How To

Whether you are just starting in the PPC industry or have been in it for years, check out our posts on everyday and advanced PPC topics.

How To Optimize For Velocity

By , CEO of Nerds Do It Better

  You may as well not call, you know you are going right to voicemail.   But you do anyway because this is your job..... or maybe more is riding on it and this is your company.   You are calling back the leads from your PPC campaign, and every single one of them has lost interest.   Are they avoiding…

Understand Your User Flow: Creating Funnel Charts In Excel

By , Senior Account Analyst at Hanapin Marketing

Advertising isn’t always a one step process. There are often multiple steps along the pathway from visitor to purchaser. Each step along the path presents an opportunity to lose a potential sale or lead, making it vital to examine each touchpoint. Funnel charts can help clarify the numbers to analyze performance by step.   If you are losing too many…

How We Increased Android App Installs By 5% In 6 Weeks

By , Senior Account Manager, Training

One of the biggest challenges for direct response marketers is meeting conversion volume while staying below the target CPA. Typically, those are two different metrics that we all strive to hit with our campaigns.   It can be even more difficult on mature campaigns that are well optimized. With these types of campaigns, you're really looking for those marginal gains to improve performance and…

How To Integrate Structured Snippets Into Your Account

By , Senior Account Manager at Hanapin Marketing

You’ve probably heard by now that there’s a new ad extension in town – structured snippets. Perhaps you’ve had some time to experiment with them, or perhaps you haven’t. With it being an avenue for some additional real estate on Google’s search results pages, it’s certainly worth investigating. Below, I’ll walk you through structured snippets, explain what they are and…

Are You Wasting Ad Budget Testing Everything? Use My Little Research Secret To Test Only What Matters

By , Consultant at Conversion Rate Optimization

Years ago I learned the concept of market research incorrectly and ended up testing all sorts of variations and continually editing my site and pages in response to low conversion rates. I was testing based on guesswork about what customers might want. Learning to do market research right, as we’ll see, can make a huge difference to conversion rate.  …

Last Minute Tips For Holiday Ad Extensions

By , Account Manager at Hanapin Marketing

In case you hadn’t noticed, the holidays are fast approaching! You may have already made your seasonal adjustments to your budgets and bids, but have you added any holiday extensions?   In the past, to advertise holiday promotions you would have had to either create a new text ad or update an existing ad. Creating a brand-new ad presents a…

6 Simple Physical Store Tactics To Boost Your Black Friday PPC Sales This Season

By , Paid Marketing Manager At Impression

Black Friday sales have existed long before ecommerce was recognized. For over 50 years, stores have tried and tested ways to ensure they make the most out of the valuable footfalls, even without the luxury of measurability that PPC provides.   Though many online advertisers are sharpening their toolkits to prepare for the weekend, too often, I find that ecommerce…

5 Steps For Creating A Solid PPC Competitor Strategy

By , Senior Account Manager at Hanapin Marketing

Analyzing the PPC competitive landscape can help provide key insight into performance trends and determine how your ads stack up to competition. By not taking the time to analyze PPC competitors, you could be missing out on huge gaps in your program that could leave your account vulnerable to deep-pocketed competitors driving up costs and stealing impression share. Below, we…

Smart Keyword Mining And Growth Is Still Important

By , Account Manager at Hanapin Marketing

Strong campaigns start with a solid foundation of keywords. In order to build the right set of keywords you need to work with your client. If you can gain a fundamental understanding of consumer search behavior you will set the stage for growing the keywords in the account.   Most searchers perform multiple if not 10 or more searches prior…

Making The Case for Attribution: Prove The Entire Value Of PPC To Your Stakeholders

By , Associate Director of Paid Search at Hanapin Marketing

My Google rep recently shared a study with me that stated people spend an average of 5 hours per day online and visit over 10 different sources before converting. For instance, potential customers in my PPC accounts are spending ever-increasing amounts of time on social media platforms such as Facebook and Twitter and review sites like Yelp. They’re researching and…