Buyer personas represent your prospects and customers as a concept. The ability to meet their needs and answer their questions to the fullest is a clear competitive advantage. Therefore, a persona-based approach is used by many marketers to enhance customer experience, improve targeting accuracy, and harness behavioral analytics to their business objectives. Buyer personas … [Read more...] about A Buyer Persona Based Approach to Mapping Your Customer Journey
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Bing Ads Audience Network: All You Need To Know
Recently, at the Microsoft 3rd Annual Partner Summit, Bing Ads announced a new offering that is intended to put people at the center of marketing. In comes: the Microsoft Audience Network. The Microsoft Audience Network is a new AI-powered audience marketing solution that helps businesses connect to the people that matter to them throughout the consumer journey across search, … [Read more...] about Bing Ads Audience Network: All You Need To Know
4 Ways to Combat PPC Ad Fatigue
Yawn. I love ads. I love pithy, punny, witty, tear-producing ads. Being served an ad at the right moment is magic. Whether it is something I know I need or if it is something I didn’t know I needed, if the ad is speaking my language, I am listening. But show me an ad I don’t want to see… Rage ensues. Ad blockers. As advertisers, we see those words and like a reflex our jaws … [Read more...] about 4 Ways to Combat PPC Ad Fatigue
Unleash the Algorithm: How to Make Facebook Lookalike Audiences Work for You
Facebook Lookalike Audiences have become an essential part of jump-starting, re-starting, and expanding any Facebook campaign. In this post, you will learn the why behind lookalike audiences: Why are they needed? Why do I need to use this black box of targeting? You will also learn how they can help your Facebook marketing efforts: How do you select your Custom Audience … [Read more...] about Unleash the Algorithm: How to Make Facebook Lookalike Audiences Work for You
Ultimate Guide to Paid Search Acronyms & Terminology
Whether you’re new to the game or a seasoned account manager, PPC terms and acronyms can be difficult to digest at times. The sheer volume of terms, acronyms and technicality is enough to make even the boldest of individuals cry. The folks here at PPC Hero believe it is important to provide our readers with as much information possible, so we’ve decided to compile a … [Read more...] about Ultimate Guide to Paid Search Acronyms & Terminology
An Argument for Automatic Placements on Google Display
Don't Lose Sleep over Evil Bots Earlier this month, Larry Kim wrote a post “How to Find & Eliminate 90%+ of Click Fraud in the Google Display Network”. In the very first sentence, he asserts: “Believe it or not, click fraud in PPC marketing really does exist.” And while I do agree, click fraud does exist, you will not find me huddled over my desk in a panic trying to save … [Read more...] about An Argument for Automatic Placements on Google Display
Roadmap for a Solid B2B Facebook Advertising Strategy
Facebook has long been accepted as a great platform for B2C advertisers to reach their customers, but clients in the B2B sector have historically asked us at Hanapin Marketing whether Facebook ads would be a beneficial use of their ad spend dollars. I'm here with good news! I have seen success with B2B clients in Facebook firsthand, and it boils down to ensuring that a solid … [Read more...] about Roadmap for a Solid B2B Facebook Advertising Strategy
6 Bottom Line Boosting Tips for Paid Search
"It depends". In my 2+ years at Hanapin Marketing, I've come to learn that this is a universal truth across the industry. There is no shared magic number for ROI or CPA. There is no perfect CTR or CVR. And there most certainly isn't a singular strategic approach that can navigate across all industries and account types. That said, I do think there is a handful of search … [Read more...] about 6 Bottom Line Boosting Tips for Paid Search
The Ultimate Guide to PPC Marketing
Download The Ultimate Guide to PPC as a PDF What is PPC? Introduction by Roger Cooney "PPC" - which stands for Pay-Per-Click - is a digital marketing channel whereby an advertiser pays only after their advertisements are clicked, sending either a visit to their website or a piece of data of value. Historically, the term PPC has been used interchangeably with Search … [Read more...] about The Ultimate Guide to PPC Marketing
Work Habits & Resources for the Stressed-Out PPC Manager
I don't think I need to remind anyone that having good work habits are important during the stressful holiday season. As online marketers, the holiday season is often the busiest time of the year with promotions, holiday sales, and pressure to close the gap as the fiscal year ends. Meanwhile, the days get shorter and colder and we find ourselves sitting in pitch dark rooms, … [Read more...] about Work Habits & Resources for the Stressed-Out PPC Manager
Twitter Ad Performance Tracking: Level Up With Proper UTM Parameters
To continue on my blog writing path about Twitter Ads, this article details not only conversion tracking but the proper way to implement UTM parameters in order to get precise performance data on each segment of targeting. This article is a bit technical, but it contains some important information if you plan to implement Twitter Ads correctly. Universal Tag Twitter Ads … [Read more...] about Twitter Ad Performance Tracking: Level Up With Proper UTM Parameters
The New AdWords Report That Will Change Your PPC Plans
AdWords Search once openly offered a report that showed the volume of users you interacted with as well as how many interactions you conducted prior to a click or conversion. Much to my chagrin, this feature was rescinded back in 2015 and hasn’t been its old self since. Following these changes, many of us have adapted to what we can’t see, to the fact that frequency caps are … [Read more...] about The New AdWords Report That Will Change Your PPC Plans
