“How much money should we spend on PPC this year?” “How many sales can we get with X amount of budget?” “We are looking at expanding into ____ platform, how much budget should we allocate?” In the five years I’ve worked at Hanapin, these types of questions from clients are becoming more and more common. Budget recommendations and planning are not so straightforward as they … [Read more...] about How Much Should I Spend: Aligning PPC Budgets to Goals
Search Results for: Facebook
Get To Know Your Customer Better with Detailed Demographics
Facebook has anyways been vaunted for its deep knowledge in what makes you, you. Its ability to parse everything from basic demographic data to one’s interests really set it apart from regular search for a marketer. While we’ve had some basic data available to us on Google Ads, the ability to now layer on detailed demographic lists is a step towards better understanding who the … [Read more...] about Get To Know Your Customer Better with Detailed Demographics
PPC Testing: Your Key to Innovation
Being an account manager means that you are constantly walking the balance between what is ideal and what is possible. We have all been in situations where creative assets arrive late or do not meet the best practices for a given campaign. The best thing you can do is turn these non-ideal situations into an opportunity gain deeper insights. Background Earlier this year, our … [Read more...] about PPC Testing: Your Key to Innovation
Keeping Up in the Digital World
A theme has been consistently popping up in my day to day conversations regarding the rapid pace of the digital marketing world. These discussions have gone on to expand upon how difficult it is to keep up. Today, the Twittersphere was abuzz sharing an ebook titled, "It Doesn’t Have to Be Crazy at Work," published by the Founder & CEO at Basecamp. I'm curious... How many … [Read more...] about Keeping Up in the Digital World
Become A PPC Sleuth – Fun Ways To Gain Competitor Insights
During a recent dive into an auction insights report for one of my clients, I noticed that one of our top paid search competitors was declining in impression share. Our Search dominance was prevailing and I proudly looked down on the competitor <10% stat. I was excited to share the news with my client, but then I got to wondering what the heck the competitor in question was … [Read more...] about Become A PPC Sleuth – Fun Ways To Gain Competitor Insights
What Constitutes Discrimination for Digital Employment Ads?
In the past, we’ve posted about the complicated intersection of civil rights law and digital marketing. It’s an interesting topic, largely because it’s an area where there is very little settled law. Since the marketing technologies available on platforms like Google Ads and Facebook are relatively new, courts do not have decades of precedent to rely on. This can leave digital … [Read more...] about What Constitutes Discrimination for Digital Employment Ads?
How to Lower Your Cost Per View for LinkedIn Video Ads
We've put more focus on LinkedIn in recent months, and for good reason! LinkedIn has made great strides in targeting options and functionality in the last 1-2 years since their acquisition by Microsoft. Those improvements make the platform more appealing to marketers which leads to more testing. More testing equates to more key learnings, which are exactly what I want to share … [Read more...] about How to Lower Your Cost Per View for LinkedIn Video Ads
Leveraging Optmyzr Part 1: Creating PPC Reports
Hanapin has access to several different reporting platforms. I was curious which reporting platform Hanapin’s team prefers. After sending out a poll, the results revealed our team really only uses 3 platforms, and one of them might surprise you. The top three platforms were: Optmyzr (37%), NinjaCat (26%), and Google Sheets (26%). Over the coming months, I will be highlighting … [Read more...] about Leveraging Optmyzr Part 1: Creating PPC Reports
LinkedIn Ads: How Videos are Performing
If you haven’t noticed, LinkedIn has been rolling out new ad formats and platform features at a rapid pace over the last year. Back in March, LinkedIn announced video ads for all advertisers. In June LinkedIn took a page out of Facebook’s playbook with the launch of the carousel ad format. More recently LinkedIn has rolled out updates to the campaign manager that make it … [Read more...] about LinkedIn Ads: How Videos are Performing
Expectations & Marketing Ideas for PPC Clients with Drift
A few weeks ago, I got a disturbing message from Google notifying me that thousands of my client’s ads were down due to “Malicious Content.” As any good Account Manager would, I called Google using my stern, don’t-be-passive-aggressive-but-get-results-voice to uncover the issue and figure out what hoops I had to jump through to get the ads live again. The “Malicious Content” in … [Read more...] about Expectations & Marketing Ideas for PPC Clients with Drift
AOL: Does it add value to your Bing PPC account?
AOL's partnership with Bing affects your ad performance in Bing, whether you know it or not. I recently checked AOL's performance in a Bing account and found some surprising data that I'd like to share. To say I was surprised at the results is an understatement. My AOL findings make me more confident that Microsoft's more recent advertising move, acquiring LinkedIn, will also … [Read more...] about AOL: Does it add value to your Bing PPC account?
Conventional Ad Testing Is Dead, Long-Live AI Testing
Ad Testing Reviewed Over the past decade, ad testing has, for the most part, been a simple A/B test. Change messaging or URLs and see which ad performs best through a 50/50 split serve. Then after enough statistical significance, see which ad performed best based on the CTR and other KPI metrics like conversions, conversion rate, and so forth. Now, with the continued … [Read more...] about Conventional Ad Testing Is Dead, Long-Live AI Testing
