In the middle of March, Google announced they would be extending custom intent audiences to YouTube and also launched TrueView ads with more prominent calls to action. This is a potential big win for anyone currently advertising or thinking of advertising on YouTube. In my experience, it has always been a bit more difficult to drive action with YouTube for a variety of … [Read more...] about Leveraging Custom Intent Audiences on YouTube
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My Top Failures as a PPC Account Manager
No one sets out to fail. Yet nearly everyone sets out to learn. This contradiction had me thinking reflectively over the last couples of weeks as I quickly approach the end of my 3rd year with Hanapin. I'm truly in awe at how much has happened during that time within the industry, and how seamlessly those around me appear to transition from one phase to the next. And that's … [Read more...] about My Top Failures as a PPC Account Manager
Why You Should Test Target ROAS Bidding for Shopping Campaigns
For many Ecommerce businesses, AdWords shopping campaigns can make up a large share of PPC traffic, and often a significant proportion of overall revenue. The importance of these campaigns can sometimes provoke paralysis on the part of digital marketing managers; it’s easy to adopt the attitude of “if it’s not broke, don’t fix it” when the prospect of even a small dip in … [Read more...] about Why You Should Test Target ROAS Bidding for Shopping Campaigns
10 New Ways to Optimize Paid Search with Call Intelligence
Improving your paid search results is an ongoing challenge - CPCs are constantly rising, and finding new areas for optimization can be increasingly difficult. A critical, but often overlooked part of an SEM strategy is focusing on call conversions. Mobile search drives billions of calls to business each year, and calls convert at a higher rate than digital leads. When … [Read more...] about 10 New Ways to Optimize Paid Search with Call Intelligence
9 Tips To Reduce Cost-Per-Lead
Here at Hanapin, all of my clients are focused on lead-gen, so you can probably guess that cost-per-lead (CPL) is a primary metric I focus on and goal-set for, if not the KPI for the account. If you also manage accounts that rely on generating quality leads for a low CPL, this post is especially for you! I’d like to offer some quick tips for reducing CPL, as well as offer some … [Read more...] about 9 Tips To Reduce Cost-Per-Lead
Spend Smarter: Identifying Account Opportunities
Budgeting can be a tricky thing. Oftentimes we run into one of the following situations: Performance has been steady, but we’re limited in what we can spend. Wow we want to grow the account. The client comes to us asking if we could spend more, if so, how much more? What will the outcome be? The client comes to us saying that they have additional $X to spend, but their … [Read more...] about Spend Smarter: Identifying Account Opportunities
2018 AdWords Updates: Notes, Add-Ons & Optimize
Google has been busy recently making several updates to the features and policies for AdWords. Get the latest AdWords updates on the Add-On for Google Sheets, the Notes feature in the new UI, Account Deactivation, and linking to Google Optimize. AdWords Launches Add-On for Google Sheets Google recently announced a new Google Sheets Add-On that gives AdWords users the ability … [Read more...] about 2018 AdWords Updates: Notes, Add-Ons & Optimize
GMC Import Tool Now Available for Bing Shopping Campaigns
Starting this week, it will be easier than ever to get Product Ads that are running in Google AdWords, onto Bing. The Google Merchant Center (GMC) Import tool will help you: Save time by reducing the need to maintain two separate feeds for Bing Ads and Google AdWords. Import product offers more easily from GMC to Bing Merchant Center (BMC). Keep product offers fresher … [Read more...] about GMC Import Tool Now Available for Bing Shopping Campaigns
Life After A/B Ad Testing: A Retrospective
Last August, Google switched up the options for ad rotation settings. We all saw it. And we all, for the most part, adjusted the settings to suit our needs, (I say "for the most part" as I to this day onboard clients with the unsupported "Optimize for Conversions" selected). Mary wrote a great piece, The End of 2 Ads Per Ad Groups. Google said, "This is changing!". We said, … [Read more...] about Life After A/B Ad Testing: A Retrospective
The Lowdown on Display Select Keywords
When you think of keyword research or keyword optimizations, your mind automatically thinks about Paid Search. An underutilized way to use keywords is also to include keywords in your Display campaigns. This is called Display Select Keywords and they are an efficient way to expand targeting options on the Google Display Network (GDN) based on search intent and likely hood to … [Read more...] about The Lowdown on Display Select Keywords
Stop Whining. Start Winning. Swiftly Navigating the New AdWords UI
The new AdWords interface is here, and everyone has an opinion about the new layout. This blog is not an opinion piece. You won't find me crying into my pillow about the AdWords interface updating by the end of 2018, scrapping our old AdWords dashboard navigation for good. This blog will teach you the more technical side of actually navigating the interface, for those of us … [Read more...] about Stop Whining. Start Winning. Swiftly Navigating the New AdWords UI
Tips for Managing PPC Campaigns for Franchise Companies
While each PPC account has its own challenges and opportunities, sometimes a client’s business structure or industry presents circumstances that require special consideration. One structure that can be particularly challenging is the franchiser with a large number of brick and mortar locations. In this post, we’ll discuss why this structure can be challenging, and strategies … [Read more...] about Tips for Managing PPC Campaigns for Franchise Companies
