If there is one thing that has truly caught me by surprise in my role as Senior Digital Advisor for the team at Hanapin/PPC Hero – it’s the amount of traveling our sales department has done over the last couple of years. Do not get me wrong - it’s a blast and who would complain about getting out of the office now and again for a little change in atmosphere? Not me, that’s for … [Read more...] about Pitching In-Person: Benefits Of Vetting PPC Agencies Face-To-Face
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10 Steps To Strategic Account Management
As PPC marketers, we often have to-do lists that run a mile long and take up most of our day. This, of course, is a good thing because it means that we are getting tasks done within the account that should improve day-to-day performance. However, we are sometimes so focused on the tactical that we forget to look at the bigger picture and create strategic plans toward account … [Read more...] about 10 Steps To Strategic Account Management
Full Schedule Now Live: Explore Our New Advanced Track!
To all our PPC Heroes in Europe, now is the time to register for our first international event, before Early Bird pricing expires at the end of the month. Hero Conf rolls into London for the first time, 28-30 October 2015 at the Millennium Gloucester Hotel and Conference Centre. Our full schedule is now live and includes our all-new Advanced Track, with in-depth, … [Read more...] about Full Schedule Now Live: Explore Our New Advanced Track!
Two Advanced Ways To Build Strong Client Relationships
We're seeing a common theme develop over the last few months here at Hanapin. Clients are demanding more from us in terms of strategy and account growth. Furthermore, clients are citing our performance in these two areas as determining factors as to whether or not they’re happy with our services. Many of our prospects as well are citing these very same reasons for moving on … [Read more...] about Two Advanced Ways To Build Strong Client Relationships
5 Ways To Improve Facebook ROI With Audience Targeting
A few weeks ago, Facebook updated how cost per clicks (CPC) are measured for advertisers. In essence, Facebook is excluding engagement clicks (likes, comments, shares) from link clicks and is only charging advertisers for link clicks. Depending on your campaign objective, link clicks may include clicks to websites, call-to-action clicks, clicks to install an app, etc. You can … [Read more...] about 5 Ways To Improve Facebook ROI With Audience Targeting
Everything You Need To Know About PPC Conversion Tracking
Conversions are one of the most powerful metrics PPC advertisers have when it comes to determining the success of their digital advertising programs. However, no two platforms seem to track conversions the same. The only way to combat this issue is to fully understand how each platform tracks conversions and then use this knowledge to optimize your PPC programs to maximize … [Read more...] about Everything You Need To Know About PPC Conversion Tracking
Weekend Bidding Rules For Better Cost Per Acquisition
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, and even pausing … [Read more...] about Weekend Bidding Rules For Better Cost Per Acquisition
Are You Ready To Go Back To School?
I went to elementary school in the 90s. To me, going back to school meant trying to talk my mom into Lisa Frank notebooks rather than the boring college rule blue. In 2015, as a PPC specialist, back-to-school shopping now means revenue and return-on-ad-spend. However, this year is turning out tougher than expected for commerce. Once considered the second biggest shopping … [Read more...] about Are You Ready To Go Back To School?
Tricks For Running AdWords Scripts In Multiple Accounts
In theory, AdWords Scripts can be a big time saver by automating tedious optimizations like maintaining an alpha-beta account structure and SKAGs, or running complex reports like those that calculate account level Quality Score. But what I found in practice when using Scripts is that any time saved can easily be eaten up by the tasks involved with maintaining the code across … [Read more...] about Tricks For Running AdWords Scripts In Multiple Accounts
Calculating Expected Lag Revenue
Don't count your chickens before they hatch. Usually, people tend to count on something before it happens, or they "count their chickens before they hatch." In paid search we do the opposite. Our phrase needs to be "Don't optimize before all your revenue is counted." But most accounts have lagging revenue and at the same time we need to optimize based on the most recent date … [Read more...] about Calculating Expected Lag Revenue
8 Email Alerts That Will Give You Back Your Sanity
I was recently talking with a team member about the weekly and daily “checks” I do on my account. How often am I in the interface, skimming through recent performance and searching for anomalies? Not to be confused with regular optimizations, these are simply pulse-checks for odd performance in my accounts. But what are the metrics I deem important enough to take time out of my … [Read more...] about 8 Email Alerts That Will Give You Back Your Sanity
Nail Down A Mobile Strategy In 5 Simple Steps
Question: Do you have a solid mobile strategy in place for your PPC efforts? If not, you should carve out some time to think about it and nail down an action plan to capture this ever-growing market in the PPC space. We’ve talked about micro-moments and what that means for advertisers, but we didn’t really talk about the specifics of putting together an overall strategy. … [Read more...] about Nail Down A Mobile Strategy In 5 Simple Steps
