I work with a team full of lifelong learners. It is a requirement to work at Hanapin. Gotta have that thirst for knowledge. Something happens, though, when you have a diverse team with varying depths of PPC knowledge: one-size-fits-all training doesn’t work. One-size-fits-most doesn’t work. This is a problem I ran into when I sat down with my colleague to construct our training … [Read more...] about How We Train PPC Experts
Search Results for: ad testing
Are Coupons and Promotions Worth Your Time?
Who doesn’t love a good sale? You see a commercial, receive a mail-flyer, or an email and it immediately catches your attention when something is said to be “on-sale”. While these methods are still going strong, coupons and promotions in the digital realm are as well. Personally, I am more apt to view and research a product that has any type of sale language than I am a product … [Read more...] about Are Coupons and Promotions Worth Your Time?
Facebook Dynamic Creative Tool: A Breakdown and How-To Guide
How to Use Facebook's Dynamic Creative Tool source: Facebook Split testing Facebook ads got you down? Do you have tons of great images and copy variations just waiting to be used, but you don't know how you could possibly A/B test them all? Great news! Facebook has a time-efficient, automated tool for determining the best combinations of all of your creative assets. In … [Read more...] about Facebook Dynamic Creative Tool: A Breakdown and How-To Guide
How To Avoid Overlap Between Multiple Similar PPC Accounts
Avoiding keyword and targeting overlap is a difficult process even when working within the constraints of a single account. Success hinges on Search Query Analysis, and issues are likely if any of these 4 Red Flags Of Ineffective PPC Account Structure are present. The process becomes much more complicated when working on a series of related brands or company divisions. If not … [Read more...] about How To Avoid Overlap Between Multiple Similar PPC Accounts
4 Easy Ways to Bring Diverse Thinking to Your Company
First and foremost, I do not want to belittle the true meaning of diversity and the importance of diversity with this article. This article will define diversity in a broad sense speaking more toward industry knowledge, and it is not to takeaway from other meanings of diversity. Assistant Professor of Sociology, Adia Harvey Wingfield explained in an article from The Atlantic … [Read more...] about 4 Easy Ways to Bring Diverse Thinking to Your Company
5 Lessons Learned From Running International PPC Accounts
I currently manage ads in 6 continents across 32 countries with ad copy spanning 5 different languages. I speak one language. Well, to be fair, I speak more than just one language. Years of Spanish class has led to the proficiency of a "soon-to-graduate higher schooler with senioritis." Furthermore, my PPC international experience has given me a pretty strong pulse of the … [Read more...] about 5 Lessons Learned From Running International PPC Accounts
Isolate Your Competition’s Weaknesses To Strengthen Your PPC Efforts
Competition is literally the foundation of our industry. If it were not for the strategy behind competing in the auction, machines would be more than capable of carrying the duties of PPC and the world would have less PPC unicorns. It’s safe to say that most of us are, at the very least, aware of who our competitors are, but are you watching them and studying them? Do you … [Read more...] about Isolate Your Competition’s Weaknesses To Strengthen Your PPC Efforts
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
New PPC Account Analysis For Beginners
Looking at an account that is unfamiliar to you can be daunting. There are many things to look at and so many reports to pull. How do you know what’s most important? This post will go through some of the common reports/analysis to pull when inheriting an account. Account Health Checkup / Learn The Lay Of The Land KPIs Key performance indicators (KPIs) are what your client … [Read more...] about New PPC Account Analysis For Beginners
5 Tips For The Travel PPC Marketer
If you missed it, last week we presented a two-part webinar series around the Travel Industry. Part one was a case study on how we increased ROAS by 50% over the course of a few months by implementing Gmail Ads. The second part focused on the travel industry as a whole and 5 tips that every travel marketer should know. If you missed them, never fear, they can be found … [Read more...] about 5 Tips For The Travel PPC Marketer
How To Leverage PPC For Your B2B Accounts
PPC marketing is a channel that has a great track record of helping businesses reach their goals, whether it is additional sales, leads, or other actions. However, if you’ve ever tried to tackle B2B PPC marketing, you probably know that it’s a totally different game than B2C. It presents challenges in finding the right audience and getting them to complete an action that … [Read more...] about How To Leverage PPC For Your B2B Accounts
How To Go From Google ETAs To Bing ETAs
Just a few short months ago, Google announced expanded text ads. At first, there was a little panic in the advertising world. But now that it is rolled out to everyone, marketers are jumping on board and realizing the new norm. Now that expanded text ads have been fully released to all AdWords accounts and the initial shock is over, what now? Bing! Shortly after Google … [Read more...] about How To Go From Google ETAs To Bing ETAs
