“Every block of stone has a statue inside it and it is the task of the sculptor to discover it.” -Michelangelo You don’t have to be the Michelangelo of PPC to optimize a campaign, but optimizing is much like chipping away at a block of stone to discover the beautiful statue within. 1. Define Your Goal What is it you want your PPC campaign to do for you? Before you can optimize … [Read more...] about 6 Quick Tips for Optimizing PPC Campaigns
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Overview and Analysis of AdWords Bidding Options
When I took the AdWords test for the first time, there were two bidding options: CPM and CPC. Now there are many different ways to bid in AdWords and you can even mix and match these strategies together. In the bidding options survey results posted yesterday, the majority of people use manual bidding. I've tried most of these options to see how I can affect performance and … [Read more...] about Overview and Analysis of AdWords Bidding Options
The 10 Cardinal Sins of Paid Search Marketing
Having taken over many accounts from other agencies and clients, I have seen a fair number of mistakes made when managing any paid search campaign, be they small or large spend. If you are managing large amounts of money, it is critical that you not make these 10 mistakes to maximize your ROI. Yes, I realize there were only 7 deadly sins, but once I started this list, my … [Read more...] about The 10 Cardinal Sins of Paid Search Marketing
Ads in the Wild: How ‘Bout a Touch of Branding to Go with that Click?
It’s Tuesday, and that means time for another installment of our “Ads in the Wild Series” from one of our PPC Hero Allies, Jeff Sexton of BoostCTR, where he dissects and analyzes ads he sees various places online. This series gives an in-depth look at the philosophy and strategy behind these ads and provides actionable advice for anyone looking to improve their ad copy. With … [Read more...] about Ads in the Wild: How ‘Bout a Touch of Branding to Go with that Click?
Display Network Best Practices
This is the second post PPC Hero's series on How to Succeed on the Display Network. This post focuses on the best practices for structuring Display Campaigns, available targeting options, and tips for optimizing performance on the Display Network. Yesterday, Abby wrote on the similarities and differences between the Google Display Network and Bing Content Network. In this … [Read more...] about Display Network Best Practices
Our 3 Most Valuable PPC Metrics
Last week, Wordstream asked the Hanapin team to participate in survey to find out which PPC metrics account managers think are the most valuable. It brought me back to when I was first learning about pay-per-click and felt overwhelmed by all the metrics and 3 letter acronyms that were being thrown around. I had no idea how I was going to use all this data to make decisions. … [Read more...] about Our 3 Most Valuable PPC Metrics
Your Roadmap To A Successful Landing Page Audit
It’s 3:15, school just let out, my buddies and I are prepared to set out on an extremely important voyage. A voyage only the bravest of men can possibly endure. With treasure map in hand, we set out… This was myself as a youngster. After school, my mom would often surprise my friends and I with a map that led to hidden treasure. The treasure usually consisted of a plate piled … [Read more...] about Your Roadmap To A Successful Landing Page Audit
My #1 Tip for Google Display Network: Scale Your Campaigns
Often times I find that people treat the display network as secondary to search. I’ll admit, it’s not always the first thought that comes into my mind when I start thinking about how I’m going to tackle a new account. I never understood why that is. I mean, display is awesome, why should it take a backseat? After many sleepless nights of pondering this question, I’ve decided … [Read more...] about My #1 Tip for Google Display Network: Scale Your Campaigns
adCenter Upgrade Now Gives Bing Marketers More Insight
As is with most things, as soon as we fix one problem there is another waiting to take its place. The PPC industry is not immune to this sentiment and accordingly, no rest for the weary! On top of all the changes Bing announced and finalized last week, they’ve continued to upgrade their interface with new features this week, as well. New Columns in Campaign Grid and Search … [Read more...] about adCenter Upgrade Now Gives Bing Marketers More Insight
How To Expand An Account From Exact Match to Broad Match
Let me preface this post by stating clearly: this is not the best way to work all accounts. With that said, I can think of a few scenarios where it is worth a shot as there are many pros to working an account from more targeted to less. There are also some cons so I’ll start by addressing both. Pros: You’ll have less initial financial waste while prospecting keywords It is … [Read more...] about How To Expand An Account From Exact Match to Broad Match
How To Create A PPC Keyword List
This is part 1 of our week-long series on starting an AdWords account from scratch. The series will walk you though each step of the process, from creating your initial keyword list to activating your campaigns. Give us 5 days and we'll teach you how to start you very own AdWords account! You've heard of the three little PPC pigs right? The first PPC pig started building his … [Read more...] about How To Create A PPC Keyword List
Keyword Match Types: The What and Why
Keyword match types are not a one size fits all kind of deal (like stretchy pants). Instead, all three can be utilized together, or separately, depending on your PPC strategy and/or business type. Each match type has its own set of benefits, as well as drawbacks, but when utilized together effectively, it can give you great results. So, in the following paragraphs, the six … [Read more...] about Keyword Match Types: The What and Why
