About Jeff Allen

Jeff has been in Internet marketing for over a decade, a surprisingly rare feat. In his current role as President at Hanapin Marketing, Jeff serves as a contributor to PPCHero.com, while working to deconstruct the company vision and BHAG into the day-to-day activities that will help continue near 100% year-over-year growth. Jeff is also a frequent speaker on PPC and digital advertising strategy. Catch him at SES, HeroConf, SMX, Acquisio User Summit, Search Insider Summit and OMCap. Lastly, and maybe most important, Jeff enjoys a fine single-malt scotch or craft beer (preferably an IPA).

Follow JeffAllenUT

Knowing When It’s Time To Explore New PPC Engines

By , President at Hanapin Marketing

It’s amazing how many businesses we come across that are still Google-centric. They may have a Bing account, but it’s on autopilot, or not on at all. They’ve had all kinds of conversations about expanding into other engines, like Facebook, but nothing has stuck. All of these businesses want to grow, but they don’t have a strategy.   Why? Usually,…
Image of a plant

Index Census And Trends Data For PPC Performance Insights

By , President at Hanapin Marketing

The best RFP question I’ve read said something to the extent of, “how do you explain performance swings without always blaming external factors when things are bad but taking all the credit when things are good?”   As with most answers PPC Managers give, the answer is “it depends.” But indexing PPC data to external sources can shed light on…
Tools Cockpit PPC Hero

Determining The When And How Of Cross-Channel Budget Allocation

By , President at Hanapin Marketing

Google’s global search market share is 67%. That volume combined with the decent quality of traffic Google provides is the reason why so many PPC advertisers spend 75% of their PPC budget with the engine. But how do you know when it’s time to branch out?   Are You Budget Constrained And Running Only (Or Mostly) In Google?   Break…
Image of bridge

Building A Team By Sharing The Good

By , President at Hanapin Marketing

I haven’t slept much in a few days. No reason, really. It’s not because of stress, although things aren’t perfect, and it’s not because I’m on a bender, although family will be in town the next two weeks and I make no promises then. I just haven’t slept. Which has led to a lot of time to read and think.…
Image of legos talking

Tough Decisions Vs. Decisions With Tough Outcomes

By , President at Hanapin Marketing

A lot of business-type folks, especially those in start-ups, talk a lot about making tough decisions. It’s typically framed as how hard it is to run a business or department and how lonely it is because you have to make all the tough decisions, but good decision makers are always meeting with people and searching out new information that will…
Search Ads Light In The Dark PPC Hero

The 3i’s Of Real, Sustainable Improvement

By , President at Hanapin Marketing

Managing PPC can be a tough gig. Goals grow, strategies change, engines constantly “improve” their platforms, etc. It’s a special kind of madness that only mad people can love. It also requires a type of patient urgency that few have.   You have to have the patience to let tests play out, wait for new clients to come in, and…
Image of a pen

Using Auction Competitors To Tell a Business Story

By , President at Hanapin Marketing

Are we seeking out as much volume from paid search as we should be?   Why is cost per click and cost per acquisition increasing?   At what point are we just spending more money for the same number of sales?   Everyone is telling me that competition has increased. Where’s the proof? How do I know you don’t just…
Image of question mark

Scaling Yourself By Simplifying Your Ideas

By , President at Hanapin Marketing

In the past year as President of a PPC agency I’ve learned a tremendous amount. I’ve come to understand the difference between decisions you don’t want to make, and decisions that are really tough to make. I’ve learned that if you don’t have one foot in today and one foot in 6-months from now you are going to miss a…
use the my client center in adwords to organize ppc accounts

When PPC Help Never Comes

By , President at Hanapin Marketing

Luck doesn’t begin to describe my circumstances growing up. Great parents, financial stability, fell into the right crowds; basically, I always had people I could count on.   Later in life these circumstances have led me to naturally connect with people whom I trust. I always know that if I find myself in a tough spot someone will be there…
Search Ads Rescue Squad PPC Hero

Why We Ignore Net Gains In PPC

By , President at Hanapin Marketing

Many reports ignore net gains by presenting data in some variation of the format:     This table does a decent job of showing performance (of course there would be more metrics like CPC and conversion rate) but it doesn’t make it very clear what the cost of the change in performance was. By that I mean, what were the…
Analytics Shares PPC Hero