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
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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
The Missing Ingredient to Your PPC Strategy: Non-Branded Campaigns
You may have a client, or you may be a client, asking the question, should we spend more on branded or non-branded terms? Like anything in PPC, it depends on the industry, the type of product/service, what your competitors are doing, how your PPC account is currently set up, etc. Having worked with a variety of clients, I have seen a wide range of strategies. Two opposing … [Read more...] about The Missing Ingredient to Your PPC Strategy: Non-Branded Campaigns
4 Facebook Ad Time Saving Tools
Digital marketing can be very time consuming. Advertising across multiple channels and devices can consume all your bandwidth if you let it. That's why you need to take advantage of every time saving tool and feature you can. Facebook has really grown and allowed users to automate and mass edit their campaigns in recent months. Utilizing these four features in Facebook will … [Read more...] about 4 Facebook Ad Time Saving Tools
Dynamic Search Ads for Advanced Users
In a previous article Dynamic Search Ads for Beginners, Shannon discussed different reasons you might want to use Dynamic search ads (DSA) and how to set them up in your account. In this post, I am going to discuss some advanced ways to use Dynamic Search Ads in your account. Why Use Dynamic Search Ads (DSA) As previously mentioned, DSA are great for catching additional … [Read more...] about Dynamic Search Ads for Advanced Users
Automated Bidding Strategies By The Numbers
When you think about automated bidding, or any machine-learning algorithm, it’s useful to envision a physical machine with lots of gears and belts in need of plenty of oil to stay running smoothly. Not to mention, useful human stewards to keep it all functioning. Even though the machines we’re working with in the digital marketing sphere are less tangible, there’s a lot we can … [Read more...] about Automated Bidding Strategies By The Numbers
