YouTube campaigns have always made deeper targeting available to the advertisers. I loved video campaigns from the beginning because I could target by age, gender, parental status, household income, and more. But while those layered targets are great, it’s not enough for me. I’m greedy like the Little Mermaid. “I want to be where the people are.” Don’t laugh. She’s got the … [Read more...] about PPC Video Campaign Targeting Methods You Shouldn’t Forget
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Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?
For even the newest face in the digital marketing world, it comes as no surprise the amount of attention mobile has garnered in the past few years. Ours is a rapidly evolving industry – what was once an unexplored frontier has quickly become a staple. It's not to say mobile advancements have become less frequent or noteworthy over time - on the contrary, shifting to reflect the … [Read more...] about Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?
Bidding In A Mobile Centric 2017
In early February, I hosted a Hanapin Marketing Webinar about the State of Mobile in 2017 and discussed numerous mobile changes and details to help take our mobile strategies to the next level. Since that discussion, I have continued to strategize on how I can improve results with the ever-changing landscape of mobile and desktop advertising over the past few years. Both … [Read more...] about Bidding In A Mobile Centric 2017
How to Take Your Retargeting To The Next Level
You’ve probably heard the old adage, “If at first you don’t succeed, try again.” Well, that’s certainly true in marketing. If your customers didn’t convert the first time they visited your site, then something about your messaging obviously didn’t work for them the first time around. Fortunately, there’s a remarketing ad for that. But here's the thing, customers come … [Read more...] about How to Take Your Retargeting To The Next Level
The Evolution of Voice Search (and what it means for PPC)
Speculating about the future has always been one of my favorite things to do, especially in recent months. Why? Because digital advertising is on the cusp of large-scale, sweeping changes. Artificial intelligence, conversational commerce and voice search will alter how we behave both as consumers and as advertisers. And I couldn’t be more excited. I recently had the pleasure … [Read more...] about The Evolution of Voice Search (and what it means for PPC)
Why You Need To Diversify Your PPC Marketing Mix
As PPC marketers, we are always looking for that silver bullet - that ad platform that helps us hit account goals and take businesses to the next level. When we find it, we naturally tend to place a great deal of our focus there, simply because it makes sense to do so. But did you ever stop and wonder what you would do if your top platform stopped performing for you one day? … [Read more...] about Why You Need To Diversify Your PPC Marketing Mix
The PPC Trends Your CMO Needs to Know
Pay Per Click—which is largely made up of Paid Search, Paid Social, and Display Advertising—is growing more complex, more quickly, than most brands can keep up with. Paid Search stayed relatively the same for the first decade of Google AdWords’ existence. Then Mobile became the biggest driver of volume, quickly followed by Facebook beginning to pilfer away that audience. Now we … [Read more...] about The PPC Trends Your CMO Needs to Know
Expanding Your PPC Coverage Beyond Google And Bing
Here at Hanapin, we have clients in seemingly every vertical with budgets ranging from penny-pinching to limitless. Despite their many differences, nearly all of these accounts have one thing in common: Google AdWords is their most important network. For these accounts, Google receives the lion's share of budget and optimization resources. Beyond Google, however, Bing is … [Read more...] about Expanding Your PPC Coverage Beyond Google And Bing
5 Steps To Cross-Account Analysis Superhero Status
This post is part of the Hero Conf Los Angeles Speaker Blog Series. Andrew Miller 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. PPC pros know how to use data to make better decisions and optimize campaigns for better results. But … [Read more...] about 5 Steps To Cross-Account Analysis Superhero Status
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
My 2017 PPC Platform Wish List
We’ve all been PPC-ing And we’ve all got bids to make We don’t know what this year will bring So we blog and hope it takes! (If you try really hard, those lyrics can be sung to the tune of Santa Claus is Coming to Town. If it doesn’t work the first time, try harder. I’m not Beethoven.) This is my selfish intent for this blog post: I hope the geniuses behind each of the … [Read more...] about My 2017 PPC Platform Wish List
Your End Of Year PPC Checklist: What To Audit Before 2017
It is already almost the end of 2016. Sales are set, B2B and lead generation clients are ramping down due to vacations and seasonality, and it's time to reflect on and prepare for the year to come. Like most years, we get to the end of December and don’t properly consider or review the mid-level and automated "set it and forget it" tactical items in our accounts that don’t need … [Read more...] about Your End Of Year PPC Checklist: What To Audit Before 2017