All clients are different and value specific metrics more than others. One of the metrics I hear about the most is conversions. As a paid search marketer, I spend my time driving traffic to our desired landing pages, but I can’t force the user to convert. That’s when I go to our trusty CRO department and ask if we can work together to try and get our conversion rate up. Our … [Read more...] about Always Remain Congruent In Your PPC Efforts
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Gain Deeper PPC Insights With The User Explorer Report
Do you ever wish you could get more granular data in Google Analytics? Do you find yourself laying in bed at night wondering what users are doing on your site? Want to see exactly what your converting customers are doing on your site? You’re in luck! Enter the User Explorer Report. What Is The User Explorer Report? The User Explorer Report is used to examine individual user … [Read more...] about Gain Deeper PPC Insights With The User Explorer Report
Vote Now For The 2017 Top 25 Influential PPC Experts!
I know Hero Conf JUST happened and we are all getting back into the groove of things, but it is already that time of year. The time to recognize those PPC experts that you love following on Twitter, are always attending their webinars, and feel your mind explode with awesome knowledge anytime you see them speak. The time to VOTE for PPC Hero's annual list of the Top 25 Most … [Read more...] about Vote Now For The 2017 Top 25 Influential PPC Experts!
4 Tips For Supporting A PPC Account Team
As the digital marketing industry grows with new updates, platforms, tools, and thought processes, it’s natural for many accounts to: Expand their reach Refine more sophisticated strategies Develop new complexities This continual evolution of PPC combined with potential shifts or expansions of business goals can ultimately make it challenging for a single person to … [Read more...] about 4 Tips For Supporting A PPC Account Team
Using Supermetrics To Report PPC Projected Lag Revenue
Do you ever wonder why your Analytics revenue for the month is higher than your AdWords revenue during the same time period? Wouldn't AdWords be more likely to give itself credit? What is more than likely occurring in this situation is that Analytics is attributing revenue to the current month from clicks that occurred last month, while AdWords attributes that revenue back to … [Read more...] about Using Supermetrics To Report PPC Projected Lag Revenue
Thoughts About PPC Conversion Tracking
Conversion tracking plays such an important role in measuring the success of paid search performance. However, how many times do you revisit the goals and check the tracking? Most of the time, you should only have to setup conversion tracking once and you can forget about it. Or can you? It may be a good idea to go back on occasion and double check the tracking. Audit Your … [Read more...] about Thoughts About PPC Conversion Tracking
Enhanced Day-Of-Week Budgeting With Non-PPC KPIs
Last month, I came to you with 3 ways to use ROAS for lead gen optimization. Today, I want to talk about another way Hanapin Marketing has begun embracing “back-end,” atypical KPIs in our PPC strategies and tactics. This example comes from a dynamic, sometimes complicated vertical that blends both lead gen and e-commerce attributes: Healthcare. The Complexity Of Healthcare … [Read more...] about Enhanced Day-Of-Week Budgeting With Non-PPC KPIs
Avoid These Common PPC Shopping Strategy Mistakes
With all the new features for Shopping product feeds, extensions, and labels, it’s easy to overlook the basics of what makes Shopping campaigns successful for ecommerce accounts. The oversights listed below are common with new accounts at Hanapin Marketing. Avoid these to develop a sophisticated Shopping campaign structure and increase overall performance. Only Running One … [Read more...] about Avoid These Common PPC Shopping Strategy Mistakes
Interviewer Tips: Insights For Building A Strong PPC Team
In my current role as Director of Services for Hanapin Marketing, one of the key challenges I face is interviewing potential candidates for various PPC jobs. Hiring is critical because as the saying goes “get the people right and everything else takes care of itself.” Consequently, hiring the wrong people leads to negative consequences such as inferior account performance, … [Read more...] about Interviewer Tips: Insights For Building A Strong PPC Team
Why PPC Clicks And PPC Sessions Never Match
If your goal is to maximize revenue, generate higher lead volume, or simply improve your brand exposure, it can be confusing when your data appears to have discrepancies. Google Analytics is a beast on its own without trying to make sense of why there are differences in data points. There have been many occasions where the data does not line up in Analytics. Sometimes it is … [Read more...] about Why PPC Clicks And PPC Sessions Never Match
One Size DOESN’T Fit All! 6 PPC Agency Solutions for Your Brand
The agency’s goal should be to drive or guide as needed and to be prepared with a solution that can be properly tailored to that need. Some in-house PPC teams know exactly what they need assistance with; other brands that may have been through a handful of agencies simply want to find something that finally fits. When it comes to looking at new digital agency partners, fully … [Read more...] about One Size DOESN’T Fit All! 6 PPC Agency Solutions for Your Brand
How To Evaluate Your PPC Ad Rotation Settings
Ad rotation is one of the forgotten settings. Everyone has a preference, “always rotate indefinitely” or “always optimize by conversions” but the chosen settings often reflect the manager's default preference rather than the settings utility. Rather than a preference, the setting should be used as a tool and subject for further analysis. This article will cover what options … [Read more...] about How To Evaluate Your PPC Ad Rotation Settings
