According to Hanapin’s new State of Paid Social 2017, 72% of marketers are spending less than 15% of their budget on social ads. When I first saw this statistic I was surprised, but quickly found myself nodding my head. Well, yes. Of course, that’s true. There are many reasons why marketers shy away from social advertising on Facebook, especially those working in the business … [Read more...] about Facebook Ads For B2B: Presenting The Right Content At The Right Time
Search Results for: ROAS
PPC’s Future: Machine Learning And How To Adapt To This New Dynamic
I recently conducted a webinar with Marc Poirier, CEO of Acquisio. In that webinar, we discussed the impact of machine learning on paid search campaigns. Since then, Google has announced the roll out of new ‘smart’ features such as in market audiences for search and enhanced its ‘smart bidding’ functionality by rolling out a new bid strategy called ‘maximize conversions.’ … [Read more...] about PPC’s Future: Machine Learning And How To Adapt To This New Dynamic
Why You Need To Be Applying Negative Bid Modifiers
Adding negative keywords is one of the most important things needed in every PPC account. Oftentimes, we focus on increasing or decreasing keyword bids to gain more conversions. When we add negative keywords to the account, this helps the platforms shift our budget into what is working and avoids our ads showing for terms that aren't relevant. This tactic is one piece of the … [Read more...] about Why You Need To Be Applying Negative Bid Modifiers
How To View Bing Spend In Google Analytics
Using Google Analytics data to track performance and find optimization opportunities is crucial for successful PPC campaigns. Getting Bing data to import into GA is simple with Bing’s auto-tagging. Bing campaign spend, however, does not automatically import into GA. If you are using cost per conversion or ROAS data to analyze performance in GA, you’ll need to get the spend data … [Read more...] about How To View Bing Spend In Google Analytics
The Complete Google AdWords Shopping Campaign Settings Breakdown
When it comes to paid advertising, Shopping can be one of the most intimidating and complex initiatives to tackle. It has multiple moving pieces with the setup, management, and continued optimizations. Plus, you not only have to manage your campaign on AdWords, but you also have to manage your feed, which can be especially tedious if you have a large, diverse inventory of … [Read more...] about The Complete Google AdWords Shopping Campaign Settings Breakdown
How Marketing Executives Are Being Fed Bad Data
As executives push their teams to tell them where they should spend their next dollar, they also want to hold or improve ROI/ROAS. That means that the team can only look at known channels, or must try to correlate performance in one channel or campaign with the new idea. Further, how a typical organization requests and interprets what’s happening with their marketing … [Read more...] about How Marketing Executives Are Being Fed Bad Data
A Guide To Bing Ads Shopping Campaigns
With product ads continuing to see growth year-over-year, it’s vital that advertisers utilize Shopping campaigns now more than ever. Not only do they drive additional revenue but they boost a brand’s presence on the search results page. Last week, I had the privilege to speak on a webinar about Bing Shopping with Rachel Rogowin from Microsoft that can be found here. Today, I … [Read more...] about A Guide To Bing Ads Shopping Campaigns
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
5 Steps To Master Facebook Projections NOT Predictions
“Tell me how much I should spend in Facebook and what results I can expect.” This sentence is one we hear frequently from our clients. I used to cringe every time I heard this sentence. When I would hear it the over-analytical side of me would take over and freak-out because A.) I knew the volatility of Facebook’s ever-changing platform, varying audiences, and fewer metrics … [Read more...] about 5 Steps To Master Facebook Projections NOT Predictions
The 7 Things You Wish You’d Known About Facebook
We’ve all been there before - the first time you try a new advertising platform. While there are general consistencies you can prepare for using past experience, there are always learning curves to any new channel. Facebook hosts over 1.87 billion monthly active users as of 2017. No one is arguing that Facebook is a legitimate social media platform, or even that advertising … [Read more...] about The 7 Things You Wish You’d Known About Facebook
March Madness Continues: What Excel Tool/Function Rules Them All?
In light of the March Madness season it was thought that we could have some fun and review some of the previous PPC Hero articles on the best ways to utilize Excel in order to more efficiently and effectively manage PPC accounts. First, let's choose the seeds for the respective functions. There are four regions just like in the real tournament for the Excel Tools/Functions … [Read more...] about March Madness Continues: What Excel Tool/Function Rules Them All?
