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.

5 Steps For Creating A Solid PPC Competitor Strategy

By , Senior Account Manager at Hanapin Marketing

Analyzing the PPC competitive landscape can help provide key insight into performance trends and determine how your ads stack up to competition. By not taking the time to analyze PPC competitors, you could be missing out on huge gaps in your program that could leave your account vulnerable to deep-pocketed competitors driving up costs and stealing impression share. Below, we…

Why You Need To Constantly Be Innovating

By , Senior Account Manager at Hanapin Marketing

As account managers, we are constantly faced with the challenge of keeping our fingers on the pulse of the latest PPC innovations. It’s always to our advantage to hear about new products and features and to think about how that relates to our current client base. Experience has shown us that if we don’t do it, someone else will certainly…

Making The Case for Attribution: Prove The Entire Value Of PPC To Your Stakeholders

By , Associate Director of Paid Search at Hanapin Marketing

My Google rep recently shared a study with me that stated people spend an average of 5 hours per day online and visit over 10 different sources before converting. For instance, potential customers in my PPC accounts are spending ever-increasing amounts of time on social media platforms such as Facebook and Twitter and review sites like Yelp. They’re researching and…

Using Search Funnels To Measure Branded Performance

By , Account Manager at Hanapin Marketing

Last week we touched on the importance of search query reports to measure the value of branded campaigns. Today, we're going to look at another important feature, search funnels.   Search Funnels   AdWords conversions are attributed using a last-click model of attribution. This means that the keyword that was last clicked is given credit for the conversion in AdWords.…

Trust-Based PPC Marketing

By , Senior Manager, Paid Media & Community at Granular

Do you remember Domino’s Pizza before 2009? If not, I don’t blame you. Their stock hit an all-time low in 2008, and a YouTube video showing employees doing disgusting things with the food left the company’s image at an all-time low. It was a wake-up call for the company to make a change in both product and branding.   How…

Easy Ways To Measure The Value Of Branded Campaigns

By , Account Manager at Hanapin Marketing

Pay-per-click brand campaigns have many benefits for advertisers. The messaging can be controlled and they also provide a great way to increase customer engagement. Brand campaigns can be rolled out on a strategic schedule driving to interactive landing pages that tell a story and persuade audiences. These purchase decisions also tend to be more emotional vs. rational for users, so…

AdWords Customer Match: Advertising To Your Email Database

By , Founder of AdWords Robot

Google recently announced the ability to target ads based upon email addresses.   This feature, called Customer Match, allows you to show specific ads to searchers who are logged in with their email address in the Google, YouTube or Gmail.   This strategy is useful when you have an email database and want to show highly targeted ads to leads…

Your Resource Guide To Learning PPC

By , Senior Account Manager, Training

Last week a friend asked me, "Outside of hands-on experience, where are the best places to learn PPC on the Internet ." This got me thinking about something Seth Godin said, "We're not going to outgrow our need for information."   We live in a time where there's so much information freely shared across the web. Some of it is good…

Assessing Human Touch In PPC

By , Senior Digital Advisor at Hanapin Marketing

Don’t worry – this isn’t going to be one of those “it’s either this or that” pieces of content about whether you should automate your PPC management or handle it all manually. I think it’s only fair to get that out of the way right out of the gates. Last week we looked at the pros of automation. Today, we'll…