william larcom

  • 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- 14 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- 19 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- 13 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- 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- 19 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- 9 readers -
    Earlier about the same topic:
  • 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- 17 readers -