Paid search is a dynamic marketplace. Resources fluctuate, competitors come and go, and business goals change. In order to keep up, you must make continual estimations between where you are and where you could be. While it’s easy to calculate gross differences, it becomes trickier once you must deal with dependencies or analyze multiple scenarios. In this article, we’ll … [Read more...] about Make Better Projections With Excel’s “What-If” Analysis
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Trust-Based PPC Marketing
Do you remember Domino’s Pizza before 2009? If not, I don’t blame you. Their stock hit an all-time low in 2008, and a YouTube video showing employees doing disgusting things with the food left the company’s image at an all-time low. It was a wake-up call for the company to make a change in both product and branding. How did this move help Domino’s get back to a positive … [Read more...] about Trust-Based PPC Marketing
[Industry Report] 70% of advertisers reported increases to their PPC budgets in 2015
The cornerstone of PPC has always been search, however the overarching theme from the past few years is a sharp increase in technologies and platforms utilized by marketers to aid the performance of their overall PPC efforts. With the continued popularity of conversion rate optimization strategies, more sophisticated capabilities within search and expanded targeting in social … [Read more...] about [Industry Report] 70% of advertisers reported increases to their PPC budgets in 2015
How De-Selecting One Checkbox Completely Changed An Advertiser’s Lead Quality
Anyone who has used PPC as a channel for lead generation knows that there are two things that are always at the top of everyone’s mind – lead volume and lead quality. Without the volume, the sales team doesn’t have enough prospects to call. However, if you’re not providing quality leads, then the sales team is spending time calling prospects who aren’t truly interested in their … [Read more...] about How De-Selecting One Checkbox Completely Changed An Advertiser’s Lead Quality
AdWords Customer Match: Advertising To Your Email Database
Google recently announced the ability to target ads based upon email addresses. This feature, called Customer Match, allows you to show specific ads to searchers who are logged in with their email address in the Google, YouTube or Gmail. This strategy is useful when you have an email database and want to show highly targeted ads to leads or existing customers at specific … [Read more...] about AdWords Customer Match: Advertising To Your Email Database
Google Rolls Out RLSA To AdWords Shopping Campaigns
With the holiday season fast approaching, paid search advertisers received an early gift as Google introduced RLSA to AdWords Shopping Campaigns. Although advertisers have long since enjoyed the many benefits of Remarketing Lists for Search Ads, this update effectively extends their application to both Shopping ads (PLAs) and Local Inventory ads (LIAs). The increased reach … [Read more...] about Google Rolls Out RLSA To AdWords Shopping Campaigns
Understanding The Shift Toward People Based Marketing
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
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?
