PPC Strategy

You can’t create a great PPC account if you don’t first know your strategy. Are you focused on branding or lead gen? Do you want to target people early or late in the buying cycle? A PPC strategy is the foundation of all great account.

How We Quickly And Profitably Ramped Up Spend

By , Associate Director of Paid Search at Hanapin Marketing

In November 2014, the client I manage presented me with a very difficult challenge. They needed to increase paid search spend an additional $100K over the amount they originally budgeted for. What made this challenge even more difficult was the timing. The increased budget request was made on day 7 of the month, which meant a new strategy had to…

Turn Yourself Into A PPC Time Management Machine With These 4 Techniques

By , Senior Account Manager at Hanapin Marketing

About a year ago, I made the shift from in-house PPC to agency. With 10+ years of in-house experience, I knew that agency life was going to be a big change for me, with the biggest change having to manage a roster of different clients. Now I like variety as much as the next person, but sometimes agency life can…

Living In The Micro-Moment: Rethinking PPC Strategy

By , Account Analyst at Hanapin Marketing

On May 5th, Google introduced Micro-Moments. “Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.” – Google As smartphone searches are on the rise, Google is learning…

How Policy Updates Helped Increase Conversions by 34% – The Importance Of PPC Diversification

By , Senior Account Manager at Hanapin Marketing

PPC advertising policy changes are not new and, unfortunately, they don’t seem to be going away anytime soon. Even if you do follow all the policies and attempt to comply, sometimes a feature or channel that once was a PPC profit center can become discontinued, severely impacting a businesses’ bottom line. However, if you have a diversified PPC strategy and…

One Huge PPC Mistake: Conflating Tactics With Strategy

By , Account Manager at Hanapin Marketing

I did a funny thing last week. I realized that I don't naturallly differentiate the meaning between strategy and tactics. To me, these terms were interchangeable— more a matter of diction preference than anything substantive.   That’s because sometimes when we enter a business place, certain words attain new meaning, or at least nuance to their conventional use.   Have a…