This past month we saw the big release of Google’s new approach to your ad position: the Ad Rank Algorithm. This algorithm now looks at an additional factor, expected positive impact of an ad, when determining which ad will show and where. When an auction used to be determined by Quality Score and max. CPC, now if both of those factors are equal, Google will turn to the … [Read more...] about One More Moving Part To Ad Rank – Don’t Get Left Behind!
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Post 4/30: Staying Organized AND Flexible
This is part of a 30 posts in 30 days series chronicling my first 30 days in my new role as President of Hanapin Marketing. Some people find it easy to be organized and for others it is easier to be flexible. I am finding that there has to be both in any given day to get everything done as well as address fires or be accessible to those that could use some of your … [Read more...] about Post 4/30: Staying Organized AND Flexible
Demonstrability Is Still King In Advertising
When it really comes down to selling product -- or selling anything for that matter -- nothing beats demonstrability. If you can demonstrate the products benefits so people can see it in action with their own two eyes, you’ve got persuasive magic on your hand. And that’s really the key to just about every infomercial: You watch the Ginsu knife slice through the tin can and … [Read more...] about Demonstrability Is Still King In Advertising
Post 2/30: Find All Your PPC Weaknesses In 1 Day
This is part of a 30 posts in 30 days series chronicling my first 30 days in my new role as President of Hanapin Marketing. One of the reasons I love PPC is that it gives you the opportunity to constantly be learning. With so much going on though, it is hard to know what you don’t know. Or to know what your weaknesses are within PPC so you can work to strengthen them. My … [Read more...] about Post 2/30: Find All Your PPC Weaknesses In 1 Day
7 Life Decisions PPC Managers Have Made
1. To be weird Straight to the point, PPC people are a little weird. Maybe it is the long hours. Perhaps it is the fact that our results are thrown in our face near-real time. It could even be that the weirdo’s are naturally attracted to the hybrid of marketer/IT person that PPC management requires. Either way, we’re a weird bunch and I wouldn’t change it for the world. 2. … [Read more...] about 7 Life Decisions PPC Managers Have Made
Social Media PPC: Advertising vs. Content Marketing
I’ll admit it: I used to be the guy that always wanted to get one thing straight -- there was Social Media, and there was advertising on social media platforms. It’s an important distinction because a banner ad on a blog, or a right-hand column ad on Facebook, are, well, ads. Which means the factors that determine success are the same for them as for any other visual “space … [Read more...] about Social Media PPC: Advertising vs. Content Marketing
Optimizing What You Can’t See: The Lead Quality Challenge
Lead Generation. These two words have the ability to strike fear in the hearts of PPC Heroes everywhere. Leads can be as elusive as Bigfoot himself when it comes to identifying the value your client associates with each conversion. All of my lead gen clients appreciate when I can bring them buckets of leads, but they are even more excited when the leads are actually qualified … [Read more...] about Optimizing What You Can’t See: The Lead Quality Challenge
Motivating Customers With Your Facebook PPC
I’m always shocked at how often companies assume the existence of a really motivated and patient customer. They assume that customers coming to their Website from a mass media ad will diligently search through their drop navigation system, looking for the stuff that’s relevant to the ad -- rather than, you know, placing a nice fat call-out directly on the home page. Or even … [Read more...] about Motivating Customers With Your Facebook PPC
Easily Increase Your Leads with Bing Phone Extensions
This week Bing unveiled the next set of enhancements for their ads. This time it’s call extensions, something I am very excited about. What is the Big Deal? Phone extensions are a tremendous source of traffic for some of our clients at Hanapin. The extensions not only draw attention to your ad, the offer an alternative way to contact your business. This is especially … [Read more...] about Easily Increase Your Leads with Bing Phone Extensions
Case Study: 78% Lower CPAs With Dynamic Remarketing
In the final part of our September 'dynamic' series we're going to look at dynamic remarketing and how it has fared for us so far. We've already looked at Dynamic Search Ads, Dynamic Keyword Insertion, Using AdWords Scripts, and Bing's Dynamic Parameters. ----- Back in August we took a dive into some of the most recent feature changes in Google AdWords. The one that most … [Read more...] about Case Study: 78% Lower CPAs With Dynamic Remarketing
The Ultimate How-To Guide for Bing Parameters
For this month's series, PPC Hero is concerned with all things dynamic. We'll be discussing topics ranging from Dynamic Search Ads to Dynamic Remarketing, as well as asking the age-old question of "Does Dynamic Keyword Insertion actually work?" If it can be automated, scripted, or dynamically generated, we've got it - so stay tuned! Dynamic Keyword Insertion (henceforth known … [Read more...] about The Ultimate How-To Guide for Bing Parameters
3 Essential Tips for Spying on PPC Competition
Competitive research should be part of all marketing programs and is especially important in the ever-changing and highly competitive world of PPC, but how do you get started? Below we will discuss how to create a plan, what tools are available and how often to perform PPC competitive research. You all know this person “Let’s just see what the competition is doing and copy … [Read more...] about 3 Essential Tips for Spying on PPC Competition