The Google Shopping Script to Prevent Query Bleed in Priority-Segmented Campaigns

Hola! This amazing script is from the brain of Richard Fergie. He created it for ZATO, and I’m happy to share it with you. Hop onto Twitter to thank him! @RichardFergie I first began using this script exactly a year ago (April 20, 2016!), and it’s been doing its job nicely ever since! The History & Purpose of the Stop-Shopping-Query-Bleed Script …

Match Type Segmentation Wins with Google’s Exact March Matchness Update

Why Segmenting Campaigns By Match Type is the Best Structure for Google’s Exact Match Update Google AdWords released their Exact close variant update one week ago Friday. There have been a variety of reactions to it, including creative nicknaming. My two favorite nicknames are “Enhanced Exact” (first observed coming from the keyboard of Steve Hammer on Twitter), and “March Matchness” …

The Agency Guide to Setting Up Facebook Business Manager

10/25/19 UPDATE: Hello Facebook Agency Visitor Person!  We’re delighted to have you visit this awesome post. About a year ago, ZATO stopped offering Facebook Ads solutions so we could focus solely on what we do best: Google Ads. Because of this, we’re always interested in partnerships with great Social Advertising agencies (like yourself, wink wink!) and we offer referral fees …

Opinion: Profit-Based PPC Agency Fees Are a Bad Idea.

I recently had an interaction on Reddit, that I decided to save since my response got long and, well, blog-like! I’ve talked on pricing before, but the Profit-based PPC agency fees discussion seems to come up a lot, especially with small business owners so I thought including this for you all to see here so it doesn’t get lost forever …

How to Speedily Add Expanded Text Ads into Your Entire AdWords Account

michael phelps expanded text ads meme

What do a bunch of PPCers sick of regurgitating the same material over and over again do when something as big as Expanded Text Ads hits? We turn up our pent-up energetic writing activity to TEN! Or even, TWENTY.   Much has already been said on Expanded Text Ads, but I’d like to give you some tips for actually implementing them …

Google Shopping GTIN Requirements Explained!

google shopping ppckirk

I watched the Google Shopping GTIN requirement video so you don’t have to! If you run Ecommerce accounts, you have probably felt the terror of the GTIN requirement Google released. In my experience with this terror, it rests less in the knowledge of the facts around the situation, and more in the fact that there has been little information released …

The Great 1-Sided PPC Pricing Model Debate – State of Search Conference 2015

ahab ppc pricing meme

  I had the privilege of speaking on PPC Pricing Models at State of Search in November, 2015. Here are the slides from my presentation. The Great PPC Pricing Debate – State of Search 2015 from Kirk Williams   I decided to not waste all the research I was doing and to share links to the posts I’ve run across …

All of My PPC Memes (So Far!)

Larry Kim's Quality Score Rebellion Star Wars ppc meme

It hit me that there is nowhere I can find all my PPC Memes in one place, so here is a post of all the ppc memes I’ve personally created that pertain to the wonderful art of PPC Marketing. Enjoy them, realize that some of them are very context/people specific so I apologize for the inside jokes, but they were …

A Beginner Coffee Guide for the Tired PPC Professional

chemex coffee dripper for PPC

I’m not sure there is a more dynamic duo in the world of digital marketing than coffee and PPC. Some may argue “whiskey” is in close running for the PPC favorite beverage, but I have to say that the beverage most beneficial to a PPCer during normal work hours (that phrase being key here) has to be coffee. @dohertyjf @AkvileHarlow …

The Carol of PPCChat – A Musical Tribute

ppcchat badge

Merry Christmas fellow PPCers! What better way to celebrate two of my favorite things, than creating a mash-up of questionable quality? Here is my musical tribute to the #ppcchat gang on Twitter. I came to PPCChat with basic PPC knowledge, and they have created and refined the monster that is ZATO today. If you do PPC and have not yet …

I’m Yours – An Ode to Professional PPC Management – PPC Song Parody

ode to a PPC Professional I'm Yours song parody

This is a love song. A love song about an account and a professional PPC marketer. It is also a PPC Song Parody of Jason Mraz’ song, “I’m Yours.” This is for the DIY’er out there who is sick of losing money by pouring it down the DIY Adwords drain. Maybe it’s time to hire a dedicated in-house PPCer or …

Is This One Checkbox Killing Your Google Shopping Strategy?

is this one checkbox killing your google shopping strategy

I’ve been going through Mystery Science Theater 3000 movies in my Netflix queue lately, so the B-horror show is on my mind. What, for a PPCer, is more horrific than doing a lot of work on something and missing one tiny little thing that will change the outcome of all that hard work (ok, possibly losing conversion tracking the Thursday …

Putting the Fun in Ad Schefunduling (PPC Ad Scheduling Basics)

Google Adwords PPC Ad Scheduling

PPC Ad Scheduling – It’s Not As Boring As You Think! Want to watch a non-PPCer’s eyes start to glaze over and their soul briefly float above their body as they attempt to escape? Start a conversation about ad scheduling. At first blush, it seems like one of those detailed aspects of PPC that is there for the geeks. Like, …

Naming PPC Campaigns – It’s More Important Than You Think

naming a baby

What’s In a Name? Hi, I’m 10549678. What’s your number? Or perhaps people call you by your barcode? “Attention customers, I have an order ready for BEEEEEP-boop-boop-BOP-beep-BEEP” These notions are silly to you because shortly before or after you were born, you were given a name. That name may be completely unique or it may be shared with 100 million …

The Secret Conflict of MAP Pricing and Google Shopping

MAP Protected image

EDIT 8/27/19: Google has addressed the existence of MAP Policy’s and even offered a non-hack way to get products with MAP Policies approved. Read the update here: A Welcome Update to Google Shopping’s MAP Policy   Minimum Advertised Pricing is a controversial subject, unless you’ve never heard of it. In fact, it’s kind of boring unless it affects your business …

Using Questions to Create Doubt in PPC Ads

KE Creative Business Card

What Would You Be Missing If You Didn’t Read This Post? I have gotten to know my father-in-law quite well in the last few years. My father-in-law is possibly the best salesman I have ever met; but the funny thing is if you met him, you would never, ever have guessed that. He is quiet, good-natured, and easy going. He …

Accurately Identifying Cause and Effect in PPC Marketing.

Subaru-BRZ-STI-Concept

What is Cause and Effect? You have undoubtedly heard of cause and effect. Cause and effect (or causality) is identifying the relationship between two events, specifically in how the second event is related to the first. Did the first event cause the second, or is there another unknown event involved? Freakonomics: The Cause & Effect of Ice Cream One of …

Dear Google. An Open Letter From A PPC Agency.

Google Partner Badge for Google Adwords

An interesting comment was made on PPCChat this week that embedded itself into the recesses of my brain and kept right on burrowing. The conversation was regarding a blogpost written by Steve Cameron of Advent Communications in which he pleaded with SMB owners to stop listening to Google’s “5 Minute Setup” line and be willing to hire the professionals to …

Online Marketing – A Definition of Terms

flyfisherman and fly

*image courtesy of eMarie Photography It is often the case when dealing with professionals in any industry, from flyfishing to insurance litigation, that various phrases come up often… and yet are completely foreign to the outside observer.  Flyfishing, which I’ve recently taken up with the help of my father-in-law, Dave Allen, has proven to completely stymie and confuse me… and …