In our monthly Roundtable posts, we strive to gather a variety of opinions about a single, debate-worthy topic. With that in mind, it's hard to think of a better topic for such a venue than competitor research. Everyone has their own way of researching the competition, particularly when it comes to bids and keywords. And it's not always clear what works. For some, it's a … [Read more...] about Roundtable: Four Uncommon Ways to Nail Competitor Research
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One Million Ways to Define a Conversion: The A-Z Guide
Did you know that there are currently twenty-seven different columns containing the term "Conversion" in the AdWords interface? Were you also aware that they all have a different definition? I don't blame you if you're having a hard time keeping track of it all– with that many columns, it's enough to make your head spin. So to keep your brains intact, we've compiled some of … [Read more...] about One Million Ways to Define a Conversion: The A-Z Guide
8 Fixable Shortcomings That A PPC Audit Would Uncover
We’ve all been there: A new account comes across your desk and you get to spend the next few days digging in and finding all the flaws that you can then turn into “quick wins” for your team. But what will someone uncover when they audit your account? While your account may be in good, even great, shape, there is always something to find. Today I break out 8 specific oversights … [Read more...] about 8 Fixable Shortcomings That A PPC Audit Would Uncover
Yes or no? Reasons for Restructuring Your PPC Account
Deciding to restructure an account is one of the toughest decisions a paid search manager has to make. We often inherit accounts that were not built employing best practices, making account management an overly cumbersome and hard to manage process that often impedes performance. In order to achieve long-term success in our accounts, we sometimes have to rebuild our campaigns … [Read more...] about Yes or no? Reasons for Restructuring Your PPC Account
Introducing the New PPC Hero
It’s a big day. One that’s been a long time coming, and one that’s taken a lot of time, effort, and energy here at the Hanapin offices. But it’s finally here, and we’re proud to finally welcome you to the new PPC Hero. It’s a lot to soak in, but here are the watchwords we followed while creating it: Relevant. Dynamic. Shareable. Meaningful. We hope you find at least a few … [Read more...] about Introducing the New PPC Hero
Suggestions for Herding Multiple PPC Accounts
This week our blog series is taking a look at the most expensive “set it and forget it” mistakes. Sam, Carrie, Jake and Eric have already warned you about the Display Network, newly ill-performing keywords, sideways Search Partners and runaway Broad match keywords – excellent advice on all fronts! I thought for my contribution, I’d tackle how you can be sure not to lose track … [Read more...] about Suggestions for Herding Multiple PPC Accounts
Sweat The Small Stuff: PPC Mistakes You Don’t Know You’re Making
Let’s face it, in the flurry of the tasks and strategy involved in PPC, we’ve all made mistakes, many of them avoidable (and some of them huge). That’s okay, PPC Hero is here to help you catch them before they happen! Let’s walk through some easy to make mistakes and give you some pointers in avoiding (or fixing) them! This is by no means an exhaustive list of things that … [Read more...] about Sweat The Small Stuff: PPC Mistakes You Don’t Know You’re Making
How to Keep Your Broad Match Keywords in Check
This week our blog series is taking a look at the most expensive "set it and forget it" mistakes. Sam has already focused on Display campaign pitfalls and how to avoid them. Carrie has brought up the horrors of zombie keywords, while Jake has tackled the secrets of the Search Partner network. Today? We'll discuss how to get a handle on your broad match keywords. Broad match … [Read more...] about How to Keep Your Broad Match Keywords in Check
Are You Being Fooled By Search Partners?
This week our blog series is taking a look at the most expensive “set it and forget it” mistakes. While search partners is not necessarily expensive, its distortion of common metrics may mislead you. By recognizing search partner performance and how it affects your metrics you can then adjust accordingly. Search partners are one of the largest causes of data discrepancies in … [Read more...] about Are You Being Fooled By Search Partners?
Zombie Keywords: Has Your Top Performing Term Officially Died?
This week our blog series is taking a look at the most expensive "set it and forget it" mistakes. Sam has already focused on Display campaign pitfalls and how to avoid them. To add to this, today we'll take a look at cutting back on keywords that have been top performers.... until now. Finding “top performing” keywords can be a magical moment in one’s PPC career. But the old … [Read more...] about Zombie Keywords: Has Your Top Performing Term Officially Died?
The 10 Monthly Tasks Every Account Manager Should Be Doing
As Account Managers, it’s easy to get wrapped up in big projects, campaign buildouts, etc. and forget about smaller tasks that are essential to maintaining account health. Here we’ll go through some basic tasks and a few more advanced ones that you can (and should!) be doing to improve account performance. THE BASICS Search Query Reports It’s worthwhile to take a peek at … [Read more...] about The 10 Monthly Tasks Every Account Manager Should Be Doing
Get an Edge on Competitors With Review Extensions
In an online marketing world where advertisers are constantly competing for impression share, visibility and conversions, how do you get your ad to stand out? For a typical search campaign advertisers have 130 characters to work with to make their ads stand out from competitors – that’s pretty tough when you all sell the same product. Ad extensions are one of my favorite … [Read more...] about Get an Edge on Competitors With Review Extensions
