The Physics of PPC: Why Google Ads Revenue Has a Natural Limit, but Campaign Waste Has No Bottom

Here is my framework for thinking about managing PPC on a limited budget.

Let's talk Smart Shopping New Customer Acquisition conversion goals. I can hear your heart beating faster already from the anticipation of that first sentence. What joys and excitement must...

One of the biggest frustrations to PMax campaigns is the struggle to scale the account when the Performance Max campaigns are performing efficiently. Try this "ghostbusters" tip from ZATO!

We've found it can be helpful to have a checklist we ask our clients when investigating a Conversion Rate (CVR) drop, and I'd like to share that with you so you can figure out the issue.

Today, I'd like to share what I know about how Google "Dynamic" Ads work in a Shopping Ads context, specifically in regard to Performance Max and how that should inform our reporting.