There was once an ad extension that promised to improve your account health with better relevance, trust, and even engagement. Review extensions had rolled out, and all you had to do was complete a form such as this and all would fall into place. But it didn’t happen that easily, did it? No. In fact, there many out there still trying to get review extensions approved, … [Read more...] about Review Extensions: AdWords’ Mythical Monster
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[New Whitepapers!] The CRO Short Stack
Four whitepapers to supercharge your conversion rate optimization! Conversion rate optimization is a necessity. At Hanapin, we see a large number of potential client accounts that have never done anything CRO-specific with their landing pages outside of interface level optimization. But with the every-changing world of PPC and marketing in general, you need strategies like … [Read more...] about [New Whitepapers!] The CRO Short Stack
Using Auction Competitors To Tell a Business Story
Are we seeking out as much volume from paid search as we should be? Why is cost per click and cost per acquisition increasing? At what point are we just spending more money for the same number of sales? Everyone is telling me that competition has increased. Where’s the proof? How do I know you don’t just have a bad bidding strategy? These are common questions that I … [Read more...] about Using Auction Competitors To Tell a Business Story
Better Compare Your Search Term Coverage To The Competition
This week, Google AdWords announced that it is enhancing the Keyword Planner to help compare your search term coverage to other advertisers. This feature will be rolled out over the next few weeks to all advertisers. With this update, to find new keyword ideas you can review your relative ad impression share compared to the top five market leaders across all your generated … [Read more...] about Better Compare Your Search Term Coverage To The Competition
Taking A Look At The New AdWords Fundamentals Exam
Recently, Carrie Albright, Senior Account Manager at Hanapin Marketing, wrote the post Putting “Fun” Back In The AdWords Fundamentals Exam. Since then there’s been some pretty major changes in both the exam and learning material. All of the advice that Carrie gave still stands, but the exam and training information is now different. So put your feet up, grab yourself a cuppa … [Read more...] about Taking A Look At The New AdWords Fundamentals Exam
3 Ways To Decrease CPA Without Tanking Volume
In an industry like PPC, the results of marketing campaigns are right there in front of you and for everyone to see. There’s nowhere to hide in terms of performance, and we are judged on these bottom line numbers. While many of these front-end metrics (CTR, CPC, Avg. Position, etc.) lead to better overall performance on the back-end, CPA (cost per acquisition) and profit, when … [Read more...] about 3 Ways To Decrease CPA Without Tanking Volume
Here’s Why You Should Separate Match Types By Ad Group
For a newer article on this topic visit: How We Increased Conversion Rate by 24% Through Campaign Match Type Segmentation If you pay any attention to PPCChat, you probably saw a good debate going on over there last Tuesday: Ad Group Creation Strategies. Debates are healthy because they remind us we don't have all the answers and that other people have great ways … [Read more...] about Here’s Why You Should Separate Match Types By Ad Group
The Final Four Is Here
The Final Four of our Search Marketing Madness tournament is upon us. What started as the best 64 participants in the world of paid search is now down to the four final candidates voted on by you! Congratulations to the winners of each category. Best PPC Manager - Susan Wenograd Best PPC Blog - Search Engine Land Best PPC Conference - SMX Series Best PPC Software - AdWords … [Read more...] about The Final Four Is Here
[Webinar] Ask Me Anything About CRO With Brian Massey, Joanna Wiebe, and Roopa Carpenter
In celebration of International CRO Day, we’ve gathered CRO experts, Brian Massey and Joanna Wiebe, as well as Hanapin's own CRO Manager, Roopa Carpenter, for a fun new webinar where you get to ask them ANYTHING YOU WANT about conversion rate optimization. Do you have a question about conversion rate optimization? Now is the time to ask! Submit your question by Monday, April … [Read more...] about [Webinar] Ask Me Anything About CRO With Brian Massey, Joanna Wiebe, and Roopa Carpenter
3 Tips For Conducting An Effective Client Call
I’m assigned to all of Hanapin’s new clients. I participate on kickoff calls and at least 50% of weekly calls during the first 90 days of a new relationship. Based on my observations, the largest obstacle to early success with new clients can be tied directly to the effectiveness of client calls. Today I’m going to outline my methodology for conducting an effective client … [Read more...] about 3 Tips For Conducting An Effective Client Call
Revealing The Elite 8
We've reached the Elite 8 of the Search Marketing Madness tournament. Only 1/8 of our contestants remain from the original field. One of our lucky competitors will get a FREE registration to the PPC event of the year, Hero Conf. Votes will be accepted until Sunday, April 5th at noon EST. Tune back in on Monday when we announce the Final Four. Here's The Tournament … [Read more...] about Revealing The Elite 8
Why A Dedicated Analyst Is Beneficial To Your Accounts
How does your agency manage accounts? If you’re in house, is it just you performing analysis, or do you have assistance? Here is the breakdown of the Paid Search department at Hanapin when I was hired: Account Manager (AM) – manages and takes ownership of the accounts and conducts weekly client calls Production Specialist (PS) – works on the accounts behind the scenes – … [Read more...] about Why A Dedicated Analyst Is Beneficial To Your Accounts