After four years of being an Account Manager, I still feel the pressure of switching my mindset from the thinking of an E-Commerce account to a Lead Generation account and vise versa. While they are the same in many ways, there are several differentiations between the two. Should you be scared if you have only had e-commerce accounts and your boss calls and says that you are … [Read more...] about Adjusting Between E-Commerce and Lead Generation
Search Results for: ROAS
Google Recommendations: Are they Helping or Hurting my Paid Search Strategy?
Let’s face it. There are plenty of rabbit holes to dig into when going through your Google Ads account. Collecting data, recognizing the trends for optimization and other paid search strategy efforts often do not come as quickly as we’d like. The problem? As digital marketers, time is not always on our side. We are expected to bring in results in a timely manner but some … [Read more...] about Google Recommendations: Are they Helping or Hurting my Paid Search Strategy?
Tips to Lower Rising Cost Per Click
As the paid search industry migrated towards a more automated environment advertisers were met with a spike in cost per click (CPC). Coming out of 2018 Merkle reports a higher rate of click growth than rise in CPC. Advertisers worked over the past year to harness automation and understand how to reap the benefits without inflating costs. Below are a few proven tips to help … [Read more...] about Tips to Lower Rising Cost Per Click
Scroll, Scale, Save: Using SEO Data for Smarter Search Query Analysis
This guest post is brought to you by Kim Jones, PPC Team Lead at Seer Interactive. Coming to Hero Conf 2019? So is our EVP of Digital, Larry Waddell, and he’ll bringing you a way to do smarter Search Query Analyses during his 10-minute lunchtime talk on April 23rd. After his chat, we’ll have a handful of Seer data strategists on site to help you DIY. But in order to … [Read more...] about Scroll, Scale, Save: Using SEO Data for Smarter Search Query Analysis
Diagnose High CPL In PPC Search
Cost per leads (or cost per sale, cost per acquisition) is what you as an account manager are optimizing towards. You and your client have a set goal of what you think you can hit to remain profitable. You may also find yourself in a position where you are not hitting your CPL threshold and it is higher than you and your client approve. So how do you diagnose what the problem … [Read more...] about Diagnose High CPL In PPC Search
PPC Conversion Tracking
Did you know that nearly 70% of all PPC traffic isn’t properly tracked? Shocking, right? Actually, I made that up. But could you imagine if that was true? It’s thoughts like that which keep me up at night. Now that I may or may not have your undivided attention, I would like to take a moment to talk about the always important, yet often frustrating, conversion tracking. To be … [Read more...] about PPC Conversion Tracking
Measuring the Success of TrueView YouTube Ads
Scenario 1: Rob ran a 15-second TrueView ad for 30 days with the goal of increasing website traffic. The campaign yielded 5 conversions, with a 45% view rate. Rob deemed the campaign a success. Scenario 2: Rob ran a 30-second TrueView ad for 30 days with the goal of increasing brand consideration. The campaign yielded 5 conversions, with a 45% view rate. Rob deemed the … [Read more...] about Measuring the Success of TrueView YouTube Ads
Google’s New Ad Position Metrics: Rethinking Average Position
In early November, Google released four new search ad position metrics. These metrics are being rolled out to accounts now, so keep in mind they might not be available in your Google Ads accounts yet. Keep reading to learn about these new metrics and how you should adjust the way you’re currently measuring ad position. New Metric Definitions Impression (Absolute Top) %: … [Read more...] about Google’s New Ad Position Metrics: Rethinking Average Position
5 Ways To Help Your New Digital Marketing Manager Be Successful
The benefit of hiring a marketing manager can potentially be offset by the training required for the position. Your manager is not only learning the ins and outs of their new employer, but also the nuances of the digital marketing objectives. To ensure that the marketing manager is thoroughly prepared to carry out the desired responsibilities, here is a checklist of … [Read more...] about 5 Ways To Help Your New Digital Marketing Manager Be Successful
What Happened When We Paused PPC Brand Campaigns
Over the years, many companies have debated whether you should or should not bid on your own brand keywords. Some articles suggest you should not waste your money and others believe it is a no-brainer. In this article, we are going to show you exactly what happened after we paused the Brand campaigns. In a previous article Why Brand Ad Campaigns are Important, I discussed the … [Read more...] about What Happened When We Paused PPC Brand Campaigns
How Much Should I Spend: Aligning PPC Budgets to Goals
“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
New Interface, New Syntax: Automating Rules in Google Ads
As every digital advertiser should know by now, AdWords has officially rebranded to Google Ads. Whether you are pro-change or anti-change with Google’s advertising services, there is one certainty - You have to change regardless. That in mind, there have been a ton of updates recently with name changes, new offerings, shuffled offerings, the completely new UI, and the list goes … [Read more...] about New Interface, New Syntax: Automating Rules in Google Ads
