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 …

Here is A Coronavirus Placement Exclusion List for Google Ads

how to exclude placement lists in google ads

After a client requested that we pull their ads off of as many news sites as possible because of the increasing Covid-19 Pandemic, we thought it made sense to cease marketing to these unique web pages as people seek out information about the pandemic. Therefore we compiled this placement list from ZATO clients of various news organizations websites to exclude, …

ZATO Partners with Kuru Footwear

  ZATO is excited to announce a partnership with KURU Footwear.  KURU Footwear is a shoe brand whose revolutionary technology changes the way sufferers of plantar fasciitis and heel pain walk (as well as those of us just wanting a more comfortable shoe), and makes us all look good in the process! In this relationship, ZATO will overhaul and manage …

Google Shopping Clicks for Free? How to Get On Surfaces Across Google

surfaces across google in google merchant center

EDIT 4-21-2020: Google today announced even more free clicks for Shopping Ads! Read our hot take on it here: Free Google Shopping Listings?! What It Means for You EDIT 5-7-2020: Want to track revenue from Surfaces Across Google? Of course you do! In this step-by-step walkthrough, we give you an easy way to do that: How to Track Surfaces Across …

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 …

How to Set Up a TrueView for Shopping Campaign in Google Ads

product video option in google truview for shopping

YouTube’s main benefit is building brand awareness. With TrueView in-stream ads, advertisers can run very cost-effective video campaigns in Google Ads. But we can use video campaigns to do more than just boost awareness. With TrueView for Shopping, ecommerce advertisers can promote their products with engaging video ads. Let me show you exactly what I mean.  When a user is …

Should Smart Shopping Include More Data? My Rebuttal to The Rebuttal – Part 6: The ZATO Guide to Google Smart Shopping Campaigns

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If you’ve been monitoring the Google Shopping Ads, Smart Shopping Campaign, ongoing data transparency discussions (okay, so all 2 of you) you might have run across this sound article by Patrick Gilbert on LinkedIn in response to my article, both linked to here: The Concerning Lack of Data Transparency in Smart Shopping – Part 5: The ZATO Guide to Google …

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 …

SEO & PPC: Better Together – an SEMRushChat on Twitter

semrushchat sem ppc

I had the esteemed honor and privilege of participating as one of the guests of yesterday’s SEMRushChat on Twitter. SEMRushChat is hosted by SEMRush and is a fast-paced, educational chat on current happenings and best practices in the digital marketing world. Yesterday, the chat was on using SEO & PPC together, and myself and Craig Campbell were the guests.  I …

Listen: Managing Shopping Ads in an Automated World – BrightonSEO Search Show Talk

shopping ads brightonseo ppckirk

In September 2019, I had the privilege of speaking on Shopping Ads at the world renown, massive search conference in Brighton, UK: BrightonSEO. While this was an honor in itself, I secretly enjoyed my time at the Search Advertising Show the day before even more! The Search Advertising Show is a precursor event (to the main BrightonSEO show) put on …

My Notes on the Google Shopping Expert Series in LA Seminar

Today I had the privilege of a quick trip to sunny LA to learn a little more about Google’s take on Smart Shopping campaigns (SSC). It was especially a privilege, because Billings (in Montana where ZATO is based) is getting buried under 6-12 inches of snow! While I’m sad to miss the first snowfall of the season… I’m also not. …

Should You Switch From Standard Shopping Ads to Google Smart Shopping? – Part 3: The ZATO Guide to Google Smart Shopping Campaigns

In the first segment of this series (What is Smart Shopping?), we focused on what Google Smart Shopping is, and in the second segment we discussed key tactics (Establish Your Smart Shopping Strategy). In this post, we will answer the question of whether someone should follow Google’s advice and switch their entire Shopping program over to Smart Shopping.   This …

Is Your Google Display Remarketing Campaign Struggling Lately? This Sneaky Setting Is Why.

robot fail google ads

Scenario: You have seen your Google Ads Display Network (GDN) Remarketing campaigns struggling lately. I mean, it seems to be spending well (even too much maybe), but in some weird ad groups with oddly specific audiences set. Alarmingly, your CPA or ROAS has been worse since it started spending more and you haven’t been able to figure out why. Does …

Establish Your Strategy – Part 2: The ZATO Guide to Google Smart Shopping Campaigns

google smart shopping strategy

In the first segment of this series (What is Smart Shopping?), we focused on what Google Smart Shopping is, and in this segment we will now begin to get into the actual tactics to use in this campaign type. I’m not here to debate whether this is a strategy or tactic post…we’ll leave that for the guru marketers with too …

BrightonSEO 2019 – Google Shopping Ads Sessions – Search Advertising Show

brightonseo ppckirk session slides for 2019 google shopping ads

  This week I am in gorgeous Brighton, UK at a conference I have a lot of respect for. Kelvin Newman and the BrightonSEO crew have really made something special, and it was an honor to participate this week. What a great conference, amazing people, and receptive crowd. Per my usual, I spoke on Shopping Ads and keeping in mind …

A Welcome Update to Google Shopping’s MAP Policy

If the title of this post doesn’t cause an inordinate amount of excitement to surge through your bones, and cheers to escape your lips then what are you even doing in PPC? I kid, I kid. I admit it, this is one of those posts that will be exceptionally boring for many of you… but potentially life-changing for a few …