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)
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How To Use The Bing Ads Campaign Planner
The Bing Ads Campaign Planner has been available since 2014. The tool was created to help advertisers understand competition levels and industry benchmarks. Admittedly, I have just recently started using the Campaign Planner and found that the insights provided are especially helpful when creating a strategy for segmentation of campaigns and ad groups. In this post, I’ll … [Read more...] about How To Use The Bing Ads Campaign Planner
Ensure Bing Ads Are Part Of Your PPC Efforts
Working in PPC, it is easy to get lost in the “usual” PPC efforts. We tend to focus on what we know and concentrate most of our time with, Google. However, did you know that Bing accounts for roughly 1/3 of the paid advertising search market at 31%? Plus, with more than 100 million unique users that search on Bing, to be a comprehensive paid search marketer you have to be on … [Read more...] about Ensure Bing Ads Are Part Of Your PPC Efforts
5 Tips For The Travel PPC Marketer
If you missed it, last week we presented a two-part webinar series around the Travel Industry. Part one was a case study on how we increased ROAS by 50% over the course of a few months by implementing Gmail Ads. The second part focused on the travel industry as a whole and 5 tips that every travel marketer should know. If you missed them, never fear, they can be found … [Read more...] about 5 Tips For The Travel PPC Marketer
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
Apple Search Ads: What You Need To Know To Improve Performance
Which apps do you use the most often? Which apps do you spend the most time in? I’m guessing you probably use and spend the most time in Facebook, Instagram, Google Maps, Snapchat, Spotify, Messenger, Pandora, and Youtube. Or at least some combination of those apps. Did you know that apps now account for 90% of time spent on mobile, with the other 10% spent in mobile … [Read more...] about Apple Search Ads: What You Need To Know To Improve Performance
Thank You Notes: Acknowledging The Most Significant PPC Updates Of 2016
It’s that time of year when we all get a little bit retrospective. Maybe it is the changing of the seasons. Maybe it is the prospect of returning to one’s home for the holidays. The snow. The spirit. We look fondly (or maybe begrudgingly) upon the past year and pat ourselves on the back for getting through it in one piece. Before we set sights on what is to come in 2017, let us … [Read more...] about Thank You Notes: Acknowledging The Most Significant PPC Updates Of 2016
Social Media Demographic Strategy Tips for 2017
Tis the season for holiday cheer, mistletoe and digital marketing planning for 2017! With all the discussions around digital budgets and strategy for 2017, are you sure your business is utilizing the right channels for your target audience? It’s no secret AdWords and Bing work great for pay-per-click advertising but if paid social platforms are not on your 2017 radar, you … [Read more...] about Social Media Demographic Strategy Tips for 2017
How To Think Straight When Your PPC Account Is Going Sideways
As account managers, we’ve all been there before. You have an account that’s moving along quite nicely and then one day everything changes. You’re not sure why performance is tanking and you’re client expects answers quickly. At times like these, it might not be clear where to even start when seeking an answer. In this post, I will talk about good starting points when … [Read more...] about How To Think Straight When Your PPC Account Is Going Sideways
5 Fast Fixes For Your Holiday PPC Strategy
Months of planning, weeks of implementation, days of scrambling, and one extended "break" hoping it all pays off. With Black Friday and Cyber Monday officially in the books, digital marketers are quickly diving back into the data to see where opportunity lies for December. While the first weekend of the holiday season is a good indicator of PPC account health, there is plenty … [Read more...] about 5 Fast Fixes For Your Holiday PPC Strategy
CRO And PPC Go Together Like Fall And Pumpkin
In the PPC world, there are so many cogs and wheels working together to push the marketing machine forward. We optimize ads in every facet - how they appear, when they appear, to whom they appear, and so on and so forth. What seems to be forgotten is that without a website or a landing page that ad can't send anyone anywhere. The landing page is critical, by definition, to … [Read more...] about CRO And PPC Go Together Like Fall And Pumpkin
How To Setup The Newest AdWords Extension – Message Extensions
AdWords has added a new, mobile-only extension called click-to-message that allows customers to communicate to you via text. This message extension allows your customer another way to reach you directly for questions, scheduling appointments, and/or quotes. This option will not make sense for all customers, but if your company has the ability to receive and answer text messages … [Read more...] about How To Setup The Newest AdWords Extension – Message Extensions
