Automation continues to be a major conversation in nearly every industry. Digital marketing seems to be at the very forefront of this trend. Account managers have increasingly adopted machine learning based strategies for bidding, targeting, and creative delivery. While the adoption rate continues to increase, some platforms are starting to remove the manual option altogether. … [Read more...] about Setting Up and Analyzing Universal App Campaigns
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Top 3 AdWords Updates of 2017
Google had a lot of AdWords updates in 2017, and there were several that had a huge impact on how can we optimize and change our strategy. For some runner-up examples, custom intent for display, smart display including life events, sharing negative lists across accounts, view-through conversions for Gmail Ads, and much more. This post could have easily been 5 or even 10 top … [Read more...] about Top 3 AdWords Updates of 2017
How To Boost Post-Holiday Sales with Conversion Rate Optimization
As we wrap up the holiday season, we often see e-commerce sales start to take a dive as customers fall into a post-holiday slump. However, today I would like to focus on how to boost those post-holiday sales with a few conversion rate optimization tips. Conversion Rate Optimization for E-commerce As conversion rate optimizers, we may think it’s pretty easy to list out … [Read more...] about How To Boost Post-Holiday Sales with Conversion Rate Optimization
6 Bottom Line Boosting Tips for Paid Search
"It depends". In my 2+ years at Hanapin Marketing, I've come to learn that this is a universal truth across the industry. There is no shared magic number for ROI or CPA. There is no perfect CTR or CVR. And there most certainly isn't a singular strategic approach that can navigate across all industries and account types. That said, I do think there is a handful of search … [Read more...] about 6 Bottom Line Boosting Tips for Paid Search
Troubleshooting Google Analytics Tracking
As an Account Analyst, a frequent request we get is to troubleshoot Google Analytics. Sometimes it’s a very specific request, like “can you see why our sessions don’t match our AdWords clicks?” and other times it’s a generic “can you make sure GA is set up correctly?”. In this post, we’ll go through some reasons why your data might not be accurate due to the account set up and … [Read more...] about Troubleshooting Google Analytics Tracking
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Life Event Targeting Now Available To All AdWords Advertisers
Life Event targeting, released earlier this year, is now available to all AdWords advertisers! In case you haven’t heard about it, life event targeting allows you to target users around major life events. The life events include graduating college, moving, and getting married. With the targeting, you can pinpoint users before or after the event to maximize the efficiency of … [Read more...] about Life Event Targeting Now Available To All AdWords Advertisers
5 Tips to Take Your Programmatic Advertising to the Next Level
Over the last year, we have written multiple articles about programmatic. From basic optimizations to the impact it can have on your overall strategy. But what happens when you have plateaued in your efforts and need to expand your strategy to be a fine tuned machine and continue to deliver goals and increase performance. Here are 5 tips that will help increase the quality of … [Read more...] about 5 Tips to Take Your Programmatic Advertising to the Next Level
4 Easy Ways to Bring Diverse Thinking to Your Company
First and foremost, I do not want to belittle the true meaning of diversity and the importance of diversity with this article. This article will define diversity in a broad sense speaking more toward industry knowledge, and it is not to takeaway from other meanings of diversity. Assistant Professor of Sociology, Adia Harvey Wingfield explained in an article from The Atlantic … [Read more...] about 4 Easy Ways to Bring Diverse Thinking to Your Company
5 Lessons I’ve Learned (the hard way) in CRO
Approaching an anniversary commemorating the time I've spent in the glorious arena of conversion rate optimization under the umbrella of a stellar PPC agency (#8 on AdAge's Best Places to Work list), I wanted to take this small corner of the Interwebs to share a few key lessons with you all. Why? Because I am a doer. I learn by doing. Thus, I tend to make mistakes. It … [Read more...] about 5 Lessons I’ve Learned (the hard way) in CRO
Google Introduces Parallel Tracking to Speed Up Landing Pages
As we all know, the longer it takes to load a page, the lower the conversion rate will be. One of the bigger time sucks for a landing page load is the tracking redirects. The tracking loads before the page and if the tracking is loading slowly there is a much higher chance the customer bounces. This is a futuristic catch-22 where you need the tracking in place to gather … [Read more...] about Google Introduces Parallel Tracking to Speed Up Landing Pages
Step Up Your Apple Search Ads Performance
Since the Apple store launched in 2008, it's grown to house 2.2 million apps in 2016 and receives more than 500 million unique customers per week. So how can you make sure you standout from the crowd? Below are 4 optimizations that have helped several accounts increase their installs and efficiently increase volume. 1. Play around with your cost per tap bids One of the … [Read more...] about Step Up Your Apple Search Ads Performance
