“The Battle of Starcourt” : Stranger Things for Digital Season three of Stranger Things released last week and I spent my weekend watching it. (Don’t worry, this post doesn’t contain any spoilers. Read with ease). Episode eight (and much of the previous episodes too) took place in the new, groovy Hawkin’s mall, Starcourt, where the cast battled the frightening Mind Flayer, … [Read more...] about Stranger Things for Digital Marketing
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A Different Way to Think About PPC Ad Copy
There have been a lot of changes over the last couple of years when it comes to something as basic and fundamental as ad copy. In my almost three years at Hanapin, we’ve seen the major shift from two ads split tested to now a Google recommended 3 to 5 ads in each ad group. That means a lot more characters that we get to play with, a lot more ideas that we can use but are you … [Read more...] about A Different Way to Think About PPC Ad Copy
How to Prepare Client Contact Changes
When working on an account, you get into a rhythm with your client about the goals for the account, future initiatives, and the rapport with your contact. When your client goes through the main point of contact change, it feels like there is a wrench thrown into your world. Sometimes this happens due to the person getting a new role within the company or other times they are … [Read more...] about How to Prepare Client Contact Changes
Facebook Relevance Score: One Metric Becomes 3
Facebook recently revamped the relevance score metric to offer more information to marketers on what might be affecting ad performance. Similar to what Google offers in its quality score, Facebook broke its singular relevance score into three distinct measures of the ad experience: quality ranking, engagement rate ranking, and conversion rate ranking. These taken together give … [Read more...] about Facebook Relevance Score: One Metric Becomes 3
YouTube Lead Form Ads for PPC: What You Need to Know Before Getting Started
Hello PPC nerds & nerdettes! In this post, I will be talking about YouTube strategy, but more specifically, I will be talking about turning prospects into customers with TrueView for Action Lead Form Ads. I’ll cover what you need to know about YouTube Lead Form Ads before you start putting forth time and energy into an endeavor such as this. Before I begin, if you’re … [Read more...] about YouTube Lead Form Ads for PPC: What You Need to Know Before Getting Started
Sticky Notes, To-Do Lists, Status Docs – Oh my!
In the world of PPC, you have to be organized in some way, shape, or form. Prior to my career as a PPC Hero, I was known as a procrastinator and probably still fall into that category more often than not. (Don’t ask me when I wrote this blog post.) When I first began working at Hanapin, I learned that to-do lists, status docs, roadmaps, and sticky notes would become my best … [Read more...] about Sticky Notes, To-Do Lists, Status Docs – Oh my!
Turn Your PPC To-Do List Into a Digital Strategy
Finding the time to work on a strategy with an ever growing task list is a day to day struggle in digital marketing. This challenge is particularly prevalent in paid search where many of our levers are tactically based. Following a few simple steps the tactics that manifest on your to-do list can set the stage for your strategy and help you become more efficient. Start with a … [Read more...] about Turn Your PPC To-Do List Into a Digital Strategy
PPC For Noobs: Tips for Starting Your New Job in Digital Marketing
Starting any new job is difficult: Getting a lay of the land from office desk maps, realizing who is in charge of what, and discovering the ins and outs of whatever industry in which you've chosen to work. I was ruminating on my early days working in digital marketing and the stress it brought me learning the ropes. I started in 2012, though the first time I encountered the … [Read more...] about PPC For Noobs: Tips for Starting Your New Job in Digital Marketing
3 Key Elements to Form Optimization
We all know that if you have lead gen forms, they are an important piece of the conversion rate optimization puzzle, but why does this piece often have a high impact on CRO? Forms are typically close to or tied to final conversion. Beyond this, they often play a role in guiding users through the conversion funnel. For example, a form to sign up for a blog would be … [Read more...] about 3 Key Elements to Form Optimization
The Top 25 Most Influential Experts of 2019
It's that time of year again! The time to release our newest edition of the Top 25 and honor some of the hardest workers in our tight-knit PPC community. There is a complex formula that goes into calculating what makes someone truly influential in our industry. You can read more about the methodology on how we arrived at the rankings below the infographic. The scores took into … [Read more...] about The Top 25 Most Influential Experts of 2019
Top Ways To Improve B2B PPC Performance
The first few months managing a B2B account I struggled. I could not understand the lifecycle of the customer, I could not grasp the client’s goals, and I did not understand how the account was structured. Further into management, I started to lose account efficiency because of my lack of understanding; I couldn’t even keep the client’s previous performance before I took over … [Read more...] about Top Ways To Improve B2B PPC Performance
“All I Want for Christmas is an Apple Editor”: Campaign Build and Bidding Tips for Apple Search Ads
Apple Search Ads is super useful. It’s unlike most app marketing platforms because of the level of control you can leverage with keyword targeting while maintaining ease of succinct messaging through screenshots and copy you apply on your app’s page. Conveniently, this is the only landing page and ad copy source that you will ever need, which is great because it’s the only … [Read more...] about “All I Want for Christmas is an Apple Editor”: Campaign Build and Bidding Tips for Apple Search Ads
