Basic PPC Strategies

“If you don’t automatically know the acronyms for clickthrough rate (CTR) and cost per click (CPC) or cannot differentiate between search ads, the content network and alternatives to AdSense, you should probably read on below.

If all of the above is old news to you, but you still haven’t taken your Bing Ads accreditation or Google Adwords certification exams then checkout our intermediate level PPC guides.

And if you’ve got your certification badges and are just interested in driving up your ROAS through A/B testing and landing page optimization via automated bid management platform, then we’d say you’re pretty much ready to eat up all our advanced PPC management guides!

How To Use AdWords Attribution Models

By , Account Manager at Hanapin Marketing

There are more ways than ever to track and measure where your audience is coming from and how they are converting. However, are you tracking all performance fairly? In this post, we’ll discuss the recently introduced AdWords attribution models and how you can give the right amount of credit to each ad, click or keyword that led to a conversion.…

Treat Bing Like A Special And Unique Snowflake

By , Production Associate at Hanapin Marketing

When it comes to paid search there is simply no denying that Google is the big man on campus. For many clients, it represents the focal point of strategy while acting as the main driver of their digital marketing efforts. Despite this, savvy account managers do not shy away from capitalizing on the role players that compete within the search marketplace.  …

No Conversions? No Problem. Optimizing When Conversions Are Few And Far Between

By , Account Analyst at Hanapin Marketing

PPC is all about optimization. We’re constantly thinking “how can I improve performance? What are my KPIs and goals? What’s the next step?” However, there are instances where the client isn’t tracking conversions (in the traditional sense, anyway) or conversions just don’t happen all that often. In these situations, we have to get creative in how we think about performance…

Summertime Sadness – How To Adjust For Seasonality In PPC

By , Account Analyst at Hanapin Marketing

As we approach the summer months, many businesses are either ramping up or pulling back on PPC and other marketing efforts. It is crucial that as the agency, we fully understand seasonality and the underlying business cycles that drive these decisions. This insight helps us determine strategy and tactics to get the highest impact possible out of paid efforts. Today,…

How To Use AdWords Filters To Improve Account Efficiency

By , Associate Director of Services at Hanapin Marketing

One of the key takeaways I left Hero Conf Philadelphia with is the speed and urgency with which we need to work on our PPC accounts. If we’re slow making changes, we miss opportunities to improve account performance. Lost opportunity means our stakeholder’s top and bottom lines are negatively impacted.   One way to increase how quickly I work in…

Maximizing Trade Show & Expo Sales with PPC

By , Account Manager at Hanapin Marketing

As the hosts of our own PPC conference Hero Conf, we know how much time and planning goes into organizing events. If you or your clients’ businesses are hosting an exposition or trade show, utilizing PPC can help lift your ROI. In this post, I’ll be explaining 4 crucial steps that have lead to success for our clients when building…

[New Guide!] The Complete Guide to Using Excel for PPC

By , Communications Manager at Hanapin Marketing

Excel is a crucial tool for any PPC marketer’s daily workflow. From building campaigns and writing ads to analyzing aspects of your account, your job will be made (a bit) easier by being Excel savvy. Written by PPC Hero bloggers and excel masters, Rachael Law and Jacob Brown, this whitepaper will outline the most important tasks that we use Excel…