The Ideal Showcase Shopping Ads Campaign Structure

google showcase shopping ads

What an ultra-specific post, like if you don’t care anything about Showcase Shopping Ads then DEFINITELY a waste of your time to read on. However… If you run Showcase Shopping Ads, then this is my attempt at getting out a campaign structure I think is ideal for running Showcase Shopping Ads in your accounts. I should note, that there are …

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.” …

Client Question: Should Higher Spend Always Correlate With More Sales in PPC Marketing?

PPC budget meme

Question Posed to (or by) you: “Hello PPC Person, we have been reviewing your reports and notice that we spent more last month than in the previous period, but that higher spend did not correlate to higher sales/leads/revenue/bon-bons. Why not?”  – sincerely, the Management. This is not the first time this question has been posed, and will not be the …

The New Google Shopping Promotions Setup: What You Need to Know

enable google merchant center promotions

If ever there was a title to spark a fire in the hearts and minds of innovation… …this is clearly not that title. In all seriousness, for those of you like us who actively use Google Shopping Promotions, there couldn’t be a more exciting thing as we approach the Holiday Season 2018. A few years back I had made the …

2 Things I Did to Make Post-Vacation Work Email Not Terrible

ppc reporting emarie photography

This is an older video I filmed back in June… and am just now getting around to posting it! In this video, I note a few things I’ve changed up for managing email over vacation so you avoid the dreaded “re-entry day of email” horror.  As always, enjoy the transcript below if you want to skip the video.   Video …

5 Things I’ve Learned After 3 Years of Speaking at Digital Marketing Conferences

ppckirk speaking utah dmc

Speaking at a digital marketing conference can be an intimidating thing. Depending on the conference, you are often talking to peers who know as much or more than you as you attempt to persuade them into thinking differently, or trying a new technical strategy you’ve employed in an account successfully. That being said, it’s also a blast! Not only for …

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 …

What is the Ideal Google Shopping Budget?

google shopping logo

How Much Of Your PPC Budget Should Go to Google Shopping Ads? My assumption is you play some strategic role in your company when it comes to setting marketing budgets. You may be a CMO, CEO, VP, Marketing Director, or Paid Search strategist and you are likely curious to know how much money you should invest in Shopping Ads. This …

ZATO Partners with Purple® Mattress

Purple Mattress Logo

For immediate release: September 6, 2018. ZATO is delighted to announce a partnership with Purple Innovations, Inc.  Purple® has been responsible for some of the most innovative and creative marketing campaigns in the mattress space including the raw egg test, sasquatch, and goldilocks and we are thrilled to work with this brilliant team. In this relationship, ZATO will overhaul and …

How to Exclude 141 Mobile App Categories in Google Ads (the Easy Way)

Howdy there fellow PPC traveler! In case you haven’t heard, the big news of August 2018 has been Google’s release of GDN mobile updates. Specifically, that mobile apps can no longer be excluded. You can catch up on this news here: Mobile App Exclusions in Google AdWords – UPDATED Details and Silver Lining   While there are complexities to this …

Video: Mobile Apps Forced Into the GDN… Now What?

google ads gdn mpbile app changes

If you follow PPC news, you’ve likely heard of the recent changes Google made to force mobile apps into all mobile and tablet GDN Campaigns now in Google Ads. If you’re feeling a little frustrated, you have good reason to be! However, I don’t think it’s all bad, and I give my reasons in this LinkedIn video. There is a …

Mobile App Exclusions in Google AdWords – UPDATED Details and Silver Lining

baby adwords app meme

UPDATED POST: August 3, 2018 I’d love to not have to make this update, but we have some news here from Google. Read the whole thing though for my hot take at the end. Let’s try to find the silver lining here! First: Mobile Apps Are Now Opted Into the GDN on Mobile/Tablet Devices This is where we rip the …

The Ginormous Google Shopping Guide for the Beginner (or Anyone)

    Shopping Ads are my favorite part of Paid Search. For anyone who works in Ecommerce paid search, having a working knowledge of Shopping Ads is essential to keeping up with the competition. This article is for the purpose of giving you that working knowledge, and we’re going to do that by focusing on these 3 components to Shopping …

Google Shopping Impression Share: Everything You Ever Wanted to Know – Video

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Search Impression Share is one of those topics that matters a lot to some, and matters little to most. Well, if you are the “some”, then welcome! We’re going to be looking at Search Impression Share as it relates to Shopping Impression Share, and the differences between them. Check out the video, or skip it like I usually do and …

The 3 Ways to Submit a Google Shopping Feed to Google Merchant Center – Video

google shopping feed upload

Hey gang, hope you’re doing well this fine Monday morning!  I wanted to get another Google Shopping video out, this time on Google Shopping feeds and getting them sent correctly to Google Merchant Center. Watch the video, or read the transcript below for the full scoop! Also, when you feel good about the entire video but balk on the ending …

What’s the Big Difference Between Google Shopping & Google AdWords Search?

google shopping difference from google search

In this video, Kirk talks about the primary difference between Google Shopping Ads and Google Search Ads. If you want to skip the video, just read the transcript provided below. Also, note that Bing Ads and Bing Shopping work in the same way! Video Transcript I had the privilege last week of going to Austin, Texas, where I presented on …

Why I Killed the Biography Slide in My Digital Marketing Presentations

“Hello, my name is Kirk Williams. In 2016 I was voted most likely to hug a goat, and 24 out of 476 people I made up think you should send work to me.” This is how we all begin our presentations. It’s what you should do, right? It’s what everyone does so obviously it’s the right thing to do. The …

SMB PPC: Targeting Your Search Accounts Well When Budget Is Thin – Part 4

stormtroopers bad aim

Are you a limited budget, SMB PPC account? Then you are part of the rebel alliance, and a traitor. Here’s the thing, your competition is most likely a lot bigger than you. Heck, if you’re in any sort of ecommerce at all anymore, you’re probably bidding up against Amazon. You are out-gunned, and out-manned. Your competition has an endless onslaught …