While major strategic considerations will feel familiar, management of App Install Ad Campaigns provides a host of unique obstacles. On one side, the barrier for entry presented to the consumer is considerably lower than even the easiest niches of lead generation or e-commerce. On the other hand, the app install world is a dynamic, crowded environment where commanding a user's … [Read more...] about 4 Audience Targeting Tactics For Facebook App Install Ads
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Your Facebook Ads Are Working – Here’s How To Prove It
To online advertisers, it has become very clear that Facebook (more often than not) needs to be a part of every digital strategy. Whether it is brand awareness, dynamic remarketing, or a basic static ad, Facebook Ads can be a key element in driving traffic and increasing conversions. However, if you have ever used Facebook Ads you know that seeing a high return on your efforts … [Read more...] about Your Facebook Ads Are Working – Here’s How To Prove It
Automate Your Budget Projections Using Supermetrics
I don’t know about you, but I am always looking for ways to make my job easier. Anything that makes my day-to-day tasks take a little less time so I can focus more on learning and strategizing PPC is good to me. Recently, I began to utilize Supermetrics, an add on to Google Sheets. Supermetrics can automatically pull in data from across your PPC platforms, (AdWords, Bing, … [Read more...] about Automate Your Budget Projections Using Supermetrics
Finding Seasonality In Your PPC Accounts
Seasonality as a topic is often used as a substitute for holiday talk. As in we expect more sales due to seasonality in the winter holiday months. While helpful this concept can lead you to overlook the variances in performance across the year. This will throw off any forecasting or analysis project you work on. But how do we find these trends? The answer is through basic … [Read more...] about Finding Seasonality In Your PPC Accounts
How To Use Historical AdWords Data To Create Your Own Bid Simulator
Within AdWords, there is a tool called Bid Simulator where you can review potential keyword bids to project what type of performance changes various bid changes would make. The simulator is meant to help guide your bidding by projecting volume and efficiency as you raise your bid. While this is a great tool to get some estimates, Google's algorithm is fairly unknown and … [Read more...] about How To Use Historical AdWords Data To Create Your Own Bid Simulator
How To View Bing Spend In Google Analytics
Using Google Analytics data to track performance and find optimization opportunities is crucial for successful PPC campaigns. Getting Bing data to import into GA is simple with Bing’s auto-tagging. Bing campaign spend, however, does not automatically import into GA. If you are using cost per conversion or ROAS data to analyze performance in GA, you’ll need to get the spend data … [Read more...] about How To View Bing Spend In Google Analytics
Guide to URL Tracking In Google Analytics
8/12/2020 What is URL Tracking? URL tracking is the process of adding unique identifiers to your final URLs. If you aren’t tagging your URLs for tracking in either Google Analytics or your analytics platform of choice, you are losing out on helpful information. When you manage pay-per-click campaigns in conjunction with other online marketing efforts, it is extremely … [Read more...] about Guide to URL Tracking In Google Analytics
The 5 Stages Of PPC Account Restructuring
During my tenure as a PPC account manager I've found few things to be more anxiety provoking than the performance of a brand new account structure. Those first couple weeks of data are pivotal not only for account success, but for establishing client confidence moving forward. Following the launch of a brand new account structure, I typically go through a series of emotions … [Read more...] about The 5 Stages Of PPC Account Restructuring
Time Saving Automation: Search Query Edition
Search Query Reports (SQRs) - you either love them or hate them. Nonetheless, they are an extremely important component of a PPC campaign. While you probably pull these semi-regularly (or maybe you don’t do them at all), are you getting the most out of them? With a little bit of work on the front end, you can save time by automating these reports. Once you get it all set up, … [Read more...] about Time Saving Automation: Search Query Edition
5 Lessons Learned From Running International PPC Accounts
I currently manage ads in 6 continents across 32 countries with ad copy spanning 5 different languages. I speak one language. Well, to be fair, I speak more than just one language. Years of Spanish class has led to the proficiency of a "soon-to-graduate higher schooler with senioritis." Furthermore, my PPC international experience has given me a pretty strong pulse of the … [Read more...] about 5 Lessons Learned From Running International PPC Accounts
3 AdWords Features You Are Underutilizing
Few industries evolve, adapt, and integrate new tech quicker than paid search. Capitalizing on this dynamic environment is a significant aspect of the daily challenges account managers face. Whether the news comes from Inside AdWords or via a Google Representative's beta deck, the announcement of upcoming changes typically triggers a flurry of excitement and preparation. … [Read more...] about 3 AdWords Features You Are Underutilizing
Enhanced Day-Of-Week Budgeting With Non-PPC KPIs
Last month, I came to you with 3 ways to use ROAS for lead gen optimization. Today, I want to talk about another way Hanapin Marketing has begun embracing “back-end,” atypical KPIs in our PPC strategies and tactics. This example comes from a dynamic, sometimes complicated vertical that blends both lead gen and e-commerce attributes: Healthcare. The Complexity Of Healthcare … [Read more...] about Enhanced Day-Of-Week Budgeting With Non-PPC KPIs
