To be in the PPC industry, you need a strong love of optimization. Beyond the basics is a plethora of adjustments, one of which tends to be underutilized. I’m talking about the time of day bid modifiers. Often times the time of day scheduling is an either/or. Either ads are enabled or they are completely turned off. Some accounts don’t need finer tuning, but many do. … [Read more...] about How To Tell If You Need Time Of Day Bid Modifiers
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[New Whitepaper!] PPC Expansion: Building A Case For Your Leadership Team
Marketing managers are under daily pressure to grow their online search presence. Pay-per-click advertising allows rapid entry to the search marketplace and provides the ability to reach thousands of potential customers per day. The problem many marketing managers experience when making the case for paid search is proving sufficient value and potential return for a … [Read more...] about [New Whitepaper!] PPC Expansion: Building A Case For Your Leadership Team
How PPC Provides Competitive Insights To Organizations
The problem many marketing managers experience when making the case for paid search is proving sufficient value and potential return for a business. Pay-per-click advertising is very technical and, therefore, easy to become lost “in the weeds” at the expense of educating leadership on its strategic benefits. Here is one strategic benefit that PPC provides to an … [Read more...] about How PPC Provides Competitive Insights To Organizations
Google’s Inclusion Of Buy Button A Game Changer For Retailers
Last week news broke regarding Google’s plan to include buy buttons for mobile devices. These buttons would allow searchers to directly purchase a product from the search engine results page (SERP). This change is a significant departure, as users are no longer required to follow this process: Leave the SERP --------> Go to the retailer’s site ------> Complete the … [Read more...] about Google’s Inclusion Of Buy Button A Game Changer For Retailers
Stop Using The Same Headline
Writing text ads in AdWords is difficult - except crafting the headline. Every blog and best practice article you read from so-called “experts” tells you to simply include the user's search query in your headline. In fact, Google seems to even encourage this practice by offering dynamic keyword insertion and bolding the matching words in the headline of your ads. So why … [Read more...] about Stop Using The Same Headline
Top 5 Reasons To Download The New AdWords Editor
Last week, Google pushed out the latest installment of the AdWords Editor, version 11.1.1. Many people were quick to jump to twitter and the blogs to discuss how exciting the release was because of some of the awesome new features. However, some were still reluctant because of how buggy the previous update was for some users. I’ve downloaded and began using the new version, and … [Read more...] about Top 5 Reasons To Download The New AdWords Editor
Reassess How Your Facebook Campaigns Are Structured
How old are your Facebook campaigns? I have a Facebook account that has just recently turned three years old. Over its first three years, creative has been updated, ad testing concluded, and new ad types added, but the account structure has been left alone. However, a lot has changed in the last year in Facebook. What Has Changed? Ad Sets – Also considered the ad … [Read more...] about Reassess How Your Facebook Campaigns Are Structured
4 Tips To Better Diagnose Your Display Network Performance
Looking at your Display Network automatic placements history can be scary. We all “clean it up” once in a while by: Making exclusions Updating negative lists Changing bids Moving converting placements to managed But what happens when you don’t seem to see anything but a waste of money? Trying to justify that spend with saying “it builds brand and awareness” only gets … [Read more...] about 4 Tips To Better Diagnose Your Display Network Performance
6 Strategic Tools Your PPC Agency Should Be Providing
While performance and optimizations are a big part of the relationship between a PPC agency and the client, there is one piece that can provide value beyond just the numbers - communicating strategy and account insights. Below we will cover 6 strategic tools that we feel help provide value to clients beyond performance. Recently, Hanapin did a focus group to find out what … [Read more...] about 6 Strategic Tools Your PPC Agency Should Be Providing
My Top 10 Favorite Paid Search Tools
There are lots of tools that assist us in our paid search efforts. Below I have compiled a list of my favorite paid search tools. Each has its own reason for making “my favorite” list. Some have saved the day, others I use on a daily basis, and others are simply fun tools to use. 1) Conversion Optimizer or CPA Bidding For me, conversion optimizer gets on the list, because … [Read more...] about My Top 10 Favorite Paid Search Tools
Should You Specialize To Grow Your Agency? And, An Introduction To VINS.
This is the fourth in a series of five blog posts about how to grow your agency. Jeff Allen and I are hosting Agency Growth workshops in Portland and London. Learn all about how we've grown Hanapin from a $2000 investment to an Inc 5000 company and an Indiana Best Places to Work honoree. For more info, read the About page and our FAQ. Make sure to check out the previous … [Read more...] about Should You Specialize To Grow Your Agency? And, An Introduction To VINS.
Is Your Account Leaving Money On the Table From Lost Impression Share?
Two questions that we get asked frequently are: How much more should I spend for our PPC account? How many more conversions can I expect to get from the increase in spend? When asked these questions the first thing I look at is what campaigns are performing well and how much impression share is being lost. However, analyzing impression share can be a bit cumbersome and … [Read more...] about Is Your Account Leaving Money On the Table From Lost Impression Share?
