This post is part of the Hero Conf Los Angeles Speaker Blog Series. Sergio Cano will join 50+ PPC experts sharing their paid search and social expertise at the World’s Largest All-PPC Event, April 18-20 in Los Angeles, CA. Like what you read? Find out more about Hero Conf. Over the years, broad match keywords developed a bad reputation for driving low quality traffic and … [Read more...] about Broadening Your Paid Search Marketing Strategy
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5 Habits To Adopt To Keep Your Users’ Experiences On Your Mind
What's one HUGE factor influencing your conversion rate? And not only your conversion rate, but the conversion rate of your returning users? Or even the number of users you have returning? User experience. As digital marketers, we want to speak to our users about their specific pain points on a level that is appealing and understandable. To do this, we must put on our … [Read more...] about 5 Habits To Adopt To Keep Your Users’ Experiences On Your Mind
6 Digital Marketing Strategies You Need To Know
I believe that if you work in digital marketing, you need a base understanding of all of the subcategories of digital marketing in order to excel in your specific area. As an Account Manager at a digital marketing agency, it’s easy for me to get wrapped up in the latest and greatest PPC updates. There are dozens of blog posts released every day about strategies, how-to’s, and … [Read more...] about 6 Digital Marketing Strategies You Need To Know
6 Components of A Successful CRO Program
Last month we discussed the importance of conversion rate optimization (CRO). Having a CRO program is vital to making the right optimizations for the right users. Today we will dive into what our CRO program looks like at Hanapin Marketing. Our program contains the following: As you can see from our graphic above, all of these analyses feed into our key takeaways. … [Read more...] about 6 Components of A Successful CRO Program
You’re Bidding On All the Wrong Keywords! (Here’s How To Fix It)
Ever wonder why keyword research is so hard? Keywords are arguably the most important part of a paid search campaign, so there are tons of tools available that should make keyword research easy. But here’s the thing, while you can use these tools to do things like estimate search volume, predict cost-per-click or even spy on the keywords and ads of your competition, you can … [Read more...] about You’re Bidding On All the Wrong Keywords! (Here’s How To Fix It)
Your PPC Checklist For A New Website Launch
Launching a new site can be both exciting and stressful all at once. There are countless small details that need to be covered such as redirects to simple link checks. Most resources you research may offer great advice for what to do to help your transition for SEO and keep organic rankings, but you may be asking yourself “What about PPC?” While we can’t cover everything that … [Read more...] about Your PPC Checklist For A New Website Launch
3 Ways To Segment PPC Keyword And Query Performance
Basic metrics tell the story of paid search performance but what if you want to dig deeper? You’ll need to go beyond the basic segments and reports. Segmenting data in new ways reveals new stories and allows you to leverage new insights. You can find new targeting opportunities, a new direction for your messaging, or the impetus to finally break a set of keywords into their … [Read more...] about 3 Ways To Segment PPC Keyword And Query Performance
Stop Making These 14 Facebook Ad Mistakes In 2017
Facebook advertising is growing and doesn’t seem to be slowing down anytime soon. In Q3, Kenshoo reported a 45% YoY increase in spending while Merkle reported a 63% YoY increase in client spend. Even though advertisers keep pumping money into Facebook ads, I still account managers making the same mistakes. These common mistakes can lead to a decrease in overall campaign … [Read more...] about Stop Making These 14 Facebook Ad Mistakes In 2017
CRO for PPC: Back to the Basics
Whether you’re completely new to the PPC industry or you’re an expert, there are always questions around what CRO is and why it’s important. I’ll walk you through what CRO is, what kind of testing you can do to optimize and why this is so important to your PPC account. What is CRO? CRO stands for conversion rate optimization. Yes, we want to optimize for conversion … [Read more...] about CRO for PPC: Back to the Basics
On Demand Webinar: Drastically Improve Your Users’ Online Experience With A/B Testing
More about this Webinar When potential customers land on your website, what do they see? Do you immediately establish trust and give them what they’re looking for? The reality is, the appearance and usability of your website communicates a lot about who you are as a company, and that is why Conversion Rate Optimization is so vital to your success. And what is the lifeline … [Read more...] about On Demand Webinar: Drastically Improve Your Users’ Online Experience With A/B Testing
9 Essential PPC Tips For The Health And Wellness Marketer
Calling all Health and Wellness Marketers! We totally understand how crazy competitive your life is in the PPC world, especially since right-hand side ads were removed earlier this year. According to Google Healthcare Trends, 1 out of every 20 searches are related to health and fitness. Needless to say, the state of your PPC can make or break your success in this … [Read more...] about 9 Essential PPC Tips For The Health And Wellness Marketer
How To Leverage PPC For Your B2B Accounts
PPC marketing is a channel that has a great track record of helping businesses reach their goals, whether it is additional sales, leads, or other actions. However, if you’ve ever tried to tackle B2B PPC marketing, you probably know that it’s a totally different game than B2C. It presents challenges in finding the right audience and getting them to complete an action that … [Read more...] about How To Leverage PPC For Your B2B Accounts