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
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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
Paid Search Basics for Events
Digital Advertising for events can be a tricky business, especially on the paid search side. Either the company you advertise for is running the event or attending the event which will dictate how you approach your strategy. You need to fill person quotas, need to drive traffic to the event page, and need to make sure your ads generate interest surrounding the event. This means … [Read more...] about Paid Search Basics for Events
Guide To Google Ads Performance Planner
On May 13, Google Ads announced a new tool in the UI called Performance Planner. The Performance Planner helps advertisers optimize campaigns by suggesting an "ideal plan" by "spreading spend in the most effective way among campaigns in the plan." Performance Planner is easy to use and certainly helpful, but it should be used with caution. What Does Performance Planner … [Read more...] about Guide To Google Ads Performance Planner
Ad Copy Must-Haves That Make or Break a PPC Campaign
Writing ad copy isn’t sexy. Typically done using a program like Excel (boring), it’s easy to just go through the motions and write copy that “will do.” While almost any ad copy you write will probably be okay, that kind of mediocrity won’t help you stand out and get the kind of performance you expect out of your paid search campaigns. Remember, your ad is competing with 10 … [Read more...] about Ad Copy Must-Haves That Make or Break a PPC Campaign
Successful Landing Page Components – 2019 PPC Hero Summit Recap
Are you putting as much emphasis on the post-click experience as you are on the pre-click experience? Without enough emphasis on what happens post-click, you may be doing a phenomenal job capturing traffic, but a poor landing page experience will ensure you’re not capturing those leads. In March, Unbounce’s Oli Gardner and I participated in PPC Hero Summit to help marketers … [Read more...] about Successful Landing Page Components – 2019 PPC Hero Summit Recap
The Guide to Combine Content Marketing with PPC
No matter the scale of your business or the industry you operate in, it’s worth being on the lookout for new ways to market your brand. Pay-per-click (PPC) represents one of the most popular and lucrative ways to make the most out of your content and engage new and existing audiences online. According to published statistics, 79% of businesses stated that PPC is a huge driver … [Read more...] about The Guide to Combine Content Marketing with PPC
What Else Is Affecting Your PPC Advertising?
Frequently enough I find myself staring at my weekly or monthly reports going cross-eyed, trying to make sense of the data and how it’s been influenced by changes throughout the month. As marketers, we know all of the details of our strategy and are constantly thinking about what effects will come based on the changes we’re making to the campaigns. One of the biggest reasons … [Read more...] about What Else Is Affecting Your PPC Advertising?
70/20/10 PPC Budgeting
Budgeting for clients is an uphill battle. It is also a challenge deciding how you want to spend your client’s budget, how to figure out the amount to allocate towards a certain platform, and then to develop a reasoning for your recommendation. There’s a method that I have fallen back on, that many at Hanapin utilize for their accounts. It is the 70/20/10 budgeting rule. This … [Read more...] about 70/20/10 PPC Budgeting
The Top 3 Updates From Bing in 2019
Is it just me, or has every platform been rolling out some serious changes (improvements!) the first quarter of this year? While we couldn’t possibly review every single change that has been released just these first few months of 2019, and the impact it could have on performance, we can review some key updates from Bing. Bing Integrates with Yahoo & AOL Search In case you … [Read more...] about The Top 3 Updates From Bing in 2019
Brand Attention: The metric you are not thinking about
Every day we roll into our office, open our accounts and face new challenges to move the needle for our clients. We do all the things that we have been taught, learned by mistake, and processes that typically have always worked. But what happens beyond that? Our metrics are looking strong, but the client is concerned that they are not growing in the way they have expected. … [Read more...] about Brand Attention: The metric you are not thinking about
