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PPC Reset: Refresh Your Outlook on Your Accounts


New year, new you. It’s a new decade and I think it’s safe to say a lot has changed in the search landscape in the last decade. With the change in decade, change in year, change in landscape, I am encouraging all you PPCers to consider doing a PPC reset: reset your outlook on your accounts and look to refresh what you’re doing. 

There are endless optimizations we think to do in our accounts, so many things we could test or reorganize or restructure. I encourage you, as this new year starts, to actually move forward with those endless optimizations. At Hanapin, we have implemented a standard where we do frequent mini and complete account audits based on a client’s seasonality and account complexity. We write our quarterly goals and write down at least one testing opportunity for each of our clients. It may sound like extra work, but it isn’t. It is a guide for account managers to follow as we navigate our strategy. 

As you start your 2020, I recommend a few things for you to do. 

Do an account audit

This will be time-consuming and frankly, a little frustrating. Most likely. But it will be so worth it. I did a full account audit for a client of mine as we headed into their high season. I found one of our product bids in one shopping campaign that I was getting ready to turn on that had been increased to $50. $50! It should have been $0.50.

To expand on this, put together a schedule of different items you’re going to check throughout the month, quarter, or year. Not only is this a PPC strategy, but it is a time management strategy. You will feel so relieved each month that you accomplished something to move the account forward. And, you’ll already have something to put in your monthly reports which will make summary writing much quicker. 

Put together FY20 Digital Strategy & Budget Projections 

Like an account audit, this will also be time-consuming, but rewarding because of the potential. Even if you think a client isn’t open to testing, or you claim to have tried to pitch for a new opportunity or more budget, try again. Put together a complete strategy with testing budgets and present it. Take the time and put in the thought. 

This works. Real-life example: I did this for a client towards the end of November 2019. It was a relatively small account that only spent about $13,000 a month. We were meeting goals and metrics were steady. I pitched for a campaign expansion opportunity as well as the volume of conversions we could get with different levels of increased spend. With a little elbow grease, we received an additional $6,000 a month in spend for 2020. This increased our FY20 budget by $72,000. It could have failed, it could have been wasted effort (I did experience that – I did the same for a different client and it did fail, it fell on deaf ears) but it showed my client that I was invested in their business. If your client takes your recommendations, awesome. If not, you showed up, you put in the work, and you showed your care for your client and their business. 

Refresh Your Outlook

This is a very cool industry. It is constantly changing and we are continuously improving how we advertise to our customers. I encourage you to get excited again about your job. This can be a fast-paced, intense industry, but look at that as the upside. You may have heard this before but don’t think about your tasks and optimizations as something you have to do – think of them as something you get to do. You get to work in a fast-paced, intense industry; you get to work with big, complex clients; you get to hit big goals. 

New year, new YOU: set the goals for your accounts, refresh your outlook on your work and this industry, and reset your account performance. To get some ideas about what new things to do in your account that rolled out in 2019, check out Hanapin’s Best PPC Resources of 2019



Hur man maximerar webbplatsens omvandlingsfrekvens genom mobiloptimeringsstrategi


How to Maximize Website Conversion Rates Through Mobile Optimization Strategy

If you’re struggling for conversions, it’s tempting to throw money at the problem in search of a quick fix. Resist that temptation, though – because the key to a better conversion rate isn’t always to be found by pumping money into your ad campaigns, or a flashy new marketing drive.

Nope – the solution’s much more simple. Mobile optimization!

Starting with your site’s mobile experience makes sense. After all, 46% of Americans spend between five and six hours on their phones, every day. When they come across your website, it’s likely to be via their phones. Meaning your site needs to be ready.

Below, we’ll walk you through our top 4 mobile optimization tips. Follow them, and you’ll end up with a clean, compelling, and customer-centric site – that’s ready to convert.

What is Mobile Optimization Strategy?

First things first – what är mobile optimization, exactly?

Mobile optimization is the process of tailoring your website to users accessing it on a mobile device, such as a smartphone or tablet (as opposed to on a desktop computer.)

It involves ensuring that your website’s layout, structure, and content are customized to mobile devices. So why is that important?

Well, think about the consequences of a site that isn’t optimized for mobile. Content displays as misshapen or missized. Elements jump around on the page, as if with a life of their own; you find yourself having to zoom madly in and out, simply to read the text on the screen.

It’s not a good user experience (UX). But, more importantly, it’s not good for företag. 57% of mobile users won’t recommend a business with poor mobile optimization. 

Sloppy mobile optimization – or total lack of it – means a frustrated user. And frustrated users rarely turn into customers!

How To Maximize Your Conversion Rates Through Mobile Optimization Strategy: 4 Top Tips

Ready to start maximizing your conversion rates – and make your website more mobile-friendly in the process? Here are our 4 top mobile optimization tips:

  1. Provide a simple, clean checkout experience
  2. Add on-page product recommendations
  3. Offer more ways to pay
  4. Strengthen your CTAs – and their visibility

Read on for the full scoop.

1. Provide a Simple, Clean Checkout Experience

The first way of boosting your mobile site’s conversion rates? Optimizing your checkout flow to ensure you’re providing a frictionless experience at the checkout.

How exactly you do this will depend on how you’ve built your website. But a few broad tips include:

One of Website Builder Expert’s tips for improving your conversion rates is to use fewer form fields – which is also an important aspect of your checkout experience.

Bildkälla: Average Website Conversion Rates in 5 Key Industries

2. Add On-Page Product Recommendations

Integrating on-page product recommendations is a low-effort – but potentially high-impact – action for optimizing your mobile site.

The on-page product recommendations you recommend could be products the customer has recently viewed, or ones similar to the products they’re currently looking at. These will appear in the frame as they browse your store on their mobile, meaning they can quickly, and easily navigate to the kinds of products they like.

On-page product recommendations are great for UX. But they’re also good for your conversion rates – as you’re removing one more barrier to your customer making a purchase.

3. Offer More Ways to Pay

These days, offering a diverse range of ways to pay isn’t simply a ‘nice to have.’

It’s a must-have. And, along with choosing the right webbhotell provider and building your site with the most suitable platform, it’s one of the biggest website decisions you’ll make.

Consumers are more discerning now than ever. Many distrust the process of paying online; others just want the process to be as slick, seamless, and speedy as possible.

Your job? To ensure your customers can pay with multiple different payment methods, including:

  • Mobile wallets (such as Apple Pay and Google Pay)
  • Credit and debit cards
  • PayPal

Millennials, in particular, are fond of the convenience and ease mobile wallet payments offer. In the US, Gen Y leads the share of consumers making digital or mobile wallet payments (46%), according to Statista.

And, to target Gen Z, you can even offer your customers a ‘Buy Now, Pay Later’ (BNPL) service. It’s big with that demographic – in the US, 55.1% of Gen Z consumers 14 years old and over will use a BNPL service at least once this year.

4. Strengthen Your CTAs – And Their Visibility

When it comes to maximizing conversions, compelling call-to-actions are a must.

So take the time to audit the content, placement, and design of your website’s current CTAs. Do they:

  • Start with command verbs that create excitement and engagement.?
  • Cultivate a sense of urgency?
  • Demonstrate the benefit to the customer if they choose to take action?

Remember, you’re optimizing your CTAs here for mobile devices. So think about your user, and how they’re interacting with your site. They’re already on their phone, after all – so how can you tap into that to improve your CTAs?

One tip is to use phone call-based CTAs. Instead of inviting someone to fill out a lengthy contact form, or get in touch via email – both trickier to do from a mobile phone, or while on the go – invite them to call to make an inquiry, instead.

Plus, CTAs aren’t just about the wording – what they say – but about how they look. So make sure they stand out from the rest of the page’s content (you want people to know they’re looking at a CTA, after all!). Harness the powerful simplicity of white space. And, if there’s a button, make sure it’s big, bold, and screams “click me!”


Mobile optimization won’t just improve the look, feel, and usability of your site. It’ll increase your conversion rates – and help you grow your business online, too.

So good luck, and have fun implementing these tips. Mobile optimization can be tricky and time-consuming. But the results will be worth it in the end – trust us!


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