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PPC In 2020: 2 Experts Weigh In On Future Trends [Video]



Within our daily work lives at Hanapin, we have so many interesting PPC discussions across desk pods, at lunch, or through video chats. To be a fly on the wall for those conversations would be an informative experience! We want to bring some of those fascinating conversations to PPC Hero for our readers.

In this video, Hanapin’s Dani Gonzales and John Williams discuss the future of PPC and what’s on their wishlists for 2020.



Today we’re going to chat about the future of PPC. I’m joined by my coworker John Williams and before we fully dive in here we’ll go ahead and introduce ourselves.

I am a senior account manager here at Hanapin and I focus a lot on led gen campaigns particularly in B2B verticals, and I’m excited to share some fun stuff today.


I’m John. I’ve been around for about 10 years in the digital industry and with Hanapin since July, which was a dream for me. I love everything whether it’s tag management, analytics, or paid search.


You’ve been in the industry over 10 years, over that time what trends have surprised you the most in PPC?


You can probably talk about the difference between using a PC or a Mac now and looking at an ad or you can talk about Google my business listings, or the 3-pack. There’s a lot that you can talk about, but for me, the absolute biggest has probably been attribution. We’ve always talked about it, but we didn’t really know what it was. Is it linear, is it time decay? Is a customer at the top of the funnel, are they at the bottom of the funnel? I think all of that’s out the door. I think we have to start looking at it a different way and I think a lot of the products that we’re using today are saying, look customers are over here on the left, and then on the top, and then they’re down here at the bottom. I think that’s the biggest for me is that the biggest change has been the progression of attribution and the technology behind it.


I have to agree a little bit on the technology side.

So I’ve been in the industry less time than you just over three and a half years now and I think the thing that continually surprises me is that more and more we have access to so much data; audience data, demographic data, tons of micro bits of data, but we still struggle to report accurately across all the different data points we have from merging our client CRM data with what we’re seeing in the platform’s themselves. So I think that’s the one thing that I’m continually flummoxed by is how is it possible that we don’t have a really great source of truth for all of this information. Of course, I’m aware of the myriad of ad reporting software that’s available, but at the same time, it’s still something that I think is really surprising to me.

When you look ahead to 2020, is there anything that particularly excites you in the world of PPC? Any particular trends, features, consumer information – anything that you’re excited about?


Yes, and no. I’m not really excited about all of the changes that are coming here to the US that means that as advertisers were going to start to see a lot of lot more propaganda on LinkedIn and Twitter about how something should be implemented or these leads aren’t really valid or are you doing this? So that doesn’t excite me.

What does excite me is that we’re learning how to be smarter advertisers. Meaning we’re asking better questions about our data from a strategy perspective. Everybody’s got an answer, everybody’s right. But you can’t always be right and I think we’re now starting to realize that as marketers, not just digital advertisers, that we need an objective that should be followed up with a strategy that helps us with the tactic.

Google’s walking along with us and so is Microsoft and our other partners that we have; they’re saying, stop doing all of the tactics in the day-to-day and start focusing on the things that actually matter. So that’s what excites me about going into 2020, I think we’ll see a lot more of that.


My excitement goes along a similar trendline in terms of the automation features that we have available across managing all of our platforms. We can really hone in on the creative piece and focus on strategy and focus on the things that I think are really going to matter in 2020. Moving beyond, as all of these platforms get a lot more automated and we’re kind of letting go of the reins, there’s a couple of key pieces that we’re going to have to maintain really tight control of, and for me that’s creative and landing pages.

That’s going to be the place as advertisers we’re really going to be able to make a mark for our clients or if you’re doing your own digital advertising make a mark for yourself. I think really focusing on the creative components and the landing page experience is going to be a huge bit of what is going to make advertisers successful in 2020.


Do you want to learn markup in HTML?


No, I don’t know who wants to learn that but again, if it’s going to be a key component of helping our clients be more successful or at least being able to venture into the world of CRO and really get some solid multivariate testing on what’s going to work on landing pages for those individual clients. I don’t think we have to necessarily learn that ourselves as long as we have developers in our corner working on that and providing really strong testing results.

Again, I think the landing page experience is going to be a huge part of 2020 and we’ve seen that of course throughout the last few years with mobile AMP pages and all kinds of different landing page experiences. I think CRO is going to play a much larger role or we’re going to have to give it more credit than we may historically have.

If you could get Google and/or Facebook to make one huge update in 2020, what would it be? 


The biggest thing would probably be in Google. I love scripts, I want to learn JavaScript and python, I want to spend all my time doing that, but Google already has rules. So Google if you’re listening, you have rules. They function every 24 hours, can you just adjust it so that we can implement that every 12 hours? I would take that, but I would love to see the biggest change being rules changed to hourly so that we can start to work on things that matter for our clients and stop worrying about if we’re going to go over by 10% or worrying about coming up with a script that we need to calculate at 30% over or 30% under. Can we just get over that and utilize your tool and what you built it for?


My number one wish list item, this comes up a lot especially again kind of coming back to the theme of automation and the more we implement automated pieces, we need data to make that possible. So we’re looking at the future of conversions. What does that look like? Do we start implementing micro-conversions so that we can get more data so those algorithms can be more powerful and we can use more of that machine learning? But within doing that, how we’re kind of rethinking what a conversion is and how we calculate this measure of success, I would really love if Google would just show me the corresponding data metrics with my conversion actions. Currently, if you have multiple conversion actions live in an account you can’t see the corresponding impressions, clicks, spend that was associated with those conversion actions. You can see the total and that’s it. So Google people if you are listening, please let me see key metrics alongside my conversion actions. It’s so little and I know you know it, and I know you have this information.


You have to, you’re showing it in Google Analytics, so come on, give it to us. Just put it in one place. Why do we have to go to three places to look for things? One place, yes please.


Anything else on your PPC wish list?


It’d be great if we just had one tool. We have to go to too many places for reporting, for measurements, and then to take action. And we can’t afford it. Not everybody can afford an Adobe stack or Google marketing platforms. We can’t afford that and we shouldn’t have to use a third-party tool that interjects into our account to provide us with suggestions. It would be great if we had one tool that you can go in and see everything and do everything.


To recap we want fewer tools overall, better tracking, and what was yours? More data analytics?


The tracking, the measurements, and the tactic.


And merging all of that into a cohesive story for your client is also pretty hard when you have to implement all of the different data points from all of the different platforms, which may or may not have similar attribution. You’re kind of running in a circle trying to present a really strong story that backs up your data, but then it’s really hard to plug it all in, get it centralized, and have it make sense in a way that’s really palatable.


If it was your last ornament, what would that be? What would that last little thing that you wanted to like cap off your tree with for the holidays?


I guess less from a platform perspective, but I want more of my clients doing video, higher quality video and focusing more on that. We’ve seen for some of my clients some really impressive brand lifts as a result. I think the better quality targeting that we’ve had in YouTube over the past year and some of the new capabilities like custom intent are really cool. I think that’s where I’d like to see that little ornament. A little shiny cherry on top would be just more video coming down from for my clients in particular.


I like it. It takes a lot of work, but it is the brand appeal and how we’re moving away from TV and how we’re looking at the social components of things – it is 3 to 6-second bursts.


I’m always troubled by clients being wary of YouTube or not wanting to run YouTube ads. For decades you were okay running TV ads when you have no idea who you’re targeting per se. We have so much more data we can get a lot more localized we can get a lot more segmented and that scares clients. I think it’s kind of funny reverse logic there. But I’m a big fan of YouTube, a big fan of running ads in that platform, especially given a lot of its more recent improvements.

Thanks again for listening everyone and we hope you join us again.


11 Free Email Hacks to Step Up Your Productivity



11 Free Email Hacks to Step Up Your Productivity

If you’re anything like me, a solid portion of your day is sifting through your inbox, sending emails to junk, and responding to time-sensitive emails.


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How CTV can deliver market research for B2B marketers



How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Why we care. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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How to Write YouTube Titles for SEO



How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:


You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!

The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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