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.

Behold The Hidden Feature Of Custom Labels

By , Product Owner of whoopapp.com

Some weeks ago, Kirk Williams wrote an article about custom labels and how to not use them, or better said, discussing the incremental value of using custom labels for structuring your campaigns. He compared to structuring via your originating product type and brand structure. I totally agree on his points, especially if you are running in complex account structures that…

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…

The 4 Personality Types You Deal With In Paid Search

By , Senior Client Services Manager at Hanapin Marketing

By now we all know the 4 personality types:   Analytical Driver Amiable Expressive   Even though we know them, how much time do we spend deciding which type the person we are talking to is? Probably not much. If we did, the way we deal with them would probably be different. A lot of the time we like to…

How To Excel Your Search Query Reports

By , Senior Account Analyst at Hanapin Marketing

Search query reports are a fact of life in paid search. No matter how great your keywords are, there will always be queries that, for better or worse, don’t quite match your target.   Although it’s a crucial part of account success, the web interfaces leave much to be desired. Choosing queries one by one and setting them as negative…

Find Your Most Interested Fans With Facebook Video Remarketing

By , Account Analyst at Hanapin Marketing

The visual message is Facebook.   There’s a reason that almost every ad format has some sort of visual component that goes beyond text. We’re primed to recognize color and patterns in a way that makes us more likely to engage with that kind of content.   As an advertiser, you can target all sorts of audiences on Facebook using…

The Coolest AdWords Feature You Aren’t Using

By , Senior Account Manager, Community

Update - We've created 3 location business data templates that you can download for use in your account. Download here.   What if I were to tell you that AdWords gives you the ability to customize ads at scale? And I'm not just talking about ensuring that the user search query matches the ad headline, otherwise known as Dynamic Keyword…

Google Goes All In With Location Based Paid Search

By , Sr. Production Specialist

We are creatures of comfort and convenience. The weight of mobile phones in our pockets feels like little security blankets. The Great and Powerful Google recognizes our need for convenience and is always working to make it easier consumers to find what they need. On the flipside, with one of the latest updates, Google is making it seamless for advertisers…

What You Should Expect From Expanded Text Ads

By , Associate Director of Services at Hanapin Marketing

By now, you may have heard a thing or two about Google rolling out Expanded Text Ads. If you haven’t yet heard, Google announced that advertisers will now be able to write longer, more detailed ad copy. This update is something to get excited about, as it will give advertisers the ability to expand their ads and include a deeper…

Don’t Be Afraid To Create Your Own Metrics To Judge Success

By , Account Manager at Hanapin Marketing

Return on ad spend (ROAS), cost per lead (CPL), and click-through rate (CTR) are some of the go-to metrics for clients in order to gauge paid search success. I'm sure there are more you can think of, but the majority of the statistics used to gauge success are already listed in the AdWords platform for you to visualize. What I…