For the longest time, I and the PPC industry as a whole, have defaulted and still in a lot of circumstances still default to a Google Paid Search first strategy. Google Ads is still the number 1 platform, and is still required in any digital marketing strategy. It can produce great results, but in some […]
4 Reasons for Preferring Facebook Ads Over Google Ads Read More »
“How much money should we spend on PPC this year?” “How many sales can we get with X amount of budget?” “We are looking at expanding into ____ platform, how much budget should we allocate?” In the five years I’ve worked at Hanapin, these types of questions from clients are becoming more and more
How Much Should I Spend: Aligning PPC Budgets to Goals Read More »
Over the years, many companies have debated whether you should or should not bid on your own brand terms. Some article suggests you should not waste your money and others believe it is a no-brainer. In a previous article Why Brand Ad Campaigns are So Important, I discussed the reasons why you should bid on branded
What Happened When We Paused PPC Brand Campaigns Read More »
Strategy. What is your strategy? As an agency, our team responds to that very question on a daily basis. How do we respond? I remember my very first week working at Hanapin Marketing. I was working in a REDBOP group (for information on what REDBOP is, see “super awesome opportunity” in the dictionary and you
Many advertisers today are looking for ways to create their sales funnels within platforms for several reasons. It helps reduce friction, keeping users within the platform and eliminating issues with conversion-rate optimization and bounce rate once the user lands on a webpage. It also avoids issues with using potentially sensitive customer data to build a
What bidding strategy will perform best for a given campaign? This can be a tricky question. While aggregate data as well as common sense can provide some answers, absent a crystal ball no one can say how any given campaign will perform with a particular automation strategy until it is actually tried. As such, I
Max Clicks for Budget-Limited PPC Campaigns Case Study Read More »
You may have a client, or you may be a client, asking the question, should we spend more on branded or non-branded terms? Like anything in PPC, it depends on the industry, the type of product/service, what your competitors are doing, how your PPC account is currently set up, etc. Having worked with a variety
Non-Branded Campaigns: the Missing Ingredient to PPC Strategy Read More »
Dear Reader, Welcome to the wondrous world of PPC advertising, where digital marketers play the game of persuading potential customers to click on paid ads, and ultimately ‘convert’ in some meaningful way. Conversions come in many different shapes and sizes. A conversion could be something as simple as a customer signing up for your newsletter,
High CTR, Low Conversions: Where’s the PPC Disconnect? Read More »
A few weeks ago, I got a disturbing message from Google notifying me that thousands of my client’s ads were down due to “Malicious Content.” As any good Account Manager would, I called Google using my stern, don’t-be-passive-aggressive-but-get-results-voice to uncover the issue and figure out what hoops I had to jump through to get the
Drift Chatbot Expectations & Marketing Ideas for PPC Read More »
July 12, 2018 When you think about automated bidding, or any machine-learning algorithm, it’s useful to envision a physical machine with lots of gears and belts in need of plenty of oil to stay running smoothly. Not to mention, useful human stewards to keep it all functioning. Even though the machines we’re working with in
