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.

Three Things I Learned About Our Lead Generation Clients

By , Associate Director of Paid Search at Hanapin Marketing

I was recently checking out Hanapin’s very own Carrie Albright’s post on what she’s learned from a year’s worth of hourly ppc data across e-commerce accounts. This post inspired me to find out what I can learn about user behavior in lead generation ppc accounts, and how that behavior varies on weekends vs. the workweek.     Having access to…

On The Road Again – Using Strategy Roadmaps To Drive Client Success

By , Senior Account Manager at Hanapin Marketing

  When starting off with a new client, there are a myriad of things that need to be assessed by the account manager that all lead to strategy development. At times, it may seem difficult to know where to focus your attention or how initiatives should be prioritized. It might also be difficult to relay this to a client in…

PPC Strategy Through Expansion And Reviews

By , Senior Account Manager at Hanapin Marketing

Working with a PPC agency should encompass more than just monitoring how the numbers are doing. Not only should communication be clear and transparent, there should be creative strategies in place, fresh insights continuously attained, and market expansion ideas offered. Let's review a couple of proactive processes.   Market Expansion   Market expansion is a great follow-up from a competitive analysis,…

Are Multi-Channel Efforts Undermining Your PPC?

By , Senior Account Manager at Hanapin Marketing

  We all know the classic saying, “Teamwork makes the dream work” and it couldn’t be truer for marketing. Ensuring that your marketing channels are cooperating to create a cohesive message is one of the cornerstones of effective branding for your business. PPC marketing is fraught with reminders that congruence is key. These reminders vary from Quality Score (a metric…

Why Dynamic Search Ads Are The Perfect Solution For Internal Paid Search Cannibalization

By ,

Working with an advertiser has its perks. Sometimes everything is fine as you are managing the entire business in your country and you have an eye on almost everything related to Paid Search. Sometimes (most of the time to be honest) you don’t control as much as you want and even worse, you don’t have any visibility on what is…

Determining The When And How Of Cross-Channel Budget Allocation

By , President at Hanapin Marketing

Google’s global search market share is 67%. That volume combined with the decent quality of traffic Google provides is the reason why so many PPC advertisers spend 75% of their PPC budget with the engine. But how do you know when it’s time to branch out?   Are You Budget Constrained And Running Only (Or Mostly) In Google?   Break…

Diminishing Returns in PPC – When Doubling Your Budget Doesn’t Mean Doubling Your Profits

By , Senior Digital Advisor at Hanapin Marketing

“We’ve been cleared for double the budget per month for PPC next year…”   That’s music to an Account Manager’s ears, right? Well, it would be – except it’s generally followed by:   “…and we’ve set goals for twice the revenue to match.”   Oh boy. That could be possible, but it’s also more than likely highly improbable. Most PPC…

How Segmented Is Too Segmented In PPC Accounts?

By , Senior Account Manager, Community

As PPC Specialists, we tend to think granularly. We want our campaigns and associated ad groups to be highly segmented and ad copy relevant to our keywords. This thinking makes sense since we want to answer user search queries as specifically as we can. However, can we segment to the point that we’re actually hurting our account?   The answer…

Strategic Tools Your PPC Agency Should Be Providing – Part 2

By , Senior Account Manager at Hanapin Marketing

Recently, Hanapin did a focus group to find out what key elements marketing managers wanted from their PPC agencies. While they all said performance was important, the other piece managers wanted to get from their PPC agency was centered on strategy and insights. This feedback was taken seriously and we have now implemented new processes to create additional value for…

The 4 Stages Of Learning PPC

By , Senior Account Manager at Hanapin Marketing

After four years and three months of working at Hanapin Marketing, I’m taking the next step in my career. I thought, as my last blog post on PPC Hero as a Hanapin Marketing employee, it would be a great time to share some knowledge on the stages of learning PPC.   In The Very Beginning   [caption id="attachment_28539" align="aligncenter" width="320"]…