This is part of a 30 posts in 30 days series chronicling my first 30 days in my new role as President of Hanapin Marketing. In the early days Account Managers didn’t exist. Someone in the IT department who knew how the Internet worked typically ran PPC. No one really knew what they did so they received a budget and occasionally reported on things like impressions and … [Read more...] about Post 11/30: The Evolution Of The PPC Account Manager
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7 Tips For Getting Your PLA Campaign Holiday Ready
With just 15 days left until Black Friday, are your Product Listing Ad Campaigns optimized and ready to go? If not, it’s time to get them ready, ASAP! According to Google 40% of annual retail sales will happen during the holiday season. With Hanukkah a week earlier and 6 less shopping days between Thanksgiving and Christmas, the time to start preparing is now! In 2012, Black … [Read more...] about 7 Tips For Getting Your PLA Campaign Holiday Ready
How to Raise CTR From The Dead
All accounts have their ups and downs. This week we’re all about how we troubleshoot the “downs,” offering the practical application of PPC know-how to solve major mysteries plaguing your account’s performance. Eric and Carrie have already given a few tips on how to address the source of bad lead quality and how to increase a low conversion rate; now we’ll help you pull more … [Read more...] about How to Raise CTR From The Dead
How to Create a PPC Budget
New companies enter the PPC marketplace daily. We see it first-hand as we bring on new clients who require their accounts to be built from scratch, or with our current clients as they see increased competition in their vertical. Whether it’s your first time diving in to paid search marketing or you’re opening up a test budget for a new segment – the following tips will help you … [Read more...] about How to Create a PPC Budget
Get Up to Speed With Bing’s Latest Updates
Bing has continually rolled out new features over the past few months in order to improve their service. They added enhanced change history graph, new extensions, and some great graphs to help analyze your account performance. During the enhanced campaign transition, Bing added support to help accommodate the forced switch to enhanced campaigns. There were still enough … [Read more...] about Get Up to Speed With Bing’s Latest Updates
Why Aren’t Your Quality Scores Higher?
“Why are some of our keywords sitting at 3 or 4 Quality Scores? How can we make those better? Shouldn’t you just work on increasing CTR?” Similar to my previous post on what a ‘good’ CTR is for your PPC campaigns, quite often we hear questions surrounding account Quality Scores and what is being done to proactively improve them. Let’s get the obvious out of the way… YES – … [Read more...] about Why Aren’t Your Quality Scores Higher?
PPC Reality Vs. PPC Theater
Disclosure: The idea for this post from Chiefmartec.com who gave a great argument against big fancy dashboards that pump data into your brain and for strategic data that helps you make good choices. I see this type of PPC Theater when looking at reports from other agencies, when trying to peel back data I am sent from clients and even internally, at times, when we are talking … [Read more...] about PPC Reality Vs. PPC Theater
When Is It Time To Stop Doing PPC?
Every business has to decide at one time or another if PPC is still a viable channel for them. It may be that new channels have proven to be more profitable or that PPC profits have shrunk as demand has shifted or eroded. The worst-case scenario is when conversion rates and search queries are decreasing while CPCs are increasing and you do not have the resources to fight it. … [Read more...] about When Is It Time To Stop Doing PPC?
2013 Benchmarks for Your PPC Performance: New Webinar!
It's not always easy to tell when you're doing well. Counterintuitive as that seems, we get questions about it and discuss new measurement tactics each and every day. And now that we're halfway through the year, it's time to share some of our latest and greatest best practices for PPC performance grading. John Hanapin Marketing experts Eric Couch and Jacob Fairclough as they … [Read more...] about 2013 Benchmarks for Your PPC Performance: New Webinar!
How To Deal With Client Tracking Issues
Working at a PPC agency has provided me experience with clients ranging in tech-savviness and web development resources. It's not uncommon for tracking issues to develop, and it's not uncommon for me to be the one that has to sort them out. Unfortunately, I'm no web developer, and my own skills and knowledge on this subject are pretty subpar. However, I am resourceful, and … [Read more...] about How To Deal With Client Tracking Issues
6 Quick Metrics For Empowering The CMO
Account Managers don’t always see behind the curtain to the CMO controlling their budget and helping set their goals. But they can arm their contact/boss and the CMO of the client/company with metrics to help them set priorities, budgets and the targets which they will be measured against. One common mistake that account managers make is only focusing on lagging indicators of … [Read more...] about 6 Quick Metrics For Empowering The CMO
Acquisio’s PPC Management Software: How and Why We Use It
When it comes to automating your PPC workload, there exists a wealth of tools out there on the market. The past few years have seen a real growth in the quality of these tools, and as generally most companies will be using either no tools, or just one (particularly as changing often requires re-training), we wanted to take some time to review Acquisio for you and explain why we … [Read more...] about Acquisio’s PPC Management Software: How and Why We Use It
