All of the recent changes happening in AdWords, from the Interface-lift , to the New Ad Rotation options to the Daily Budget Changes has me feeling like Google is having a mid-life crisis, and I’m wondering “what’s it going to do next, buy a leather jacket?” When you’re faced with these, or any other uncertainties in your accounts, consider running Experiments. The beauty of … [Read more...] about Ad Experiments You Can Start Running Today
Search Results for: ROAS
Geo Targeting on Facebook
Geo Targeting. It’s something us marketers hear about all of the time in regards to search. Whether it’s tailoring your ads for high performing cities, adjusting for products only available in certain markets or just singling out North Dakota for no reason; I’m sure you’re well versed in how to apply it to your search campaigns. If not, I recommend Discovering 3 Levels of Geo … [Read more...] about Geo Targeting on Facebook
Bring Some Organization to Your PPC Account Audits
So, you got an account to audit. Where do you begin? There are a lot of details to research and discover in an Adwords account alone that you need to dive into to help the client reach their goals. But how do we get to the point where we have our laundry list of suggestions? Step 1: Ask the current manager of the account the right questions Current Manager of Account: Can … [Read more...] about Bring Some Organization to Your PPC Account Audits
Facebook Ads For B2B: Presenting The Right Content At The Right Time
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
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
