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.

Getting A Job In PPC: Some Great Resources For Expanding Your Knowledge

By ,

The past two weeks we have discussed the process of landing a job in PPC. The recommendations, advice, and insight came from my experience over the course of 8 years building PPC teams.   If you would like to get caught up with this series, you can start with part 1, where we discuss how to get noticed by hiring managers.…

Weekend Bidding Rules For Better Cost Per Acquisition

By , Associate Director of Paid Search at Hanapin Marketing

One of the biggest challenges of having a successful paid search program is keeping cost per acquisition at or better than goal. To keep cost per acquisition costs in line with expectations, there’s a myriad of tactics and strategies that can be tested. For instance, keyword bids can be adjusted en masse, negative keywords can be added to your account,…

Dissecting PPC Agency Pricing Models

By , CEO at Hanapin Marketing

This is the first of three blog posts on the topic of pricing models and contracts. The next one will be published on August 12 and the final one on August 26. They’ll cover topics like hourly rate, pricing for boutique versus traditional agencies, whether you should charge a minimum amount, charging a flat fee plus a percentage of spend,…

Live Stream of New Flash Webinar @PPCHero Tomorrow!

By , Communications Manager at Hanapin Marketing

Live @PPCHero with @Amanda_WestBook: What's the value of segmenting by match type at the campaign level? Join the live stream on PPC Hero's twitter page (@PPCHero) tomorrow, Wednesday, July 29th at 1:30pm EST for a Flash webinar on segmenting by match type. Senior Account Manager at Hanapin Marketing and frequent Hero Conf speaker, Amanda West-Bookwalter will give you the lowdown…

5 Ways PPC Accounts Are Like Toddlers

By , Senior Account Manager at Hanapin Marketing

Sitting down to write a blog today, I felt totally frazzled and unable to focus on any of the amazing account work I've been doing or any of the cool features that have been released lately. Of course I'm an over-analyzer, so I thought about what the contributing factors to this could be. Have I eaten too much junk food…

Hero Conf’s First Speaker Diversity Report

By , CEO at Hanapin Marketing

Gender, Role, and How We’re Trying to Build a Diverse Speaking Slate   We’ve written previously about how we’d like the speaking slate at Hero Conf to more accurately represent the industry and the unique needs of our audience. We’ve been as blatant as to ask specifically for more pitches from the countless talented women and brand experts working in…

How We Quickly And Profitably Ramped Up Spend

By , Associate Director of Paid Search at Hanapin Marketing

In November 2014, the client I manage presented me with a very difficult challenge. They needed to increase paid search spend an additional $100K over the amount they originally budgeted for. What made this challenge even more difficult was the timing. The increased budget request was made on day 7 of the month, which meant a new strategy had to…

Turn Yourself Into A PPC Time Management Machine With These 4 Techniques

By , Senior Account Manager at Hanapin Marketing

About a year ago, I made the shift from in-house PPC to agency. With 10+ years of in-house experience, I knew that agency life was going to be a big change for me, with the biggest change having to manage a roster of different clients. Now I like variety as much as the next person, but sometimes agency life can…

Living In The Micro-Moment: Rethinking PPC Strategy

By , Account Analyst at Hanapin Marketing

On May 5th, Google introduced Micro-Moments. “Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.” – Google As smartphone searches are on the rise, Google is learning…

How Policy Updates Helped Increase Conversions by 34% – The Importance Of PPC Diversification

By , Senior Account Manager at Hanapin Marketing

PPC advertising policy changes are not new and, unfortunately, they don’t seem to be going away anytime soon. Even if you do follow all the policies and attempt to comply, sometimes a feature or channel that once was a PPC profit center can become discontinued, severely impacting a businesses’ bottom line. However, if you have a diversified PPC strategy and…