Throughout my first year of working in this industry, I quickly learned that my method of learning paid search was considered rare and basically unheard of. Most of my peers were at some point pushed into learning about PPC through some odd job or another. One person I met recently mainly learned how to use Google AdWords by speaking with someone on the Google support … [Read more...] about Google Online Marketing Challenge: Creating The Next Generation
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Consider The Creative Process of Your PPC Program
How are you going to manage your creative process? Ultimately, potential customers are interacting with your creative assets. Response is directly tied to how deep this interaction is. How are you going to manage your creative process? This important question must be considered, answered, and decisively acted upon in order to have a successful paid search … [Read more...] about Consider The Creative Process of Your PPC Program
The Big Lead Gen Mistake You’re Probably Making
Today marks the beginning of series week at PPC Hero. We'll be discussing issues that our authors have faced and how they've been overcome. From lead generation to eCommerce campaigns, we've shared our shortcomings and how we've risen to the challenges. Carrie is first this week, speaking about lead generation campaigns. In PPC we’re constantly checking performance and … [Read more...] about The Big Lead Gen Mistake You’re Probably Making
These 3 Ethical Advertising Notions are Archaic
As marketers, we harbor a distinct relationship with the science of human behavior, which is to say we aim to control it. If that sounds overstated, or simply too dramatic, it’s because notions of mind-control, thought guidance, brainwashing— however you want to characterize it— are sinister. There’s nothing so blatantly evil in advertising. However, every time we write … [Read more...] about These 3 Ethical Advertising Notions are Archaic
Keep Your PPC Clients Happy – Tips for Managing Client Relationships
A lot of conversation has taken place recently around Hanapin regarding the question “What makes clients unhappy”? I have boiled down these conversations into three overarching buckets: Not being proactive Not moving fast enough in accounts Client communication While positive results usually equates to happy clients, there is often a flaw in these three areas that … [Read more...] about Keep Your PPC Clients Happy – Tips for Managing Client Relationships
Show Don’t Tell: High-Impact PPC Storytelling
Wanna know what’s better than delivering good news to a client? Squeezing every last drop of impact out of that delivery. Easier said than done, right? Well, not really. The secret is context. And you present this context by showing instead of telling. So what does this mean exactly? Show not tell is the mantra of good storytelling. And indeed, instead of telling you … [Read more...] about Show Don’t Tell: High-Impact PPC Storytelling
Understand The Economics Behind Your Client’s Business
Sometimes while working at a PPC Agency, we tend to forget the bigger picture of our clients’ businesses. The beginning of a client/agency relationship often follows this process: Introduction and familiarization with the paid search accounts Nailing down a paid search goal(s) Understanding the business as a whole and how PPC fits in This process is a great start, but … [Read more...] about Understand The Economics Behind Your Client’s Business
PPC Hero Interviews Brad Geddes
If you are in the paid search industry, chances are that you've heard of world renowned paid search guru, Brad Geddes. Along with being an author, speaker, and marketing consultant, Brad recently launched a new ad testing platform called AdAlysis. Brad was gracious enough to allow PPC Hero an interview. How did you get into paid search and why have you stuck with … [Read more...] about PPC Hero Interviews Brad Geddes
Why Do We Test PPC Ads?
Novels have been written regarding the art of ad testing. Whether it involves the creation of persona-based ad copy or a re-evaluation of your core testing metrics, there are countless posts educating us on how to make the most of our ads. But while there might be a lot of information out there about how we should test our ads, there aren’t many that try to explain why. This … [Read more...] about Why Do We Test PPC Ads?
Discover Your Account Optimization Level In 5 Minutes
In over 10 years of honored AdWords PPC management there has always been a key question to answer, especially when taking over a direct response campaign targeting leads/sales. How optimized is this account? Or, in other words: how can I optimize this account to show improved results? Albert Einstein once said: everything should be as simple as it can be, but not … [Read more...] about Discover Your Account Optimization Level In 5 Minutes
Finding the Right Fit – The Importance of Client/Agency Culture Alignment
There has been a lot of travel happening for the team here at Hanapin/PPC Hero, myself included. I was lucky enough this last week to be in Seattle for a few days and while there, visited a current client with our Director of Sales and President. The visit had no set agenda, as we were in the area for another meeting but wanted to stop in for an extra touch base because why … [Read more...] about Finding the Right Fit – The Importance of Client/Agency Culture Alignment
Advanced ABCs of PPC – Terminology & Strategies to Remember
In the spirit of last week’s blog series, I’d like to take our readers back to school with a revisited paid search alphabet. I published a similar post back in August 2012, but I mainly focused on general and/or beginner-level terms. This time around I’ll uncover some more advanced PPC terminology and concepts to keep in mind as you manage your paid search campaigns. Class is … [Read more...] about Advanced ABCs of PPC – Terminology & Strategies to Remember
