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SMB PPC

Small business PPC is its own thing, and I think it deserves to be treated that way. The budgets are smaller, the margins are tighter, and the stakes somehow feel higher. These posts are written with that reality in mind, and I hope something here helps you stretch what you have a little further than you thought possible.

From the ZATO Blog

AI Shopping Agents Are Here: What PPCers Need to Know

AI Shopping Agents Are Here: What PPCers Need to Know

Chris Reeves
Team Zato
 • 
AI in PPC
AI agents are already buying products on behalf of consumers. Here's what that means for your Google Ads setup, your feed data, and how you stay competitive.
What Is Feed-First Google Shopping Management?

What Is Feed-First Google Shopping Management?

Kirk Williams
Team Zato
 • 
Google Merchant Center
As Google has stripped away manual levers in Shopping and PMax, your product feed has become the most powerful tool you have left. Here's what that means.
Data Retention, API Sunset, AI Max at 1: PPC Apr 28–May 4

Data Retention, API Sunset, AI Max at 1: PPC Apr 28–May 4

Kirk Williams
Team Zato
 • 
PPC Platform Updates
Google's new data retention policy hits June 1, the API v20 sunset is five weeks out, and AI Max turns 1 with new controls. Here's what PPC advertisers need to know.
Video: Why the Product ID Attribute Matters More Than You Think in Google Merchant Center

Video: Why the Product ID Attribute Matters More Than You Think in Google Merchant Center

Team Zato
 • 
Google Merchant Center
This overlooked attribute anchors your entire Shopping feed. Learn how the id impacts performance history, remarketing, and feed mapping in this Merchant Center Mastery post.
Here's Why the New PMax Channel Reporting Rocks

Here's Why the New PMax Channel Reporting Rocks

Kirk Williams
Team Zato
 • 
Performance Max
Here's how the new PMax Channel Report splits product feed ads from other assets, exposing true Shopping vs DPA data and unlocking cleaner testing, bidding, and scaling decisions.
It's Time to Rethink PPC KPIs

It's Time to Rethink PPC KPIs

Kirk Williams
Team Zato
 • 
Google Ads
Rethink your PPC KPIs- why focusing solely on conversions can mislead your strategy. Learn how traffic quality and auction economics better define campaign success.
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