Google Ads

Google Ads Testing Case Study - Brand Bidding: Manual or Target Impression Share

In this case study, we walk through a test we ran to determine whether manual bidding or target impression share was the best bidding strategy for this account's brand search campaign.

Let's Talk Google Ads Bid Floors (or Reserve Prices)

Kirk discusses a the concept of auction reserve prices, and whether that should be applicable in a search marketing context (and what it means for your business CPCs on Google!).

What are Google Ads Synthetic Keywords?

Google may soon replace detailed search terms with “synthetic keywords,” summarising conversational queries for privacy. Explore what that means for PPC strategy and keyword reporting.

7 Ways Google Ads is Different From Meta Ads (and How This Should Change Your Management Practices)

Google Ads and Meta Ads have significant differences, and getting it wrong can harm your account. Here, we discuss 7 key differences between them and how to manage them effectively for better results.

The Physics of PPC: Why Google Ads Revenue Has a Natural Limit, but Campaign Waste Has No Bottom

Learn why Google Ads is primarily a demand capture channel and how understanding the limits of search-based growth can prevent wasted spend and drive true business scaling.

How to Choose a Google Ads Agency: Hire the Team, Not Just the Proposal

Choosing a Google Ads partner is like hiring an employee. Learn why technical stability and philosophical alignment matter more than a flashy audit or big growth promises.

It's Time to Rethink PPC KPIs

Rethink your PPC KPIs- why focusing solely on conversions can mislead your strategy. Learn how traffic quality and auction economics better define campaign success.

Secrets of a Google Ads 3rd Party Support Rep

What is it like to be a Google Ads 3rd Party Support Rep? Check out this interview with an anonymous former rep, and PPCer Boris Beceric.

Google Marketing Live 2023 Recap for Ecommerce Advertisers

5 Controversial Google Ads Tips for Small Budgets

Kirk Goes to Google (and how to fix advertiser relations)

When Your Poor PPC Performance is a Positioning Problem, Not a Targeting One

A trap I see some brands fall into in PPC, is to label a positioning problem as a targeting problem.

Google Ads Drops BMM Match Type: PPCKirk Ponderings

Search Engine Land recently asked me to comment on the BMM changes, and summarized those in this article: Google’s updated phrase match simplifies keywords and worries advertisersI had been thinking..

How to Scale Google Ads – Tough Talk Time

Here is what I’ve learned about scaling a brand after a decade of PPC, while managing a variety of budgets in between tiny and large. I’ll also note an important personal observation...

Expanded Text Ads (ETAs) Will Be Sunset Soon; Are You Ready for Responsive Search Ads (RSAs)?

As Google attempts to shift more ads over to this new ad format, they have officially announced a sunset date for Extended Text Ads (ETAs) of June 30, 2022. On that date, advertisers will not be able

Free Stuff: The ZATO Google Ads Audience Targeting List of Affinity Categories & In-Market Segments

We love running audience targeting here at ZATO and sometimes we need a complete list of Google's Affinity Categories and In-Market Segments. The problem is, a full list is very hard to find. Until no