The Future of SMB Ecommerce is Non-Unicorn Stability

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I wrote this on Prime Day. That’s right, the day a mega-corporation decided to declare an unofficial holiday by raising prices and then pretending to sell at a discount. Ok, that’s a little unfair, but only slightly. Regardless of how a person may feel personally about Prime Day, they would be laughed out of the room to question Amazon’s position …

How to Scale Google Ads – Tough Talk Time

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It’s not easy. There’s not a one-size fits all formula. There’s not a “hack” for scaling (though, certainly, there can be specific tactics to implement that will work more quickly than others). Did I answer your question already? I kid, I kid. But I’m also trying to front-load a crucial concept as you consider how to scale your Google Ads …

Fred Vallaeys Interview on Clubhouse on Automation, Optmyzr, and Google

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A few weeks back, I had the privilege of interviewing a person I consider a good personal friend in the PPC space, Frederick Vallaeys. I would have gotten these notes out to you more quickly, but… well then we had our 6th kid the day after the interview happened. 🤷🏻‍♂️ Better late than never! So who is Fred? Fred owns …

Video: Let’s Talk the Keyword and It’s Future | Marketing MilliMoment

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This video is part of a new series I’m growing on my YouTube Channel (Make sure to subscribe!!) intended to display serious PPC thoughts, in an entertaining fashion. This video was based on a more in-depth article I wrote for Search Engine Land entitled: The Concerning Future of the Resilient Keyword. 👈 Check it out if you want to learn …

Video: Should We Remove the Digital from Digital Marketing? No! Here’s Why

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  VIDEO TRANSCRIPT Warning: The humor of the video is DEFINITELY lost reading the transcript, so basically it’s here for SEO value. Please don’t actually read the transcript… watch the video! Hey, it’s PPC Kirk and welcome to another episode of The Marketing MilliMoment where we take a look at random marketing stuff with a healthy does of stupid dad …

Online Marketing – A Definition of Terms

Google Ads Questions for smb owners

  New to PPC Marketing? Check out ZATO’s Terminology of PPC for SMBs. 2021 Edition! Google Ads – This is the name for Google’s Paid Advertising Solution (formerly known as Google AdWords).  It allows advertisers to pay money to display on Google’s search engine, as well as other sites that have legal affiliation with Google. Ad Extensions – These are …

Shackleton, the Antarctic, Bowls of Porridge, and PPC

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I used to read a lot. Then, my Masters killed my love of reading (so. many. required. texts.), and at the same time online streaming services improved their offerings to suck my time away with Seinfeld and The IT Crowd re-runs. A one-two knock-out punch. Therefore, I recently challenged myself to shut off the screens (unless we’re doing some sort …

Review Kirk’s PPC Book, Get Free Stuff!

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Ponder and Review Are you picking up a copy of Kirk Williams new book, Ponderings of a PPC Professional? Do you like Coffee as much as Baby-Yoda? via GIPHY   Be one of the first 25 people in the US* to (legitimately) submit our form below, and we will give you one of these super-awesome-breathtaking-amazing-stunning-astounding-awe-inspring-unbelivable-only for PPC Professionals-Mug (for your …

Buy PPCKirk’s Book Now – Ponderings of a PPCer

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It’s here! The book everybody, and nobody, is talking about is finally here! Now is your chance to pick up a paperback or kindle copy of Ponderings of a PPCer, in which I discuss everything from attribution & cows, to PPC Pricing models. You can see more details, along with chapter names and reviews on the book page here: PPC …

When Netflix Gives a MasterClass on Raising Prices

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Did you see the Netflix price change, announced yesterday? What an interesting business entity to consider.   The Details: Netflix total subscribers: 182.8M Basic plan: unchanged Standard: up $1 (to ($13.99/mo) Premium: up $2 (to $17.99/mo)   Three Observations: Observation #1: Netflix once again prints money with a single email. Consider having a business model where you add, let’s say …

Book Release & Giveaway: Ponderings of a PPC Professional

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Not All Who Ponder Are Lost – Book & Mug Giveaway Do you follow @ppckirk on Twitter? Are you a ZATO client? Or maybe you’re just a person that’s into Digital Marketing and PPC? Then you may have heard, the owner of ZATO is releasing his very own PPC book later this month. October 31st to be exact. This is …

Finding eCommerce Success on the Display Network and YouTube

Is It Possible to Find eCommerce Success on Display?   Working as a rep for Google, one of my responsibilities was to pitch Display to the agencies I worked with as a channel for performance marketing.  Truthfully, many of the conversations I had with these agencies would turn out one of two ways:  either the agency had been burned in …

The PPC Ascending Seesaw of Scaling Awesomeness

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“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 …

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 …

Limited Budget? 5 Reasons to Consider ZATO’s SMB Program

Google Ads Questions for smb owners

First things first, it’s harder than ever to succeed at Google Ads with a small budget. That doesn’t mean it’s impossible, but we can’t ignore the fact that it is harder to do than ever before. If you have been seeing your Costs and Cost Per Clicks (CPCs) rising faster than your ability to raise your budget, you’ve likely wondered …

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

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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

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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, …

What is Automated Bidding and Who Should Use It?

Editor’s Note: This is a guest post by Corey Braccialini of HubSpot. Read more about Corey in his biography at the end of the post. Happy reading! The days of making an educated guess on how much to bid on your keywords and manually adjusting are behind us. With the help of machine learning, advertisers can take advantage of the …