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SMB PPC

Small business PPC is its own thing, and I think it deserves to be treated that way. The budgets are smaller, the margins are tighter, and the stakes somehow feel higher. These posts are written with that reality in mind, and I hope something here helps you stretch what you have a little further than you thought possible.

Google Ads Match Type Strategy for SMBs: When Broad Match Is Too Broad

For SMBs with tight PPC budgets, starting broad is usually a mistake. Here's how to build a keyword match type strategy that stays efficient while you find your footing.

Small B2B Business Trying PPC? 4 Reasons to Start with Microsoft Ads

Here are 4 reasons you should consider beginning your PPC on Bing Ads if you are running a Startup and first getting into PPC (sure, if you have unlimited budget, do both Google and Bing)...

Small Business? Here are 3 Reasons to Embrace Google Ads

For small eCommerce businesses, carving out a niche in a competitive market can be daunting. Leveraging digital advertising is essential, and Google Ads stands out as a powerful tool. Here’s why...

How Can I Test a Small Google Ads Account on a Limited Budget?

For the good marketer, advertising on Google Ads with a small budget is possible, but requires some specific methodology and work, especially as it relates to testing new opportunities in the account.

A Search Campaign Template for SMB Accounts: PPC How To

Here is my framework for thinking about managing PPC on a limited budget.

From the ZATO Blog

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Why PPC Needs Tested AI Infrastructure, Not Raw Claude Prompts

Why PPC Needs Tested AI Infrastructure, Not Raw Claude Prompts

Kirk Williams

Team Zato

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Think anyone can build a reliable PPC AI agent? Discover why DIY prompts create hidden liabilities, and why production-grade AI infrastructure is the true future of PPC.

Two Ways to Use AI for Content (One Makes Readers Work Harder)

Two Ways to Use AI for Content (One Makes Readers Work Harder)

Kirk Williams

Team Zato

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Not all AI-generated content is the same problem. Here's the distinction between AI that offloads cognitive labor onto readers and AI that actually helps them.

AI Max is Now Available for Microsoft

AI Max is Now Available for Microsoft

Sarah Vlietstra

Team Zato

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AI Max for Search

Microsoft's AI Max for search ads is here: learn how to leverage automation to reach your target audience.

Google Merchant Center Excluded Destinations: What They Are & How to Use Them

Google Merchant Center Excluded Destinations: What They Are & How to Use Them

Sarah Vlietstra

Team Zato

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Google Merchant Center

Master Google Merchant Center excluded destinations to optimize ad spend & boost margins.

Unlock the Power of Microsoft Ads Impression-Based Remarketing

Unlock the Power of Microsoft Ads Impression-Based Remarketing

Sarah Vlietstra

Team Zato

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Target ad viewers without a site visit using Microsoft Ads impression-based remarketing.

Stop Wasting Spend: Automate Your Google Ads with Solutions

Stop Wasting Spend: Automate Your Google Ads with Solutions

Sarah Vlietstra

Team Zato

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Streamline your Google Ads with no-code Solutions. Automate workflows and stop wasted spend.