The PPC Ascending Seesaw of Scaling Awesomeness

scaling a ppc account seesaw of scaling awesomeness

“We want you to 6X our revenue at the same ROAS, by next month. We have a lot of opportunity in our space!” Have you ever heard this request by a client (or prospective client)?? It can be very common, especially in spaces where a smaller startup company sees opportunity to disrupt a major industry. You want to “disrupt” the …

Does Google Shopping Query Filtering Still Work in 2020?

google shopping query filtering strategy

Nearly 6 years ago, I watched a video of Martin Roettgerding (who would later become my friend) giving a presentation on a brilliant strategy he had devised to better control Google Shopping campaigns. I tested this in our ZATO accounts, developed my own process for building it out and managing it, and then recorded my walk-through on Search Engine Land …

BrightonSEO 2019 – Google Shopping Ads Sessions – Search Advertising Show

brightonseo ppckirk session slides for 2019 google shopping ads

  This week I am in gorgeous Brighton, UK at a conference I have a lot of respect for. Kelvin Newman and the BrightonSEO crew have really made something special, and it was an honor to participate this week. What a great conference, amazing people, and receptive crowd. Per my usual, I spoke on Shopping Ads and keeping in mind …

Small B2B Business Trying PPC? 4 Reasons to Start with Bing

bing ads commercial users

The time’s they are a’changin. Google has been the market monarch for as long as I’ve been in Paid Search, and the mantra for us at ZATO for accounts just starting out is typically something like “let’s invest in Google first, where the people are. Then, as profitability is demonstrated, experiment in other channels such as Display, Video, and Bing.” …

Client Question: Should Higher Spend Always Correlate With More Sales in PPC Marketing?

PPC budget meme

Question Posed to (or by) you: “Hello PPC Person, we have been reviewing your reports and notice that we spent more last month than in the previous period, but that higher spend did not correlate to higher sales/leads/revenue/bon-bons. Why not?”? – sincerely, the Management. This is not the first time this question has been posed, and will not be the …

What is the Ideal Google Shopping Budget?

google shopping logo

How Much Of Your PPC Budget Should Go to Google Shopping Ads? My assumption is you play some strategic role in your company when it comes to setting marketing budgets. You may be a CMO, CEO, VP, Marketing Director, or Paid Search strategist and you are likely curious to know how much money you should invest in Shopping Ads. This …

The Ginormous Google Shopping Guide for the Beginner (or Anyone)

    Shopping Ads are my favorite part of Paid Search. For anyone who works in Ecommerce paid search, having a working knowledge of Shopping Ads is essential to keeping up with the competition. This article is for the purpose of giving you that working knowledge, and we’re going to do that by focusing on these 3 components to Shopping …

SMB PPC: A Good Account Setup Is Essential – Part 2

google adwords account setup

In the world of PPC, limited budget accounts are like McDonalds hamburgers. Nobody ever publicly admits to interacting with them, but millions of dollars are consumed in both instances. As I noted in my first post, SMB PPC: A Definition of Terms, I will be writing a series on SMB PPC that I adapted from a talk I presented around …

Putting the Fun in Ad Schefunduling (PPC Ad Scheduling Basics)

Google Adwords PPC Ad Scheduling

PPC Ad Scheduling – It’s Not As Boring As You Think! Want to watch a non-PPCer’s eyes start to glaze over and their soul briefly float above their body as they attempt to escape? Start a conversation about ad scheduling. At first blush, it seems like one of those detailed aspects of PPC that is there for the geeks. Like, …

Naming PPC Campaigns – It’s More Important Than You Think

naming a baby

What’s In a Name? Hi, I’m 10549678. What’s your number? Or perhaps people call you by your barcode? “Attention customers, I have an order ready for BEEEEEP-boop-boop-BOP-beep-BEEP” These notions are silly to you because shortly before or after you were born, you were given a name. That name may be completely unique or it may be shared with 100 million …

Using Questions to Create Doubt in PPC Ads

KE Creative Business Card

What Would You Be Missing If You Didn’t Read This Post? I have gotten to know my father-in-law quite well in the last few years. My father-in-law is possibly the best salesman I have ever met; but the funny thing is if you met him, you would never, ever have guessed that. He is quiet, good-natured, and easy going. He …