Ppc Account 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 -
  • 3 Ways To Use ROAS In PPC Lead Gen Optimization

    … March 6, 2017 “In any PPC campaign, whether eCommerce or lead generation, return is the ultimate indicator of success.” –Matt Umbro Naturally, we all want to be successful. We want to know that the money we are putting into paid search, social, and display—or the investment we are managing on behalf of our clients—is being utilized…

    PPC Heroin Affiliate Paid Search- 19 readers -
  • Is Everything OK? 3 Tips For Keeping Your PPC Accounts Healthy

    … December 23, 2016 As search professionals, we’re always assessing the overall state of our PPC programs. If performance isn’t constantly monitored, we’re sure to find out one day that the campaigns we thought were doing well are not hitting goals or worst case scenario, losing money. For this very reason, most account managers create intricate…

    Jeff Baum/ PPC Heroin Affiliate Paid Search- 16 readers -
  • Your End Of Year PPC Checklist: What To Audit Before 2017

    … and need some analysis and adjustment. Maybe in your account, mobile is picking up with the continued growth of mobile device searches, leading to a broader conversation around mobile experiences and proper bidding strategies. 3) Search Partners Data Probably the most forgotten tactic in any PPC strategy. When a campaign starts up, Search Partners…

    PPC Heroin Paid Search- 13 readers -
  • Thank You Notes: Acknowledging The Most Significant PPC Updates Of 2016

    …. Before we set sights on what is to come in 2017, let us take a walk down memory lane and pause to say “thanks” to the 10 most significant PPC Updates of 2016. Number 10: Bing Introduces Editor For Mac Thank you, Bing, for entering the 21st century and developing editor for Mac. Sure, I understand—it wasn’t because you didn’t want to make our lives…

    PPC Heroin Social Paid Search- 17 readers -
  • Weird Science: A Lesson in Failed Experiments

    …. If by implementing this new strategy performance plummeted, then by reverting the strategy, performance will bounce back. I reverted the changes I made in the account and waited for traffic to improve. When it did not improve, I was puzzled. I started to peel back the layers, get really granular and do all of those other PPC buzz-word things…

    PPC Heroin Paid Search- 11 readers -
  • How To Make A Good Account Manager Assignment

    … September 7, 2016 One of my key responsibilities is assigning new accounts to team members. Account manager assignments are the first critical decision made on behalf of an account. Making a good account assignment instills confidence and positively demonstrates to clients an ability to make solid decisions. On the flip side, a poorly conceived…

    Jeff Baum/ PPC Hero- 14 readers -
  • The Ins And Outs Of PPC Account Expansion

    … PPC strategy involve the two words “it depends,” trying new ideas is essential to growth and expansion. As I got older, my obsession with Legos transformed. Instead of taking apart Lego towers, I started taking apart other things—like my boombox and my computer. I wanted to understand how all of the little parts worked together. Unfortunately, I…

    PPC Heroin Paid Search- 11 readers -
  • Two Reasons Why I Don’t Buy Into The Quality Score Hype

    … on the performance of an account from a business perspective. Years ago, the concept of quality score was introduced as a means of quantifying the relevance of keywords and ads. From the moment QS was introduced, PPC professionals were conditioned to believe that quality score is by and far the most important metric we needed to optimize. I’ve been involved…

    Jeff Baum/ PPC Heroin Paid Search- 29 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 -
  • The Art Of The PPC Account Transition

    … Whether you work for a PPC agency or in-house, one thing is for certain – you will at some point be engaging in an internal account transition. At first, it may sound appealing to inherit an account where all the groundwork has already been laid by your colleague, but there are times when the account transition is quite complicated. No two…

    PPC Heroin Paid Search- 4 readers -
  • Managing an Education PPC Account. What You Need to Know

    … to gain CTR and quality score advantages, including employment keywords in ads was being construed as a promise of employment. Advertisers are also limited in how they incorporate keyword modifiers such as ‘degrees’, or ‘certifications’ into ad copy. For instance, if a school does not offer a degree or certification program, inserting those keywords…

    Jeff Baum/ PPC Heroin Paid Search How To's- 5 readers -
  • Is It Time for a PPC Management Quality Score?

    … (said in the voice of Aladdin’s Genie) and if you get on their bad side, they will blast away at you willy nilly. I’m not arguing here the veracity of this claim, I’m just reporting how many small businesses feel where Google is concerned. They don’t understand how it works, but they fear the reaper (and there’s no Will Ferrell to explore…

    Kirk Williams/ PPC Heroin Paid Search Google- 17 readers -
  • Tips for Getting Results with an Inherited PPC Account

    … not meeting goals and have a previous history of under performance. This situation begs the question of how to identify and gain key wins in these inherited PPC accounts. Ultimately, our goals are to achieve positive performance and prove worth to our clients. Below are some of the things I look to do that have helped me convert under performing…

    Jeff Baum/ PPC Heroin Paid Search Google- 6 readers -
  • Keep Your PPC Clients Happy – Tips for Managing Client Relationships

    … A lot of conversation has taken place recently around Hanapin regarding the question “What makes clients unhappy”? I have boiled down these conversations into three overarching buckets: Not being proactive Not moving fast enough in accounts Client communication While positive results usually equates to happy clients, there is often a flaw…

    Jeff Baum/ PPC Heroin Paid Search- 7 readers -
  • PPC – The Ultimate Guide to Pay-Per-Click Marketing

    … can show an ad speaking to “blue running shoes.” The PPC listings within the Google SERPs Through both targeting settings and account structure, advertisers can run successful PPC campaigns as long as relevance is paramount. Main Platforms Google AdWords Run on Google, Search Partner sites, and Display Network sites, AdWords is the largest pay…

    Matt Umbro/ PPC Heroin Paid Search- 28 readers -
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