Before we all became digitally savvy using multi-devices in an online world, one of the key methods of effective marketing was direct mail. Sending letters, brochures, and pamphlets with your marketing messages directly to consumers’ doors was the norm. The benefit of this form of marketing was that you could ensure the right person was receiving the right message at the right … [Read more...] about Understanding The Shift Toward People Based Marketing
Search Results for: conversion rate
How Does Match Type Impact Performance?
One of the first lessons you learn in PPC is the different keyword match types. They are the building block of query matching, but we don’t often evaluate them as a group. Some don’t even bother with multiple match types and sway to only using one match type or the other. They may use exact match exclusively and have extremely large keyword lists (because specificity breeds … [Read more...] about How Does Match Type Impact Performance?
How PPC And CRO Work Together To Provide Great Results
Editors Note: This was post was co-written by CRO Manager, Samantha Kerr, and Account Manager, Kelsey Hadaller. At Hanapin Marketing, we have dedicated roles for Conversion Rate Optimization, PPC Account Management, and routine PPC account tasks. CRO Managers and Account Managers have very different focuses, but find a way to work together to integrate CRO and overall PPC … [Read more...] about How PPC And CRO Work Together To Provide Great Results
Index Census And Trends Data For PPC Performance Insights
The best RFP question I’ve read said something to the extent of, “how do you explain performance swings without always blaming external factors when things are bad but taking all the credit when things are good?” As with most answers PPC Managers give, the answer is “it depends.” But indexing PPC data to external sources can shed light on relative performance. Thus, helping … [Read more...] about Index Census And Trends Data For PPC Performance Insights
Google Analytics Cohort Analysis
The Cohort Analysis report is one of the newer features within Google Analytics. What this report allows you to do is segment your data into Cohorts based on Acquisition Date, and view metrics such as retention rate and transactions / revenue. Setting it up is a breeze, but the report is even more valuable with custom segments layered on it. Overview of Cohorts – How It … [Read more...] about Google Analytics Cohort Analysis
Are You Too Focused On Your Data?
There is no denying that the appeal of digital marketing is the metrics. In many cases data is as near to immediate as any manager needs. Proper data allows you to more easily make choices, decisions, and scale your efforts as needed. Every wealth comes with a downside though. It is possible to be too reliant on data, to become effectively data blind. I mention reliance first … [Read more...] about Are You Too Focused On Your Data?
Three Things I Learned About Our Lead Generation Clients
I was recently checking out Hanapin’s very own Carrie Albright’s post on what she’s learned from a year’s worth of hourly ppc data across e-commerce accounts. This post inspired me to find out what I can learn about user behavior in lead generation ppc accounts, and how that behavior varies on weekends vs. the workweek. Having access to lead-gen accounts across multiple … [Read more...] about Three Things I Learned About Our Lead Generation Clients
Love Your In-House PPC Employee? Pay Them More
Let's get the elephant out of the room right now. I'm an agency writing about in-house and I'm NOT trying to talk you into switching to agency. Period. There are pros and cons to using an agency or staying in-house for your PPC. The purpose of this article is not to try to talk you into one or the other. I'm writing this post to the business owner or VP or manager who … [Read more...] about Love Your In-House PPC Employee? Pay Them More
Are Multi-Channel Efforts Undermining Your PPC?
We all know the classic saying, “Teamwork makes the dream work” and it couldn’t be truer for marketing. Ensuring that your marketing channels are cooperating to create a cohesive message is one of the cornerstones of effective branding for your business. PPC marketing is fraught with reminders that congruence is key. These reminders vary from Quality Score (a metric that … [Read more...] about Are Multi-Channel Efforts Undermining Your PPC?
Now Voting! The Most Influential CRO Experts of 2015
Every year PPC Hero launches the Top 25 Most Influential PPC Experts list. We’ve found it to be, not only a very popular list, but also a very resourceful one for many of our PPC allies, both new and old. Many of the experts also happen (or not so happen actually!) to speak at our flagship PPC conference , Hero Conf. Last year, we decided to launch a list entirely based on … [Read more...] about Now Voting! The Most Influential CRO Experts of 2015
3 Ways Custom Labels Improve Product Ads ROI
When you're looking to improve results for Google Shopping campaigns, custom labels are a great feature to use because they can help you get more clicks for the products that deliver the best results, either through better bidding or better account structure. Based on my first-hand experience at Optmyzr and some interesting tidbits I picked up by talking to others, I’d like to … [Read more...] about 3 Ways Custom Labels Improve Product Ads ROI
A No-Nonsense Pros And Cons List For RLSA Implementation
Traditional pay-per-click (PPC) advertising allows advertisers to bid on relevant keywords. When a user query matches the search term the company’s advertisements appear at the top and right side of the page. This is a pretty easy concept to sell to companies. It is also a really targeted form of advertising. But guess what? Search ads just got better! In case you … [Read more...] about A No-Nonsense Pros And Cons List For RLSA Implementation
