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[Infographic] Top Ten PPC Tips for the Travel Marketer

Hanapin Marketing | | @Hanapin

The modern day travel agent, better known as the consumer, is as informed as ever with an abundance of research tools at their fingertips. This change within the travel industry provides an excellent opportunity for search marketers. Much like travel, PPC is all about arriving in the right place at the right time.

At Hanapin, we realize how complicated and competitive it is for the travel industry to reach this ideal customer. We’ve created a beautiful infographic with 10 actionable tips that’s a great resource and guide for all travel marketers.

Top Ten PPC Tips for the Travel Marketer


PPC Hero & Hanapin Marketing Announce A Full Day Online Summit – PPC Hero Live Summit!

Hanapin Marketing | | @Hanapin

Learn how to improve pay per click results via best practices, advanced techniques and new opportunities

Bloomington, Indiana – March 2, 2016 — Hanapin Marketing, the Agency of Experts Behind PPC Hero, is thrilled to announce an exclusive online event designed to both educate and push the pay-per-click industry forward. On Wednesday, March 16th from 10am – 4pm EST, the PPC Hero team will host a daylong live-streaming event featuring 7 sessions focusing on PPC, and presented by the authors and writers behind the PPC Hero blog.

“Our objective at Hanapin Marketing is to make everyone better at PPC. We do that through our blog, PPC Hero, our conference series Hero Conf, and through content we push out in whitepapers, toolkits, and webinars on a weekly basis. This is the next evolution of how we educate PPCers of all levels and make it accessible to everyone,” says Hanapin’s Director of Marketing, Zack Schroll.

The Summit will kickoff with Hanapin’s President, Jeff Allen, and Sr. Digital Advisor, Kayla Kurtz on trends that are currently impacting the PPC industry. From there, each session will discuss different levels of PPC and will end with a Live Q&A session featuring all the day’s presenters. Whether you are just diving into the world of PPC, looking for more advanced optimization tactics, or in need of market expansion ideas to push your business forward, the Live Summit will offer something for you.

The Live Summit is a free event. Not only will you get a full view of how you should be running your PPC campaigns in 2016, but you’ll also get fresh and inspiring content, countless takeaways and live interaction with the entire PPC Hero team – all from the comfort of your desk or office.

The Summit will stream live from the PPC Hero offices on March 16th, 2016 from 10am – 4pm EST. You can find the full schedule, along with the presenters on the registration page at

For more information about Hanapin, PPC Hero or Hero Conf, please contact Jamie Newton at 812-330-3134, ext. 145 or e-mail at


About Hanapin Marketing
Founded in 2004, Hanapin Marketing manages and optimizes clients’ paid search, social and display programs—increasing sales while simultaneously decreasing budgets. Hanapin Marketing is an industry-leading digital marketing agency whose core objective is to make everyone better at PPC: ourselves, our clients, our peers—the entire industry.


Cut To The Chase [Volume 8]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Side ads are dead! I was a day late getting this months copy to Marketing, and boy, am I glad! Google confirmed on 2/19 that for “high commercial queries” they will show 4 ads at the top of SERPS and no ads on the right side. This change will reduce ad inventory significantly, as a result, a lot of folks are saying you are going to see 2-3x CPC’s soon. Read More>>

I don’t think a rise in CPC’s will happen, though. For the most part, the majority of our accounts have an average position above 3. While those with average positions of 5-6+ are likely there because they simply want a presence for those keywords. However, conversion rates aren’t great in these positions even with accounts seeing significant traffic from them. I don’t foresee advertisers that were previously in position 5 or 6 all of the sudden starting to bid for positions 1-4. I do think that inexperienced PPC managers, or SMB’s that set and forget campaigns, will see significant drops in paid search volume and could ultimately be pushed out of auctions altogether. The solution for them – Facebook.

AdWords rolled out Portfolio Bid Strategies in February. This is partly a terminology change for its automated bidding tools, but there is also some new functionality. One key aspect is it allows us to set different CPA targets at the ad group level. This helps empower account managers, giving them more flexibility and likely increasing the usage of AdWords bidding tools. Read More>>

Understanding how your competition is bidding is hard. But it’s also very useful and one of the most common questions we hear from clients. Jacob “Juice” Brown wrote a great post on using auction insights to infer your competitors’ strategies. Read More>>

Big agency world has been evolving, finally. They are seeing that it’s not just about who they work with, what the President of their agency did 10 years ago, or what kind of scale they have. It’s about people, creative ideas and delivering insights that transcend the campaign they are running. Here’s a great article with Carat’s Doug Ray. Read More>>

Facebook and Google Analytics don’t always add up when it comes to reporting sales. The reason is that Facebook thinks differently than we’re used to, so you’re not really comparing apples to apples when you compare the two. From cookie windows to view through conversions, here’s why your metrics don’t match: Read More>>

We’re hosting a Digital Live Summit in March! It’s an all day event that bridges practical how-to’s and philosophical questions, such as trends and the state of the industry. I encourage you to attend some or all of it. The event will provide you the ammunition and knowledge you need to be successful with your PPC efforts in 2016 (and its Free!). Register Here>>



[Infographic] 11 Tips for PPC Ecommerce Success

Hanapin Marketing | | @Hanapin

At Hanapin, we manage a number of major ecommerce PPC accounts and understand the trials and tribulations that goes with managing, tracking, and optimizing an ecommerce PPC account.

In this infographic, we tapped into our team of experts for unique tips and strategies including how to utilize important features, targeting the right customers at the right time, and a different perspective on how to view your insights for optimal performance. It’s 11 tips to make sure your ecommerce account is a success!



Cut To The Chase [Volume 7]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Google Says Go Broad Match and you’ll get twice as many conversions from long-tail keywords. That’s what they’re saying in a recent report. It tries to convince us to not just build millions of exact match keywords, but rather condense your keyword list through broad match targeting. Are they right? I am actually a very big fan of broad match. Specifically for lead gen and high, high ticket item products. My issue tends to be poor ROI on low margin products or when a product or service has a lot of overlap with non-relevant products (think about the difference in intent between the search terms “Debt Settlement” and “Business Debt Settlement”). Still, I think for a lot of products, PPC account managers are too stingy with the phrase and broad match. Read More>>

Bing Ads now power AOL. It’s been a long time since it was announced that this was happening, but it’s actually live. It adds about a point to Bings market share, although, you’d have to ask yourself if searchers on AOL are in your target demo (they might be!). Read More>>

Competitor Campaigns in Paid Search can be a good defensive move, and can bring in high-quality, bottom of the funnel traffic. Our own Chadd “Chudd” Powell came up with a way to utilize a similar targeting strategy, through Facebook. Read More>>

“The Big Football Game” (because trademark infringement is bad) commercials see 2.2x more online viewers, if they release their ads online before the game. Can those of us without millions of dollars for one ad learn from this? I think so. Capturing the moment of any event or new story really means being ahead of it. If you make your content, products, and offers available before launching campaigns, it can build up some awareness and increase CTR’s once it’s time to really push. Read More>>

Ad Block Plus got kicked out of a major industry event last week, or rather, uninvited after paying for a ticket (no, it wasn’t Hero Conf. Ad Block Plus is welcome to attend our event). Publishers and ad blockers are souring on each other, even though as I’ve said before, a year or two from now this won’t really matter. Read More>>

Publishers have started blocking users using ad blocking software. They are either putting content behind a paywall, or flat out refusing to show the user content. For one site, the difference was 30% of folks using ad blockers down to 3% almost immediately after the switch. Here’s a story about Forbes path to trying to make peace with users. Read More>>