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Analytics

Analytics is one of those things I think most of us understand just well enough to feel confident, and just poorly enough to occasionally make a mess of things. I've been there more than once. These posts are my honest attempt to work through the parts that confused me, and I hope somewhere in here you find something that helps you trust your data a little more than you did yesterday.

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From the ZATO Blog

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Here's What You Need to Know About Google Shopping Impression Share

Here's What You Need to Know About Google Shopping Impression Share

Kirk Williams
Team Zato
 • 
Google Shopping
Shopping impression share and search impression share share a name but not much else. Here's why comparing them directly leads you astray, and what to watch instead.
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What Are Page Feeds in Performance Max Campaigns?

What Are Page Feeds in Performance Max Campaigns?

Kirk Williams
Team Zato
 • 
Performance Max
Page Feeds allows you to upload and label your website URLs into Google Ads so you can refine (or control) the PMax URL expansion for the pages it utilizes in the feed. Learn More on Page Feeds here!
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Yes, Demand Gen Campaigns CAN Work For Your Ecommerce Brand! Here's How

Yes, Demand Gen Campaigns CAN Work For Your Ecommerce Brand! Here's How

Sarah Vlietstra
Team Zato
 • 
Demand Gen Campaigns
Explore how Google's Demand Gen campaign enhances ad targeting on YouTube, Discover, and Gmail. Uncover new features and optimization tips. Read the full post to boost your campaign's success!
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Google Ads Testing Case Study - Brand Bidding: Manual or Target Impression Share

Google Ads Testing Case Study - Brand Bidding: Manual or Target Impression Share

Kirk Williams
Team Zato
 • 
Google Ads
In this case study, we walk through a test we ran to determine whether manual bidding or target impression share was the best bidding strategy for this account's brand search campaign.
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Let's Talk Google Ads Bid Floors (or Reserve Prices)

Let's Talk Google Ads Bid Floors (or Reserve Prices)

Kirk Williams
Team Zato
 • 
Google Ads
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!).
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Read This Before Using New Customer Acquisition Goals in Google Performance Max Campaigns

Read This Before Using New Customer Acquisition Goals in Google Performance Max Campaigns

Kirk Williams
Team Zato
 • 
Performance Max
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...
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