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.

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.  …

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…

How Sales Stays Informed In The Digital Marketing World

By , Sales Executive

When working in the sales department for a digital marketing agency, it’s easy to focus only on sales and your day-to-day responsibilities. However, one of the most important things you must do is stay educated on industry news. Whether you have a background in marketing or not, it’s an industry that needs constant education and is rapidly changing. The basics…

Get Your PPC Reporting Right

By , Account Manager at Hanapin Marketing

Reporting can be a tedious part of a client relationship. Either you spend too much time building custom reports or your client spends too much time reading between the lines. However, through considerate planning and automation, you can regain control of your calendar and reinvest that time in creating the perfect dog memes.     There are a few stages…

How To Evaluate AdWords Quality Score Factors In Bulk

By , Senior Account Analyst at Hanapin Marketing

AdWords Quality Score is an important component of your ad rank. Your overall score has always been simple to pull but checking the individual factors was painful. You could only access these factors through tool tips making it impractical to view at a scale.   AdWords recently added the three major factors to the API reports, meaning you can access these…

Google To Introduce Attribution Model Options For Conversions

By , Production Associate at Hanapin Marketing

Given that the average person spends roughly 5 hours a day online and visits over 10 different sites before converting, attribution modeling represents a vital aspect of account success. While identifying the right attribution model for your account can be a somewhat complex task, implementation within separate AdWords conversions will soon become much more streamlined.   According to a recent…

“Time Waits For No One” – Time Management Tips For PPC Pros

By , Associate Director of Services at Hanapin Marketing

“Time waits for no one.” Whether or not you’ve heard that phrase before, one thing is for sure – it definitely resonates within the PPC industry.   With our schedules full of so many different tasks, how do you manage it all and make sure that everything is done on time? How do you prevent yourself from forgetting to do…

All That Glitters Isn’t PPC Gold

By , Sr. Production Specialist

I have been in the PPC industry just long enough to realize that we are entering the Golden Age of digital advertising. Social platforms are allowing us to interact with consumers in a whole new way. Programmatic gets ads in front of specific audiences like never before. Bing and Google constantly change the ball game for us. You and I,…