In this week’s PPC Advice column, we dodge the hurdles of healthcare remarketing and ponder the age old digital marketing question of how to improve quality score and impression share. Read on to see your questions answered! Dear Dani, I work for a healthcare system with multiple hospitals and clinics across a number of states. Due to restrictions about patient privacy, we’re … [Read more...] about PPC Advice Column – Where We Answer Your Burning Digital Marketing Questions!
Search Results for: branded
A New Perspective For YouTube Advertising
Back in August 2015, Jeff Baum made the case for YouTube advertising by highlighting the opportunity for brand lift, remarketing, storytelling, and full-funnel measurement. Since that time, the capacities for YouTube advertising have only expanded, and there has been healthy coverage of this platform growth: Jeff Baum shared how to Set Your YouTube Stage with TrueView Ads … [Read more...] about A New Perspective For YouTube Advertising
4 Custom Affinity Audiences To Try For Display Advertising
For the sake of this post, let's pretend I own a new company that develops and sells golf clubs. As a new company in a competitive market, I strongly feel the need to invest in Display advertising in AdWords to build awareness. People aren’t going to search for my company’s products if they don’t know they exist. I've tried keyword and interest targeting, but most of the … [Read more...] about 4 Custom Affinity Audiences To Try For Display Advertising
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
How To Deal With Lost Traffic When Launching A New Website
A client we work with here at Hanapin Marketing recently launched a new website (design and new domain) and while we followed Your PPC Checklist For A New Website Launch to prepare for “what to do prior to launch,” we were left with the questions. Now what? What clients and articles seem to miss is the “what next?” You launched your site, you followed the best, but now … [Read more...] about How To Deal With Lost Traffic When Launching A New Website
Your First Look At The Impact Of Google’s Exact Match Update
In the past few weeks, Google has released a few fun updates about how it will match and measure traffic in your AdWords accounts. Awhile back, we saw a transition to “exact matching” to close variants that included abbreviations, singular or plurals, and misspellings. With the new version, the exact match scandal boils down to two fundamental shifts. 1) Function … [Read more...] about Your First Look At The Impact Of Google’s Exact Match Update
March Madness Continues: What Excel Tool/Function Rules Them All?
In light of the March Madness season it was thought that we could have some fun and review some of the previous PPC Hero articles on the best ways to utilize Excel in order to more efficiently and effectively manage PPC accounts. First, let's choose the seeds for the respective functions. There are four regions just like in the real tournament for the Excel Tools/Functions … [Read more...] about March Madness Continues: What Excel Tool/Function Rules Them All?
Why We Need to Start Talking “Share of SERP”
If you've been keeping an eye on recent digital marketing trends, you've probably heard of omni-channel. You may think of it as the future of digital marketing. Or, you might think of it as the fanciest new way to burn your money and grey your hair. There is a strange taboo association with omni-channel marketing strategies. Optimizers can't decide whether it is the only … [Read more...] about Why We Need to Start Talking “Share of SERP”
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
Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?
For even the newest face in the digital marketing world, it comes as no surprise the amount of attention mobile has garnered in the past few years. Ours is a rapidly evolving industry – what was once an unexplored frontier has quickly become a staple. It's not to say mobile advancements have become less frequent or noteworthy over time - on the contrary, shifting to reflect the … [Read more...] about Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?
PPC, KPIs, and the Marketing Funnel
Key performance indicators (KPIs) are essential to our industry. Without them, we’re like a pilot without navigation; we have no idea if what we’re doing is getting us closer to our goal. They’re the barometers of success which show whether or not your client is making money or losing money. KPIs are set based on your client’s primary goal (revenue, leads, etc.). However, not … [Read more...] about PPC, KPIs, and the Marketing Funnel
Broadening Your Paid Search Marketing Strategy
This post is part of the Hero Conf Los Angeles Speaker Blog Series. Sergio Cano will join 50+ PPC experts sharing their paid search and social expertise at the World’s Largest All-PPC Event, April 18-20 in Los Angeles, CA. Like what you read? Find out more about Hero Conf. Over the years, broad match keywords developed a bad reputation for driving low quality traffic and … [Read more...] about Broadening Your Paid Search Marketing Strategy
