How To Guides

    • Roadmap for a Solid B2B Facebook Advertising Strategy

      Facebook has long been accepted as a great platform for B2C advertisers to reach their customers, but clients in the B2B sector have historically asked us at Hanapin Marketing whether facebook ads would be a beneficial use of their ad spend dollars. I’m here with good news! I have seen success with B2B clients in facebook firsthand, and it boils down to ensuring that a solid st ...

      PPC Heroin Affiliate Social Paid Search- 14 readers -
  • Your Guide to Getting Organized for PPC Success

    … in the new-to-me landscape of PPC management. As I made my list, I took a holistic approach that I’d like to share with you. My strategies fell into four categories – organization of my space, my time, my resources, and my workload. Organizing Your Space 1. Ensure you always have the tools you need. Keep an organized space dedicated to an abundance…

    PPC Heroin Paid Search- 10 readers -
  • Statistical Significance? Who Needs It? (Hint: YOU Do!)

    … receive confirmation of your statistical significance. There are also more complicated calculators that ask for more data than the more rudimentary options. You are also able to create your own formula in Excel, but an easier source is provided by the Teasley calculator (a highly recommended tool for true statistical significance). So let’s say…

    Carrie Albright/ PPC Heroin Paid Search- 15 readers -
  • 3 Best Practices for Universal App Campaigns

    … campaigns on Search, Display, and Youtube would stop running. Universal App Campaigns were launched in mid-2015 as part of Google’s efforts to utilize machine-learning in its advertising product offerings. The goal is for the machine-learning system to analyze, in real time, hundreds of millions of signals to put your app in front of the best…

    PPC Heroin Paid Search- 10 readers -
  • How To Better Organize Your Shopping Campaigns: Brand vs Non-Brand Segmentation

    … difference then keep reading! Tip: PPC Hero has multiple posts on SQRs and pivot tables, so check them out if you need more help with this part. The Structure Before we get to the actual builds, I want to cover how the setup actually works. The segmentation essentially comes down to negative keywords, priority settings, and bidding strategies…

    PPC Heroin Paid Search- 7 readers -
  • AdWords Global Site Tag Implementation Guide

    … October 26, 2017 AdWords introduced their new site-wide tagging this month. Like Bing’s Universal Event Tracking, the new AdWords site-wide tagging uses one tag on the entire site with additional event snippets to track conversion actions. The global site tag (gtag.js) will also be used for Google Analytics in the future. There will no longer…

    PPC Heroin Paid Search- 11 readers -
  • How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure

    … around organizing through priority tiers. In this case, we will have three tiers that align with the three campaign priority settings for Shopping: High, Medium, and Low. (Disclaimer: This is not a post about organization within a Shopping campaign. Rather, it is about how you should organize your campaigns to work together within an account…

    PPC Hero- 4 readers -
  • How To Explain PPC To A Non-PPCer

    … September 1, 2017 We’re only 1 month away from Q4! In the PPC world, that means we’re all thinking about holiday strategy. But do you know what else Q4 means for PPC-ers? Q4 means holiday parties full of mingling and small talk where you will inevitably be asked, “What do you do?” Then you must try and explain PPC to your family friends…

    PPC Heroin Paid Search How To's- 15 readers -
  • A Guide To Bing Ads Shopping Campaigns

    … frequently depending on how often products are updated. Creating Your Shopping Catalog Once you have created your merchant center, you can begin creating your shopping catalog (also called a shopping feed) and ensure that it’s up-to-date with the most accurate information. There are two options when creating your feed. If you have a Google Shopping…

    PPC Hero- 21 readers -
  • 2017: The Year You Launch Your Video Ads

    … video ads will equate to approximately 54% of the total desktop display ad market. What is causing this strong growth projection? This is partly due to an echo effect of seeing more video content on the social platforms that we use daily, for example, Facebook invested early in promoting live video posts. The rise in ephemeral videos through…

    PPC Heroin Social Paid Search Facebook YouTube- 25 readers -
  • A step-by-step guide to developing your 2017 digital marketing strategy

    … We’re almost halfway through Q4, and as a marketer, you know what that means. It’s time to start thinking about next year, if you haven’t already. To put together a comprehensive marketing plan, there are certain details that should be taken into consideration. Below is an outline of the analyses and components that should factor…

    Amy Bishop/ Marketing Land- 25 readers -
  • Content-specific chat prompts: Unlocking the power of conversation

    … Often, live chat is viewed as a customer service tool — or, even worse, a pesky sales pop-up. In my opinion, though, while live chat can be used for both of those purposes, it can also be used for so much more. Think about it: people love to buy from companies and people that they feel connected to. That’s why content is such a great marketing…

    Marketing Landin Social Content- 17 readers -
  • Linking Up With LinkedIn: A Beginner’s Guide

    … their budgets on LinkedIn over the next 12 months. During that same time period, it is safe to expect some major developments to the platform following its acquisition by Microsoft. With this in mind, we’ve outlined a complete beginners guide that will help you tap into the potential of LinkedIn ads. Finding The Right Fit Simply put, LinkedIn Ads…

    PPC Heroin Social Paid Search Display- 24 readers -
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