In Paid Search, testing is crucial in our industry. We are always looking for new testing opportunities such as ad copy to improve user engagement and other tactics to bring down cost-per-click while also trying to achieve more leads or revenue. Sometimes clients can be hesitant to test because if a test loses they might feel like it was a waste of time or even resources. If … [Read more...] about Paid Search Audience Testing: Zero Cost Testing
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Free PPC Training for the Noobs at Your Agency
Got a new employee at your company that would benefit from PPC training? Have them check out Hanapin's new video series, Hero Academy! Hero Academy offers short, entry-level how-to training videos for marketers new to paid media at no cost. This is perfect for an employee that just started working at your digital marketing agency or is transitioning to a role working with paid … [Read more...] about Free PPC Training for the Noobs at Your Agency
INTRODUCING Hero Academy: A Brand New Training Resource for Digital Marketers
At Hanapin, we live, breathe, and love PPC. It’s what we do for clients and what we’re passionate about. We've been producing PPC Hero since 2007 and Hero Conf, a conference series dedicated to our fellow PPC enthusiasts, since 2012. And now, we're excited to introduce our newest initiative - Hero Academy. Hero Academy is a video series that offers short and basic how-tos for … [Read more...] about INTRODUCING Hero Academy: A Brand New Training Resource for Digital Marketers
Making Ends Meet: Combining Lead Data for Closed Loop PPC Reporting
When working in PPC data, we can feel so superior to other marketing channels. We have instant data. We don’t have to wait to see the impact of our optimizations no matter how big or small. When we focus on generating leads, we often say (hopefully), “Look! I have increased your leads 20% YoY!”. But what is happening to those leads? Last fall I tested Lead Form Ads for … [Read more...] about Making Ends Meet: Combining Lead Data for Closed Loop PPC Reporting
Building a Simple Ad Creative Matrix Template
I go back and forth on whether ad copy truly makes an impact on PPC. I’ve heard stories of how my co-worker's sister literally just clicks on the first result on the SERP page or how one time this guy was working on an account and saw that there were still Black Friday ads running in May and they were straight up killin’ it. I’ve also worked with clients and poured over copy to … [Read more...] about Building a Simple Ad Creative Matrix Template
Analyzing the Impact of Multi-Brand Shared Keywords
In recent years, account and client complexity have increased. As we sign big companies that advertise in multiple accounts for multiple brands, it’s important to keep a pulse on how these accounts are interacting with each other. The Situation Let’s pretend we have a Company X, which owns brands 1,2, and 3. Each of these brands advertises in their own accounts, on similar … [Read more...] about Analyzing the Impact of Multi-Brand Shared Keywords
How to Jump Start Your PPC Account for Next Year
As we are closing down the year, this is a great time to go through and audit your account to prepare for the next year. In the last few months, everyone is trying to achieve year-end goals, take advantage of seasonal traffic, and to plan out their paid search strategy for January. While pushing towards the end of the year finish line, sometimes the everyday maintenance takes … [Read more...] about How to Jump Start Your PPC Account for Next Year
It’s Not a Circus, it’s an Excel Extravaganza!
Are you ready for a week that's Excel everything??? This week, we’re celebrating the program that is the peanut butter to grape jelly, the cheese to macaroni, and the...ok, you get it :) Excel is an essential tool in any PPC marketer’s life and since we live and breathe PPC, we're doing a week focused on the tools and functions available in Excel that can make your life … [Read more...] about It’s Not a Circus, it’s an Excel Extravaganza!
How To Better Organize Your Shopping Campaigns: Brand vs Non-Brand Segmentation
When I first pondered the notion of branded and non-branded Shopping campaigns I was a little skeptical. I wouldn’t necessarily describe myself as a perfectionist, or even a control freak; however, I’ll take a thorough initiative where I’m in the driver’s seat 10 times out of 10. Shopping campaigns, in general, are somewhat out of our complete control, so adding another level … [Read more...] about How To Better Organize Your Shopping Campaigns: Brand vs Non-Brand Segmentation
5 Simple Steps To Build & Maintain Rapport With Clients
In the digital marketing sphere it is so easy to get sucked into the data and feel that as long as the numbers align, then we’re doing everything that we can for our clients. Ultimately, we know that we have to build meaningful relationships with our clients if we want successful partnerships. But that's hard, especially if you're someone who feels more comfortable around pivot … [Read more...] about 5 Simple Steps To Build & Maintain Rapport With Clients
The Winner of Golden Ticket #1 is….
...Adam Garnsey (@garnsee). Congratulations Adam! Your ticket to Hero Conf London is on us. We appreciate all the folks who found Hero #1. The good news, our second hero is already flying over at HeroConf.com. That means another chance for a free ticket is now available, if you can find our hidden, golden PPC Hero (for a recap of the contest rules, please read our post … [Read more...] about The Winner of Golden Ticket #1 is….
The End of 2 Ads per Ad Group: Optimized Rotation Means More Ad Variety & Volume
The industry continues to buzz about Google’s recent announcement to simplify ad rotation settings from four options to just two: "Optimize" and "Rotate Indefinitely". These changes are to take place later this month. You may think to yourself, "Sure, that's neat but I'll continue to rotate indefinitely. I have my A/B testing routine down pat. I've been doing it this way for … [Read more...] about The End of 2 Ads per Ad Group: Optimized Rotation Means More Ad Variety & Volume
