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Microsoft Ads

Microsoft Ads doesn't always get the spotlight it deserves, and I think that's a mistake worth correcting. From exclusive ad extensions to campaign strategy and platform nuances, there's a lot to explore here, and we're doing our best to cover it honestly and practically. Whether you're just getting started or importing campaigns from Google, I hope something here makes your next move a little clearer.

From the ZATO Blog

Google Ads Channel Prioritization and Budget Allocation: What to Know

Google Ads Channel Prioritization and Budget Allocation: What to Know

Diana Talhelm
Team Zato
 • 
Performance Max
Google is adding Channel Prioritization and Budget Allocation controls across Search, Shopping, PMax, and Demand Gen. Here’s what they do and when you’d actually use them.
How to Use Google’s Promotion Mode for Maximum BFCM Visibility

How to Use Google’s Promotion Mode for Maximum BFCM Visibility

Sarah Vlietstra
Team Zato
 • 
Campaign Settings
Google’s new Promotion Mode helps advertisers capture peak BFCM demand by temporarily loosening Target ROAS.
The Inherent Risk of Google Ads Audits (and AI "Claudits")

The Inherent Risk of Google Ads Audits (and AI "Claudits")

Kirk Williams
Team Zato
 • 
AI in PPC
Third-party agencies and AI share the exact same risk when auditing Google Ads: a lack of business context. Here's why blindly following "best practices" might actually hurt your account.
Precision Bidding: How to Use Conversion Value Rules Effectively

Precision Bidding: How to Use Conversion Value Rules Effectively

Sarah Vlietstra
Team Zato
 • 
Campaign Strategy
Maximize your Smart Bidding strategy by setting up Google Conversion Value rules.
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.
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