Bid/Budget Management

  • Google Target Outranking Share Bid Strategy Success

    … August 24, 2017 A major focus over at the Google headquarters in 2017 has been to increase automated bid offering within the AdWords platform. They have refined existing methods and added new capabilities. Approached with a unique situation earlier in the year, our client team decided to place our personal experiences and hesitancy…

    PPC Heroin Paid Search Google- 16 readers -
  • Why Manual Bidding Will Slowly Ride Into The Sunset

    … of our bids and the choice to use automation if we needed it. However, things are starting to change. When you look at the expansion of the definition of “PPC”, it is starting to take more and more things under its umbrella, i.e Social, Programmatic, Video, etc. PPC is now evolved to a paid media strategy rather than a pay per click tactic…

    PPC Heroin Paid Search- 24 readers -
  • Automate Your Manual Bidding Strategy Using Supermetrics

    … regularly and have covered other uses for Supermetrics in the past, including how to automate budget projections. Now I am going to show you how to use Supermetrics to automate your manual bidding strategy. Specifically, I am going to build a bidding strategy for AdWords that optimizes on Average Position and Conversion Rate. Supermetrics Bidding…

    PPC Heroin Paid Search- 18 readers -
  • A Case For Automated Bidding

    … focusing on clicks and staying within the budget cap. According to the Google help page (found here), maximizing for clicks achieves the following goals: You have an advertising budget you’d like to reach consistently. You don’t want to spend time monitoring and updating individual CPC bids, and you’re willing to let the AdWords system update CPC…

    PPC Heroin Paid Search- 12 readers -
  • Master List of the Best Ad Tech Platforms for PPC

    … July 27, 2017 Have you ever thought to yourself – man, I wish there was a page where I could find out what ad tech platforms are out there (and the best ones!), without having to spend hours upon hours doing research? Well, guess what, you’re in luck! Each company sent in an overview presentation of their services for your convenience…

    Jamie Newton/ PPC Heroin Paid Search- 16 readers -
  • Deciding Between CPM & CPC Bidding on Facebook

    … weeks following the change, we’ve seen a massive increase in clicks and conversions went up 400% with that extra traffic. With budgets staying pretty similar, we’ve managed to reduce our CPA by just by funneling more people to the site and giving them the chance to convert. This may be a great option if you’re limited by spend on Facebook or you’re…

    PPC Heroin Facebook- 10 readers -
  • Decoding The PPC Bid Management Technology Matrix

    … June 30, 2017 When it comes to evaluating which PPC bid management tool is right for your business, it can be difficult. Most of the tools offer similar features, making it challenging to compare platforms. Even after learning about all the cool features, you still find yourself asking, “Would this task just be easier to manage directly…

    Cassie Oumedian/ PPC Heroin Paid Search- 22 readers -
  • Finding Seasonality in Your PPC Accounts

    …, meaning each month was inherently different beyond basic performance. The same goes for modeling account activity. Recently Jacob Brown and Emma Franks have covered How To Use Historical AdWords Data To Create Your Own Bid Simulator and Using Excel Regressions To Better Understand KPIs. Both of which benefit by defining and adjusting for any trends…

    Jacob Fairclough/ PPC Heroin Paid Search- 15 readers -
  • AdWords Announces Upcoming Changes To Enhanced CPC Bidding

    … is an automated bidding strategy that increases your manual bid amounts up to 30% if Google’s algorithm thinks a certain click is more likely to convert. The algorithm takes a user’s device, location, browser, and the time of day into consideration when automatically adjusting bids. ECPC works for Search, Shopping, and Display campaigns. Any manual bid…

    PPC Heroin Affiliate Paid Search- 30 readers -
  • Enhanced Day-Of-Week Budgeting With Non-PPC KPIs

    … April 12, 2017 Last month, I came to you with 3 ways to use ROAS for lead gen optimization. Today, I want to talk about another way Hanapin Marketing has begun embracing “back-end,” atypical KPIs in our PPC strategies and tactics. This example comes from a dynamic, sometimes complicated vertical that blends both lead gen and e-commerce…

    PPC Heroin Paid Search- 14 readers -
  • Building An Automated PPC Spend Tracker In Google Sheets

    … challenges and build new tools customized to make your life easier. The Problem While managing PPC accounts for yourself, an internal team, or a client, one aspect you’re sure to face is working within a budget and managing spend across channels, initiatives, and many other possible dimensions. For some, this can be a stressful part of the job…

    PPC Heroin Paid Search Google- 30 readers -
  • Bidding in a Mobile Centric 2017

    … February 23, 2017 In early February, I hosted a Hanapin Marketing Webinar about the State of Mobile in 2017 and discussed numerous mobile changes and details to help take our mobile strategies to the next level. Since that discussion, I have continued to strategize on how I can improve results with the ever-changing landscape of mobile…

    PPC Heroin Paid Search Mobile Google- 21 readers -
  • Be Smart In 2017: Use Seasonal Budgeting

    … January 19, 2017 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. A lot 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…

    Jacob Brown/ PPC Heroin Paid Search- 23 readers -
  • Seasonal Bidding Methods: Holidays Already?

    …, Will Larcom sells tissues and hand sanitizer in bulk (Yes, the same Will Larcom who presented on Seasonality bidding in his recent webinar). He typically does monthly bid changes within his PPC account – so he notices from September 1 – September 30 he had a 150% ROAS as result of his $2 CPC and $3 of revenue per click typically. Will dreams…

    Jacob Brown/ PPC Heroin Paid Search- 14 readers -
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