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  • The Case For PPC Creative In Multiple Languages

    For many advertisers, business boundaries extend far beyond the borders of their home country. Once leaving the safety of the primary market, it’s likely that advertisers will need to explore multilingual account coverage. Many advertisers will attack this expansion opportunity by going one of two routes: Door #1: The “close enough” by running duplicated English campaigns i ...

    PPC Heroin Affiliate Paid Search- 9 readers -
  • Setting Up and Analyzing Universal App Campaigns

    Calling it now: automation will be the top buzzword of 2018. In all fairness, automation has been and will continue to be a major conversation in nearly every industry. Digital marketing seems to be at the very forefront of this trend. Account managers are increasingly adopting machine learning based strategies for bidding, targeting, and creative delivery.

    PPC Hero- 14 readers -
  • 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.

    PPC Heroin Affiliate Paid Search- 12 readers -
  • 4 Audience Targeting Tactics For Facebook App Install Ads

    August 3, 2017 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 co ...

    PPC Heroin Social Facebook- 11 readers -
  • Why I Tested A Facebook Audience With Zero Targeting Restrictions

    July 7, 2017 When it comes to success with Facebook Advertising, audience targeting is the name of the game. While other factors like quality of ad creative should not be overlooked, performance in social is largely contingent on audience creation. The options for targeting within Facebook are seemingly endless, providing an incredible combination of both scale and accuracy.

    PPC Heroin Social Facebook- 16 readers -
  • The 5 Stages Of PPC Account Restructuring

    June 8, 2017 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 seri ...

    PPC Heroin Paid Search- 19 readers -
  • 5 Lessons Learned From Running International PPC Accounts

    May 15, 2017 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.

    PPC Heroin Paid Search- 18 readers -
  • 3 AdWords Features You Are Underutilizing

    April 20, 2017 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.

    PPC Heroin Paid Search- 26 readers -
  • 4 Red Flags Of Ineffective PPC Account Structure

    February 21, 2017 Whether it’s kicking off with a new client, conducting an audit, or delivering a comprehensive solutions blueprint, analysis of account structure is always a major indicator of account health. A properly groomed PPC account structure both reflects and streamlines every aspect of a marketing strategy. The intricacies of account structure are unique to every client.

    PPC Heroin Affiliate Paid Search- 14 readers -
  • Expanding Your PPC Coverage Beyond Google And Bing

    January 30, 2017 Here at Hanapin, we have clients in seemingly every vertical with budgets ranging from penny-pinching to limitless. Despite their many differences, nearly all of these accounts have one thing in common: Google AdWords is their most important network. For these accounts, Google receives the lion’s share of budget and optimization resources.

    PPC Heroin Social Paid Search Google- 22 readers -
  • The Good, Bad, And Ugly Impact Of PPC On Journalism

    December 29, 2016 Display advertising has ruined the ethics of journalism. In all fairness, that is a fairly large exaggeration. With that said, I am proud to be a member of this industry and equally proud of the company and clients I represent. Despite this, I am NOT proud of the indirect impact PPC has on digital media.

    PPC Heroin Paid Search Display- 30 readers -
  • 5 Fast Fixes For Your Holiday PPC Strategy

    November 30, 2016 Months of planning, weeks of implementation, days of scrambling, and one extended “break” hoping it all pays off. With Black Friday and Cyber Monday officially in the books, digital marketers are quickly diving back into the data to see where opportunity lies for December. While the first weekend of the holiday season is a good indicator of PPC account he ...

    PPC Heroin Paid Search- 20 readers -
  • Linking Up With LinkedIn: A Beginner’s Guide

    October 26, 2016 Social advertising has quickly become an integral part of a complete digital marketing strategy. In the recent 2016 edition of The State Of PPC, this sentiment is supported by 65% of brands and 83% of agencies who tout social advertising as the most important aspect of the digital marketing industry over the past 12 months.

    PPC Heroin Social Paid Search Display- 24 readers -
  • The Top Ten Tips For Effective Dayparting

    September 22, 2016 Over the past year, I’ve started to truly embrace a new life motto: if it takes less than ten minutes to do, do it now. When it comes to optimizing a PPC account, ten minutes is a drop in the bucket. As digital marketers, we are left forever seeking those 0.01% incremental gains in hopes that soon enough they will amount to radical improvements.

    PPC Heroin Paid Search- 14 readers -
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  • Leveraging Analytics For Remarketing: Picking The Ripest Fruit

    July 25, 2016 Remarketing represents the low hanging fruit of the digital marketing world. This cliche or some analogous iteration is parroted throughout the paid search community to no end. It’s a safe assumption that this mentality has either been repeated or embraced by nearly every account manager, myself included.

    PPC Heroin Paid Search- 21 readers -