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 To Turn Competitive Analysis Into Actionable PPC Gains

By , Associate Director of Paid Search at Hanapin Marketing

“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” Sun Tzu – The Art of War PPC   Let’s…
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Easily Predict The Future Performance Of Your PPC Account

By , Account Manager at Hanapin Marketing

This week we’ve been explaining the value behind the regular tactics and routine maintenance you hear so much about from our PPC Hero team.   Today’s lesson involves the concept of projecting performance for the upcoming weeks.   First, let me address the “why” of projections performance. The entire concept of this exercise is to get an estimate of, ceteris…
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Why It’s Crucial To Audit PPC Accounts Ahead of Management

By , Senior Digital Advisor at Hanapin Marketing

This month’s blog series is all about why we do what we do in paid search. We’re always talking about best practices, methodologies and strategies we utilize, but why are those methods the standard? Why do those methods and strategies work? We’ll discuss anything and everything – ad copy, mobile, account structure, projections, bid changes, keyword match types, conversions and…
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Quality vs. Quantity of PPC Conversions: A Case Study

By , Associate Director of Paid Search at Hanapin Marketing

  As pay per click professionals we’re faced with the age-old dilemma of balancing how many leads we produce for our clients vs. the quality of those leads. In many instances, we must sacrifice quality of lead in order to produce quantity and vice versa. The question that seems to come up in discussions with my colleagues is what to…
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