume Game
Part 2. Essential SEO Techniques & Best
Practices
Activity 2: SEMrush Test 
During all presentation “Optimization
Tools”
2
Part 1. Ecommerce SEO
Activity 1: Keyword Volume Game
Part 2. Essential SEO Techniques & Best
Practices
Activity 2: SEMrush Test 
During all presentation “Optimization
Tools”
DISPLAY ADVERTISMENT – LandingPages
SEMrush
Remember this:
“Itis nice to have valid competition;
it pushes you to dobetter.”
5. Products
90
PLA Competitors
Research
DefineyourProductListing AdsCompetitors
Check yourCompetitorsProductFeeds
Seeyourcompetitor’sbest performingPLAs
Createyours!
@fernando1angulo
PLA
Competitors
Competitor’s
Product Feed
sportamore.dk
Best PLAs
Best PLAs
95
HACKS TO OUTPACE YOUR
PPC RIVALS DURING THE
HOLIDAY RUSH AND
BEYOND
Customers
Emotions
Industry
Competitors
Products
@fernando1angulo
Don't stop dreaming…
Thank you!
Fernando Angulo
Corporate Speaker and
Evangelist
f.angulo@semrush.com

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Q4 Digital Commerce AdTalks - SEMrush

Editor's Notes

  1. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  2. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  3. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  4. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  5. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  6. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  7. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  8. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  9. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  10. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  11. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  12. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  13. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  14. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  15. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  16. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  17. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  18. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  19. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  20. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  21. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  22. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  23. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  24. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  25. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  26. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  27. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  28. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies
  29. Надо сделать эдитабл версию, чтобы можно было убирать или добавлять SEMrush for Agencies