Throughout the evolution of AdWords, we have seen so many rollouts and changes to how we manage our campaigns and strategy. Removal of close variant controls, the removal and then re-introduction of device bidding, ETA’s, the dread of changing to the new UI. Despite all of this, one thing has always remained a constant: Control of our bids and the choice to use automation if … [Read more...] about Why Manual Bidding Will Slowly Ride Into The Sunset
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Ads in Mobile Apps: Not Just For Other Mobile Apps
A week ago I was researching ad placement ideas for a client trying desperately to deliver something deliciously new and creative. I am admittedly, not much of an “app” person, but as I kept stumbling upon apps related to my client’s industry, I got wide-eyed at the thought of deliberately placing an ad in a related app. Typically in my display efforts, I purposely avoid in-app … [Read more...] about Ads in Mobile Apps: Not Just For Other Mobile Apps
Bring Some Organization to Your PPC Account Audits
So, you got an account to audit. Where do you begin? There are a lot of details to research and discover in an Adwords account alone that you need to dive into to help the client reach their goals. But how do we get to the point where we have our laundry list of suggestions? Step 1: Ask the current manager of the account the right questions Current Manager of Account: Can … [Read more...] about Bring Some Organization to Your PPC Account Audits
Google For Jobs: How Does This Affect Me?
Google for Jobs is a new initiative launched by Google allowing users to receive job search results directly on the Google Search page. A separate box appears after PPC results and before organic results solely containing job search results pertaining to the search query the user typed in. The results are jobs pulled in from third party job posting sites and company job … [Read more...] about Google For Jobs: How Does This Affect Me?
Facebook Ads For B2B: Presenting The Right Content At The Right Time
According to Hanapin’s new State of Paid Social 2017, 72% of marketers are spending less than 15% of their budget on social ads. When I first saw this statistic I was surprised, but quickly found myself nodding my head. Well, yes. Of course, that’s true. There are many reasons why marketers shy away from social advertising on Facebook, especially those working in the business … [Read more...] about Facebook Ads For B2B: Presenting The Right Content At The Right Time
Use AdWords Scripts To Update Negative Placements
Display ad inventory includes great sites and plenty of terrible ones. As a result, advertisers continue to push for greater control over where their ads show. Avoiding ads on low quality and offensive sites it more important than ever. The good news is that negative placements will assist us in this endeavor. The bad news is that like many routine changes, it is a drudge of … [Read more...] about Use AdWords Scripts To Update Negative Placements
A New Perspective For YouTube Advertising
Back in August 2015, Jeff Baum made the case for YouTube advertising by highlighting the opportunity for brand lift, remarketing, storytelling, and full-funnel measurement. Since that time, the capacities for YouTube advertising have only expanded, and there has been healthy coverage of this platform growth: Jeff Baum shared how to Set Your YouTube Stage with TrueView Ads … [Read more...] about A New Perspective For YouTube Advertising
How To Utilize PPC Brand Building Strategies
When working with clients, you are going to be asked how to increase brand impression share. Clients love seeing conversions and revenue but making sure that your brand name is on top of the search results is another important metric that could lead to sticky conversations. Increasing brand impression share is not an easy task because sometimes your impression share is in the … [Read more...] about How To Utilize PPC Brand Building Strategies
PPC’s Future: Machine Learning And How To Adapt To This New Dynamic
I recently conducted a webinar with Marc Poirier, CEO of Acquisio. In that webinar, we discussed the impact of machine learning on paid search campaigns. Since then, Google has announced the roll out of new ‘smart’ features such as in market audiences for search and enhanced its ‘smart bidding’ functionality by rolling out a new bid strategy called ‘maximize conversions.’ … [Read more...] about PPC’s Future: Machine Learning And How To Adapt To This New Dynamic
Bing Ads Releases New Audience Features
Finding your ideal audience is the end of the rainbow for digital marketers. The more we can know about the users behind the screen, the better we can customize our messaging and capture their interest in our brands and their dollars. We’re always trying to reach our best customers and last week, Bing announced two new open betas to help us do just that: In-Market Audiences and … [Read more...] about Bing Ads Releases New Audience Features
Using Excel Regressions To Better Understand KPIs
A group of us here at Hanapin recently participated in a free 21-Day Excel Course directed by renowned Microsoft Excel expert Dr. Wayne Winston. The course itself felt slow at first, but ultimately revealed several Excel capabilities I’d never known. Most exciting of these, to me, is the capacity to regress multiple variables without an advanced statistical software (such as … [Read more...] about Using Excel Regressions To Better Understand KPIs
The Complete PPC Account Audit Guide
11/12/2019 Your PPC account is never perfect. Hopefully, that doesn’t come as a surprise to you. The truth of the matter is that no matter how hard you work on building an account and optimizing it according to best practices, you will probably miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past … [Read more...] about The Complete PPC Account Audit Guide
