Polls. They’re distracting. They’re inconvenient. They’re annoying. Often times this is the mentality that people have when they see or hear about online polls. Today I’m going to convince you that this is the wrong mindset to have. Today we’ll learn how polls can help us better understand our user’s behavior and how they can help us better frame the content on our … [Read more...] about Why Online Polls Are Critical To Understanding Your Users
Search Results for: conversion rate
How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure
There are multiple approaches and strategies to organizing Shopping campaigns for PPC. All of these will vary greatly depending on the brand, the number of products, the price of products, the type of products, feed organization, and the list keeps going. However, I have narrowed account-wide Shopping structures down to two options. Again, these aren’t the only two options, but … [Read more...] about How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure
Ad Experiments You Can Start Running Today
All of the recent changes happening in AdWords, from the Interface-lift , to the New Ad Rotation options to the Daily Budget Changes has me feeling like Google is having a mid-life crisis, and I’m wondering “what’s it going to do next, buy a leather jacket?” When you’re faced with these, or any other uncertainties in your accounts, consider running Experiments. The beauty of … [Read more...] about Ad Experiments You Can Start Running Today
Coffee Talk: Catching Up With Hanapin’s PPC Experts
It is Friday morning. Secret Jake and I walk to a little coffee shop just a block away from our office. We order Guatemalan pour-overs (we are fancy like that). We find a table and sit down only to discover it is wobbly. But we don’t move. For some reason, I feel like sitting and drinking coffee at a wobbly table is just what we need to properly talk PPC. A woman makes her way … [Read more...] about Coffee Talk: Catching Up With Hanapin’s PPC Experts
Creative Ways To Manage Multiple Brands In Auction
It is easy to bid against your competitors in the paid search auction. You can implement an automated bid strategy, like outrank or top of page. You can bid on competitor terms or target audiences that show an interest in your competitors’ brand. All can help to ensure that your brand is winning for the top spot against your competition. The difficult part of bidding and … [Read more...] about Creative Ways To Manage Multiple Brands In Auction
Data Driven Attribution: The Future for PPC?
Over the past week or so, I’ve spent quite some time thinking about the future. Not my future per se, but rather the future of digital advertising. A few months ago, I was perusing LinkedIn, catching up on some industry blogs since being out for three months (See It Takes A Village: Keeping Up With The PPC Industry). I read a blog post that doesn’t rank high in the overall … [Read more...] about Data Driven Attribution: The Future for PPC?
The Ultimate Guide to Google Ads Quality Score 2024
A comprehensive explainer guide to Google's Quality Score Everyone is familiar with the Quality Score available for individual keywords in your Google Ads account – this is the visible keyword-level Quality Score. What a lot of people fail to recognize, is that there is more at play here than meets the eye. Most of the time, you can’t solve a Quality Score issue with just … [Read more...] about The Ultimate Guide to Google Ads Quality Score 2024
Smart RLSA Tips for the Holiday Season
In AdWords, I have found that conservative bid adjustment work best for most settings within the account. For device, location, and ad schedule I will usually use minor positive bid adjustments +5-10% and usually stronger negative adjustments -15-50%. There is one area of the account where I have found that higher bid adjustments are really effective. Over the years, I have … [Read more...] about Smart RLSA Tips for the Holiday Season
Optimizing Display Advertising in an Omni-Channel World
Display advertising keeps evolving. To increase ROI, you must stay on top of the latest omni-channel strategies around attribution, audience targeting, and conversion optimization. That includes going beyond what happens online and using offline insights from phone calls to drive better results. We’re teaming up with DialogTech to tell you all about display tactics you can … [Read more...] about Optimizing Display Advertising in an Omni-Channel World
Be A Negative Nancy In Your Ad Accounts
Our instinct as marketers can be to chase what’s working and max out performance everywhere possible. When our optimizations are going swimmingly and we see conversion volume is growing and CPA is shrinking like a kid in a Rick Moranis film, we get to pat ourselves on the back and push more budget, energy and time into our top performers. This is not a bad instinct, but I want … [Read more...] about Be A Negative Nancy In Your Ad Accounts
Facebook Custom Audience Targeting Updates
Almost a year ago I wrote about the ability to build remarketing audiences in Facebook without a user having to actually leave Facebook and visit a site. It’s a unique way to try and “meet” people where they are and learn something about them. It’s also a pretty powerful technique for filtering out your best potential customers and then later remarketing to them a more specific … [Read more...] about Facebook Custom Audience Targeting Updates
PPC Persona Targeting for the Fitness & Health Industry
When developing a PPC strategy for your health/wellness/fitness business, it can be helpful to start by building out personas. What is a persona, you may ask? Here’s Hubspot’s definition: “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider … [Read more...] about PPC Persona Targeting for the Fitness & Health Industry
