The Future of SMB Ecommerce is Non-Unicorn Stability

secret to ecommerce winning in 2021

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

scaling google ads baby yoda lego

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 …

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

what is digital marketing ppckirk

  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 …

Google Ads Drops BMM Match Type: PPCKirk Ponderings

bmm match type search engine land

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 advertisers I had been thinking on this a bit over the weekend, and wanted to share my long-form thoughts to their questions. Enjoy! As always, comment your disagreements or thoughts on the socials, PPCKirk. …

Listen as Kirk, Mike, Isaac, and Patrick Discuss Smart Shopping, Automation, and More!

smart shopping podcast isaac rudanksy patrick gilbert ppckirk williams mike ryan

In the world of Smart Shopping Campaigns, some of the most vocal PPCers on this topic have been myself, Mike Ryan of SMEC, and Patrick Gilbert of AdVenture Media Group. We’ve laughed, cried, argued, hugged about this new campaign type.. not really, but in the early days, we did engage in thoughtful debate in the blogosphere (to steal a phrase …

Buy PPCKirk’s Book Now – Ponderings of a PPCer

ppc ponderings book cover ppckirk williams ppc marketing book

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 …

The PPC Ascending Seesaw of Scaling Awesomeness

scaling a ppc account seesaw of scaling awesomeness

“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 …

Free Google Shopping Listings?! What It Means for You

Google announced today that they are now offering Free Shopping Ads for retailers and brands. Here is a great article by my friend, Ginny Marvin, announcing it (and where I first heard of it): Google Shopping Opens to Free Listings. When I first started advertising on Google in 2010, I remember free Froogle listings and how bummed we were when …

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

claude hopkins scientific advertising

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 …

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 …

Video: Adjusting Campaign Daily Spend in Google Ads… the Right Way!

google ads daily spend

As we move beyond Black Friday and Cyber Monday, you’re likely bringing budgets down to normal levels. But did you know there are a couple of ways to do that, one being better than the other? In this video, PPCKirk discusses how to wisely decrease daily spend to maintain as much traffic as possible. No time for the video? No …

As a PPC Agency, We Want Your Entire Marketing Budget Right? Wrong! Here’s Why.

ppckirk search engine journal

Why would an agency like ZATO who only runs Paid Search not want all of your marketing budget? To get the full response to this great question, you’ll have to hop on over to Search Engine Journal to read my (Kirk) latest blogpost. In it, I discuss 5 Key Reasons why you want to make sure your budget is diversified …

Why Pay a PPC Agency for Monthly Management?

You may be a CMO, VP of Marketing, or just a small business owner looking for answers. One question you may have as you analyze PPC agency proposals is: why do I have to keep paying them every month? I mean, if you pay them to set up the account, then do you really need to continue to pay them …

Small B2B Business Trying PPC? 4 Reasons to Start with Bing

bing ads commercial users

The time’s they are a’changin. Google has been the market monarch for as long as I’ve been in Paid Search, and the mantra for us at ZATO for accounts just starting out is typically something like “let’s invest in Google first, where the people are. Then, as profitability is demonstrated, experiment in other channels such as Display, Video, and Bing.” …

How Can I Get More Impressions for My Local Business With Google Ads?

Google Ads Questions for small business owners

Perhaps you’re a small business owner hoping to do what every business owner hopes to do… grow your business your way, and build or maintain a happy, healthy lifestyle! Hooray for being on the entrepreneurial journey with the rest of us. To accomplish this goal, you’re interested in marketing and you want to get more eyeballs onto your business. You …