In an effort to help advertisers reach more customers, Bing shows ads for close variations. Close variants can include singular and plural forms, abbreviations, misspellings, punctuations, word blending, accents and stemming. This can help in not only driving additional clicks where the customer intent is the same, but also save you time by not having to build and manage the … [Read more...] about Bing Exact Match Close Variant Update and Beyond
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You may be a potential nightmare PPC client if…
These kinds of posts are always dangerous. I try to avoid them, to be honest, because it's difficult to walk the tightrope of tact and truth. You either end up sounding like a giant jerk that hates everyone, or you fearfully dance around feelings so much that you don't ever really say what is on everyone's mind. The purpose of this post is not simply to gather … [Read more...] about You may be a potential nightmare PPC client if…
Kicking Off and Maintaining CRO Client Relationships
Kicking off any type of relationship can be overwhelming. A conversion rate optimization (CRO) relationship is no different. You have many different aspects to juggle when you’re beginning and maintaining these relationships, including: Verticals Industry types KPIs Client personalities Site structure The list goes on and on. We’re always striving to be more of … [Read more...] about Kicking Off and Maintaining CRO Client Relationships
Did I Do That: Using the GA Effect Tool For Statistical Significance
I’m going to run a scenario by you, let’s see if this sounds familiar: “We launched display a few months ago, has this had an impact on our search traffic?” “Is direct conversion volume affected by ___?” Like Steve Urkel, you might be wondering… What’s your next step in any of the above situations? One option is to pull a simple report showing the appropriate … [Read more...] about Did I Do That: Using the GA Effect Tool For Statistical Significance
Deciding Between CPM & CPC Bidding on Facebook
In a previous blog post, fellow PPC Hero Kelsey gave everyone 3 Facebook Optimizations You Can Make Today. I wanted to expand upon her suggestion of testing out different bidding strategies and how I made a change from CPM to CPC bidding in one of my Facebook accounts. If you're managing a Facebook account that gets very few leads or conversions over a month, this will be extra … [Read more...] about Deciding Between CPM & CPC Bidding on Facebook
Time Saving Automation: Search Query Edition
Search Query Reports (SQRs) - you either love them or hate them. Nonetheless, they are an extremely important component of a PPC campaign. While you probably pull these semi-regularly (or maybe you don’t do them at all), are you getting the most out of them? With a little bit of work on the front end, you can save time by automating these reports. Once you get it all set up, … [Read more...] about Time Saving Automation: Search Query Edition
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
Always Remain Congruent In Your PPC Efforts
All clients are different and value specific metrics more than others. One of the metrics I hear about the most is conversions. As a paid search marketer, I spend my time driving traffic to our desired landing pages, but I can’t force the user to convert. That’s when I go to our trusty CRO department and ask if we can work together to try and get our conversion rate up. Our … [Read more...] about Always Remain Congruent In Your PPC Efforts
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
How To Evaluate Your PPC Ad Rotation Settings
Ad rotation is one of the forgotten settings. Everyone has a preference, “always rotate indefinitely” or “always optimize by conversions” but the chosen settings often reflect the manager's default preference rather than the settings utility. Rather than a preference, the setting should be used as a tool and subject for further analysis. This article will cover what options … [Read more...] about How To Evaluate Your PPC Ad Rotation Settings
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
Building An Automated PPC Spend Tracker In Google Sheets
With yesterday’s webinar on efficient data analysis through Google Sheets, as well as Tuesday’s post pitting Excel features in their very own March Madness tournament, this week on PPC Hero we’ve highlighted one of the most important pieces of the digital marketer’s toolbox: spreadsheets! Today, we’ll continue the trend by showcasing an application of Google Sheets, utilizing … [Read more...] about Building An Automated PPC Spend Tracker In Google Sheets
