I’m going to discuss how education based paid search advertisers can take advantage of the increased traffic during back to school season.
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Need to Get Under the Hood? 6 Tips For Performing An Effective PPC Account Audit
Over the last few weeks, I have spent quite a bit of time auditing PPC accounts in order to identify opportunities and provide specific recommendations to help keep accounts moving towards their goals. The biggest issue I face when starting...
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Performing Competitive Analysis – How to Stay Ahead of Your Competition
A few months ago, the Hanapin team conducted a thorough competitive analysis for one of our largest clients. This particular client wanted to know how they fared against their competition in the Google marketplace when showing in the same auction....
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Still on PLAs? How to Migrate to Google Shopping
Welcome to this month’s series week on PPC Hero! We’ll be focusing on all things eCommerce, letting you know how to fine-tune your campaigns and where opportunity lies. So sit back and learn strategies for boosting your sales and ROI....
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The 12 Steps for PPC Management
I’ve spent quite a bit of time recently reflecting on how I’ve managed my accounts over the years. As I’ve gone through this process, I have discovered 12 things that lead to better performance and increased efficiency when done consistently....
Yes or no? Reasons for Restructuring Your PPC Account
Deciding to restructure an account is one of the toughest decisions a paid search manager has to make. We often inherit accounts that were not built employing best practices, making account management an overly cumbersome and hard to manage process...
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Save Time & Increase Performance Through Bid & Budget Automation
Last month while at Hero Conf, I had the opportunity to speak on a panel about bidding and budgeting. I learned some really unique Facebook bidding and budgeting strategies, along with gaining a deeper understanding of how automated bidding can...
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The Rest of the Story: Converting Leads to Sales
Over the last few months, I have been working with my lead generation clients to help improve their click to lead rates. As we rolled out new landing pages and saw lead volume increase significantly, I started to ask the...
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Understanding Your Keyword Performance Better with Google’s Search Funnel Reports
I’ve always taken a bottom line approach to evaluating keyword performance. I want to know how much was spent on clicks, how many conversions those clicks generated, and if my keywords are profitable and performing to client or in-house goals....
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Hero Conf from Attendee to Speaker: What a Ride It’s Been!
I attended the first Hero Conf in April 2012. At the time, I was a Senior SEM Analyst for an in-house paid search department. When I was first presented the opportunity to attend, I couldn’t have been more excited! For...
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Ad Copy: The Forgotten Ingredient of PPC Success
I find it amazing as pay per click professionals we spend so much time talking about account structure, keywords, and bidding, yet ad copy is treated as an afterthought. After all doesn’t Google Adwords and Bing Ads contain the word...
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Segmentation: A Unique Way To View Account Performance
In my last post 5 metrics I use to measure account success I touched on using Google’s segmentation metrics. Today we’re going to take a deeper look into segments and discuss what they are, and how to best use them....
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