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eCommerce

Ecommerce is one of those spaces I think rewards the people who are willing to treat it as a craft rather than a shortcut, and I will admit I have learned that lesson in ways that were not always comfortable. These posts are my attempt to work through what I have seen, what has surprised me, and what I keep coming back to, and I hope something here helps you build something worth building.

From the ZATO Blog

AI PPC Agents and the Over-Optimization Trap: Are "Claudgents" Hurting Your Accounts?

AI PPC Agents and the Over-Optimization Trap: Are "Claudgents" Hurting Your Accounts?

Kirk Williams
Team Zato
 • 
AI in PPC
AI PPC agents can generate infinite campaign changes, but are they actually driving incrementality? Explore the risks of AI over-optimization and how to build smarter PPC agent workflows.
Why PPC Needs Tested AI Infrastructure, Not Raw Claude Prompts

Why PPC Needs Tested AI Infrastructure, Not Raw Claude Prompts

Kirk Williams
Team Zato
 • 
AI in PPC
Think anyone can build a reliable PPC AI agent? Discover why DIY prompts create hidden liabilities, and why production-grade AI infrastructure is the true future of PPC.
Two Ways to Use AI for Content (One Makes Readers Work Harder)

Two Ways to Use AI for Content (One Makes Readers Work Harder)

Kirk Williams
Team Zato
 • 
AI in PPC
Not all AI-generated content is the same problem. Here's the distinction between AI that offloads cognitive labor onto readers and AI that actually helps them.
AI Max is Now Available for Microsoft

AI Max is Now Available for Microsoft

Sarah Vlietstra
Team Zato
 • 
AI Max for Search
Microsoft's AI Max for search ads is here: learn how to leverage automation to reach your target audience.
Google Merchant Center Excluded Destinations: What They Are & How to Use Them

Google Merchant Center Excluded Destinations: What They Are & How to Use Them

Sarah Vlietstra
Team Zato
 • 
Google Merchant Center
Master Google Merchant Center excluded destinations to optimize ad spend & boost margins.
Unlock the Power of Microsoft Ads Impression-Based Remarketing

Unlock the Power of Microsoft Ads Impression-Based Remarketing

Sarah Vlietstra
Team Zato
 • 
Microsoft Ads
Target ad viewers without a site visit using Microsoft Ads impression-based remarketing.
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