ZATO Owner Kirk Williams Grabs 3rd Place Among 2025’s Most Influential PPC Experts

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.

Kirk discusses a the concept of auction reserve prices, and whether that should be applicable in a search marketing context (and what it means for your business CPCs on Google!).

A trap I see some brands fall into in PPC, is to label a positioning problem as a targeting problem.

In this article, we discuss what Google Merchant Center Next is, and what's potentially changing as Google transitions to an updated product for product feed management.

chatGPT is amazing as a tool, but there are things to consider that should cause at least a little hesitancy in adoption and wisdom in widespread usage. Some of those are...

In this video, Kirk walks you through accessing supplemental feed data, as well as how to transition away from someone else's private feeds without losing that data