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[Infographic] Things You Should Be Doing In Google AdWords Right Now

Hanapin Marketing | | @Hanapin

Google AdWords is one of the most effective types of advertising, with the largest market share in search marketing. They are always updating their platform and including new types of tracking, ad extensions or campaign types.

As PPC Marketers, we understand the pain of constantly trying to stay on top of the newest feature and tool available to us to use in our accounts and how overwhelming and stressful that can be. To help, we’ve created a beautiful new infographic that outlines some of the most important things you need to be doing in your PPC account right now.

If you would like to see the content in whitepaper format with a deeper explanation for each tip, you can find the whitepaper version here.



Cut To The Chase [Volume 6]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

2015 Search Trends give us some uncomfortable facts about our world. For example, we cared 43x more about Adele then we did about finding flowing water on Mars. And we cared 10x more about The World Series than we did the Pope coming to America. Nothing actionable on Google’s tribute to 2015, but an interesting, if not depressing, look at Search. Read More>>

Smart Goals is a new alternative to conversion pixels in AdWords. It’s intended to help advertisers who can’t place pixels and don’t have goals in Analytics they can import. More or less, Smart Goals aggregate anonymous data and identify users that are most likely to convert and count that as a conversion. It’s a Beta in Analytics, and you can set it up, then check against your gut/actual conversion tracking, and eventually import that info into AdWords. I can’t think of a situation where I’d use the feature, as I think the data is more likely to over report then underreport, and thus would likely lead to bad decisions. However, if you absolutely cannot set up conversion tracking or goals, it may be worth looking into (but seriously, I wouldn’t). Read More>>

A new interactive ad format for app installs through Search was rolled out in December. These new ads allow folks to engage with your app before downloading it, which Google is doing because 1 in 4 downloaded apps are never opened. The new format allows users to engage with the app for 60 seconds before downloading it. The bad news is that a lot less folks will likely download your app, but the good news is that those that do *may* be more likely to use the app. Read More>>

As programmatic becomes the 2015-2016 buzzword, Ad Blocking has become the antagonist. The Interactive Advertising Bureau (IAB), and others, are pushing for agencies and advertisers to become members of the Trustworthy Accountability Group (worst name, ever?), which aims to create a trusted network of publishers and advertisers. Others are saying that the core issue isn’t ads, it is the invasive nature of collecting or inferring personal information about users and then following them through every step of their journey. The solution to this, folks claim, is to be more like traditional Madison Avenue advertisers, and focus on brand, message and target market, versus specific users.

If I had to place a bet today, I’d say this issue doesn’t get resolved in 2016. I think it ultimately gets resolved when the public loses interest in ad blockers due to an increase in the number of ads being allowed through their filters. As Ad Blockers begin to get more and more advertisers to pay their fee to sneak through these filters, users will become increasingly frustrated.

Intent beats identity. That’s Google’s claim, anyway. They say that folks doing mobile ads are missing 70% of potential converters if they only focus on demographics (instead of intent). This is great news for Paid Search advertisers, who should always be focusing on harvesting demand through intent-based campaigns. The moral of the story is that if you focus on demographics, you miss people outside that demographic that are making purchases for friends and family. Read More>>

Facebook Pixel was rolled out several months ago. Many advertisers that upgraded to it saw a decline in performance followed by shorter shelf life for creative. In late 2016, Facebook will remove the conversion specific pixel. Read More>>

GA Audience Insights is a cool new tool that allows you to see total audience size and indexed audience size by In-Market Segments and Affinity Categories. This helps answer some questions about how relevant a category or audience is that we are or will be targeting as well as how much we could spend. Read More>>



[Infographic] The Most Impactful PPC Updates of 2015

Hanapin Marketing | | @Hanapin

There are hundreds of PPC updates every year across multiple platforms. While the constant innovation is one of the most exciting things about the PPC industry, it can also be one of the most overwhelming. What updates are new and which ones have just been improved? Which updates are worth implementing and which are just a waste of time?

At Hanapin, we know what’s it like to constantly be asking these questions. To help you figure out which are the most valuable for your PPC account, we’ve created this beautiful infographic that features the most impactful updates of 2015.

If you would like a deeper explanation on the impact of each update, you can find a downloadable whitepaper here.



Cut To The Chase [Volume 5]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Yahoo and Google have teamed up, again. Pending approval, Yahoo will start serving Google ads to some of their searchers. This was the anticipated move when Yahoo and Microsoft revised the terms of their agreement earlier this year. This comes as Yahoo continues to struggle and has been losing key members of leadership. I don’t see this impacting PPC folks since most people are investing in Bing, which has 20% market share without Yahoo. Yahoo may have some incremental volume, but it’s likely not worth the time/energy investment. Read More >>

Google is going programmatic with a new release that allows publishers to sell ad inventory programmatically. This is the latest in a flurry of moves at Google that aim to fight off competition from Facebook and programmatic DSP’s. The short-term impact for advertisers is small but the long-term implication is that PPC and programmatic are likely to merge into the same thing in the next 1-2 years. It’s already fairly similar, but paid search folks need to spend time understanding their audience segments to take advantage of this shift. Read More>>

Ad Blocking has been a major theme of this newsletter. And that’s because up to 34% of US adults now have installed the software. That’s like 1/3 of your market disappearing overnight. Well, that’s alarmist, because there are ways around it and just because someone has installed it doesn’t mean they are using it. But still, it’s a real threat to advertisers that is growing. Adblock Plus opened up about their strategy last week and told us more or less who’s paying them to still show ads (Google is one of them). Read More>>

Estimated Conversions is so accurate, they dropped the “Estimated” part? That’s what Google tells us. Now the Conversions column in the AdWords interface includes cross-device estimates. Further, Google’s automated bidding tools will use that data to set and adjust bids. It’s an interesting move to force advertisers to think cross-device, and they claim to have 95% statistical significance to back up their claims. I haven’t seen a scenario yet where a business can either accurately track cross-device conversions or where if they are, the numbers look anything like the Google estimated conversions. For this reason I’d stay away from the automated bidding tool. Read More>>

$27.5 billion was spent on digital ads in the first half of 2015. And the majority of that was on paid search. It’s interesting that mobile is now 30% of online ad dollars (and 50%+ of search volume) but that it’s spend is almost evenly distributed between search and display. We have seen poor results with display on mobile devices (as a broad generalization), thus our mix on mobile is more like 75% search and 25% display. Read More>>


Bing spend under management has increased by 30% since Q1-2015. Some of that is from new clients, but a significant portion of it is same account increases. Programmatic is up 844% and Facebook is up 380%, but the starting spend under management was less for each of those two engines so the increases are still less significant in terms of real dollars.

Same account spend was up 11% MoM. Which is to be expected as we roll into the holidays.



Cut To The Chase [Volume 4]: PPC News From The Desk of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Yahoo Gemini hasn’t been a big success. Outside of causing a lot of confusion, its also being directly blamed for a slowdown in YoY US Paid Search spend. The growth rate is 12%, with Mobile making up over half of that volume. Read More >>

Ad Viewability is the talk of the town. 46% of ads on the Internet are not actually seen by anyone. For performance marketers, who pay by the click and measure by the conversion, this isn’t a very big deal since you optimize for what drives revenue, but there are still some folks out there who buy display on a CPM basis, who are probably paying twice as much as they should. Read More>>

The ability to take action within SERPS continues to grow. Google has rolled out its Hotel Ads program to more hotel chains, which allows users to book hotels on their mobile device right from SERPS. Google continues to push towards allowing people to get their information and take the actions they want without ever visiting your website. Read More>>

Ad Blocking software is getting more popular with now 200 million users globally. The good news is that the Internet makes its money off advertising, so we’ll all find a way to adjust. The bad news is that volume (especially display & programmatic) will be impacted while we do. Read More>>

Customer Match is one of the coolest, ambitious tools Google has released in some time. It more or less mirrors Facebook’s Custom Audience tool, which has been very profitable for a lot of businesses. With Customer Match, you upload a list of your email addresses and then you can target those users through YouTube, Gmail and Search Retargeting with text, image and even video ads. You could use this to target newsletter subscribers that haven’t bought from you yet, upsell to people that have bought from you, or create a cohort audience based on your highest value customers. Read More>>

Wondering what products you should start selling? Google now offers a Shopping Assortment Report where they will show you popular products that you aren’t selling (by looking at your shopping feed). It seems to be more relevant for very large businesses that can afford to expand its products to adjacent lines as recommendations tend to be pretty broad (if you sell flower bulbs it may recommend you sell gardening tools). Read More>>


Same account spend was flat MoM. Travel, Events and Industrial Supplies saw the largest gains while Retail and Business Services saw the largest declines.

Retail accounts with limited product lines are seeing an increase in CPC’s and lower conversion rates. Several detailed looks at Auction Insights shows much of this can be attributed to increased competition.

Education is going strong. We’re seeing YoY gains in terms of leads and lower CPL, especially with phone calls from mobile devices.