Bid/Budget Management

    • 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 attributes: Healthcare.

      PPC Heroin Paid Search- 13 readers -
  • Building An Automated PPC Spend Tracker In Google Sheets

    … for expanded possibilities Low cost (free to use Google Sheets, although some add-ons require fees) Without further ado, let’s dive into how we created the tool! Step 1: List your budgets (and know your budgeting timeframe) In general, your budgets dictate how you organize spend and thus how you will structure your spend tracker. Keeping in mind…

    PPC Heroin Paid Search Google- 20 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- 12 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 the budget…

    Jacob Brown/ PPC Heroin Paid Search- 17 readers -
  • Seasonal Bidding Methods: Holidays Already?

    … – let’s steer away from the holiday season for a little bit and just think through seasonal bidding in general. How do most users go about implementing bid changes? They take the historical data (last 7 days, last 14 days, last month) and make adjustments based on that historical performance. Makes sense, right? Let’s dive into a model that works…

    Jacob Brown/ PPC Heroin Paid Search- 10 readers -
  • Adwords Event Recap: Device-Specific Bid Adjustments

    … the consolidated campaign recommendations in addition to Search campaigns. Where mobile ads do not perform as well as desktop, advertisers are encouraged to use bid modifiers to reduce mobile bids, rather than eliminating mobile. Smart Bidding will override manual bid adjustments, but the ability to set Target CPA by device should offset this concern…

    PPC Heroin Paid Search- 24 readers -
  • Be In The Know About Upcoming Improvements To AdWords Automated Bidding

    … insight into the process. Bid statuses are either inactive, not limited, limited, or learning. You can even see why the bidding strategy is in the learning status by hovering over the speech bubble similar to checking why an ad was disapproved. Statuses also update whenever changes are made to the campaign’s budget or settings and even when keywords…

    PPC Heroin Paid Search- 20 readers -
  • Understanding Budget’s Role In PPC Account Performance

    … with the big bosses or clients and could be tough to shake. You’ll want to research all aspects of the account launch prior to going live to ensure all of your bases are covered. How you structure the campaigns and where you drive traffic plays a huge role in the performance of the account, but what about a strategy for budgeting? How can budget…

    PPC Heroin Paid Search- 26 readers -
  • Automate And Manually Change Bids With Excel

    … into paid search advertising, the typical response back is: “I do data analysis and make decisions on how much to bid on search queries and ad space online.” Bid is one of the first words you associate with your job. It is one of the most important parts of your job. Is Paid Search simply bidding on keywords and finding the best bid amount for you…

    Jacob Brown/ PPC Hero- 8 readers -
  • Create Over 100 Alerts You’ve Always Wanted, But Never Had.

    … exact needs, just copy and paste, adjust variables, and schedule it to run. However, customizing a script be a daunting task if you don’t know what you’re doing. Simple Rule Building. Automated Insights. To run a successful PPC campaign you need as much help as you can get. Hero Pro’s AdWords Alerts allows you to create well over 100 AdWords…

    Jeremy Page/ PPC Heroin Paid Search- 10 readers -
  • How Football Shaped My Philosophy Regarding PPC

    … PPC to me is a lot like football. Building successful paid search accounts requires a well-defined philosophy for approaching account work, a strong game plan, and solid execution of the plan you spent all that time creating. Football coaches subscribe to either an offensive or defensive philosophy. Offensive minded coaches believe in high…

    Jeff Baum/ PPC Heroin Paid Search How To's- 9 readers -
  • Determining PPC Budget Growth In 2015 – The State Of Paid Search

    …. Automation Last but not least is the opportunity for automation. The more settings, rules and requirements that need to be monitored means there is more room for error. To minimize error it makes sense to implement budget automation and at the same time it will save you time and headache. For more on budget automation check out Jeff Baum’s post…

    PPC Heroin Social Paid Search- 12 readers -
  • An Explanation Of The Adwords Conversion Optimizer Tool

    … the ‘settings’ tab on campaign(s) you want to opt into conversion optimizer. Scroll down to ‘bidding and budget’ and click ‘edit’ next to ‘bid strategy’. Click the ‘focus on conversion’ radio button. This will opt you into Conversion Optimizer. Under ‘advanced options’ enter either a max or target CPA. AdWords will show a recommended bid or you can…

    Jeff Baum/ PPC Heroin Paid Search Google- 6 readers -
  • 2015 Prediction: The Year of Bid and Budget Automation

    … 2014 is winding down and I’ve begun contemplating the future of PPC. I believe 2015 will be the ‘year of bid and budget automation’. As the business of PPC grows in complexity and the amount of levers that need to be monitored and pulled within accounts increases, it’s not only a need, but also a necessity to automate these two critical areas…

    Jeff Baum/ PPC Heroin Paid Search Mobile- 13 readers -
  • Save An Hour A Day With 4 Easy To Use AdWords Scripts!

    … setup and show you how to get started. Stop wasting time on repetitive Google AdWords Tasks. Save an hour a day using these 4 scripts: Changes In CTR, Monthly Budget Projections, Keyword Labeler, and Daily Stats. See increases or decreases in CTR from the past 3 weeks. Changes in CTR Script Audits your account for any ad groups that have increased…

    Jeremy Page/ PPC Heroin Paid Search- 22 readers -
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