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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.

Google Ads Match Type Strategy for SMBs: When Broad Match Is Too Broad

For SMBs with tight PPC budgets, starting broad is usually a mistake. Here's how to build a keyword match type strategy that stays efficient while you find your footing.

Small B2B Business Trying PPC? 4 Reasons to Start with Microsoft Ads

Here are 4 reasons you should consider beginning your PPC on Bing Ads if you are running a Startup and first getting into PPC (sure, if you have unlimited budget, do both Google and Bing)...

Small Business? Here are 3 Reasons to Embrace Google Ads

For small eCommerce businesses, carving out a niche in a competitive market can be daunting. Leveraging digital advertising is essential, and Google Ads stands out as a powerful tool. Here’s why...

How Can I Test a Small Google Ads Account on a Limited Budget?

For the good marketer, advertising on Google Ads with a small budget is possible, but requires some specific methodology and work, especially as it relates to testing new opportunities in the account.

A Search Campaign Template for SMB Accounts: PPC How To

Here is my framework for thinking about managing PPC on a limited budget.

From the ZATO Blog

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Why I Won't Stop Questioning AI in PPC (And Why You Should Too)

Why I Won't Stop Questioning AI in PPC (And Why You Should Too)

Kirk Williams

Team Zato

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Calling someone "anti-AI" for asking questions is the same pattern that keeps high-control systems intact. Kirk Williams on why curiosity about AI isn't opposition, it's responsibility.

Stop Wasting Ad Spend: A Guide to Audience Segment Exclusions

Stop Wasting Ad Spend: A Guide to Audience Segment Exclusions

Sarah Vlietstra

Team Zato

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Campaign Strategy

Stop wasting ad spend. Master Google Ads audience segment exclusions for better reach.

What is Ad Strength in Google Ads and Does it Actually Matter?

What is Ad Strength in Google Ads and Does it Actually Matter?

Sarah Vlietstra

Team Zato

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Is Google Ads "Ad Strength" a performance metric? Learn why it's an inventory checklist.

Why Isn't my Google Ads Campaign Serving: Decoding the Most Asked Question in the Google Ads Support Forum

Why Isn't my Google Ads Campaign Serving: Decoding the Most Asked Question in the Google Ads Support Forum

Sarah Vlietstra

Team Zato

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Are your Google Ads not serving? Troubleshoot common issues with bids, billing, and more.

How to Utilize Text Guidelines in AI Max & Performance Max

How to Utilize Text Guidelines in AI Max & Performance Max

Sarah Vlietstra

Team Zato

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Maintain brand consistency in Google Ads AI campaigns. Learn how to use Text Guidelines, term exclusions, and messaging restrictions.

Google Introduces Attributed Brand Search Metrics to Google Ads

Sarah Vlietstra

Team Zato

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Measure the impact of your video ads on brand search volume with Google's new ABS metrics.