Campaigns - 5 things you need to know. Digital Advertising Capabilities. What the AdWords Update Means for Your Paid Search Strategy

Transcription

1 Digital Advertising Google s Enhanced Capabilities Campaigns - 5 things you need to know What the AdWords Update Means for Your Paid Search Strategy

2 Search Advertising Ecommerce DISPLAY ADVERTISING REMARKETING CONVERSION RATE OPTIMIZATION INTERNATIONAL ADVERTISING MOBILE ADVERTISING SOCIAL ADVERTISING LEAD GENERATION SHOPPING CAMPAIGNS

3 Hanapin Marketing is an industry-leading digital marketing agency that specializes in just one thing: digital advertising. We have advertising capabilities in many areas such as Search Advertising, Ecommerce, Display Advertising, Remarketing and Social Advertising, among others. Read on to learn more about each solution we offer, our unique expertise, and case studies that prove the high-quality work our team achieves within each on a daily basis. SEARCH ADVERTISING It s One of Your Most Important Ad Channels, and We Act Accordingly Search Advertising (AKA Paid Search, SEM, PPC) likely drives a big portion of your most profitable revenue. Why would you trust this channel to a one-stop agency that doesn t have a particular focus? Put your money in hands of the people that write the world s mostly widely read PPC blog (PPC Hero), run the world s largest PPC-only digital advertising conference (Hero Conf), and created the IDEAS+ methodology.

4 SEARCH ADVERTISING Here s our approach to search advertising: Grow profit while reducing costs by replicating what works with your best keywords and cutting the keywords that only waste money. Win the moments that matter with the right text ad in front of the right person at the exact right time by optimizing bids based on dimensional factors like geography, device, time and search intent. Balance the complexity of large, enterprise-level accounts with streamlined, accurate concierge reporting. Improve efficiency with the right use of our proprietary tools, off-the-shelf technology, and manual optimizations all customized for your account. Go Beyond BAK If you ve ever had that feeling that, everything is fine, but it feels like my team could be doing more that is probably because your current team is only focusing on bids, ads and keywords (BAK). They might spend 70% of their time focusing on these elements that have also been 70% automated. Instead, we focus 30% of our time on these tasks and 70% of our time or high-level strategies, new tactics and novel methodologies that will really move the needle. We Take the Time To: Make decisions based not just on clicks, or even leads and sales, but on your actual business plan and revenue generated from your search advertising campaigns. Gain better control with the best campaign structure for your business model. Maximize profit with the right attribution model. Increase revenue with smart account expansion tactics. Make the most of the busy season and mitigate losses during slow periods with proactive seasonal strategies. Crush the competition by getting into early-stage feature beta testing with Google and Microsoft. Know when Quality Score matters, and when it does do what it takes to improve it.

5 SEARCH ADVERTISING Make Every Device a Profitable Device People are searching for your products and services on desktop computers, tablets and smart phones. The challenge is, desktop devices typically have the best ROI, but their share of search queries is dropping while smart phones have poor ROI and their market share continues to grow so much so that they will eventually pass desktop searches. We don t run from this challenge. We recognize that people use these devices differently, and this means that each needs its own strategy: Maximize ROI with device-specific bidding strategies. Increase your mindshare by putting the right call-to-action in front of your customers based on where and how they re searching. Make smarter decisions with cross-channel attribution. Increase market share with enticing ads that get clicks and actually drive revenue. Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Call Tracking Translation Automation Dynamic Ads Share of Voice Analysis Defensive Bidding Strategies URL Tagging CRM Integration Dynamic Remarketing Behavioral, Socioeconomic, and/or Interest-based Targeting Direct Response List Building Keyword Mapping

6 Search Advertising Case Study Education Affiliates The Problem Lead volume was suffering within this client's account, and leads had fallen below the normal daily capacity. The client at least needed to recover to their previous capacity and fast. The Solution Hanapin Marketing acted quickly to recover account performance and avoid any downturns or slowdowns during the client onboarding process, employing a careful yet aggressive strategy that included: Successfully migrating 210 separate campaigns, 195,000 ad groups, 250,000 individual ads, and 1.6 million keywords to Hanapin accounts as quickly as possible. Migrating said accounts with minimal disruption to performance. Restoring daily lead volume to its previous level within two weeks of onboarding. The Result Over the course of the ensuing quarter, Hanapin reduced cost per lead (CPL) by more than 20%, with trends showing that CPL will continue to go down as optimizations are implemented across the board.

7 ECOMMERCE Industry-Defining Best Practices, Designed for You Increasing the ROAS from your ecommerce ad account(s) means understanding the entire sales journey, from the user searching, to the ad copy, to the revenue generated from each sale, and then making optimizations every step of the way. In essence, it is as simple as doing more of what works, optimizing what isn t and pausing what never will as quickly as possible. No one will respond to the ebbs and flows of your business faster, with more intelligence and more accuracy, than your Hanapin account manager. Here s why: Your account will be optimized based on our unique blend of proprietary technology, off-the-shelf tools, and manual account optimizations all tailored for your specific account. Attribution modeling will tell you what drives the best top-line revenue for your business, and we ll continually optimize your account based on that data. What will work best for your business is built on A/B and multivariate tests, not gut feelings. We prepare and present strategy before peak seasons and work to take advantage of seasonality ahead of time. We do not stay the course and hope that this year will be better than last. We ve written nearly 900 ecommerce-specific articles on our industry-leading blog, PPC Hero. Our Ecommerce Expertise Includes: Seasonal and Long-Term Strategy Paid Search, Display, Video and Social Media Ads Across all Major Engines (Google, Bing, Facebook, etc.) Product Listing Ads Google s Shopping Campaigns Comparison Shopping Engines

8 ECOMMERCE Inventory-based Bidding Promotional and Seasonal Ad Copy Mobile Ecommerce Driving In-store Sales Google Analytics Set Up and Troubleshooting Remarketing to Specific Visitor Segments Concierge Reporting Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Call Tracking Translation Automation Dynamic Ads Share of Voice Analysis Defensive Bidding Strategies Product Feed Optimization URL Tagging CRM Integration Eccommerce Platform Integration Dynamic Remarketing Behavioral, Socioeconomic, and/or Interest-based Targeting Direct Response List Building Keyword Mapping Social Network Remarketing

9 Ecommerce Case Study Superbalife The Problem This client had started to experience AdWords compliancy issues and notice other areas that needed cutting-edge knowledge. Cost per click (CPC) had increased and cost per acquisition was going up as well. They needed to overcome all of this on top of being in an extremely competitive industry. The Solution The client hired Hanapin Marketing knowing they needed a team that knew the vast intricacies of PPC advertising methodologies and that could get their accounts back up to speed in no time. Hanapin took action immediately, including: Adding 10 new campaigns right away, each including thousands of new keywords to maximize potential, expand reach, and make up for lost ground. Adding phrase- and exact-match keywords, embedding negatives, and adding dis play advertising campaigns. Leveraged our partnership with Google to whitelist all of the client s accounts. Any policy violations were uncovered quickly and remedied immediately. The Result After signing on with Hanapin, this client's sales grew by 500% in 3 months, and Hanapin continued to grow their sales volume by 700% year-over-year. As a result, the company was able to expand their product offerings, and Hanapin worked with the client's leadership to expand and optimize revenue streams.

10 DISPLAY ADVERTISING The More Power You Have, the More Precision You Need Whether you are looking for branding, lead generation, ecommerce or direct response, advertising in display networks can be affordable, profitable and can provide the greatest reach of any digital marketing channel. Of course, display advertising can also be very risky. The wrong budgets, bids or targeting options can result in thousands, or even tens of thousands, in wasted money in mere minutes. That s why expertise, experience and thought leadership are even more important when it comes to this ad channel. Why We re Different Hanapin marketing literally wrote the guide to retargeting, and we ve managed millions of dollars in display network ad spend over the last decade. Be it text, rich media, video or social advertisements, we ve made display networks a profitable channel for our clients for years, and we can do it for you. Some of our expertise includes: Media Planning Marketing Mix Strategies Google Display Network (GDN) Microsoft Content Network Yahoo! Advertising Third Party Exchanges (AdRoll, Retargeter, FetchBack, etc) Media Buys Retargeting Contextual Targeting (Keyword and/or content) Behavioral Targeting Cohort Targeting

11 DISPLAY ADVERTISING Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Dynamic Ads Defensive Bidding Strategies URL Tagging CRM Integration Dynamic Remarketing Behavioral, Socioeconomic, and/or Interest-based Targeting Keyword Mapping Social Network Remarketing

12 DISPLAY ADVERTISING Case Study Window Fashion Pros The Problem This client had previously had difficult experiences with agencies and wanted to emphasize trust as much as performance. The Solution After a short time working with Hanapin Marketing, the client noted their ultra responsive and completely honest account manager and began a regular dialog to identify areas of need and creative expansion, including: Restructuring the account to allow more precise bidding and targeting by market. Geotargeting ad campaigns to create the best possible return on ad spend (ROAS). Increasing bids and budgets within the client s most lucrative markets to drive overall growth. The Result Hanapin s close working relationship with this client paid off, growing both their overall number of ad campaigns and their monthly ad spend within their primary market of Northern California, which resulted in an increase in conversions and revenue.

13 REMARKETING The Audience You Want is the Audience That Wants You You might simply want to recapture visitors who didn t convert, or run more complex campaigns where you target specialized audience segments with messages that appeal to their unique interests. In each case, remarketing is a powerful tool that can be extremely engaging and profitable as long as it's used the right way. Why Expertise Matters Hanapin literally wrote the Ultimate Guide to Remarketing in AdWords, and we manage hundreds of remarketing campaigns in Google, Facebook, and various third-party networks. We leverage our longstanding expertise on this subject into advanced results and optimizations for both search and display remarketing, as well as text, image, rich media and video ads. With remarketing, we always aim to: Increase leads, sales and revenue while reducing the creep factor with a practiced, targeted, and comprehensive remarketing strategy. Put the right ad, both in terms of format and content, in front of the right user at the right time in their decision making process. Increase ROI with bidding strategies based on audience segment, location, time of day and device type. Reduce wasted spend with placement, contextual, topic and behavior-based optimizations. Expand your remarketing reach by using the right networks (Google, Facebook, and third-party networks such as AdRoll and Retargeter). Ensure you re making the most of your remarketing by auditing and troubleshooting your various tracking codes.

14 REMARKETING Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Translation Automation Dynamic Ads Share of Voice Analysis Defensive Bidding Strategies URL Tagging CRM Integration Dynamic Remarketing Behavioral, Socioeconomic, and/or Interest-based Targeting Direct Response List Building Social Network Remarketing

15 REMARKETING Case Study AMMCoats The Problem This client was experiencing low conversion rates through a particular landing page, causing a loss in lead generation and resulting revenue through conversions. The Solution Hanapin Marketing began with a thorough analysis of data from the client s website site and existing campaigns, allowing us to confidently take actions to change performance, including: Drawing up wireframes for new landing pages that fixed major conversion rate barriers. Adding or clarifying copy in terms of value propositions and simplifying overly complicated forms. Employing ongoing multivariate testing to determine the best combination of these new landing page elements before, during and after their implementation. The Result The impact of fixing these key areas was that we were able to help AMMCoats double their landing page conversion rates. We doubled their conversion rate through CRO/ landing page optimization. We increased their lead volume by 490% year-over-year (from 72 to 353) and dropped their CPA from $ to $57.56 in doing so.

16 CONVERSION RATE OPTIMIZATION What Happens After the Click? Make Sure You Have An Answer Having eyes on your landing page or form is one thing, but until a visitor clicks "submit," they have little impact on your actual business. That's why we follow through with tracking, testing and optimizing your traffic's journey to the very end: Conversions. We're currently increasing conversions by an average of 18% after just six weeks, and it's not just about landing pages: Our efforts cover mobile websites, ecommerce sites, microsites and lead gen forms. Here's our process: We run more than one version of your landing page. We carefully track which version has the best conversion rate. You use the actionable, personalized information we report to continually optimize your landing page (and any other web page you like). The ultimate goal of CRO is to create a path of least resistance for the user, thus increasing your results both short- and long-term. A/B testing, checking for uniformity in voice, suggesting website design changes, highlighting exclusive offers or differentiators, and other battle-tested rules for optimization allow us to analyze the nuances in your users' behavior and deliver maximized results for your business. How do we do it? Here's what makes our CRO strategies uniquely designed to deliver results: A/B Testing All Changes We only suggest changes after we know they work. That's because we run A/B tests against your original landing page for even the smallest changes, and we don't jump to any conclusions before enough data has been collected to reach statistical significance. Only then do we report that a change is worth implementing -- or, just as important, that it isn't.

17 CONVERSION RATE OPTIMIZATION What Happens After the Click? Make Sure You Have An Answer Multivariate Testing We don't just test one thing at a time. We're constantly on the lookout for multiple possible outcomes, and we build that into our testing process. That way you get the most results in the fastest way possible, without having to wait for a 10-step pro cess to make a small optimization. Continual Optimization Once a test has been completed, it doesn't stop there. Whichever version fared the best in a test (the original landing page or our tested changes), we run another test, and then another, so that you don't just know that method B works better than method A -- you know that method Y and Z do as well. Earned Conversion Rate Average (ECRA) ECRA is our proprietary measurement for the effectiveness of our CRO efforts. It measures the overall change in your conversion rate over time, and it's an objective way to identify whether or not our tests are truly making a difference for your account. By doing all this and more, Hanapin can enhance your account's performance without even touching your ads by analyzing your website itself and creating significant increases in your traffic's overall conversion tendencies.

18 CONVERSION RATE OPTIMIZATION Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Call Tracking Automation Defensive Bidding Strategies Product Feed Optimization URL Tagging CRM Integration Eccommerce Platform Integration Dynamic Remarketing Behavioral, Socioeconomic, and/or Interest-based Targeting Direct Response List Building Social Network Remarketing

19 Conversion Rate Optimization Case Study Call Em All The Problem This client had very low conversion rates relative to web traffic, and it was hindering progress in both their PPC advertising account success as well as their overall online marketing strategy. The client had been focusing on Conversion Rate Optimization (CRO), but wanted to do better. The Solution Hanapin Marketing brought our years of expertise and dedicated CRO management to this client s account right off the bat. We focused on both broadening and deepening the CRO strategy, including: Adding ongoing, layered multivariate landing page testing. Testing for device-specific performance and analyzing heat mapping visualizations. A/B testing proposed changes before they were permanently implemented. The Result After the first battery of complex, multivariate testing to identify needed changes, we implemented a strategy that resulted in a 68% increase in conversion rates over the client s original landing page.

20 INTERNATIONAL ADVERTISING Go Global and Feel Confident In International PPC Waters If you are wanting to reach even further with your marketing, an international PPC campaign can be a great next step. The key is to make sure that your ads translate into other languages well and in the right locations for maximum conversion. You can't rely on English to reach overseas consumers. Even where the educated elite speak English as a second language, research shows that the majority of web users prefer to browse in their mother tongue. How can you make sure everything tranlates correctly? This is Where We Come In We can make sure that your ads are placed on the most relevant international search sites, whether those are global or local. We will keep your keywords accurate and able to reach across cultural boundaries. We can make sure that you do not have ads that will fail abroad because of inappropriate content or confusing material. Making sure that your path to conversion is clear and simple for any language trying to decipher your conversion process is just one of the small things that Hanapin can do for your international campaigns. Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Translation Automation Share of Voice Analysis URL Tagging CRM Integration Behavioral, Socioeconomic, and/or Interest-based Targeting List Building

21 INTERNATIONAL ADVERTISING Case Study Universal Life Church The Problem This client's Bing account was not getting enough attention, and the account s poor performance created a self-fulfilling cycle that made using the Bing network borderline unprofitable for their business. The Solution Hanapin Marketing brought years of multi-channel optimization to bear on the clients account, immediately knowing which strategies to employ and turn the account around, including: Expanding keyword lists for high-revenue search terms only. Optimizing bid timing and strategy unique to the Bing network. Examining the client s ad mix to define the appropriate multichannel ad strategy. The Result Within the first month of management with Hanapin Marketing, the client's revenue grew by 51%, conversions increased by 61%, and cost per acquisition (CPA) decreased by 17% within the Bing ads network.

22 MOBILE ADVERTISING Make Every Device a Profitable Device People are searching for your products and services on desktop computers, tablets and smart phones. The challenge is, desktop devices typically have the best ROI, but their share of search queries is dropping while smart phones have poor ROI and their market share continues to grow so much so that they will eventually pass desktop searches. We don t run from this challenge. We recognize that people use these devices differently, and this means that each needs its own strategy. How We Deliver Hanapin employees have traveled the world speaking on what strategies work today and which of the myriad possibilities will work tomorrow. And when we speak, we speak from experience. We talk about what we ve done for our clients, and we ll do the same for you, no matter what the future brings. Here s a sample of what we do every day: Identify the right channels, be it Google, Bing, Facebook, Twitter, Display Networks, or anything in between, and test until we re positive about what works. Maximize ROI with device- and location-specific bidding strategies. Increase your mindshare by putting the right call-to-action in front of your customers based on where and how they re searching. Make smarter decisions with cross-channel attribution. Optimize your website to increase user experience and create enticing ads that actually drive revenue as well as clicks.

23 MOBILE ADVERTISING Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Call Tracking Translation Automation Dynamic Ads Share of Voice Analysis URL Tagging CRM Integration Dynamic Remarketing Behavioral, Socioeconomic, and/or Interest-based Targeting Direct Response List Building

24 MOBILE ADVERTISING Case Study Wicked Media The Problem Wicked Media started working with Hanapin during Google's transition into their new Enhanced Campaigns AdWords update. The update promised to be a major concern for advertisers whose performance varied drastically by device. The entire changeover was centered on new desktop, mobile and tablet bids, and advertisers had no choice but to change the way they executed and thought about their campaigns. The Solution Being widely regarded as an industry thought leader, Hanapin Marketing was an early adopter of Google s new methodology. By the time this client came onboard, Hanapin had numerous PPC accounts already running Enhanced Campaigns, and knew exactly how to keep the transition smooth, including: Rethinking more than just how to bid, but also how to advertise in an increasingly mobile-centric environment. Finding ways to take advantage of bid modifiers and account structures to control the poorest performing segment (in this case, desktop) while pushing the best one (mobile). Keeping up with fast-changing additions and changes to the AdWords platform during this crucial time, allowing the client to focus on broader marketing and business strategy. The Result Wicked Media is unique in that they are a mobile centric business. Working with Hanapin not only allowed their mobile performance to hold steady during a time of great transition for the account, but it also grew overall even as AdWords changed the way device-specific bids and budgets worked.

25 SOCIAL ADVERTISING New Ad Networks Require New Ad Strategies For those who do it right, social advertising has a larger audience size and lower cost per acquisition than search advertising, and it can deliver higher quality ad placements than display networks. The trouble has been finding a way to make it profitable while keeping advertisements fresh. Hanapin does both with combinations of novel strategies like multi-network remarketing, audience persona modeling to identify similar users, and always seeking the right context, interest and behavioral targeting. We use the unique social environment to: Create and execute a holistic digital advertising strategy that includes smart targeting of users on Facebook, Twitter, LinkedIn, Pinterest, Reddit, etc. Remarket to your website visitors in their Facebook and Twitter feeds. Use your ideal customers to build similar user lists and specifically target social media users who are most likely to drive revenue for your business. Make mobile traffic more profitable by targeting smart phone and tablet users while they are on social media, where they are proven to be more likely to convert into sales and leads. Prevent diminishing returns from social advertising with seasonal, promotional and relevant advertising copy.

26 SOCIAL ADVERTISING Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Automation Dynamic Ads Share of Voice Analysis Defensive Bidding Strategies URL Tagging CRM Integration Behavioral, Socioeconomic, and/or Interest-based Targeting Direct Response List Building Keyword Mapping Social Network Remarketing

27 SOCIAL ADVERTISING Case Study Neuropathy Treatment Group The Problem This client had a very high CPA and a comparatively very low Conversion Rate. The company also had concerns about their lack of positive online presence. The Solution Hanapin Marketing worked diligently with a couple of strategies to lower CPA and raise conversions. Strategies included: Expanding into various channels and social ad networks, like Facebook and Adroll, to raise conversions and target the areas where CPA was getting too high Expanding and optimizing in Google and Bing to locate specific points where conversions were not completed and remedy the loss of conversion The Result Hanapin's account managers improved conversions by 60% year over year while reducing CPA by 43% in our first year of management.

28 LEAD GENERATION Quality vs Quantity: Why Not Both? Only three or four years ago, a lead was a lead was a lead. Now, search volume is dropping, display network ad buys are driving lower-value leads, and the competition is ever more fierce. The challenge is, how do you simultaneously increase lead volume and improve lead quality? How do you account for the fact that your ideal customers are changing their behavior? Why Our Knowledge Matters We leverage a decade of experience in some of the toughest industries for PPC and drive growth while others are still playing catch up and that s exactly what we ve done. Industries like education, publishing, legal services, SaaS and healthcare have had heated competition for years, resulting in low conversion rates and astronomical cost per lead values. And we've been delivering results for those industries for years. How do we get results like growing leads by 40% while increasing lead-to-close conversion rates by 33% in just 6-months? We focus on your business, not just clicks: Increase revenue and reduce costs by tying your backend data (i.e. from Salesforce or a proprietary CRM) into your search, display and social media advertising campaigns. You can then make decisions about keywords and placements that not only drive leads, but also drive leads that turn into high-revenue sales. Improve lead quality by excluding placements that drive poor quality traffic. If traffic converts to leads but those leads don t close, it s not traffic you want. Write ad copy that is both compelling and prevents clicks from the wrong audiences. Smart remarketing strategies that target visitors mostly likely to turn into a qualified lead at some point while focusing less on visitors that won t convert. Develop the right advertising mix through search, display, social media, remarketing and any other ad channels that make sense for your business.

29 LEAD GENERATION Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Call Tracking Translation Automation Dynamic Ads Share of Voice Analysis Defensive Bidding Strategies URL Tagging CRM Integration Dynamic Remarketing Behavioral, Socioeconomic, and/or Interest-based Targeting Direct Response List Building Keyword Mapping Social Network Remarketing

30 LEAD GENERATION Case Study Corporate Turnaround The Problem This client had been dealing with steadily declining lead volume since 2008, and this decline increased monthly throughout most of The Solution Hanapin Marketing took over the client s account in the middle of May and immediately began a comprehensive strategic overhaul, including: Completing an exhaustive account analysis to understand what might have been the cause of falling lead volumes. Identifying declining traffic as an additional point of concern for the client s account. Tracking and finding a direct correlation between traffic and leads, allowing us to confidently become more aggressive with our bids. Extensively researching new keywords and introducing ongoing ad testing to gain more traffic. The Result We increased lead volume for this client from 175 per leads month to 238 leads per month, with additional optimizations and ongoing ad copy testing promising further growth.

31 SHOPPING CAMPAIGNS Give Your Products the Spotlight They Need Shopping Campaigns are a unique ecommerce solution designed with businesses for which conversions mean physical sales in mind. With Shopping Campaigns, we can deliver targeted, in-context ads that deliver valuable product information and images that make your products the focus during a customer s key decision-making process. Of course, specialized ad solutions like Shopping Campaigns come with unique processes, requirements and optimization needs that are separate from typical search or display advertising processes. We work with them every day, so you ll never have to worry about being behind the curve. To make the most of your Shopping Campaigns, we: Maximize exposure through a detailed, optimized, and continually updated product feed that hinges on relevance and specificity. Deliver results and limit redundancy via multiple avenues with an integrated search, display and Shopping Campaign ad strategy. Develop a deep understanding of your product line so we can craft ads and add details that deliver the information a customer is looking for. Use advanced targeting techniques to manage bids granularly on a per-product basis that reduces overall costs and increases conversions. Our Unique Expertise There are some things you can expect any agency to do (or expect to do yourself), and there are other things that only an industry leader can accomplish for you. Here are just a few of the things that make Hanapin unique in this area: Call Tracking Automation Dynamic Ads Defensive Bidding Strategies Product Feed Optimization URL Tagging CRM Integration Eccommerce Platform Integration List Building

32 SHOPPING CAMPAIGNS Case Study Neuropathy Treatment Group The Problem This client had a very high CPA and a comparatively very low Conversion Rate. The company also had concerns about their lack of positive online presence. The Solution Hanapin Marketing worked diligently with a couple of strategies to lower CPA and raise conversions. Strategies included: Expanding into various channels and social ad networks, like Facebook and Adroll, to raise conversions and target the areas where CPA was getting too high Expanding and optimizing in Google and Bing to locate specific points where conversions were not completed and remedy the loss of conversion The Result Hanapin's account managers improved conversions by 60% year over year while reducing CPA by 43% in our first year of management.

33 Need Better PPc REsults? Get a Free Account Analysis From Hanapin Marketing Request an analysis» Hanapin Marketing is a paid search agency based in Bloomington, Indiana. Founded in 2004, the company manges & optimizes clients paid search programs increasing sales while simultaneously decreasing budgets. From ad copy composition to keyword research to landing page optimization, Hanapin s core objective is to maximize our clients return on investment.