In my opinion, people go about “user generated” ads in exactly the wrong way. They go about it the lazy way, which is to say they pitch all the work over to the users and customers and then expect the...
Best Practices: Optimizing Your Bids By Time of Day
Ever since enhanced campaigns have come into play, bid adjustments have become the heart of any optimization strategies, and discovering the particular day and time that your target audience converts the most will enable you to increase your accounts’ performance...
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Maximize The Value Of Remarketing This Christmas
October is a funny time of year for retailers; summer is over and the build up to Christmas is just beginning. At this time of year traffic starts to increase but conversion rate might not follow suit. Consumers have started...
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Social Media PPC: Advertising vs. Content Marketing
I’ll admit it: I used to be the guy that always wanted to get one thing straight — there was Social Media, and there was advertising on social media platforms. It’s an important distinction because a banner ad on a...
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Should Every PPC Expert Know CRO?
On more than one occasion in the past year I’ve been asked the question “How do you know when PPC is just not going to work?” The answer is – when you give up on making your website better.
Industry Targeting: PPC for EDU Toolkit
Education is one of the most competitive verticals in online advertising. Your SEO and PPC campaigns can help to alleviate some of this competition. The good news is, you can optimize your efforts through cost per enrollment tracking, remarketing and...
Increase the Power of AdWords Scripts With a Few Simple Edits
AdWords scripts are a powerful tool for making changes in your account. They can both alter entities in your account as well as make reporting a breeze. The main issue for most users is, what’s next? Sure the scripts you...
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Optimizing What You Can’t See: The Lead Quality Challenge
Lead Generation. These two words have the ability to strike fear in the hearts of PPC Heroes everywhere. Leads can be as elusive as Bigfoot himself when it comes to identifying the value your client associates with each conversion. All...
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How To Bid Smarter With Your Ideal Keyword Positions
Whenever we make changes in an account here at Hanapin we like to do what we call “Bookending”. Essentially this is creating a rough estimate of the projected impact of our changes on spend, conversions, CPA et al. It’s a...
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PPC Reality Vs. PPC Theater
Disclosure: The idea for this post from Chiefmartec.com who gave a great argument against big fancy dashboards that pump data into your brain and for strategic data that helps you make good choices. I see this type of PPC Theater...
When Is It Time To Stop Doing PPC?
Every business has to decide at one time or another if PPC is still a viable channel for them. It may be that new channels have proven to be more profitable or that PPC profits have shrunk as demand has...
The PPC Meeting Survival Guide
Some of my favorite topics on this blog deal with case studies analyzing account performance in painstaking detail. It makes sense – this is an intensely data-driven line of work, often requiring hours of analysis. But it’s important that we...
