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Introducing the PPC Ponderings Podcast. Delivering a thoughtful, investigative take on key PPC themes. Learn More.
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Google Ads

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

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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When Your Poor PPC Performance is a Positioning Problem, Not a Targeting One

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

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Google Ads Drops BMM Match Type: PPCKirk Ponderings

Search Engine Land recently asked me to comment on the BMM changes, and summarized those in this article: Google’s updated phrase match simplifies keywords and worries advertisersI had been thinking..

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How to Scale Google Ads – Tough Talk Time

Here is what I’ve learned about scaling a brand after a decade of PPC, while managing a variety of budgets in between tiny and large. I’ll also note an important personal observation...

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How to Fix a Google Merchant Center Suspension for Misrepresentation or Unacceptable Business Practices

You never want to hear it, but every once in awhile, trauma strikes and you get the email you'd been dreading... your Google Merchant Center account has been suspended without warning for some unknown

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Expanded Text Ads (ETAs) Will Be Sunset Soon; Are You Ready for Responsive Search Ads (RSAs)?

As Google attempts to shift more ads over to this new ad format, they have officially announced a sunset date for Extended Text Ads (ETAs) of June 30, 2022. On that date, advertisers will not be able

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Free Stuff: The ZATO Google Ads Audience Targeting List of Affinity Categories & In-Market Segments

We love running audience targeting here at ZATO and sometimes we need a complete list of Google's Affinity Categories and In-Market Segments. The problem is, a full list is very hard to find. Until no

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From the ZATO Blog

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Stop Segmenting Shopping Ads by Margin or ROAS

Stop Segmenting Shopping Ads by Margin or ROAS

Kirk Williams
Team Zato
 • 
Google Shopping
Here's why I don't like segmenting Shopping Ads by product margin or ROAS.
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Get to Know Your 3 Google Shopping Title Options

Get to Know Your 3 Google Shopping Title Options

Kirk Williams
Team Zato
 • 
Google Shopping
In this article, we'll walk through the three title options in the Google Shopping product feed, and discuss tips and best practices for each.
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My Semi-Exhaustive Audit Checklist for Troubleshooting Shopping Performance Drops

My Semi-Exhaustive Audit Checklist for Troubleshooting Shopping Performance Drops

Kirk Williams
Team Zato
 • 
Google Shopping
There are hundreds of ways Google Shopping can break, but here are some of the first things I look to when we’re running an audit on dropped performance in Google Shopping.
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How to Run a Title Test in Google Shopping
Should You Still Use Standard Shopping with Smart Shopping Campaigns?
Listen as Kirk, Mike, Isaac, and Patrick Discuss Smart Shopping, Automation, and More!

Listen as Kirk, Mike, Isaac, and Patrick Discuss Smart Shopping, Automation, and More!

Kirk Williams
Team Zato
 • 
Google Shopping
In the world of Smart Shopping Campaigns, some of the most vocal PPCers on this topic have been myself, Mike Ryan of SMEC, and Patrick Gilbert of AdVenture Media Group. We've laughed, cried, argued, h
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