Competitive research should be part of all marketing programs and is especially important in the ever-changing and highly competitive world of PPC, but how do you get started? Below we will discuss how to create a plan, what tools are available and how often to perform PPC competitive research. You all know this person “Let’s just see what the competition is doing and copy … [Read more...] about 3 Essential Tips for Spying on PPC Competition
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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 fairly simple way of mitigating the potential problems at the end of the month that are common with managing PPC accounts: “How did we get so far over … [Read more...] about How To Bid Smarter With Your Ideal Keyword Positions
8 Simple Ways to Leverage SEO Data & Improve PPC Results
As most of you have heard by now, AdWords released a new report within their interface that allows PPC managers to look at paid and organic keyword/query data in one place. With that release, we’re also hearing a lot of you ask about how you can utilize that, and other, SEO metrics and data to increase performance in your paid search campaigns. Well ask and ye shall receive, … [Read more...] about 8 Simple Ways to Leverage SEO Data & Improve PPC Results
3 Crucial Ways To Look At Day-Parting Data
PPC Hero is a great resource for PPC newbs and PPC vets alike. We throw around a lot of lingo and acronyms, as well as methods and strategies that may be uncharted to some you. Day-parting is a perfect example of a common piece of analysis used by PPC Heroes everywhere that requires an extra step in how you evaluate your data. What is day-parting? This refers to the … [Read more...] about 3 Crucial Ways To Look At Day-Parting Data
3 Things In-house PPC Managers Wished Agencies Knew
I spend a lot of my time trying to figure out what our clients/ideal clients want in terms of services and results. I do this by asking them questions directly, observing the questions and comments they make to our account managers and surveying crazy smart in-house people that are in committed relationships with their current partners or have made a choice to keep PPC in … [Read more...] about 3 Things In-house PPC Managers Wished Agencies Knew
Comparison-Shopping Engines: How to Optimize CSEs, Part IV
It is series time! One topic that we haven’t really talked much about in our blog are comparison-shopping engine sites. I have worked with multiple online retailers that have seen great success with this type of online advertising. So I want to take this series as an opportunity to dive deeper into the mystery of comparison-shopping. So you have decided to advertise on a … [Read more...] about Comparison-Shopping Engines: How to Optimize CSEs, Part IV
Show Off Your Reviews in AdWords with a New Extension
Two weeks in a row I've brought you a post about ad extensions! Last week the latest AdWords buzz regarded the new sitelink descriptions. This week Google released the beta for a new extension. More Extensions You Say? Google revealed an ad extension that displays reviews. Google’s announcement called it the “don’t take our word for it” extension. Advertisers can submit … [Read more...] about Show Off Your Reviews in AdWords with a New Extension
6 Quick Metrics For Empowering The CMO
Account Managers don’t always see behind the curtain to the CMO controlling their budget and helping set their goals. But they can arm their contact/boss and the CMO of the client/company with metrics to help them set priorities, budgets and the targets which they will be measured against. One common mistake that account managers make is only focusing on lagging indicators of … [Read more...] about 6 Quick Metrics For Empowering The CMO
Making Conversion Rate Optimization Work for You & Your Client
For this month’s series on PPC Hero, we’re taking a look back through our archives and revisiting some ideas we’ve talked about in the past and how the past year or more has changed our thinking about them. Things are always changing in PPC, and our views and opinions about it are no exception. When it comes to conversion rate optimization (CRO), I would say that you might … [Read more...] about Making Conversion Rate Optimization Work for You & Your Client
Refresh Your Ad Testing With 4 New Analyses
For this month’s series on PPC Hero, we’re taking a look back through our archives and revisiting some ideas we’ve talked about in the past and how the past year or more has changed our thinking about them. Things are always changing in PPC, and our views and opinions about it are no exception. As you spend more and more time doing the same thing, it’s expected that you’ll … [Read more...] about Refresh Your Ad Testing With 4 New Analyses
Google’s Auction Insights Just Got Even More Awesome
Auction insights, Google’s tool for comparing your performance with other advertisers, is amazing. We’ve written about it in these parts before and we’ve even spoken about it at Hero Conf (as part of the Sizing Up the Competition panel). They’re powerful, and it’s sort of crazy that Google is even willing to share that information with all of us. It makes sense, as being … [Read more...] about Google’s Auction Insights Just Got Even More Awesome
10 (okay, 11) Point Check List To Ensuring Ad Health
We all know that the ad is the gateway to the conversion. But how much time and thought are you really giving your ad copy? The answer I’m hoping for is: As much as it needs. That doesn't mean you need to spend days, hours, or even large chunks of your mental space creating ads for your clients. It does mean that you need to be mindful of how effectively you’re grabbing the … [Read more...] about 10 (okay, 11) Point Check List To Ensuring Ad Health