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Hanapin Releases The State of PPC Industry Report

Hanapin Marketing | | @Hanapin

Bloomington, Indiana September 27, 2016 — Hanapin Marketing, a digital marketing agency focused on PPC, just released their new annual State of PPC industry report. The report is a comprehensive statistical breakdown of the digital ad industry to date and includes survey findings of key influencers and speakers in the industry, as well as a number of brands.

Key Findings:

• Text Ads are still the most effective PPC channel for 86% of advertisers

• Facebook advertising continues to gain steam, with 67% of advertisers planning to increase their budgets in this channel in the next 12 months

• Mobile, conversion rate optimization, social advertising, and location targeting have been the most important aspects from the last 12 months

• Over 50% of advertisers are still not using programmatic in their marketing mix. Of those using it, 30% found that it was not an effective channel for them.

• In social advertising, conversions are growing faster than CPCs, however conversions are lagging on both mobile and desktop

“2016 fulfilled the promise we saw from our 2015 State of PPC report – increased budgets and an overall, really good year in the PPC industry. The biggest takeaway from this year’s report is the continuous growth of social advertising, Facebook in particular. Not only are majority of advertisers utilizing this channel, but they are seeing success from it. And while targeting is becoming easier, attribution in social is still tricky. To fully optimize this channel, advertisers have to move beyond last click measurement and consider the full customer journey,” says Hanapin’s President, Jeff Allen.

To download the State of PPC 2016-2017 Industry Report, it is available online 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 and is the agency of experts behind the international conference series Hero Conf, and industry-leading blog PPC Hero.


Cut To The Chase [Volume 15]: PPC News From The Desk Of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

Adblock Plus drama. Last month Adblock Plus announced they were going to replace ads that they are blocking with “better” ads. The publisher “gets” to sign up for the program and collect revenue, which I guess is good. However, Adblock Plus did this without talking to Google, which is where they claim they were going to get the ad inventory from. Google quickly backed out of a partnership due to the surprise announcement, and now who knows where Adblock plus will get their ads. This is going to be one of a long series of strange moves that will eventually bankrupt the ad blocking industry. Read more on The Verge >> 

Google pushed back deadline for utilizing expanded text ads to January 31, 2017. They realized that launching an entirely new format during Q4 might hurt some ecommerce clients that, you know, make most of their revenue during Q4. One interesting aside, many search partners are not ready for the expanded ads. So if you only are running them, you’ll see a drop in search impressions. Usually there is no drop in clicks or conversions though (so, why enable search partners?). Read more on SearchEngineLand >>

Publicis is trying to consolidate its agencies into P&L’s by country versus P&L’s by agency brand. After a year, it has successfully done this for just the creative line of its business. Publicis is doing this because brands are realizing the vast amount of confusion and waste that is created within these huge holding companies. They also are demanding more transparency for when an agency recommends certain tech or creative solutions but the client later finds out that the hold company only recommends its own companies to clients and thus has an ulterior motive besides just the best solution to the problem. Read more on Adage >>

Bing and CBS Interactive have agreed to a partnership. Bing already serves ads on many of CBS’s properties, but this exclusive partnership will give Bing some additional scale on their search partner network. According to them, CBS is the world’s largest publisher of premium digital content, whatever premium means in this case. Read more on Bing Ads >>

It’s now a little easy to give folks access to an AdWords account. One email can log into up to 5 accounts and you no longer have to confirm user access after granting it to them. Read more on SearchEngineLand >>

LinkedIn added conversion tracking to its campaign manager console. Most folks have used Analytics to track conversions in LinkedIn. Conversion tracking will make it easier to measure the ROI of and optimize performance in LinkedIn. Read more on Social Media Examiner >>

The 2017 State of PPC Report has arrived! Every year we publish this report with the mission of educating the PPC community with a resource, guide, and predictive analysis of the industry’s general attitude, plans and outlook for the next year. While respondents vary by year for each State of PPC survey, we took special steps this year to reach more brands, more executives, and have a better representation of verticals to fully capture the PPC community, and the results speak for themselves. Read more on the State of PPC 2016-2017 >>


Cut To The Chase [Volume 14]: PPC News From The Desk Of Jeff Allen

Jeff Allen | President at Hanapin Marketing | @JeffAllenUT

By Jeff Allen (@JeffAllenUT)

Keyword Planner data is being suppressed for low spend accounts. I think this hurts SEO folks more than Paid Search, since those in Paid Search know how unreliable the data has always been. Google claims the move was because of bots using the tool. Read More on PPC Hero>>

Pinterest released video ads. Their unique angle is to show a preview, animate when a user scrolls, and then only play the video if a user selects the close-up option. It’s less intrusive than other video ads, and gets engaging content into a demo that spends money. Video is important. And will get more important over the next 24 months. Read more on QZ>>

The new AdWords interface is rolling out. Most of you won’t care. But us geeks love this stuff. My guess is two weeks from now we’ll all be complaining about it again. Read More on Adage>>

Health Score for AdWords accounts is being tested. We’ve always known there was an account level Quality Score but never had visibility into it. It hasn’t rolled out to everyone, so check the opportunities tab to see if you have access. The score works like a grader, giving you recommendations for how to improve it. Read More on Search Engine Land>>

Device options for automated bidding in AdWords are now yours. This is helpful for folks who like the AdWords automated bidding tools but have different values for sales/leads generated on mobile versus desktop devices. Read More on PPC Hero>>

Being anti-competitive is bad. 1-800-Contacts is being sued by the FTC for anti-competitive practices after agreeing to not bid on competitors’ terms. The main issue was that the agreements were too broad, not just that they agreed to not bid on trademarked terms. The odd thing is that the FTC has waited years before acting. Read More on Search Engine Land>>

Facebook figured out how to stop ad blockers! Then the ad blockers quickly figured out how to get around Facebook. In the continued fight between publishers and consumers, those who focus on content and building value are those who will win. Not those who focus on developing tech for or against ad blocking. Read More on Business Insider>>


Inc. Magazine Recognizes Hanapin as One of America’s Fastest-Growing Private Companies

Hanapin Marketing | | @Hanapin

For the 3rd Time in a Row, Hanapin Marketing Appears on the 2016 Inc. 5000 list,
Ranking No. 1767 with Three-Year Sales Growth of 211%

Bloomington, Indiana Aug. 17, 2016 — Hanapin Marketing, an agency of digital marketing experts focused on PPC, is thrilled to be recognized as one of the fastest growing private companies for the third year in row by Inc. magazine.

The 35th annual Inc. 5000 list, the most prestigious ranking of the nation’s fastest-growing private companies. represents a unique look at the most successful companies within the American economy’s most dynamic segment— its independent small businesses. Companies such as Microsoft, Dell, Pandora, LinkedIn, Zillow, and many other well-known names gained their first national exposure as honorees of the Inc. 5000.

“Hanapin has a monumental focus on well-trained employees, maintains an impressive company culture, and always keeps the best interest of our clients at the cusp of our minds. We strive to be a well-regarded company by both our clients and peers and continue to be cutting-edge thought leaders in PPC. We’re thrilled that our hard work has not gone unnoticed and that we have been recognized on the Inc. 5000 list for the 3rd year in row,” says Hanapin President, Jeff Allen.

The 2016 Inc. 5000, unveiled online at, is the most competitive crop in the list’s history. The aggregate revenue is $200 billion, and the companies on the list collectively generated 640,000 jobs over the past three years – about 8% of all jobs created in the entire economy during that period.

You can find Hanapin’s complete Inc. 5000 profile 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 and serves as the agency of experts behind the international conference series Hero Conf, and industry-leading blog PPC Hero. Find them online at


[Infographic] 11 Red Flags To Look Out For When Working With A PPC Agency

Hanapin Marketing | | @Hanapin

Working with an agency can be a scary thing. It’s not always easy to know if the business relationship is working in a favorable manner. Transparency and good communication are virtues in any relationship, but especially for a relationship with an agency.

We’ve worked with a number of clients in a variety of verticals, and unfortunately, we’ve heard many “horror” stories from past clients, colleagues, and friends at Hero Conf that have found themselves in sticky situations with their agencies.

When you work with an agency, there are certain things you should keep an eye on. We’ve put together a pretty cool infographic to highlight some of those “red flags” you should be on the look out for and tips on how to remedy them quickly.

We also wrote an entire whitepaper about this that highlights 26 red flags and goes into more detail on why its problematic and how to avoid it or fix it. You can find that HERE.