CRO And PPC Go Together Like Fall And Pumpkin

November 19, 2016 No Comments

Today, I’m going to touch on a few points that should convert those that don’t currently believe CRO is critical or important to your PPC success.

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$600 Off Your Ticket To Hero Conf Los Angeles, Through 11/28!

November 17, 2016 No Comments

You read that right! For 12 more days you can reserve your seats at the can’t-miss PPC event of 2017, at a can’t-miss price.

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4 Simple Steps To Meeting Client Expectations

November 16, 2016 No Comments

Follow the four steps in this post to ensure there is no stone left unturned and you can meet the expectations of your clients.

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The Social Media Manipulation of the PPC Success Metric

November 14, 2016 No Comments

As I am shaking my head in disbelief, I have to ask the question. Why is the online marketing industry becoming so clouded by pushing clicks/traffic as a success metric, while accepting the fact that actual conversions are now categorized as an “elite” metric? Has Social Media created a new landscape for PPC where basic metrics such as clicks are now being labeled as interactions and we are now forced to downplay standard conversions? Should we consider Conversions as a “BONUS” if those clicks led to actual revenue?

Here are some thoughts on how this movement might have evolved (not on it’s own)


The Clouding of Analytics:

When we add all of the online advertising targeting options these days (mobile, display, social media, traditional PPC, etc..) we are forced to rely on accurate Analytics and Attribution at a granular level. We need to connect the dots of all sources and identify (1)what worked, (2)what didn’t worked (3)why didn’t work and (4)what to try next. Furthermore, with all of this data-mining going on, we still need to focus on the biggest metric of all: $ $ $ Revenue $ $ $ .


Kool-aid Case Studies:

Case Studies have always been the best propaganda tool put out by the advertising platforms in order to stimulate interest and convince advertisers to start spending Ad dollars with them. In some instances, there are obvious benefits of using these platforms (if used correctly). However, one must remember that no one is going to put out a Case Study that shows a “bad experience” and that often times, these documents manipulate the data in their favor. See my previous article “10 mistakes Startup Companies should avoid in PPC Marketing


Lifetime Value Over-Exaggeration:

There has been this “soft, fuzzy” Aura that all interactions within Social Media platforms will eventually lead to a customer later in the cycle. Unfortunately, this “fuzziness” has made its way into PPC and advertisers must realize (or remember) that PPC is a little more hardcore than that. PPC Marketing is a game of Money not so much long-term investment. Honestly, the client/advertiser has two (2) basic questions.

How much did I Spend? + How much did I Make?


In Conclusion:

All online advertisers need to realize that Social Media (even though cool and popular) is not the same as PPC Marketing. PPC is a different monster and it’s very deceptive for Google to have performance  metrics such as “Interactions” and “Interaction Rates” as options in their reporting columns, when all they are, are traditional clicks. Bottomline: Google is using Social Media interactions as a way to convince advertisers to continue to spend more money with them.

Reasons Why Venture Capital Firms Need PPC Marketers

November 13, 2016 No Comments

ppc-startupsFrom a PPC Marketers perspective, Startups are looking for every  advantage they can find to help launch their product or service to their prospected audiences. However, they have to be careful no to “bet the farm” too early especially when Venture Capital Firms are investing.  With all of the popular marketing tactics of growth hacking and social media being forged into the generalized marketing strategy, its important not to lose focus on the basics. With that said,  one of the fastest ways to gauge a businesses prospected audience and “move the needle” is with intelligent Pay-Per-Click Marketing. Hiring an experienced PPC Marketer can be a valuable asset to any VC that is looking to not only increase revenue for their portfolio companies, but also have the security and confidence of knowing they have the resource available to launch a new startup.

In this post, I will discuss a few reasons why having a PPC Marketing Consultant at the disposal of a VC can be a pretty good decision.


Start-up Portfolio Clients
Today where new companies are spurting up all over the world and advertising budgets are usually at a minimum, PPC Marketing can make a difference. One of the biggest benefits for Startup is to have their Venture Capital Firm recommend a trusted PPC Marketer who can come in and “move the needle” by providing a just a few of the following:

  • Evaluate the Business Model as it pertains to PPC Marketing Tactics and Strategy
  • Help the Company Identify Online Audiences and Demographic capabilities
  • Perform a current PPC and Organic Search Competitive Analysis
  • Help put together an initial 3-6 month Strategy based on Goals/Objectives
  • Setup the Core Infrastructure for Web Analytics and Conversion Tracking
  • Develop Landing Page Design Strategy for optimal Conversion Rates


The Agency or “In-House” Fatigue Factor
In some cases, a VC’s portfolio company might be in need of some “new and fresh” ideas of an outside consultant in order to “kick start” revenue growth. Having a PPC Marketer available (of course with a solid reputation and a high level of past successes) can take the ease off of everyone, because it eliminates all of the pain of vetting out different vendors and references, etc… so they make a smart decision on who to hire.


One-time Audits
Perhaps, those companies who already have “in-house” staff that would not need to hire a Full-Time Consultant, but need an expert to come in and evaluate everything could be a very “cost effective” solution. For example, a PPC Marketer can provide an “in-depth” review of the following:

  • Overall Strategy and Tactics
  • Complete Quality Score Methodology
  • Landing Page Evaluation and Recommendations
  • Extensive Web Analytics and Conversion Analysis
  • Other available platforms and networks not currently being used
  • On-going optimization techniques and continued growth


In Conclusion:
For a Venture Capital Firm, whose main interest is to make sure their portfolio companies are profitable and continuously growing, having an experience PPC Marketer at their disposal is “no-brainer”. It all comes down to Reputation, Trust and Good work. If a VC’s portfolio company is looking to hire a PPC Marketing Firm, whom better else to recommend to them than their own VC.

Create Remarketing Audiences Without Users Ever Leaving Facebook

November 11, 2016 No Comments

Learn how to create Facebook remarketing audiences from user interactions with your ads without them ever leaving Facebook.

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5 Tips on How to Build a Successful PPC Marketing Consulting Business

November 10, 2016 No Comments

Ok signWhen thinking about starting your own business there are many things that you need to consider and choosing online tools are often one of the last things to consider. However, I have learned over the years that software that contains the latest “bells and whistles” will not make you a better marketer. In fact, in many instances, success is based on fundamental principles of Strategy, Execution, Analysis, Storytelling and most importantly Expectations. In this post, I will talk about some of the important tools, methodologies and overall client management needed to grow a successful consulting business.


#1 Harness Past Client Experiences

Leveraging past client experiences is a huge advantage when starting your own company. This is especially true during the on-boarding process where the client would be inclined to feel more comfortable with someone who is already familiar with their particular industry. Not only would it be easier for Strategy, but also for Storytelling and ongoing Optimization.


#2 The Power of Referrals

One of the biggest influences in starting your own business is not a big advertising budget, but testimonials and referrals from past clients or colleagues. Prospected clients will trust “word of mouth” over any form of advertising. A good referral is like gold in your pocket. The key to this continued success however, is frankly keeping up the good work.


#3 Transparency is King

If there is one thing I have learned over the years, clients are often weary of hiring a new agencies/consultants because they have been burned in the past by lackluster agencies. These bad experiences range from (1) “too good to be true” expectations (2) Inaccurate Ad dollar allocation (3) Poor reporting and analysis. If you want to be successful, I would recommend the following:

  • The client owns their advertising platforms (No Agency client catch-all account)
  • Avoid Agency Markups. (Don’t try and make extra money, it will burn you eventually)
  • Be Honest about “Wins” and “Losses” (Don’t hide the losers to make yourself look better)


#4 Build the Perfect PPC Marketing Toolbox

There are many weapons of choice in PPC Marketing, but try and stay focused not only on budget but also what you need to on-board and keep a client happy. Here are some 3rd party companies that I highly recommend in order to stay competitive and keep your clients happy.


  • PPC Reporting Software

    • Back in the early days, reporting on PPC Performance was like “pulling your hair out”. You spent more time trying to get the data into excel than actually working on improving the clients campaigns. My #1 choice for reporting is Acquisio. Their platform collects all the crucial data from your campaigns, then helps you quickly and easily analyze it so that you can act and react in the most effective and practical ways. Read more about the Acquisio Report Center


  • PPC Competitive Software

    • As one of my most important tools to acquire new clients, SpyFu has allowed me to research new industries as well as identify new strategies that the client didn’t even know were possible. PPC Competitive Analysis plays a significant role in the development of not only PPC Strategies, but also:
      • Seasonality Trends of competitors
      • Monthly Budgets
      • Keyword Expansion
      • Emerging Competitors
      • SEO Rank improvements


  • Extended Online Presence

    • Yes, I know “it’s a no brainer” especially in 2015, but you need to have visibility in order to “fish where the fish are” beyond just a company website. Here are some of the most obvious platforms where visibility is a must:
      • Facebook, Twitter, LinkedIn, Blog/RSS, Press Releases, Business Directories, Industry Directories


  •  Building Your Brand
    • One of the easiest ways to build your brand is using one of the mostly widely used and oldest form of digital communication. Email. You may have forgotten, but Emails are a strong branding tool that cannot be forgotten. However, Email Signature Services like “WiseStamp.com” can push your branding to the next level.
      • “Our passion is to bridge this gap by building a strong platform with a variety of Email Apps that on one hand lets users make a better use of their daily emails – adding a whole new level of functionality and interaction – and on the other hand enables publishers (social services and brands) to distribute their content and engage users in one of the biggest online markets – email.”


#5 Adapting to the Ever-Changing Digital Space

In the 16+ years that I have been involved in online marketing, it’s amazing to visualize the evolution of how and where people are finding what they want online. From Yahoo to Google, Facebook, Instagram, Twitter…. it’s a vast array of platforms that “cry out” to advertisers and we as marketers need to embrace and leverage every opportunity we can for our clients. In order for overall client success, we must never be stubborn to trying something new.


In Conclusion

When it comes to starting your own PPC Marketing Consulting Business, it’s important to leverage your strengths, learn from past client experiences and above all else be transparent. Remember that keeping your clients happy often leads to more referrals. Consider yourself a startup and find ways to drive visibility to your brand without breaking the bank.

Brand New Bundles for Marketers in Retail, Travel, and Lead Gen!

November 8, 2016 No Comments

We pulled together a number of awesome resources and created 3 different bundles that are catered to an industry or a solution. In this post, you’ll find a bundle for Retail Marketers, for Travel Marketers, and for Lead Generation. The resources included offer specific tips for that bundle, as well as additional resources on strategies or channels Hanapin has used for a client in that industry.

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Best Practices To Optimize Your Holiday Shopping Program In Real-Time

November 7, 2016 No Comments

In this new live webinar, Google Digital Consultant Liza Ansher and Hanapin Senior Account Manager Matt Umbro will dive deep into Shopping strategies to give you the best results no matter what the time of year.

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When You Need To Have The Right Words Use Phrase Match

November 2, 2016 No Comments

Learn how to optimize your phrase and modified broad match keywords to best-fit themes.

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