ZATO Partners with Wee Squeak

wee squeak childrens shoes

  ZATO is excited to announce a partnership with Wee Squeak Children’s Shoes.  Have a toddler who insists on walking on their tippy toes (my youngest currently does this!), there’s a shoe for that! Wee Squeak makes fun noises children love to hear which encourages correct heel-to-toe walking (and is also just pretty darn cute).  Not only that, but their …

ZATO Welcomes Sarah Vlietstra to the Team

sarah vlietstra with ZATO PPC Marketing agency

We couldn’t be happier to welcome Sarah Vlietstra to the ZATO PPC Marketing team. 👏 🎉 💥 Sarah was ZATO’s Google rep for almost 2 years, and we liked working with her so much we decided it made sense to bring her on board the ZATO team! Representing Google for our clients means she already worked with us on numerous …

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 …

No Long-Term PPC Contracts Required? Then How Do ZATO Clients Stay?!

Google Ads Questions for small business owners

I wanted to pause for a minute in my normal Ecommerce PPC and Shopping Ads writing, to discuss a little family business. That is, how does ZATO maintain clients if we don’t require long-term commitments? I thought it would be good to share my beliefs from a marketing and business perspective, as well as give you insights into how we …

How to Track Surfaces Across Google (Free Shopping Ads) Revenue in Google Analytics

google merchant center feed rules for link attribute

Have you seen the new free Google Shopping Ads (named, Surfaces Across Google, by… well, Google) yet in your Google Merchant Center account? One of the frustrations with the report in Google Merchant Center is that it only shows clicks. Clicks give us some information, it’s interesting to see what percentage of traffic is being sent between paid and free. …

Free Google Shopping Listings?! What It Means for You

Google announced today that they are now offering Free Shopping Ads for retailers and brands. Here is a great article by my friend, Ginny Marvin, announcing it (and where I first heard of it): Google Shopping Opens to Free Listings. When I first started advertising on Google in 2010, I remember free Froogle listings and how bummed we were when …

Keep Presenting Benefits. Or, How Marketing Hasn’t Changed in a Pandemic.

claude hopkins scientific advertising

After being served my umpteenth “QUARANTINED, ALONE, AND DESTITUTE AMIDST CORONAVIRUS? BUY THIS TO CHANGE YOUR LIFE.” marketing pitch on Facebook, I decided I needed to scratch the itch of writing and get my thoughts down. Should you discuss the current pandemic in your ads, or not? Should you use the *gasp* coronavirus in marketing efforts at this point? What …

Here is A Coronavirus Placement Exclusion List for Google Ads

how to exclude placement lists in google ads

After a client requested that we pull their ads off of as many news sites as possible because of the increasing Covid-19 Pandemic, we thought it made sense to cease marketing to these unique web pages as people seek out information about the pandemic. Therefore we compiled this placement list from ZATO clients of various news organizations websites to exclude, …

ZATO Partners with Kuru Footwear

  ZATO is excited to announce a partnership with KURU Footwear.  KURU Footwear is a shoe brand whose revolutionary technology changes the way sufferers of plantar fasciitis and heel pain walk (as well as those of us just wanting a more comfortable shoe), and makes us all look good in the process! In this relationship, ZATO will overhaul and manage …

Google Shopping Clicks for Free? How to Get On Surfaces Across Google

surfaces across google in google merchant center

EDIT 4-21-2020: Google today announced even more free clicks for Shopping Ads! Read our hot take on it here: Free Google Shopping Listings?! What It Means for You EDIT 5-7-2020: Want to track revenue from Surfaces Across Google? Of course you do! In this step-by-step walkthrough, we give you an easy way to do that: How to Track Surfaces Across …

How to Set Up a TrueView for Shopping Campaign in Google Ads

product video option in google truview for shopping

YouTube’s main benefit is building brand awareness. With TrueView in-stream ads, advertisers can run very cost-effective video campaigns in Google Ads. But we can use video campaigns to do more than just boost awareness. With TrueView for Shopping, ecommerce advertisers can promote their products with engaging video ads. Let me show you exactly what I mean.  When a user is …

Should Smart Shopping Include More Data? My Rebuttal to The Rebuttal – Part 6: The ZATO Guide to Google Smart Shopping Campaigns

ppckirk lego star wars tie fighter

If you’ve been monitoring the Google Shopping Ads, Smart Shopping Campaign, ongoing data transparency discussions (okay, so all 2 of you) you might have run across this sound article by Patrick Gilbert on LinkedIn in response to my article, both linked to here: The Concerning Lack of Data Transparency in Smart Shopping – Part 5: The ZATO Guide to Google …

Video: Adjusting Campaign Daily Spend in Google Ads… the Right Way!

google ads daily spend

As we move beyond Black Friday and Cyber Monday, you’re likely bringing budgets down to normal levels. But did you know there are a couple of ways to do that, one being better than the other? In this video, PPCKirk discusses how to wisely decrease daily spend to maintain as much traffic as possible. No time for the video? No …

SEO & PPC: Better Together – an SEMRushChat on Twitter

semrushchat sem ppc

I had the esteemed honor and privilege of participating as one of the guests of yesterday’s SEMRushChat on Twitter. SEMRushChat is hosted by SEMRush and is a fast-paced, educational chat on current happenings and best practices in the digital marketing world. Yesterday, the chat was on using SEO & PPC together, and myself and Craig Campbell were the guests.  I …

Listen: Managing Shopping Ads in an Automated World – BrightonSEO Search Show Talk

shopping ads brightonseo ppckirk

In September 2019, I had the privilege of speaking on Shopping Ads at the world renown, massive search conference in Brighton, UK: BrightonSEO. While this was an honor in itself, I secretly enjoyed my time at the Search Advertising Show the day before even more! The Search Advertising Show is a precursor event (to the main BrightonSEO show) put on …

My Notes on the Google Shopping Expert Series in LA Seminar

Today I had the privilege of a quick trip to sunny LA to learn a little more about Google’s take on Smart Shopping campaigns (SSC). It was especially a privilege, because Billings (in Montana where ZATO is based) is getting buried under 6-12 inches of snow! While I’m sad to miss the first snowfall of the season… I’m also not. …

Should You Switch From Standard Shopping Ads to Google Smart Shopping? – Part 3: The ZATO Guide to Google Smart Shopping Campaigns

In the first segment of this series (What is Smart Shopping?), we focused on what Google Smart Shopping is, and in the second segment we discussed key tactics (Establish Your Smart Shopping Strategy). In this post, we will answer the question of whether someone should follow Google’s advice and switch their entire Shopping program over to Smart Shopping.   This …