Looking at an account that is unfamiliar to you can be daunting. There are many things to look at and so many reports to pull. How do you know what’s most important? This post will go through some of the common reports/analysis to pull when inheriting an account. Account Health Checkup / Learn The Lay Of The Land KPIs Key performance indicators (KPIs) are what your client … [Read more...] about New PPC Account Analysis For Beginners
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Happy 10 Year Anniversary PPC Hero
It's hard to believe, but today is our 10th anniversary! 10 years ago today, John Lee wrote our first ever post, introducing everyone to "PPC Hero, the one-stop blog for all things pay-per-click!" In this post, we laid out our goal: To educate the world on the basic techniques and finer skills of successful pay-per-click campaign management. We've changed our design over … [Read more...] about Happy 10 Year Anniversary PPC Hero
How Do Conferences Fit Into Your Professional Training Plan?
Professional development is a tricky endeavor. It’s about balancing cost and quality, ensuring training is continuous and relevant, and measuring the return on investment. It’s not always precise and takes some experimentation to get just right. Which brings us to one of the most common questions we on the events team face – How does Hero Conf fit into my larger professional … [Read more...] about How Do Conferences Fit Into Your Professional Training Plan?
3 Ways To Use ROAS In PPC Lead Gen Optimization
“In any PPC campaign, whether eCommerce or lead generation, return is the ultimate indicator of success.” –Matt Umbro Naturally, we all want to be successful. We want to know that the money we are putting into paid search, social, and display—or the investment we are managing on behalf of our clients—is being utilized in the most efficient way. That’s why we love data, why … [Read more...] about 3 Ways To Use ROAS In PPC Lead Gen Optimization
7 Optimizations You Need to Know for Apple Search Ads
Back in October, Apple emerged in a crowded market and has shown promising early results. Apple launched Search Ads as an “efficient and easy way to help people discover your app on the App Store for iPhone and iPad in the U.S. Adweek reported that Apple Search Ads are benchmarking at a $1.00 CPI with a 50% conversion rate and $0.50 cost per tap. Furthermore, Singular, a mobile … [Read more...] about 7 Optimizations You Need to Know for Apple Search Ads
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
3 Ways Facebook Automation Can Help You Manage Ads
Automation. It’s being discussed everywhere from self-driving cars to Bing’s Associate Account Manager in a Box. While some fear it and others welcome it, it’s already been around us in the digital marketing space for a while. If you’ve created automated PPC reports, used automated bidding rules, or ever relied on things like targeted CPA, you’ve been utilizing pieces of … [Read more...] about 3 Ways Facebook Automation Can Help You Manage Ads
2017: The Year You Launch Your Video Ads
I was reading an article recently about Generation Xers and how they consume content on YouTube and how to best engage with this coveted consumer cohort. The article noted that Gen Xers, who were born between mid-1960 and late 1970s, are predominantly using YouTube for trips down memory lane, for news content and for DIY videos. I am a Gen Xer and I agree with this theory, but … [Read more...] about 2017: The Year You Launch Your Video Ads
Grab Your CMO’s Attention: How to Effectively Explain Valuable PPC Insights
More about this Webinar Have you ever walked away from a meeting with an agency rubbing your head and thinking, “How am I going to explain these important metrics to my boss?” The reality is, CMO’s and C-level executives aren’t in the weeds every day, and they speak a bit of a different language. So what do you need to report on in order to capture your CMO’s attention and … [Read more...] about Grab Your CMO’s Attention: How to Effectively Explain Valuable PPC Insights
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)
Google Data Studio: Revisited
Last year Google launched Data Studio in beta. We did a write up of our initial thoughts of the platform. While the idea behind it was good, there were some bugs that popped up here and there, especially when it came to adding data sources. You were also limited to only five reports with the free version. If you have more than a couple accounts to work with, this isn’t ideal. … [Read more...] about Google Data Studio: Revisited
