On the heels of another Google Marketing Live event, we are reminded that our beloved PPC world is always “under construction.” As the industry giants aim to grow and retain market share, competition on the advertiser level remains just as fierce as ever. Advertising costs are perpetually rising, but KPI targets tend to remain static. Savvy account managers recognize the … [Read more...] about 3 Alternative Paid Social Platforms to Diversify Your PPC Investment
Search Results for: conversion rate
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
Measuring YouTube Success with Brand Lift Study 2.0
Are you able to measure the success of your search and display campaigns, but have a hard time quantifying the impact in-stream YouTube ads have on your overall marketing strategy? If you are running YouTube ads to generate awareness, do you know if your ads are actually improving brand awareness, consideration and/or purchase intent? Do you know if your target audience thinks … [Read more...] about Measuring YouTube Success with Brand Lift Study 2.0
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?
6 Tactics to Dominate Local PPC
Brick-and-mortar businesses depend heavily on foot traffic and local shoppers. In a cutthroat retail world, physical businesses need a competitive edge. Paid search ads can be a great way to give you that edge and boost your revenue. However, using them effectively to get potential customers to walk through your doors after an online visit isn’t easy. When you can’t rely on … [Read more...] about 6 Tactics to Dominate Local PPC
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
From Email Metrics to Inbound Marketing Taking Advertising Options to the Next Level
When it comes to email marketing, one of the biggest challenges that media companies face today is the ability to translate insight into action. The reason? When publishers deploy email campaigns, it’s usually to deliver some value to the advertising side of the business. There may be partners who are sponsoring newsletters, or marketing teams may be looking for added-value … [Read more...] about From Email Metrics to Inbound Marketing Taking Advertising Options to the Next Level
Adjusting Between E-Commerce and Lead Generation
After four years of being an Account Manager, I still feel the pressure of switching my mindset from the thinking of an E-Commerce account to a Lead Generation account and vise versa. While they are the same in many ways, there are several differentiations between the two. Should you be scared if you have only had e-commerce accounts and your boss calls and says that you are … [Read more...] about Adjusting Between E-Commerce and Lead Generation
Tips to Lower Rising Cost Per Click
As the paid search industry migrated towards a more automated environment advertisers were met with a spike in cost per click (CPC). Coming out of 2018 Merkle reports a higher rate of click growth than rise in CPC. Advertisers worked over the past year to harness automation and understand how to reap the benefits without inflating costs. Below are a few proven tips to help … [Read more...] about Tips to Lower Rising Cost Per Click
3 Ways to Improve Your Facebook Retail Ads
Being a retailer on Facebook in 2019 might feel a little cramped. Standing out among hundreds of businesses all gunning for a user’s attention can be frustrating, not to mention a money sink. As an advertiser, understanding the technical aspects of Facebook Ads can tremendously increase your ROI without having to completely change your overall strategy. Correctly approach these … [Read more...] about 3 Ways to Improve Your Facebook Retail Ads
The Fast & The Curious: how chatbots meet modern buying demands
The modern buyer is fueled by speedy access to products and services, lightning fast responses to questions and low-friction website interactions. They also love personalized experiences. Let’s call them the “Fast and the Curious.” A study from insidesales.com and the Harvard Business Review found that if you wait 5 minutes to respond after a lead initially makes contact, … [Read more...] about The Fast & The Curious: how chatbots meet modern buying demands
Deals, Deals, Deals! A Promotion Ad Copy Case Study
When it comes to common practices in digital marketing, practitioners should embrace a “trust, but verify” mindset. Specifically, adopt best practices when possible, but don’t assume that they’ll improve performance - every account exists in a different context with a multitude of different intervening variables that can affect the impact of any initiative. One such best … [Read more...] about Deals, Deals, Deals! A Promotion Ad Copy Case Study
