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Outsource Search or Keep it In-House?

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In this case, I'm not referring to traditional manufacturers and distributors that contract an agency to sell their goods and services through search.  Instead, I'm referring to online companies that possess the knowledge, ability and experience to maintain their own search campaigns and have done so successfully in the past, but are considering outsourcing search efforts to cut costs. I…
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Did Your Holiday Optimization Work?

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Now that the holiday festivities and hangovers are over with, it's time to determine whether or not you pre-holiday optimization efforts were effective. So, what questions do you need to ask and what numbers do you need to evaluate? Impressions Did your keywords get more impressions than normal during the holidays?  Were those impressions for your standard keywords, or for…
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5 PPC Resolutions for 2010

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Since we're only a couple days away from the end of 2009 and many of us are working a short week this week, it seems like a good time to pull out a classic end of year cliche: the Resolution List!  Like many people, I don't like New Year's resolutions.  I usually don't make them, partly because choosing an arbitrary…
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PPC vs. SEO: Which is the Right Answer?

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There's a continuous debate in the search marketing industry about which is the more effective and efficient use of resources: pay per click or natural search engine optimization.  Obviously, I'll be supporting the PPC side of this argument.  Our trusty sidekicks over at www.SEOBoy.com can be counted on to back the natural optimization horse in this race, and the good…
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Long Tail Terms for the Holiday Shopping Season

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In the second week of December, we're quickly approaching the end of the biggest gift-giving, and therefore the biggest shopping, period of the year.  So, here's one of the most important questions a good search marketer can ask himself/herself to take advantage of the huge spike in search traffic:  "What am I searching for?" This is not a philosophical, soul-searching…
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