General PPC

Welcome to Cow Crap It All!

Why Trust Signals Are Now Essential for Your Brand's Website

In an era of digital skepticism, trust signals like third-party reviews, UGC, and transparent business credentials aren't optional — they're the difference between a conversion and a bounce

The Google Ads Ecommerce Site Migration Checklist Your PPC Team Needs

Most eCommerce remarketing setups fail at the basics. Here's what high-performing tracking, segmentation, creative, and bidding actually looks like in practice.

Digital advertising is not the dot com bubble, improper attribution is

The real dot com bubble isn't online advertising, it's our flawed belief we can track everything. Discover why our obsession with attribution is hindering real brand growth and what to do about it.

The concerning future of the resilient keyword

The role of the PPC keyword is evolving. Learn why shifts in user search behavior and Google's automation are forcing a strategic move from rigid keyword lists to fluid, user-centric targeting.

This decade’s most important marketing question: What data rights do advertisers possess?

As Google hides search term data, the real question isn't data ownership, but what advertisers have a right to access. Explore the crucial debate that will shape the future of digital marketing.

Stop Hacking, Start Thinking: Why You Need More than Technical PPC Skills to Scale Growth & What Do About It

Don't Test Within Google Ads Unless You've Agreed On the Risks

Read here as to why and how true ad testing involves unavoidable risk. Learn why aligning on objectives and risk tolerance and a structured test is key to growth with Google Ads.

The Problem with PPC Playbooks: Your Business Isn't Generic. So, Why Is Your Google Ads Account?

Learn how ZATO creates a custom technical strategy for every individual account, rather than just following a templated playbook that gets you templated results.

The Return of the Technical PPC Agency in an AI Driven Era

Are LLMs the end of agencies? Kirk Williams explains why the "Transitional Age of AI" is a trap for brands and a death knell for expensive in-house technical roles.

Why ZATO? We Focus on Growing YOUR BRAND Not Ours.

Stop buying empty revenue promises. ZATO provides technical Google Ads management built on stability, scrutiny, and senior expertise. No long-term handcuffs: we earn your business every day.

Why ZATO Won't Rush You Through Our Sales Process

Most sales processes are built on speed and information gaps, and we think that's broken. Here's how ZATO approaches sales differently, where slower conversations and mutual wins matter most.

PPC Training: A List of Free Google Ads Training Courses, Books, Blogs, and Communities for Learning PPC

I often get asked where a beginner should start in learning PPC. Rather than continue to re-find my list to DM someone, I decided to just write a blogpost so I could link to it, but also so others...

Should You Run DTC Sales on Amazon Prime Day?

Unsure whether you should run your own DTC sales on Amazon's Prime Day event? Consider these things.

Why Does Google Ads Allow Bidding on Brand Terms?

Open Letter to Google Ads Leadership - Appendix A in Ponderings of a PPC Professional

In this open letter, Kirk makes a plea to Google leadership to consider the trust harming decision making that is harming advertiser perception with Google's advertising platform.

How to Tell if Temu is Spending More in Google Ads for Black Friday 2023

According to Mike Ryan, Temu is getting more aggressive in some auctions, so view this walkthrough on how to see if Temu is playing in your space!

10 Reasons Your Website Conversion Rate (CVR) May Have Dropped

We've found it can be helpful to have a checklist we ask our clients when investigating a Conversion Rate (CVR) drop, and I'd like to share that with you so you can figure out the issue.

Google Marketing Live 2022 in Recap

I had the privilege of attending this year’s Google Marketing Live 2022 in person and I wanted to jot down some thoughts before the day moved away from me. 

What if Performance Marketing is Only a Scam When Enacted Fraudulently?

First, I have a lot of respect for Rand. Not only have I enjoyed his take on things throughout the years, but I especially enjoyed his honesty in Lost & Founder. We appear to share a lot of the same o