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 lots 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 shaving industry which impacts nearly every adult in the US? Then you’re correct in identifying opportunity, it’s simply the expectations that need to be re-analyzed. The purpose of this post, is to detail out how I (and incidentally, ZATO, my agency) views PPC spend growth. If you’re tempted to blow past this blogpost, and yet are simultaneously tempted by the growth belief system voiced at the beginning of this article, I would encourage you to read on as this is crucial to understand for long-term success. The Ascending Seesaw of Scaling …

I Don’t Know How to Run Shopping Ads & At This Point I’m Too Afraid to Ask – Learn Inbound

learn inbound google shopping ppckirk

The following is a presentation I gave last year (2019) in Dublin on Shopping Ads. Learn Inbound is a fabulous conference geared primarily towards content and SEO marketers, so it was a huge privilege to be able to present on all things Shopping Ads at this event. In this presentation, I did my best to gear it at a beginner level so anyone, CEO or SEO could learn a little more about the world’s greatest advertising channel and it’s impact on the broader Ecommerce landscape. For your convenience, I have included the slides, video, and transcript of the entire presentation below (thank you Learn Inbound for making this accessible!). Session Slides Learn Inbound – I Don’t Know How to Run Shopping Ads & At This Point I’m Too Afraid to Ask from Kirk Williams     Session Video   Session Transcript All right.  Thank you so much.  A million bonus …

ZATO Partners with Wee Squeak

wee squeak childrens shoes

  ZATO is excited to announce a partnership with Wee Squeak Children’s Shoes.  Have a toddler who insists on walking on their tippy toes (my youngest currently does this!), there’s a shoe for that! Wee Squeak makes fun noises children love to hear which encourages correct heel-to-toe walking (and is also just pretty darn cute).  Not only that, but their innovative and fun designs are as enjoyable as they are practical! For Wee Squeak, ZATO will be managing their Google Ads account as part of the Google Ads for Small Budgets Program we started last year. In this program, we use a variety of efficient process and automation as well as strategic oversight (i.e., the humans guide the machines!) to give high quality PPC management at a fraction of the cost. For more details about ZATO’s Small Budget Program, and to get a free Account Analysis, check out our program …

ZATO Welcomes Sarah Vlietstra to the Team

sarah vlietstra with ZATO PPC Marketing agency

We couldn’t be happier to welcome Sarah Vlietstra to the ZATO PPC Marketing team. 👏 🎉 💥 Sarah was ZATO’s Google rep for almost 2 years, and we liked working with her so much we decided it made sense to bring her on board the ZATO team! Representing Google for our clients means she already worked with us on numerous current accounts, and we’re looking forward to using that to our advantage as we strive to give our clients the best PPC management we are able to offer. When not helping us with Googley questions, Sarah was working with hundreds of other agencies, and thousands of Google Ads accounts over the past 6 years, gathering specific insight into industry benchmarks, trends and data. Because of her time representing Google, she excels at implementing Google Ads best practices in ZATO clients to maximize machine learning applied intelligently through a human framework. …

Does Google Shopping Query Filtering Still Work in 2020?

google shopping query filtering strategy

Nearly 6 years ago, I watched a video of Martin Roettgerding (who would later become my friend) giving a presentation on a brilliant strategy he had devised to better control Google Shopping campaigns. I tested this in our ZATO accounts, developed my own process for building it out and managing it, and then recorded my walk-through on Search Engine Land in a massive 4000+ word post: A Step-By-Step Guide To Query-Level Bidding In Google Shopping. I wanted to re-release this content for you on the ZATO blog (giving proper credit to the original post, of course), with learnings from the past 5-6 years since we began using this Shopping campaign strategy.   TL;DR: A *lot* has changed in the world of Google Shopping, but we continue to find value in filtering queries (some call it “query sculpting) into the correct campaign for better bidding and budget control in your account …

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 think about things at ZATO as it specifically relates to our clients. You may be considering joining our client-list, or even referring people over to us, and I hope to be as transparent as possible, so you can understand a little of how ZATO “ticks” in this regard.   The Big Question with Contracts At ZATO, we have no long-term commitments. Not one. Every, single, one of our clients (biggest to smallest) is on a month-to-month basis with a 30 Day Written Out. You want to walk away from ZATO …

How to Track Surfaces Across Google (Free Shopping Ads) Revenue in Google Analytics

google merchant center feed rules for link attribute

Have you seen the new free Google Shopping Ads (named, Surfaces Across Google, by… well, Google) yet in your Google Merchant Center account? One of the frustrations with the report in Google Merchant Center is that it only shows clicks. Clicks give us some information, it’s interesting to see what percentage of traffic is being sent between paid and free. We can also surmise some level of attempt at revenue based on this and average Shopping Ads performance, and of course if your feed is locked in and you get a lot of solid traffic… you’re just happy to get free clicks! That being said, we at ZATO like to optimize to user behavior and purchase intent as much as possible. With the help of some friends on Twitter (thanks Martin Roettgerding and Richard Fergie!) we dug into this and figured out how to track these clicks into Google Analytics. …

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 if Google Ads is even worth it for you. Well, this is the entire reason ZATO started our Small Budgets Program!   Not a “small business” but don’t have a lot of cash to burn on Google Ads? We objectively call our program the “Small Budget Program” and not “Small Business Program”. There are multiple reasons as to why an account may be smaller budget… regardless of business size. Maybe your company recently had to cut costs, maybe you run a small business that is just getting into the Google …

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 it moved into the paid offering in 2012. Based on the announcement headlines, it seemed at first glance like we were circling back to those days of free access. Sounds great for SMBs, but the actual situation is a little more complex and I thought it fair to unravel the details of what is happening.   I should be careful to not appear overly negative, this will certainly give SMBs and advertisers access to free traffic they didn’t formerly have access to. However, we’re not remotely back at the 2011 …

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 emails should you send? All of these are questions many advertisers have right now, and as I have been considering these same things, I think the thing we need to do is remain faithful to a core tenet of marketing: Highlight the ways your product/service benefits your customer, and they should purchase it (insert qualifications of other factors, for instance, they may not have the money to purchase it and in that case no perfect marketing message will work). In other words, our marketing shouldn’t change based on the crisis, …