If your goal is to maximize revenue, generate higher lead volume, or simply improve your brand exposure, it can be confusing when your data appears to have discrepancies. Google Analytics is a beast on its own without trying to make sense of why there are differences in data points. There have been many occasions where the data does not line up in Analytics. Sometimes it is … [Read more...] about Why PPC Clicks And PPC Sessions Never Match
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2017: The Year You Launch Your Video Ads
I was reading an article recently about Generation Xers and how they consume content on YouTube and how to best engage with this coveted consumer cohort. The article noted that Gen Xers, who were born between mid-1960 and late 1970s, are predominantly using YouTube for trips down memory lane, for news content and for DIY videos. I am a Gen Xer and I agree with this theory, but … [Read more...] about 2017: The Year You Launch Your Video Ads
How To Use AdWords Ads IF Functionality
IF statements in AdWords ads allow advertisers to customize expanded text ad copy based on qualifiers. This functionality sidesteps the need for a feed, allowing all variations to be set up directly inside the ads. As of now, the systems supports ad copy variations based on device and audience. Using these two factors, advertisers may alter messaging without the need to … [Read more...] about How To Use AdWords Ads IF Functionality
Expanding Your PPC Coverage Beyond Google And Bing
Here at Hanapin, we have clients in seemingly every vertical with budgets ranging from penny-pinching to limitless. Despite their many differences, nearly all of these accounts have one thing in common: Google AdWords is their most important network. For these accounts, Google receives the lion's share of budget and optimization resources. Beyond Google, however, Bing is … [Read more...] about Expanding Your PPC Coverage Beyond Google And Bing
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
Reflections Of A PPCer At The End Of The World…Errr, 2016
2016 was a great year for PPC. I know that's an odd way of beginning an article about 2016 since let's be honest, 2016 was pretty much a terrible year in many aspects. Perhaps there is some yin-yang action happening behind the scenes connecting PPC to the real world? Whatever it might be, digital marketing in 2016 grew overall in terms of spend, social media advertising … [Read more...] about Reflections Of A PPCer At The End Of The World…Errr, 2016
Your End Of Year PPC Checklist: What To Audit Before 2017
It is already almost the end of 2016. Sales are set, B2B and lead generation clients are ramping down due to vacations and seasonality, and it's time to reflect on and prepare for the year to come. Like most years, we get to the end of December and don’t properly consider or review the mid-level and automated "set it and forget it" tactical items in our accounts that don’t need … [Read more...] about Your End Of Year PPC Checklist: What To Audit Before 2017
4 New Pinterest Targeting Options Marketers Should Be Using
Pinterest is growing up and marketers should take note. Pinterest, still in its infancy, is just learning to walk, as the cool-guy teenager, Facebook, reports record profits. Facebook is running at full speed searching for more ways to place ads as they reach max ad capacity. In contrast, Pinterest just released a new conversion pixel as well as the ability to remarket to … [Read more...] about 4 New Pinterest Targeting Options Marketers Should Be Using
Linking Up With LinkedIn: A Beginner’s Guide
Social advertising has quickly become an integral part of a complete digital marketing strategy. In the recent 2016 edition of The State Of PPC, this sentiment is supported by 65% of brands and 83% of agencies who tout social advertising as the most important aspect of the digital marketing industry over the past 12 months. From Facebook to Twitter, Instagram to Snapchat, … [Read more...] about Linking Up With LinkedIn: A Beginner’s Guide
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
In paid search, setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list for a proper PPC campaign. Having cleared that up, we’re now onto the next layer of questions: Intro: How to I create this kind of targeting? … [Read more...] about Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
No Conversions? No Problem. Optimizing When Conversions Are Few And Far Between
PPC is all about optimization. We’re constantly thinking “how can I improve performance? What are my KPIs and goals? What’s the next step?” However, there are instances where the client isn’t tracking conversions (in the traditional sense, anyway) or conversions just don’t happen all that often. In these situations, we have to get creative in how we think about performance and … [Read more...] about No Conversions? No Problem. Optimizing When Conversions Are Few And Far Between
6 Takeaways From Google’s Performance Summit
On Tuesday, 5/24, Google hosted a Performance Summit event where new features and updates to existing products were shared. One of the key themes of the event was mobile and how we interact with the world through our smartphones and tablets. Many of the updates announced for AdWords and Google Analytics were a direct result of our reliance on our devices and the fact that … [Read more...] about 6 Takeaways From Google’s Performance Summit
