On the heels of another Google Marketing Live event, we are reminded that our beloved PPC world is always “under construction.” As the industry giants aim to grow and retain market share, competition on the advertiser level remains just as fierce as ever. Advertising costs are perpetually rising, but KPI targets tend to remain static. Savvy account managers recognize the … [Read more...] about 3 Alternative Paid Social Platforms to Diversify Your PPC Investment
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CRO: Great UX Isn’t Random or Coincidental
Think about your favorite websites. (Or if you don’t have favorites, just think about some of the better ones you’ve seen.) Pause. Now, think about why you chose them or what made some pop into your head over others. Was it the content? Layouts? Imagery? Colors? It could be a plethora of things of course, but I want to emphasize (1) that they were all probably created with … [Read more...] about CRO: Great UX Isn’t Random or Coincidental
4 Ways to Harness Detailed Demographic Data
Introduced in February 2018, we’ve had access to the detailed demographic lists for about a year (as of this writing). That should mean more than enough data has been collected if you’ve layered them across your search accounts and we can really start digging into some detailed strategy moves to leverage that data. If you’re unfamiliar with the detailed demographic lists, I … [Read more...] about 4 Ways to Harness Detailed Demographic Data
70/20/10 PPC Budgeting
Budgeting for clients is an uphill battle. It is also a challenge deciding how you want to spend your client’s budget, how to figure out the amount to allocate towards a certain platform, and then to develop a reasoning for your recommendation. There’s a method that I have fallen back on, that many at Hanapin utilize for their accounts. It is the 70/20/10 budgeting rule. This … [Read more...] about 70/20/10 PPC Budgeting
Utilizing Google’s Test My Site Tool to Improve Mobile Performance
Those of us managing paid media accounts might be neglecting strong insights which are available to improve our mobile sites. This is especially true when using Smart Bidding since device bidding is relatively hands-off compared to Manual CPC bidding. Google Ads updated their Test My Site tool earlier this year to include more custom recommendations for mobile site … [Read more...] about Utilizing Google’s Test My Site Tool to Improve Mobile Performance
Brand Attention: The metric you are not thinking about
Every day we roll into our office, open our accounts and face new challenges to move the needle for our clients. We do all the things that we have been taught, learned by mistake, and processes that typically have always worked. But what happens beyond that? Our metrics are looking strong, but the client is concerned that they are not growing in the way they have expected. … [Read more...] about Brand Attention: The metric you are not thinking about
Google Recommendations: Are they Helping or Hurting my Paid Search Strategy?
Let’s face it. There are plenty of rabbit holes to dig into when going through your Google Ads account. Collecting data, recognizing the trends for optimization and other paid search strategy efforts often do not come as quickly as we’d like. The problem? As digital marketers, time is not always on our side. We are expected to bring in results in a timely manner but some … [Read more...] about Google Recommendations: Are they Helping or Hurting my Paid Search Strategy?
3 Step DIY PPC Budget Pacing Tool
There are numerous software tools that make everyday PPC tasks, such as budgeting, much more efficient and effective. However, many marketers find themselves constrained by budget, or simply don’t spend enough PPC dollars to justify purchasing a tool. If you find yourself in either scenario, are looking for a better budget pacing method, or are new to PPC, the following tool … [Read more...] about 3 Step DIY PPC Budget Pacing Tool
Scroll, Scale, Save: Using SEO Data for Smarter Search Query Analysis
This guest post is brought to you by Kim Jones, PPC Team Lead at Seer Interactive. Coming to Hero Conf 2019? So is our EVP of Digital, Larry Waddell, and he’ll bringing you a way to do smarter Search Query Analyses during his 10-minute lunchtime talk on April 23rd. After his chat, we’ll have a handful of Seer data strategists on site to help you DIY. But in order to … [Read more...] about Scroll, Scale, Save: Using SEO Data for Smarter Search Query Analysis
Why You Need A Process For Integrated Marketing
What is Integrated Marketing? Besides being a buzzword, like "synergy", "freemium", or "snackable". Integrated marketing is basically sending the same message via all of your marketing communications. It's about consistently portraying your brand's truth. All the time. In every communication. Integrated Marketing isn't a new concept, but it's discussed more and more due to … [Read more...] about Why You Need A Process For Integrated Marketing
5 Must Watch PPC Reporting Metrics For Small Businesses
What’s the end goal of any small business PPC campaign? Results. Results that show you that all the effort you’ve put into building, optimizing, curating, and monitoring your Pay per Click (PPC) ads matters and is paying off. Using valuable data in the form of performance metrics and reporting within Bing Ads and Google Ads helps you realize your ideal results, but the sheer … [Read more...] about 5 Must Watch PPC Reporting Metrics For Small Businesses
Diagnose High CPL In PPC Search
Cost per leads (or cost per sale, cost per acquisition) is what you as an account manager are optimizing towards. You and your client have a set goal of what you think you can hit to remain profitable. You may also find yourself in a position where you are not hitting your CPL threshold and it is higher than you and your client approve. So how do you diagnose what the problem … [Read more...] about Diagnose High CPL In PPC Search