The IDEAS+ Philosophy

IDEAS+ is Hanapin Marketing's guiding methodology. More than an acronym, it denotes what it truly means to be an enterprise-caliber search marketing agency.

To serve our clients, we need more than industry-renowned expertise, which we have. We need to deliver more than growth, which we do. We need to do more because our clients need to do more. We need IDEAS, and then some.

Here's what we deliver:

We don't just follow best practices--we create them. When you hear other agencies talk about following pay-per-click industry standards, they are more than likely talking about implementing advice from Hanapin Marketing. Anyone can talk about the caliber of their people and their impact on the industry, but we prove it:

• We host the industry's leading PPC-only conference: Hero Conf
• We operate the world's most-read PPC blog: PPC Hero
• We deliver trendsetting and industry-shaping white papers

All to say, you can be sure that your account team isn't just delivering the results you expect—they're also actively creating the PPC innovations of tomorrow.

 

Whether you need assistance determining the right goals, measuring your progress accurately, or knowing when to recalibrate, you'll know you have a team with the gut-level determination to achieve them. Because hitting your PPC campaign goals is an expectation, not a dream:

• You will have a dedicated team that does things differently—by doing them right
• You will have a partner in strategy and planning before the first click even occurs
• Our partnership will continue on a daily basis, with biweekly calls and custom reports

It's a simple concept: When you call your agency, someone should pick up the phone. We ingrain that same idea of personalized service into every single thing we do. Because your agency should also know when to call you. And we do.

 

Flawless account management is more than doing things the right way. What about when something is off-target? We'll be looking for ways to achieve your unique goals in a smarter, faster, simpler way on a day-to-day basis—because "stay the course" isn't in our vocabulary:

• Different tiers and services allow custom-tailored strategies for your specific account
• Constant strategy updates ensure that you're always on track for your goals
• Frequent backups allow for course corrections along the way

PPC execution is more than a solid plan with clear goals at the outset—it's a constant endeavor, and we don't take that lightly. The day-t0-day is where you find the right actions, the right way and at the right time.

 

Your success is dependent on experimentation—that's how PPC campaigns deliver not just stability, but measureable growth. We minimize the risks of failed tests and wasted resources with analysis-driven account management:

• Our advanced forecasting techniques let us see keyword and click trends coming, so we can act to take advantage of them for your account
• Our PPC regression and correlation analyses help predict and shape necessary changes to your account
• We constantly track your PPC ads' average position and Quality Score so we can immediately spot and correct low-perfoming ads

The advanced analysis you need isn't something that can be scheduled or automated. It takes the constant attention to performance and optimization that only a dedicated team can provide.

 

 

You know the constraints you face. You understand the challenges that lie ahead. That's why you need a partner who focuses on solutions, brings them to you and implements them on your behalf.

• Our team of search experts innovates industry-wide solutions on a daily basis
• For your accounts, that means progress will be based on not just on what works now, but also what will work in the future
• You'll receive custom reports on a biweekly basis that lay out solutions to move forward in black and white

We call this our culture of yes.

 

The terms above form a simple acronym: IDEAS. And that's what we deliver. IDEAS that are planned, executed, measured and analyzed in order to give you insights that inform all your marketing channels.

We'll discuss what we are learning from other accounts that apply to you, and continue to understand more and more about your business so we can translate it into PPC strategy that works seamlessly with your entire media mix.

Here's what you need to know: You can expect less than a 24-hour response time to your emails and phone calls. That's the baseline, and we aim to exceed it. The IDEA is, you won't need to call us. We'll call you.

It all depends on our multi-layered approach to account management teams:

• You will have one primary point of contact.
• You will have a director-level manager personally supervising your account.
• You will have a client manager insuring you are taken care of day in and day out.
• You will have at least two people trained on your account—so you never have to worry about service gaps if your primary contact or Account Manager is unavailable for any reason.

 This is white glove service. It's the '+' in IDEAS+. And We aim for it every day.