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Cut To The Chase [Volume 3]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Sustainable growth from B2C companies comes from household penetration and not from increasing the value of the average customer (according to Bain & Company). This is important to PPC advertisers; only focusing on keyword based advertising means you’ll hit a point of impression saturation long before you have maximized your market penetration. You have to do display and paid social (even at lower returns) if you want to have broad enough reach to increase your share of households, and thus win your market segment. Read More>>

Business complexity hinders performance according to 74% of survey participants in a SAP & Wharton joint project. 51% of people believe simplifying their business is important today, and 67% think it will be important in the next 3 years. With the increase in tech usage amongst marketers, multi-channel and multi-device tracking, and the ever-increasing number of channels, I posit that simplifying marketing is also going to be extremely important over the next 3-years. Read More >>

Conversions aren’t conversions anymore. Google and Yahoo are making/have made changes to what they consider conversions in their interfaces. Yahoo now counts (at least according to an unnamed rep) view through conversions and actual transactions as conversions. Google is changing their reporting so the only conversions shown in the “Conversions” column are those that you’ve designated as wanting to optimize for. If you only have one conversion type set up (say a tracking code on your thank-you page after a transaction) you likely won’t see any change. But if you track micro-conversions (such as email sign ups along with sale transactions) you may see your reported conversion volume drop off. So to simplify it, your Yahoo reported conversions are going to skyrocket and your Google reported conversions may plummet, all while you’re actual revenue remains the same. Read More>>

Marketing Technologists (the folks that help you determine your best marketing stack and have deep technical skills) are quickly being known as “marketers” in the same way that digital marketing is redundant as any marketing must include digital. However, Scott Brinker makes a great case – while there will be some regression to the mean, those marketers and businesses that continue to pursue deep technical proficiency will always have a unique seat at the table. I believe this to be true, and relevant, as many agencies of ole try to become relevant again by claiming to be digital experts while their true depth lies with traditional channels. Read More>>

Gmail Sponsored Promotions are out of beta (which is the second time?). This is an effective, although small volume, tool that let’s you keyword target Gmail users based on emails in their inbox. We’ve found it to be killer for conquest strategies where you target users with your competitor’s brand name in their inbox. Read More>>

Geo-targeting isn’t just about opting to show ads in the right location. It’s also about having the right account settings. Most advertisers are OK targeting users physically in OR for searching your geo targets, but there are times you only want people physically in your targeted location. Secret Jake, a Sr. Account Analyst at Hanapin, shows us that you can waste up to 20% of your advertising budget by clicking one wrong button. Read More>>

Shady competitors who claim to be affiliated with Google are getting letters from attorney’s who are actually associated with Google. This is in SEO (for now) but it’s refreshing that Google is targeting shady business practices. Read More

WHAT WE’RE SEEING

Same account PPC spend increased 9.25% in August compared to July.

Programmatic spend is the fastest growing channel for our clients over the past 60-days. In general, we’ve found that low-price ecommerce businesses are seeing the best ROAS and quickest increase in programmatic budget.

Lead Gen accounts with lead quality issues should test excluding “Search Partners” from their Google and Bing campaigns. Search Partners at times perform great and look good on paper, however for certain accounts lead quality is awful. This has always been “a thing” but PPC folks often forget about it.

 

 
 

Cut To The Chase [Volume 2]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

U.S. Search market share is split 65% to Google and 33% to Bing, according to the most recent comScore research. I’m left wondering where that Bing share is. We get 1% of our PPC Hero organic traffic from Bing, despite ranking similar for key terms. A spot check on a handful of accounts shows an average of 10% of organic traffic and 20% of PPC traffic coming from Bing. Read More »

Conversion rates are strongest between 3 and 7am. This is according to a study by Carrie Albright after evaluating data from a significant amount of accounts and ad spend. CTR is also strongest during a similar time frame. I guess those early morning infomercials really are on to something. Read More »

Google Quality Score changed in July. The impact was mainly seen for keywords with low traffic and new keywords. These now start with a QS of 6 versus a QS associated with their expected performance. According to a former Googler who worked on QS, this means that people with great account structure, who had super relevant ads, will now have a lower starting QS and those with poor structure/poor ads are getting a boost. That’s a pretty big bummer. Read More »

Omni-channel and multi-touch attribution is the future (according to TechCrunch), but not the now. Attribution software makes bold claims but under delivers real value. The sum of attributed conversions greatly exceeds real transactions and revenue. Further, businesses are typically not organized in a way to capitalize on insights. Most of our client side contacts only get credit for specific channels. This means they could care less about how TV drove Paid Search conversions, or how PPC increased the value of organic. That said, as we get closer to models and technology that work for every day data, brands that figure out models that works will be years ahead of their competition. Read More »

Ad-blocking will lead to $22 billion in lost advertising revenue in 2015. 45 million people in the U.S. use ad-blocking software. Display bears the brunt of this impact. The best part is, ad-blocking software companies let up to 10% of advertisers through their gates, presumably and eventually for a premium charge. Read More »

Bing releases tool for marketplace trends. This nifty tool helps with campaign strategy as it provides “clicks, volume and targeting trends.” The data is limited to industry, versus search term like Google Trends, and it feels slanted towards highlighting tablets as the best devices (impact of searches on Surface devices?). Read More »

WHAT WE’RE SEEING:

Same-account-spend grew by 1% from June to July. Ecommerce accounts had the slowest growth (although we have some very seasonal Ecommerce accounts that had a major impact), Healthcare and Business services saw the largest gains.

Spend in non-Google and Bing engines… Facebook spend held steady, YouTube spend shrunk by 20%, and our clients invested significantly more in programmatic and retargeting platforms.

Sales/revenue increased for our clients from June to July. Some of this is attributable to us signing a high volume of clients in Q2, and it taking some time to get new strategies implemented and begin seeing the results. Some of it is due to the impact of shifting budgets from Google/Google Search Partners to other channels.

 

 
 

[Infographic] Top Ten PPC Tips For the Travel and Tourism Marketer

Hanapin Marketing | | @Hanapin

The days of consulting your local travel agent to research, arrange, and plan your trips are all but gone. The web has given more power and opportunity to users, putting a wealth of resources for travel planning directly at your fingertips. Virtual tours, pictures, videos, testimonials, itineraries, schedules, etc. are all available online, and travel related businesses and advertisers must either take advantage of this or become irrelevant to a new wave of travel consumers.

At Hanapin, we realize how complicated and competitive it is for the travel industry to reach this ideal customer.  With 65% of leisure travelers and 69% of business travelers saying that they turn to the web to decide how or where they want to travel, we thought a beautiful infographic with actionable tips would be a great resource and guide for all travel and tourism marketers.

If you would like the tips in whitepaper format, you can find that here.

Travel-and-Tourism-PPC_HanapinMarketing_Infographic(1)

 
 

Cut To The Chase: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

Q2 AT GOOGLE, PPC FOR B2B, GOOGLE’S STANCE ON BEST PRACTICES…

Google beat market expectations for the first time since 2013 in Q2 2015. They mentioned revenue growth from mobile advertising, YouTube and programmatic services as the key revenue drivers. I see that advertisers are figuring out how to win on mobile, and that folks are investing heavier on ROI ambiguous digital advertising as search volume stagnates. Read More »

B2B purchasers now act more like consumers according to McKinsey&Company. McKinsey research shows that the increase in B2B social tools, like LinkedIn, have led to more informed buyers, more influencers per decision and purchasers adopting their consumer shopping experience for their B2B decisions. This means you can no longer rely on only Google Search to drive leads; you need to engage your customers over paid social and display channels. Read More »
View the McKinsey customer journey map »

Best practices straight from Google! Well, sort of. They have a handy and extensive guide that was put together by some pretty smart folks. That said, it’s still fairly broad and of course is going to have that familiar slant of revenue driving ideas. But still, they’re publicly commenting on topics like do you delete or pause low search volume keywords. Read More »

CPC on brand terms jumped 40% YoY. According to Merkle, paid search is still growing, although slowly, but alarmingly CPCs on brand related terms is going up, thus dramatically increasing CPA for most advertisers since brand conversions are usually less expensive than non-brand conversions. It would be foolish to use this as an excuse to stop bidding on brand terms, though. I see the increase as a direct result of more advertisers bidding on competitors’ terms. If you stop bidding on your brand terms, the only paid ads that will show up will be for your competitors. Read More »

Product Ads are driving non-brand search volume, which creates double the issue for advertisers. Most of them are seeing a decline in conversion volume from non-brand paid search and an increase in branded conversions. This problem is exacerbated if the client looks at Product Ads as a separate channel from search. These advertisers will see a decline in overall conversion volume and a potentially sharp increase in CPA. Read More »

Speaking of product ads…

Bing Shopping Campaigns are now available for everyone. These were in Beta for quite a while but now eCommerce marketers that weren’t accepted earlier can launch these, typically very profitable, paid campaigns. This also shows that Bing ‘s strategy is still Google parity. Read More »

Does anyone read text ads? Matt Umbro wrote about the increasing amount of real estate text ads take in SERPS and how you need to utilize all your ad extensions to ensure your puny ads don’t get overlooked. Read More »

46% of non-mobile optimized sites have seen a decline in rankings over the past two months. “Mobilegeddon” impacted organic search (rolled out in April) but I mention it here because many folks are seeing a sharp decline in organic conversion and asking us if we can help identify why. Not having a mobile optimized site is a common reason and a common reason why PPC performance has declined over the past 2-3 years. Read More »

WHAT WE’RE SEEING:

Facebook has become a heavy bet for our clients. Spend in that channel has increased 240% since April. New activations is driving much of that growth; once live in FB the ROI appears to be strong enough that we aren’t seeing significant deactivations.

Yahoo Native Ads continue to perform well; our clients have increased their investment in this channel by 60% over the last quarter, and it now makes up a significant portion of the ad spend we manage on behalf of our clients. It performs particularly well for businesses targeting a +55 demographic. Bing recently announced their own Native Ads, too. Read More »

Same-account-spend increased by an average of 9%.

Industries with the biggest spend changes: Travel & Leisure, Legal, and Technology saw the largest MoM spend increases; Automotive and Retail saw the largest decreases.

 

 

 
 

Hanapin Announces New Digital Conference: Hero Conf Conversion Summit

Hanapin Marketing | | @Hanapin

For Immediate Release
Download this press release here

NEW DIGITAL CONFERENCE COMING TO INDIANAPOLIS:
HERO CONF CONVERSION SUMMIT
New Digital Conference Features World-Class Speakers And Two Tracks Of Dynamic Content

Hanapin Marketing is proud to announce a brand new digital conference coming to Indianapolis in October. Hero Conf Conversion Summit is a one-day conference plus workshops happening at the NCAA Hall of Champions on October 14, 2014 and is devoted to the science and design behind a successful landing page.

Fresh off executing Hero Conf – an annual, all PPC Conference that featured over 65 speakers and big brands like Adobe – Hanapin Marketing knows all about hosting exceptional and unique conferences. Hero Conf included out-of-the-box entertainment like a Bar Takeover (Powered by Bing), a Movie Takeover, and fun special features like a Bloody Mary Bar, cool swag, and giveaways. The upcoming Summit will be no different.

“The response to Hero Conf has been overwhelming and we couldn’t be happier with the ever-growing interest in PPC (pay-per-click) advertising,” said Nate Hollander, Senior Event Producer for Hanapin Marketing, “so we thought it was time to provide additional education around a more specific digital topic, conversion rate optimization. This summit will provide a unique opportunity for attendees with the quality Hero Conf experience our participants know and love.”

Promising to provide actionable information and takeaways to drive the conversions you crave, Hero Conf Conversion Summit will feature two tracks of dynamic content on conversion rate optimization (CRO), the “Science” track and the “Magic” track. The “Science” track will be devoted to technical and analytical conversion rate optimization components, while the “Magic” track will examine design and creative components. The event will provide the platform for 12 world-class speakers to share original and innovative content, while allowing attendees to rub elbows with peers from world-class brands and leave with tangible and practical ideas.

One-on-one Workshops with experts will be held the morning after Hero Conf Conversion Summit on Wednesday, October 15. The Workshops allow participants to discuss conversion details most relevant to their own landing pages.

More information on this new and exciting conference for digital advertisers will be available soon at Heroconf.com/ConversionSummit.

Contact
For more information about Hanapin, PPC Hero or Hero Conf, please contact Mark Casey at 812-330-3134, ext. 104 or e-mail Mark at mark.casey@hanapinmarketing.com.

Download this press release here