Beginning in early June, AdWords will be rolling out changes to Enhanced CPC bidding (ECPC). You’ve probably been seeing the below notification when logged into the AdWords interface. Keep reading to find out what changes are being implemented and how they could affect account performance. What’s Changing? Currently, ECPC is an automated bidding strategy that increases … [Read more...] about AdWords Announces Upcoming Changes To Enhanced CPC Bidding
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Avoid These Common PPC Shopping Strategy Mistakes
With all the new features for Shopping product feeds, extensions, and labels, it’s easy to overlook the basics of what makes Shopping campaigns successful for ecommerce accounts. The oversights listed below are common with new accounts at Hanapin Marketing. Avoid these to develop a sophisticated Shopping campaign structure and increase overall performance. Only Running One … [Read more...] about Avoid These Common PPC Shopping Strategy Mistakes
How To Evaluate Your PPC Ad Rotation Settings
Ad rotation is one of the forgotten settings. Everyone has a preference, “always rotate indefinitely” or “always optimize by conversions” but the chosen settings often reflect the manager's default preference rather than the settings utility. Rather than a preference, the setting should be used as a tool and subject for further analysis. This article will cover what options … [Read more...] about How To Evaluate Your PPC Ad Rotation Settings
March Madness Continues: What Excel Tool/Function Rules Them All?
In light of the March Madness season it was thought that we could have some fun and review some of the previous PPC Hero articles on the best ways to utilize Excel in order to more efficiently and effectively manage PPC accounts. First, let's choose the seeds for the respective functions. There are four regions just like in the real tournament for the Excel Tools/Functions … [Read more...] about March Madness Continues: What Excel Tool/Function Rules Them All?
New PPC Account Analysis For Beginners
Looking at an account that is unfamiliar to you can be daunting. There are many things to look at and so many reports to pull. How do you know what’s most important? This post will go through some of the common reports/analysis to pull when inheriting an account. Account Health Checkup / Learn The Lay Of The Land KPIs Key performance indicators (KPIs) are what your client … [Read more...] about New PPC Account Analysis For Beginners
Increase Your PPC Conversion Rate With Income Targeting
Having the ability to target based on demographic information is a long-standing tactic that is getting a second glance. An increase in the level of personal customer detail we are able to gather paired with advanced tracking and analytics have allowed many marketers to report positive metrics further down the sales funnel. For many, the biggest hurdle to overcome is allowing … [Read more...] about Increase Your PPC Conversion Rate With Income Targeting
How Search Agencies Can Harness Big Data to Win More Pitches
This post is part of the Hero Conf Los Angeles Speaker Blog Series. Jamie Smith will join 50+ PPC experts sharing their paid search and social expertise at the World’s Largest All-PPC Event, April 18-20 in Los Angeles, CA. Like what you read? Find out more about Hero Conf. If you are in search marketing or work with a search agency, your pool of eligible clients is big but … [Read more...] about How Search Agencies Can Harness Big Data to Win More Pitches
PPC Video Campaign Targeting Methods You Shouldn’t Forget
YouTube campaigns have always made deeper targeting available to the advertisers. I loved video campaigns from the beginning because I could target by age, gender, parental status, household income, and more. But while those layered targets are great, it’s not enough for me. I’m greedy like the Little Mermaid. “I want to be where the people are.” Don’t laugh. She’s got the … [Read more...] about PPC Video Campaign Targeting Methods You Shouldn’t Forget
Be Smart In 2017: Use Seasonal Budgeting
What's your 2017 budget? That's the question everyone was trying to figure out in the marketing world over the past 2-3 months. Many got the answer and split the budget up evenly across 12 months and went forward with the year. Others segmented the year into quarters and budgeted on a quarterly basis. Some segmented the budget down to the month. The goal of this post is to get … [Read more...] about Be Smart In 2017: Use Seasonal Budgeting
My 2017 PPC Platform Wish List
We’ve all been PPC-ing And we’ve all got bids to make We don’t know what this year will bring So we blog and hope it takes! (If you try really hard, those lyrics can be sung to the tune of Santa Claus is Coming to Town. If it doesn’t work the first time, try harder. I’m not Beethoven.) This is my selfish intent for this blog post: I hope the geniuses behind each of the … [Read more...] about My 2017 PPC Platform Wish List
How To Optimize PPC Campaigns That Are Limited By Budget
In AdWords and Bing, getting alerted about paid search campaigns that are limited by budget are pretty commonplace. If I had a nickel for all the campaigns I have seen that were limited by budget, I would ask "where are these coins coming from and can we talk about 2016 inflation?" When you think of these budget limitations, you might feel inclined to internalize these red … [Read more...] about How To Optimize PPC Campaigns That Are Limited By Budget
How To Think Straight When Your PPC Account Is Going Sideways
As account managers, we’ve all been there before. You have an account that’s moving along quite nicely and then one day everything changes. You’re not sure why performance is tanking and you’re client expects answers quickly. At times like these, it might not be clear where to even start when seeking an answer. In this post, I will talk about good starting points when … [Read more...] about How To Think Straight When Your PPC Account Is Going Sideways
