Google has developed a new ad format called ‘Engagement Ads’. The purpose of these ads is to provide an interactive way for users to engage with your brand. Google recognizes that branding is a different marketing objective than direct response, so instead of paying a cost-per-click, they developed a pricing model called CPE (cost per engagement). Measuring and setting cost per … [Read more...] about Engagement Ads: New Way For Getting Customers To Interact With Your Brand
Search Results for: enhanced campaigns
Bring The Hammer Down on Inefficient Spend With Dimension Analysis
As search advertising marketers, a big part of our job is finding and controlling inefficient ad spend. John Wanamaker put it quite simply when he said “half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” The good news is that this isn’t the 19th century and we do have the tools to reveal where our ad spend is being wasted. Now, we all … [Read more...] about Bring The Hammer Down on Inefficient Spend With Dimension Analysis
How Google’s New Campaign Type Expands Your Market Reach
Earlier this morning, Google announced a new campaign type. The bad news is it is nothing radically different nor does it take advantage of any special NSA algorithms for super specific targeting. The new campaign is more of a revision on the “search and display” campaign type. Search Network and Display Select The new campaign type is titled Search Network with Display … [Read more...] about How Google’s New Campaign Type Expands Your Market Reach
How To Increase ROAS For Your PLA Campaign
All accounts have their ups and downs. This week, we’re all about how we troubleshoot the “downs,” offering the practical application of PPC know-how to solve major mysteries plaguing your account’s performance. Eric has already given a few tips on how to address the source of bad lead quality, Carrie showed you how to double your conv. Rate with Display, then Sam talked about … [Read more...] about How To Increase ROAS For Your PLA Campaign
9 Tips for Improving Cost-Per-Lead
When it comes to PPC account management, I feel like most techniques are geared towards growth and forward progress…and for good reason! I mean, who would prefer to only get the yellow part of the cotton candy and miss out on the blue and pink?! If you can have all three – what would that take? If you can find more conversions for your account – what would THAT take? However, … [Read more...] about 9 Tips for Improving Cost-Per-Lead
How To Bid Smarter With Your Ideal Keyword Positions
Whenever we make changes in an account here at Hanapin we like to do what we call “Bookending”. Essentially this is creating a rough estimate of the projected impact of our changes on spend, conversions, CPA et al. It’s a fairly simple way of mitigating the potential problems at the end of the month that are common with managing PPC accounts: “How did we get so far over … [Read more...] about How To Bid Smarter With Your Ideal Keyword Positions
Facebook Reports Get an Extreme Makeover
Facebook has finally decided to make our lives in the PPC world a little easier for a change with the recent updates to the Reports in the Facebook Ad Manager. Facebook now allows you to select all the columns you want including: ad performance, spend, URL conversions, unique clicks, unique click through rate (CTR), cost per unique click, cost per 1,000 people reached, and … [Read more...] about Facebook Reports Get an Extreme Makeover
Has Modified Broad Match Effectively Killed Phrase Match?
I've been creating a lot of campaigns lately between getting new clients, standard keywords research for existing clients, and existing clients getting new products or running sales on seasonal products. With a tight deadline on these campaign builds, I've found myself wondering why I should even bother with phrase match keywords. See, I build my campaigns by match type. I … [Read more...] about Has Modified Broad Match Effectively Killed Phrase Match?
The End of Paid Search As We Know It?
Our PPC ecosystem is probably going to be changing soon. On June 25th, the Federal Trade Commission sent off a warning shot to a bunch of search engines, and it will most likely be reshaping the real estate on which our careers and lives (and senses of self and self worth {etc., etc.}) are built. Here’s the main thrust the letter: “To avoid the potential for deception, … [Read more...] about The End of Paid Search As We Know It?
Refresh Your Ad Testing With 4 New Analyses
For this month’s series on PPC Hero, we’re taking a look back through our archives and revisiting some ideas we’ve talked about in the past and how the past year or more has changed our thinking about them. Things are always changing in PPC, and our views and opinions about it are no exception. As you spend more and more time doing the same thing, it’s expected that you’ll … [Read more...] about Refresh Your Ad Testing With 4 New Analyses
What Newcomers to PPC Need to Know
The staff of PPC Hero has gotten together this month to answer a simple question: What advice would you give to someone brand new to PPC? Amanda West-Bookwalter When starting out in PPC, your best quality will be sticking to best practices . Don't try to stray away from this for a while. You may see more experienced PPC managers blogging about really cool concepts that … [Read more...] about What Newcomers to PPC Need to Know
Makeover Alert: Keyword Tool + Traffic Estimator = Good Looking Opportunities
Makeovers can be the source of discussions and uproar across the land of cyberspace. While some might not be well received, such as Disney's recent makeover of one of their leading ladies, some makeovers are exactly what we're looking for. After a great post by Larry Kim, here's a chance to walk through some new aspects of the Keyword Planner, the most recent upgrade and … [Read more...] about Makeover Alert: Keyword Tool + Traffic Estimator = Good Looking Opportunities
