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.

Amazing Automated PPC Rules You Must Use

By , Account Manager at Hanapin Marketing

Google and Bing allow you to create automatic rules that can run at scheduled times to make your PPC life easier. You are able to make changes to ad status, bids, budget, keywords, and more. These automated rules can help you save time and money and help you achieve account goals. For the purpose of this post, we're going to…

Waking The Dead – Breathing Life Back Into Stagnant Accounts

By , Account Analyst at Hanapin Marketing

Account strategy and tactics are items that should be evolving around the current state of competition, client needs, and available tools/technology. Since these aspects change quickly, it’s important to regularly check in with your goals, strategy, and tactics.   Implement New Features Or Tools   New features and tools are constantly becoming available in the PPC industry. Stay up to…

Audience Targeting – The 2016 PPC Trends To Watch

By , Senior Account Manager at Hanapin Marketing

2015 was an exciting year in PPC. We saw many new audience targeting trends that helped the PPC and Digital Marketing fields see continued year over year growth. From AdWords Customer Match to Bing remarketing for search and many other new features, Search Marketing continues to hold the lion's share of digital spend.   As we kick off 2016, audience…

Using PPC Strategy Roadmaps

By , Senior Account Manager at Hanapin Marketing

When a new relationship starts between an agency and a 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 or how initiatives should be prioritized.   As a way to lay out initial account strategy, Hanapin…

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…