There are lots of tools that assist us in our paid search efforts. Below I have compiled a list of my favorite paid search tools. Each has its own reason for making “my favorite” list. Some have saved the day, others I use on a daily basis, and others are simply fun tools to use. 1) Conversion Optimizer or CPA Bidding For me, conversion optimizer gets on the list, because … [Read more...] about My Top 10 Favorite Paid Search Tools
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Should You Specialize To Grow Your Agency? And, An Introduction To VINS.
This is the fourth in a series of five blog posts about how to grow your agency. Jeff Allen and I are hosting Agency Growth workshops in Portland and London. Learn all about how we've grown Hanapin from a $2000 investment to an Inc 5000 company and an Indiana Best Places to Work honoree. For more info, read the About page and our FAQ. Make sure to check out the previous … [Read more...] about Should You Specialize To Grow Your Agency? And, An Introduction To VINS.
Is Your Account Leaving Money On the Table From Lost Impression Share?
Two questions that we get asked frequently are: How much more should I spend for our PPC account? How many more conversions can I expect to get from the increase in spend? When asked these questions the first thing I look at is what campaigns are performing well and how much impression share is being lost. However, analyzing impression share can be a bit cumbersome and … [Read more...] about Is Your Account Leaving Money On the Table From Lost Impression Share?
[New Whitepapers!] The CRO Short Stack
Four whitepapers to supercharge your conversion rate optimization! Conversion rate optimization is a necessity. At Hanapin, we see a large number of potential client accounts that have never done anything CRO-specific with their landing pages outside of interface level optimization. But with the every-changing world of PPC and marketing in general, you need strategies like … [Read more...] about [New Whitepapers!] The CRO Short Stack
Revealing The Elite 8
We've reached the Elite 8 of the Search Marketing Madness tournament. Only 1/8 of our contestants remain from the original field. One of our lucky competitors will get a FREE registration to the PPC event of the year, Hero Conf. Votes will be accepted until Sunday, April 5th at noon EST. Tune back in on Monday when we announce the Final Four. Here's The Tournament … [Read more...] about Revealing The Elite 8
In Defense Of The Lowly Display URL
You want a higher click through rate? You want a lower cost per click as a result of your higher quality score? Then you should take advantage of every single avenue that is available to optimize your campaign. This includes crafting relevant and compelling ad extensions, headlines that match the search query as closely as possible and description lines that include a … [Read more...] about In Defense Of The Lowly Display URL
How Do You Structure Your Ad Groups?
By now everyone has heard the general consensus on common ad group setup practices. An ad group should have a limited number of keywords, be related to one another, and be relevant to the ads and landing pages. Each one of these items is important but leaves ambiguity in the actual implementation. If you spend any time thinking about these you’ll arrive at more questions than … [Read more...] about How Do You Structure Your Ad Groups?
How To Use Historical QS To Diagnose Your Account
It can get really frustrating when you seem to do everything right but Google doesn’t want to raise your Quality Score and you end up paying high bids for no apparent reason. On the other hand, when you do manage to increase your QS to 10 for example, AdWords rewards you big time! Your traffic increases and your costs drop dramatically, but how do you know what change or … [Read more...] about How To Use Historical QS To Diagnose Your Account
Setting Clear PPC Expectations From The Beginning
Over the past five years the PPC industry has evolved and changed. As more pay-per-click agencies target small business we are increasingly seeing cost per clicks (CPCs) increase. This is simply because there are more companies in the marketplace bidding for positions on the results pages. Increasingly it is rare that a company does not spend money in PPC. As agencies we … [Read more...] about Setting Clear PPC Expectations From The Beginning
The Flanking Strategy – Increase Market Shares Without Defeat
More often than you are willing to admit, you are looking at your paid search campaigns without knowing exactly what you could do to improve your market share, and how to spend that extra budget your biggest client gave you. Have you ever considered the Flanking Strategy? What Is Flanking Strategy? The Flanking Strategy is a military maneuver that consists of attacking an … [Read more...] about The Flanking Strategy – Increase Market Shares Without Defeat
Bidding Strategies: A Pair of Case Studies
Sometimes, I think there is one single mantra that runs through the mind of every PPCer, “Let’s test that.” Ad testing and conversion rate optimization get a lot of the testing hype, but what about bidding strategies? At intervals, experimenting with bidding strategies gets sprinkled into the testing mix, but not enough. How do we spend money in paid search? The answer is … [Read more...] about Bidding Strategies: A Pair of Case Studies
How To Test Your Ad Copy Like Spock (5 Ways)
Leonard Nimoy may have left us, but his most famous character's wisdom will always be with us. Nimoy’s Spock is nothing short of a guru; he represents a way of life in which you can handle anything if you just keep your cool, use your smarts, and focus on the job. I don't claim to be a Trekkie and I definitely don't know all of the Star Trek movies by name, but I do know Spock … [Read more...] about How To Test Your Ad Copy Like Spock (5 Ways)
