When working on an account, you get into a rhythm with your client about the goals for the account, future initiatives, and the rapport with your contact. When your client goes through the main point of contact change, it feels like there is a wrench thrown into your world. Sometimes this happens due to the person getting a new role within the company or other times they are … [Read more...] about How to Prepare Client Contact Changes
Search Results for: impression share
Your First Google Ads Campaign: Everything You Should Know
Running your first ever Google Ads campaign? Well, it is a great idea to invest in Google Ads. In fact, I consider it an excellent choice because Google Ads can help your business grow. However, the process of formulating a Google Ads campaign has to be carried out immaculately so that it can produce profitable results. But you do not have to worry about anything. I am going … [Read more...] about Your First Google Ads Campaign: Everything You Should Know
3 Alternative Paid Social Platforms to Diversify Your PPC Investment
On the heels of another Google Marketing Live event, we are reminded that our beloved PPC world is always “under construction.” As the industry giants aim to grow and retain market share, competition on the advertiser level remains just as fierce as ever. Advertising costs are perpetually rising, but KPI targets tend to remain static. Savvy account managers recognize the … [Read more...] about 3 Alternative Paid Social Platforms to Diversify Your PPC Investment
Case Study: The Effect Of RSA Inclusion On Campaign Click Volume
Over the past few years, a major theme of Google’s updates to its ad platform has been to encourage more automated management. The release of Responsive Search Ads (RSAs) fits well within this trend, as the ad type dynamically combines ad assets to more closely match a user’s search term. But what effect do they have in practice? Do they actually improve click-through-rates (as … [Read more...] about Case Study: The Effect Of RSA Inclusion On Campaign Click Volume
Google Remarketing Strategies That’ll Work Every Single Time
So, let’s say you set up killer search campaigns on Google Ads. You’re bringing in the most qualified traffic, your click-through-rate (CTR) is through the roof, your conversion rate is 30%, your boss is happy, and you are feeling pretty good. Sure, the other 70% of your visitors left without converting. However, according to Invesp CRO, the average conversion rate in the … [Read more...] about Google Remarketing Strategies That’ll Work Every Single Time
Measuring the Success of TrueView YouTube Ads
Scenario 1: Rob ran a 15-second TrueView ad for 30 days with the goal of increasing website traffic. The campaign yielded 5 conversions, with a 45% view rate. Rob deemed the campaign a success. Scenario 2: Rob ran a 30-second TrueView ad for 30 days with the goal of increasing brand consideration. The campaign yielded 5 conversions, with a 45% view rate. Rob deemed the … [Read more...] about Measuring the Success of TrueView YouTube Ads
PPC Divination: Forecasting Uncertainty in Excel
You’ve heard it before. Whether it’s a new idea you’re gearing up to pitch, or a request handed down to you from upper management. "Show me numbers!" Thus, you have carefully examined and prepared data that show exactly what has happened in your accounts to-date, what’s worked and what hasn’t, and you are equipped to recommend next steps for future success. You know your … [Read more...] about PPC Divination: Forecasting Uncertainty in Excel
Quora Ads: How to Reach Your Target Audience at Key Moments
Quora is a unique, high-intent advertising platform, ideally suited to reach customers as they evaluate and research a product or service. People come to Quora to ask questions, and to read and share insightful answers. This includes people looking for reliable information about your company, products, competitors, and industry. This provides advertisers the opportunity to … [Read more...] about Quora Ads: How to Reach Your Target Audience at Key Moments
Google Sheets Query Function Need-to-Knows For PPC
If you are a hard-core Excel only user this article is not for you. While Excel is powerful especially combined with Power BI, sometimes Google Sheets is the answer. In an industry such as digital marketing where everything we do is online, highly collaborative, and shared with outside clients Google Sheets has its benefits. We have a lot of clients with special needs when it … [Read more...] about Google Sheets Query Function Need-to-Knows For PPC
Max Clicks For Budget-Limited Campaigns: A Case Study
What bidding strategy will perform best for a given campaign? This can be a tricky question. While aggregate data as well as common sense can provide some answers, absent a crystal ball no one can say how any given campaign will perform with a particular automation strategy until it is actually tried. As such, I designed an experiment to run for 8 lead generation campaigns for … [Read more...] about Max Clicks For Budget-Limited Campaigns: A Case Study
AOL: Does it add value to your Bing PPC account?
AOL's partnership with Bing affects your ad performance in Bing, whether you know it or not. I recently checked AOL's performance in a Bing account and found some surprising data that I'd like to share. To say I was surprised at the results is an understatement. My AOL findings make me more confident that Microsoft's more recent advertising move, acquiring LinkedIn, will also … [Read more...] about AOL: Does it add value to your Bing PPC account?
6 Bottom Line Boosting Tips for Paid Search
"It depends". In my 2+ years at Hanapin Marketing, I've come to learn that this is a universal truth across the industry. There is no shared magic number for ROI or CPA. There is no perfect CTR or CVR. And there most certainly isn't a singular strategic approach that can navigate across all industries and account types. That said, I do think there is a handful of search … [Read more...] about 6 Bottom Line Boosting Tips for Paid Search
