I recently conducted a webinar with Marc Poirier, CEO of Acquisio. In that webinar, we discussed the impact of machine learning on paid search campaigns. Since then, Google has announced the roll out of new ‘smart’ features such as in market audiences for search and enhanced its ‘smart bidding’ functionality by rolling out a new bid strategy called ‘maximize conversions.’ … [Read more...] about PPC’s Future: Machine Learning And How To Adapt To This New Dynamic
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3 Ways To Improve B2B Lead Quality
Working towards lead quality is always a work in progress, but there are some specific ways we can improve the quality of leads. Cassie wrote a post in 2014 that gave 5 tips to help lead quality through broadening targeting options. In this post, we will focus on ways that may drop lead volume, but boost our main goal of “quality over quantity”. This helps us work towards a … [Read more...] about 3 Ways To Improve B2B Lead Quality
How To Use Historical AdWords Data To Create Your Own Bid Simulator
Within AdWords, there is a tool called Bid Simulator where you can review potential keyword bids to project what type of performance changes various bid changes would make. The simulator is meant to help guide your bidding by projecting volume and efficiency as you raise your bid. While this is a great tool to get some estimates, Google's algorithm is fairly unknown and … [Read more...] about How To Use Historical AdWords Data To Create Your Own Bid Simulator
Bing Ads Releases New Audience Features
Finding your ideal audience is the end of the rainbow for digital marketers. The more we can know about the users behind the screen, the better we can customize our messaging and capture their interest in our brands and their dollars. We’re always trying to reach our best customers and last week, Bing announced two new open betas to help us do just that: In-Market Audiences and … [Read more...] about Bing Ads Releases New Audience Features
4 Custom Affinity Audiences To Try For Display Advertising
For the sake of this post, let's pretend I own a new company that develops and sells golf clubs. As a new company in a competitive market, I strongly feel the need to invest in Display advertising in AdWords to build awareness. People aren’t going to search for my company’s products if they don’t know they exist. I've tried keyword and interest targeting, but most of the … [Read more...] about 4 Custom Affinity Audiences To Try For Display Advertising
Bing Ads Expanded Device Targeting Just Got Better
Late last year, Bing Ads announced an update to device targeting by adding desktop as a new option, broadening bid modifier ranges, and allowing complete opt-out for tablet. Those big changes were rolled out global to everyone just in time to finish out the holiday season. We all know with the magnitude of changes that some slip by. Have you been taking advantage of the … [Read more...] about Bing Ads Expanded Device Targeting Just Got Better
The Complete PPC Account Audit Guide
11/12/2019 Your PPC account is never perfect. Hopefully, that doesn’t come as a surprise to you. The truth of the matter is that no matter how hard you work on building an account and optimizing it according to best practices, you will probably miss something. An even truer statement is that the longer you work in an account, the easier it is for things to slip past … [Read more...] about The Complete PPC Account Audit Guide
3 Tips To Improve ROI For Paid Search
If you are ever told that the goal of an ecommerce account isn’t to improve ROI, you are probably being lied to. Generating more revenue is the driving factor behind the majority of businesses and the marketing efforts they push. It may not be the be-all end-all with other goals such as newsletter sign-ups and calls, but it’s vital. How can you improve ROI? If the answer was … [Read more...] about 3 Tips To Improve ROI For Paid Search
The Best of the Best Industry Updates of 2017
You have probably seen the insane amount of updates that platforms have been rolling out in 2017 so far. From search to social to display, there have been some awesome new tools to play with in your marketing strategy. Now, you might have seen all the updates as they came out and thought I WANT TO USE THEM ALL! But which ones are worth giving your precious time and effort … [Read more...] about The Best of the Best Industry Updates of 2017
The 5 Stages Of PPC Account Restructuring
During my tenure as a PPC account manager I've found few things to be more anxiety provoking than the performance of a brand new account structure. Those first couple weeks of data are pivotal not only for account success, but for establishing client confidence moving forward. Following the launch of a brand new account structure, I typically go through a series of emotions … [Read more...] about The 5 Stages Of PPC Account Restructuring
Conversion Tracking for PPC Managers [The Basics]
Confused by conversion tracking? Trust us, you’re not the only one. Our Hanapin experts recently went back to the basics (because even experts need a refresher!) of conversion tracking in one of our monthly training sessions, and we want to walk through the basics with you, too. We've put together all the expertise and updates from different platforms to help you have the most … [Read more...] about Conversion Tracking for PPC Managers [The Basics]
How To Find The Right PPC Audiences
When I am working on an account and trying to optimize the campaigns to the fullest potential, I get stuck in a rut of looking at keywords, bids, and budgets. While these are great and essential ways to create efficient spend in your account, you are treating all users the same. Once you open up the Audience Insights report and think about how to segment your audiences, you … [Read more...] about How To Find The Right PPC Audiences
