Writing text ads in AdWords is difficult - except crafting the headline. Every blog and best practice article you read from so-called “experts” tells you to simply include the user's search query in your headline. In fact, Google seems to even encourage this practice by offering dynamic keyword insertion and bolding the matching words in the headline of your ads. So why … [Read more...] about Stop Using The Same Headline
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Pros And Cons Of Hiring A PPC Agency Or Traditional Agency To Manage Your PPC
Hanapin is running into more and more sales deals where the prospective client is basing their decision on whether they want to hire a specialist, which is us, or a generalist, which is sometimes their traditional agency of record and sometimes a full-service digital agency. This post will go through the various aspects of that decision-making process. Client Request - “We … [Read more...] about Pros And Cons Of Hiring A PPC Agency Or Traditional Agency To Manage Your PPC
Using Bid Simulations And Estimates More Effectively
One of the most underutilized AdWords tools is bid simulators. That isn’t to say they are unused as more often than not, users are simply skeptical. We’ve all seen the estimates for top of page bids and there is plenty of room for doubt. However, ignoring the tool completely means you aren’t taking advantages of potential areas for improvement. What Is It? You’ve probably … [Read more...] about Using Bid Simulations And Estimates More Effectively
4 Tips To Better Diagnose Your Display Network Performance
Looking at your Display Network automatic placements history can be scary. We all “clean it up” once in a while by: Making exclusions Updating negative lists Changing bids Moving converting placements to managed But what happens when you don’t seem to see anything but a waste of money? Trying to justify that spend with saying “it builds brand and awareness” only gets … [Read more...] about 4 Tips To Better Diagnose Your Display Network Performance
PPC Account Structure and Organization Part III
Back in October I ranted about organized structuring and how much it can help you with the following: Reporting (You can report on different levels more easily) Optimizing (Account updates become easier with a clean account structure) Quality Scores (Ad copy to keyword relevance) Build Outs (Growing accounts becomes easier) In January, I continued on this rant, going … [Read more...] about PPC Account Structure and Organization Part III
Introducing a New Performance Metric: Keyword Total Weighted Value
One of the biggest mistakes a paid search professional can make is to operate under the auspices that the data available to them in their various interfaces— AdWords, Analytics, etc— is the only data out there. If you’ve got blue paint and you’ve got yellow paint, well then you’ve got green paint too, right? That’s the type of thinking— data resourcefulness— that anyone … [Read more...] about Introducing a New Performance Metric: Keyword Total Weighted Value
6 Google Analytics Features You Need To Understand
Google Analytics, best friend or worst nightmare? I remember when first starting out in PPC, I was completely overwhelmed with all the features and reports that Analytics provides. It can be a bit daunting to figure out, but I have learned that it can be an invaluable tool to be used in conjunction with your paid search efforts. I’ll outline some basic features in Analytics … [Read more...] about 6 Google Analytics Features You Need To Understand
How To Go About Adding To Your PPC Mix
The first questions that should be answered for any new PPC account need to cover goal identification. What will make this a successful marketing channel for us? How many conversions and at what cost per acquisition will put us in the black? After that can come many different questions, including ones related to the specific business or industry you’re working in. … [Read more...] about How To Go About Adding To Your PPC Mix
My Top 10 Favorite Paid Search Tools
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
[New Whitepaper!] 9 Ad Tests You Should Be Doing In Your PPC Account
Ad testing is an important aspect of paid search. It's something that every business, no matter vertical or size, should be doing. Not only does it improve the effectiveness and quality of your PPC ads, it gives you a better idea on what appeals to your target audience and offers insights you can use elsewhere in your marketing mix. Small changes in ad copy variations can have … [Read more...] about [New Whitepaper!] 9 Ad Tests You Should Be Doing In Your PPC Account
Using Top vs Other Rather Than Average Position for Bidding
Every month on the third Wednesday at Hanapin Marketing we have a training day where we each participate in running sessions to help train the team and keep the balance of knowledge in the industry across the company. This past Wednesday the team debated utilizing "Top vs Other" data rather than Average Position when making bid changes. What's Wrong with Average … [Read more...] about Using Top vs Other Rather Than Average Position for Bidding
Uncertain Waters: Dealing With Executive Management Change
A member of my client’s senior leadership team recently left the company. This void has led to an uncertain future for the marketing department. Decisions currently being made can easily be overturned by the new regime, which will most likely have a different vision and point of view. Adding to this uncertainty is the future of my everyday contacts of which I’ve built solid … [Read more...] about Uncertain Waters: Dealing With Executive Management Change
