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 …

SMB PPC: A Definition of Terms – Part 1

ppc 3xe ireland

It’s been almost 3 months since the last time someone blogged on the ZATO blog. That’s a tribute to how our ecommerce holiday season went… It was crazy and busy, but the most profitable we have ever had at ZATO! My objective this year is to blog more and speak less, so the way I’m going to begin keeping that …

I Fought Calendly For Years. Here’s Why I’m Now Addicted To It

My Position on Automated Scheduling Has Completely Reversed What an odd thing to see in a predominantly Search & Social Marketing Blog. But here’s the deal, I had a call get canceled this AM, and I’ve been behind on my blog writing for awhile now, and this is something I’m actually pretty excited about. About a month ago, I finally …

Letter to a Prospect: Why Hard PPC Traffic Estimates Are Misleading

The following is an interaction I once had with a prospect. Because it is a conversation I have often, I decided it was time to get it into a blogpost as an educational tool for a broader audience. To give a little context, this letter came after multiple conversations that continued down the funnel. I had sent over a proposal with …

A Tale of Digital Marketing Attribution Woe

Janet and the Cows Janet likes cows. Ever since Janet first visited her grandparents’s dairy farm in small-town Wisconsin, Janet has had pleasant thoughts of her bovine friends. As she got older, Janet could not visit the farm as much as she would have liked, so she compensated by purchasing cow memorabilia off of the internet. If you could put …

Fantastic Feeds & How to Mind Them – Slides & Links

I had the privilege of speaking at Hero Conference 2017 on one of my favorite things in the whole world, Shopping Ads! Sounds boring? Ok, well I like it, so leave me alone! In all seriousness, I presented with Elizabeth Marsten, and will include her slides as well once they are public. Elizabeth is a PPC-Ecommerce-Knowledge-Behemoth and it was truly …

The Google Shopping Script to Prevent Query Bleed in Priority-Segmented Campaigns

Hola! This amazing script is from the brain of Richard Fergie. He created it for ZATO, and I’m happy to share it with you. Hop onto Twitter to thank him! @RichardFergie I first began using this script exactly a year ago (April 20, 2016!), and it’s been doing its job nicely ever since! The History & Purpose of the Stop-Shopping-Query-Bleed Script …

Match Type Segmentation Wins with Google’s Exact March Matchness Update

Why Segmenting Campaigns By Match Type is the Best Structure for Google’s Exact Match Update Google AdWords released their Exact close variant update one week ago Friday. There have been a variety of reactions to it, including creative nicknaming. My two favorite nicknames are “Enhanced Exact” (first observed coming from the keyboard of Steve Hammer on Twitter), and “March Matchness” …

Opinion: Profit-Based PPC Agency Fees Are a Bad Idea.

I recently had an interaction on Reddit, that I decided to save since my response got long and, well, blog-like! I’ve talked on pricing before, but the Profit-based PPC agency fees discussion seems to come up a lot, especially with small business owners so I thought including this for you all to see here so it doesn’t get lost forever …

How to Speedily Add Expanded Text Ads into Your Entire AdWords Account

michael phelps expanded text ads meme

What do a bunch of PPCers sick of regurgitating the same material over and over again do when something as big as Expanded Text Ads hits? We turn up our pent-up energetic writing activity to TEN! Or even, TWENTY.   Much has already been said on Expanded Text Ads, but I’d like to give you some tips for actually implementing them …

Google Shopping GTIN Requirements Explained!

google shopping ppckirk

I watched the Google Shopping GTIN requirement video so you don’t have to! If you run Ecommerce accounts, you have probably felt the terror of the GTIN requirement Google released. In my experience with this terror, it rests less in the knowledge of the facts around the situation, and more in the fact that there has been little information released …

The Great 1-Sided PPC Pricing Model Debate – State of Search Conference 2015

ahab ppc pricing meme

  I had the privilege of speaking on PPC Pricing Models at State of Search in November, 2015. Here are the slides from my presentation. The Great PPC Pricing Debate – State of Search 2015 from Kirk Williams   I decided to not waste all the research I was doing and to share links to the posts I’ve run across …

All of My PPC Memes (So Far!)

Larry Kim's Quality Score Rebellion Star Wars ppc meme

It hit me that there is nowhere I can find all my PPC Memes in one place, so here is a post of all the ppc memes I’ve personally created that pertain to the wonderful art of PPC Marketing. Enjoy them, realize that some of them are very context/people specific so I apologize for the inside jokes, but they were …

A Beginner Coffee Guide for the Tired PPC Professional

chemex coffee dripper for PPC

I’m not sure there is a more dynamic duo in the world of digital marketing than coffee and PPC. Some may argue “whiskey” is in close running for the PPC favorite beverage, but I have to say that the beverage most beneficial to a PPCer during normal work hours (that phrase being key here) has to be coffee. @dohertyjf @AkvileHarlow …

The Carol of PPCChat – A Musical Tribute

ppcchat badge

Merry Christmas fellow PPCers! What better way to celebrate two of my favorite things, than creating a mash-up of questionable quality? Here is my musical tribute to the #ppcchat gang on Twitter. I came to PPCChat with basic PPC knowledge, and they have created and refined the monster that is ZATO today. If you do PPC and have not yet …

Is This One Checkbox Killing Your Google Shopping Strategy?

is this one checkbox killing your google shopping strategy

I’ve been going through Mystery Science Theater 3000 movies in my Netflix queue lately, so the B-horror show is on my mind. What, for a PPCer, is more horrific than doing a lot of work on something and missing one tiny little thing that will change the outcome of all that hard work (ok, possibly losing conversion tracking the Thursday …

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 …

The Secret Conflict of MAP Pricing and Google Shopping

MAP Protected image

EDIT 8/27/19: Google has addressed the existence of MAP Policy’s and even offered a non-hack way to get products with MAP Policies approved. Read the update here: A Welcome Update to Google Shopping’s MAP Policy   Minimum Advertised Pricing is a controversial subject, unless you’ve never heard of it. In fact, it’s kind of boring unless it affects your business …

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 …