Last week a friend asked me, "Outside of hands-on experience, where are the best places to learn PPC on the Internet ." This got me thinking about something Seth Godin said, "We're not going to outgrow our need for information." We live in a time where there's so much information freely shared across the web. Some of it is good and some of it is crap. Either way we're … [Read more...] about Your Resource Guide To Learning PPC
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Yahoo Reaches New Agreement With Google
On October 19, Yahoo filed regulatory paperwork with the SEC that revealed a new arrangement between the search engine and Google. The apparent goal of the agreement is to aid Yahoo’s search business, on both desktop and mobile devices. The agreement outlines the following as services that Google will provide: Web search results Search ads Image search services In the … [Read more...] about Yahoo Reaches New Agreement With Google
Google Rolls Out RLSA To AdWords Shopping Campaigns
With the holiday season fast approaching, paid search advertisers received an early gift as Google introduced RLSA to AdWords Shopping Campaigns. Although advertisers have long since enjoyed the many benefits of Remarketing Lists for Search Ads, this update effectively extends their application to both Shopping ads (PLAs) and Local Inventory ads (LIAs). The increased reach … [Read more...] about Google Rolls Out RLSA To AdWords Shopping Campaigns
How Does Match Type Impact Performance?
One of the first lessons you learn in PPC is the different keyword match types. They are the building block of query matching, but we don’t often evaluate them as a group. Some don’t even bother with multiple match types and sway to only using one match type or the other. They may use exact match exclusively and have extremely large keyword lists (because specificity breeds … [Read more...] about How Does Match Type Impact Performance?
Why We Blog Every Day
Before joining the Hanapin Marketing team, I wondered why PPC Hero blog posts were published on a daily basis. I always found the posts to be relevant, but it seemed like content oversaturation. Was there really enough PPC content to post every day? Since beginning at Hanapin, I’ve found that answer to enthusiastically be “yes,” but more importantly, I’ve come to understand the … [Read more...] about Why We Blog Every Day
Automation vs. Human Touch – Who Wins In PPC?
The world of digital marketing is changing almost daily, which necessitates that digital marketers change with it and adapt. This can be difficult to do when so much is changing; sometimes all at once. Day-to-day tasks and account needs don’t cease for adjustment to marketplace changes. Engines are tightening up policies and advertiser requirements more frequently than ever, in … [Read more...] about Automation vs. Human Touch – Who Wins In PPC?
Considering A Paid Search Career? Here’s What To Assess
10 years ago the field of paid search was still a hidden gem. It was a great career choice but potential employees didn't know the profession existed. Over the past 5 years, awareness of paid search/SEM/PPC/Pay Per Click/Search Engine Marketing (so many ways of describing it!) has grown massively and there are now many graduates with an active interest in paid search. Why … [Read more...] about Considering A Paid Search Career? Here’s What To Assess
On The Road Again – Using Strategy Roadmaps To Drive Client Success
When starting off with a new client, there are a myriad of things that need to be assessed by the account manager that all lead to strategy development. At times, it may seem difficult to know where to focus your attention or how initiatives should be prioritized. It might also be difficult to relay this to a client in a way in which expectations are managed and both the … [Read more...] about On The Road Again – Using Strategy Roadmaps To Drive Client Success
Naming Your Campaigns: The Unsung Hero of PPC
Nothing kills the excitement of a PPC conversation like talking about how you name your campaigns. No really, try discussing your finely tuned naming strategy at your next party, even a PPC one. You’ll notice you have the snack table all to yourself. How you name your campaigns can make your PPC life easier or a lot harder. As an analyst I deal with a lot of PPC accounts on … [Read more...] about Naming Your Campaigns: The Unsung Hero of PPC
5 Ways Conversion Reporting Could Be Misleading Your Optimizations
Are you confident the conversions being reported in your account are correct? Each PPC platform reports conversions slightly different and if you’re not clear on how your conversions are reporting, you could be optimizing toward the wrong conversion metrics. Below we will identify five areas where your PPC accounts could be giving you misleading conversion information and tips … [Read more...] about 5 Ways Conversion Reporting Could Be Misleading Your Optimizations
Love Your In-House PPC Employee? Pay Them More
Let's get the elephant out of the room right now. I'm an agency writing about in-house and I'm NOT trying to talk you into switching to agency. Period. There are pros and cons to using an agency or staying in-house for your PPC. The purpose of this article is not to try to talk you into one or the other. I'm writing this post to the business owner or VP or manager who … [Read more...] about Love Your In-House PPC Employee? Pay Them More
Are Multi-Channel Efforts Undermining Your PPC?
We all know the classic saying, “Teamwork makes the dream work” and it couldn’t be truer for marketing. Ensuring that your marketing channels are cooperating to create a cohesive message is one of the cornerstones of effective branding for your business. PPC marketing is fraught with reminders that congruence is key. These reminders vary from Quality Score (a metric that … [Read more...] about Are Multi-Channel Efforts Undermining Your PPC?