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 thought it would be helpful to include my answers below along with the original questions… and as a bonus I also included my Star Wars GIFs from the chat as well!  Read on, and please don’t hesitate to hit me up on Twitter or LinkedIn with any questions or comments on this engaging topic.     #SEMRushChat Thanks so much for having me!! So that my answers can be easily found in the chat, and to honor Disney+ for hitting the US market yesterday (and virtually wiping out productivity), I’ll …

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 by Kelvin Newman and the BrightonSEO crew and was really a fabulous environment. Great attendees, speakers and location. I hope to be back someday! At the Search Ad Show I spoke on Google Shopping (shocker there huh 😉 ) and you can hear the recording here, plus follow along with the slides below if you like. It’s as good as being there! Listen to PPCKirk on Shopping Ads:      View PPCKirk’s Shopping Ads Slides:  Did you know: ZATO can manage just Shopping Ads for your Brand or company alongside …

How to Exclude Placements in Google Smart Shopping Campaigns – Part 4: The ZATO Guide to Google Smart Shopping Campaigns

adding placement exclusions at an account level in google smart shopping campaigns

This post was originally published on June 13, 2019 as a stand-alone post. However because of the way it fit into our series on Smart Shopping Campaigns, we decided to re-release it as the 4th installment in the series. You can read the previous 3 posts here: What Is Smart Shopping? – Part 1: The ZATO Guide to Google Smart Shopping Campaigns Establish Your Strategy – Part 2: The ZATO Guide to Google Smart Shopping Campaigns Should You Switch From Standard Shopping Ads to Google Smart Shopping? – Part 3: The ZATO Guide to Google Smart Shopping Campaigns —   Just yesterday, we at ZATO discovered and shared that you could see placements in your Smart Shopping campaigns through the API. I lamented in that post (here: How to See Placements in Google Smart Shopping Campaigns ) that we couldn’t add them as exclusions. Well thanks to a line of …

Finally, a great solution for Small Budget PPC! – Introducing the Google Ads for Small Budget Program by ZATO

Google Ads Questions for smb owners

   ZATO has been around since 2011 (with a rebrand somewhere in there), and one of the most consistent things we have seen is that starting PPC business budgets have remained the same, while costs have risen (both platform costs and agency costs) making it more difficult for small budgets to get great PPC management. Oftentimes, what this has looked like is management from a company in which dozens of accounts are sold by an expert (PPCer or salesperson), and then handed off to be managed by an intern who…. let’s say made all their mistakes during this part of their office journey. As we grew, we determined that the investment we needed to put into an account, any account, required a certain amount of time and energy and thus required our minimum pricing to be higher than many small businesses could afford. We found ourselves among a large …

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. So what did Venice CA have to teach us about Smart Shopping? Here is a write-up from my notes on today’s seminar, please feel free to connect with me on Twitter or LinkedIn if you have any specific questions!   Google Expert Series LA – Google Shopping Ads Amazon Fast Shipping: One thing to note before we get into Smart Shopping (SSC), was a stat shared in the beginning that should scare everyone who has Amazon in their Auction Insights. “ Queries for ‘same day shipping’ have increased 200% in …

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 a shorter, but essential next post in the series on Smart Shopping. This post actually came about specifically as I responded to yet another Google rep contacting a client and telling them they should consider switching totally from Standard Shopping Ads to Smart Shopping. Here is a variation of my answer, made more general for a broader audience. Hopefully this gives you assistance as you consider the best way forward in your accounts. Should You Run Only Google Smart Shopping Campaigns in Your Account? In short: No.   I …

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 this scenario ring a bell? Even if it doesn’t, I’d suggest you cautiously read the following because this impacts all accounts. If you have been running existing audiences, it appears to us that sometime in the last few months (we observed a spend surge on July 27 as the earliest in our account so far, but have heard of earlier dates from others since releasing this post) Google surged spend to existing GDN Ad Groups with an automatic targeting audience setting that finds users beyond your set audiences shows ads …

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 much time on their hands. What I do want to discuss is what the specific strategy should be for your account as we begin to consider how Smart Shopping plays into the Shopping Ads channel within your broader marketing strategy. Having managed just under $1 million in Smart Shopping campaign tests, we believe there are certain ways to think about Smart Shopping that goes beyond simply enabling one campaign, and shutting off your Legacy shopping campaigns. I hope this post is helpful for you in this regard. Smart Shopping Campaign …

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 my more generalized audience, I went from the angle of giving a high level look at everything important to know for Shopping Ads from the perspective of someone not in the accounts every day. Here are the slides for the event, and as promised, below is a list of links and resources to many other articles so you can dive deeper on a variety of topics having to do with Shopping Ads, if so inclined!     BrightonSEO 2019 – Intro to Google Shopping Ads Don’t Know Shopping Ads? No …

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 of you. I write to the few. If you remember the post I wrote years back on Google Shopping and MAP policies, you’ll remember what I found… that Google has for a long time lived in a world that did not include MAP policies. This was of course unfortunate for many of us advertisers who lived in a world with MAP policies ferociously guarded by brands. Threat letters and all. Here is the original post: The Secret Conflict of MAP Pricing and Google Shopping – ZATO Blog And the GIF …