Digital marketers considering or utilizing Gmail campaigns in Google Ads have a good number of audience types to choose from. In an ideal world, one would create multiple audiences and test each audience against each other. However, as many advertisers are well-too-aware, there are frequently instances where ideal circumstances do not exist for true experimentation. Whether … [Read more...] about Gmail Campaigns Case Study: Audience Type Performance
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Account Management: One of My Top Takeaways From 2018
To preface this entire post, I’ll mention that I’ve been in my role for about one year now. As I’ve reflected on 2018, my expectations in regard to what managing accounts looked like at the outset were largely incorrect. I’ve come to realize that we can’t always apply standard routines, processes, and tasks to manage our client accounts. Managing them is so much more than … [Read more...] about Account Management: One of My Top Takeaways From 2018
How to Use Asset Placement Customization in Facebook
Facebook rolled out many platform changes in 2018, and my favorite was the asset placement customization tool released in the first quarter of the year. While I generally select Automatic Placements for my ad set delivery as a best practice in Facebook, many of my clients had creative assets they had specifically optimized for the Instagram Feed and Instagram Stories. Before … [Read more...] about How to Use Asset Placement Customization in Facebook
Ways to Reduce PPC Spend Without Turning Out the Lights
Working in Paid Search, you are always aware that you are spending money and at times your promised budget changes. Sometimes you are given more money to help meet new goals such as lead acquisition or ROI but other times your budget is reduced without a lot of notice. Here are a few ways for you to take action in your account to reduce your PPC spend without having to turn out … [Read more...] about Ways to Reduce PPC Spend Without Turning Out the Lights
Marketing Events In Facebook
One of my favorite accounts to run strategy for is one where we market job fair events to a specific type of qualified job-seeker. The job fairs occur in target cities throughout the U.S. and we run 3-week flight campaigns in the lead up to every event with a registration form as the conversion goal. Typically, we’re launching 2-4 campaigns a week due to the rolling nature of … [Read more...] about Marketing Events In Facebook
PPC Divination: Forecasting Uncertainty in Excel
You’ve heard it before. Whether it’s a new idea you’re gearing up to pitch, or a request handed down to you from upper management. "Show me numbers!" Thus, you have carefully examined and prepared data that show exactly what has happened in your accounts to-date, what’s worked and what hasn’t, and you are equipped to recommend next steps for future success. You know your … [Read more...] about PPC Divination: Forecasting Uncertainty in Excel
Some Insights Into Bing’s PPC Audiences
What up! In today’s installment of, “Some Insights Into Things & Stuff”, we’ll cover some insights we here at Hanapin have come across in regards to Bing’s in-market audiences, as well as their branded “Microsoft Audience Network”. For reference, most of the findings I will speak to come from my work on an account that operates in the education vertical. What Are … [Read more...] about Some Insights Into Bing’s PPC Audiences
How We Train PPC Experts
I work with a team full of lifelong learners. It is a requirement to work at Hanapin. Gotta have that thirst for knowledge. Something happens, though, when you have a diverse team with varying depths of PPC knowledge: one-size-fits-all training doesn’t work. One-size-fits-most doesn’t work. This is a problem I ran into when I sat down with my colleague to construct our training … [Read more...] about How We Train PPC Experts
Surfing the Waves of Creative Destruction
This post is shared with you from Anders Hjorth, Digital Marketing Strategist at Innovell & speaker at Hero Conf London. AI is disrupting the Search Industry It is only fair that I start with a confession: Facebook thinks I am German. So they serve me German language advertising. I am many things, Danish national, French resident, Estonian e-resident. I also speak several … [Read more...] about Surfing the Waves of Creative Destruction
Quora Ads: How to Reach Your Target Audience at Key Moments
Quora is a unique, high-intent advertising platform, ideally suited to reach customers as they evaluate and research a product or service. People come to Quora to ask questions, and to read and share insightful answers. This includes people looking for reliable information about your company, products, competitors, and industry. This provides advertisers the opportunity to … [Read more...] about Quora Ads: How to Reach Your Target Audience at Key Moments
Google Sheets Query Function Need-to-Knows For PPC
If you are a hard-core Excel only user this article is not for you. While Excel is powerful especially combined with Power BI, sometimes Google Sheets is the answer. In an industry such as digital marketing where everything we do is online, highly collaborative, and shared with outside clients Google Sheets has its benefits. We have a lot of clients with special needs when it … [Read more...] about Google Sheets Query Function Need-to-Knows For PPC
How to Build an In-Platform Facebook Ads Funnel
Many advertisers today are looking for ways to create their sales funnels within platforms for several reasons. It helps reduce friction, keeping users within the platform and eliminating issues with conversion-rate optimization and bounce rate once the user lands on a webpage. It also avoids issues with using potentially sensitive customer data to build a funnel, a topic … [Read more...] about How to Build an In-Platform Facebook Ads Funnel
