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 …

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 …

More Free Stuff: The ZATO Microsoft Ads In-Market Audience List

We released our ZATO Google Ads Audience Targeting List FREE to the internet a little over a month ago and one of the questions we kept seeing in various social channels were “can you guys do this with Microsoft Ads?” Well… with the help of our awesome Microsoft Ads friends (thank you SO much John Lee and Christi Olson), we did! And just like the Google Ads Audience Targeting List, we want to share it with the PPC Community! Woo! BONUS: We included a targeting list for LinkedIn as well! Since LinkedIn is owned by Microsoft, you can target audiences via Company, Industry, and Job Function in Microsoft Ads… and now here is a FULL list of Industry and Job Function Audiences. To our knowledge, this is the only list on the interwebz of it’s kind, we’re biased, but we think that’s pretty cool!   The ZATO Microsoft Ads Audience …