General PPC

The Return of the Technical PPC Agency in an AI Driven Era

Are LLMs the end of agencies? Kirk Williams explains why the "Transitional Age of AI" is a trap for brands and a death knell for expensive in-house technical roles.

The Problem with PPC Playbooks: Your Business Isn't Generic. So, Why Is Your Google Ads Account?

Learn how ZATO creates a custom technical strategy for every individual account, rather than just following a templated playbook that gets you templated results.

Don't Test Within Google Ads Unless You've Agreed On the Risks

Read here as to why and how true ad testing involves unavoidable risk. Learn why aligning on objectives and risk tolerance and a structured test is key to growth with Google Ads.

Win Free HeroConf Tickets Just by Writing a Book Review!

Enter to win free tickets to HeroConf! Write an honest review of our PPC books on Amazon or Goodreads for a chance to win. Contest ends Sept 1.

Why ZATO? We Focus on Growing YOUR BRAND Not Ours.

Stop buying empty revenue promises. ZATO provides technical Google Ads management built on stability, scrutiny, and senior expertise. No long-term handcuffs: we earn your business every day.

Stop Hacking, Start Thinking: Why You Need More than Technical PPC Skills to Scale Growth & What Do About It

This decade’s most important marketing question: What data rights do advertisers possess?

As Google hides search term data, the real question isn't data ownership, but what advertisers have a right to access. Explore the crucial debate that will shape the future of digital marketing.

The concerning future of the resilient keyword

The role of the PPC keyword is evolving. Learn why shifts in user search behavior and Google's automation are forcing a strategic move from rigid keyword lists to fluid, user-centric targeting.

Digital advertising is not the dot com bubble, improper attribution is

The real dot com bubble isn't online advertising, it's our flawed belief we can track everything. Discover why our obsession with attribution is hindering real brand growth and what to do about it.

Should You Run DTC Sales on Amazon Prime Day?

Unsure whether you should run your own DTC sales on Amazon's Prime Day event? Consider these things.

Why Does Google Ads Allow Bidding on Brand Terms?

Open Letter to Google Ads Leadership - Appendix A in Ponderings of a PPC Professional

In this open letter, Kirk makes a plea to Google leadership to consider the trust harming decision making that is harming advertiser perception with Google's advertising platform.

Welcome to Cow Crap It All!

How to Tell if Temu is Spending More in Google Ads for Black Friday 2023

According to Mike Ryan, Temu is getting more aggressive in some auctions, so view this walkthrough on how to see if Temu is playing in your space!

10 Reasons Your Website Conversion Rate (CVR) May Have Dropped

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.

Google Marketing Live 2022 in Recap

I had the privilege of attending this year’s Google Marketing Live 2022 in person and I wanted to jot down some thoughts before the day moved away from me. 

What if Performance Marketing is Only a Scam When Enacted Fraudulently?

First, I have a lot of respect for Rand. Not only have I enjoyed his take on things throughout the years, but I especially enjoyed his honesty in Lost & Founder. We appear to share a lot of the same o

Video: Let’s Talk the Keyword and It’s Future | Marketing MilliMoment

This video is part of a new series I’m growing on my YouTube Channel (Make sure to subscribe!!) intended to display serious PPC thoughts, in an entertaining fashion. This video was based on a more...