ABOUT THE SCIENCE OF PPC

The Science of PPC is a 50-part series by Andrew Goodman of Page Zero Media, with new content published every Thursday. The goal of the series is to expose readers to enough insights, tips, tricks, and examinations of real-world methodologies to walk away with some feeling of mastery and confidence in their own powers of PPC analysis. Learn more

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Latest Entries

Predicting Your Customer’s Story, Or Helping to Write It? On Lifetime Value and the Overreach of Predictive Analytics

There’s something magical, mystical, and entirely unrealistic about forecasting on limited data. In Michael Lewis’ classic Moneyball, Billy Beane is the data-centric hero – a new breed of baseball manager for data-intensive times. But Billy knows when data has its limits: he regards pitchers to be like writers, as opposed to thoroughbred racehorses. Strong, hard-throwing, etc.? Nice on the...

Does Smart Bidding Make Life Simpler? That’s a Definite Maybe

Online advertising scales, if you let it. Once something scales, complexity threatens to drown us. That’s why we must use Occam’s Razor at times. Recognizing this, Google has packaged Smart Bidding using shorthand terminology and easy implementation in a bid (pun unintentional) to reduce the number of decisions facing human account managers. That could help you. On the other hand, if you’re a...

Selecting a Bid Strategy: Top Two PPC Bid Strategies to Avoid

Selecting a bid strategy is pretty much the make-or-break Google Ads campaign setting. For novice advertisers, this decision passes by in a whisper of time. Many have no idea as to the nuances of the reign of terror they’ve just unleashed – an environment conducive to massive waste, masquerading as an ad campaign. When pay-per-click search advertising was invented, there was no such thing...

Statistics & PPC: There’s More You Can Do

This may be one of the shorter columns I bang out on the ol’ Lenovo X1 Carbon. My fingers have been cramping up of late. (So, no proofs, screen shots, product recommendations, or detailed how-to’s. Sometimes, this week included, I’ll mention ideas and leave it to you to learn more.) Last week, I promised a detailed plan for exploiting the Google Display Network. If all goes...

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About the Author

Andrew Goodman is Founder & President of Page Zero Media. His accomplishments include writing the first-ever full-length book about Google AdWords, heading up this Google Ads Premier Partner agency, maintaining a string of 48 consecutive speaking engagements at Search Engine Strategies in North America, co-founding a startup called HomeStars, and wearing the dickens out of a lab coat at the SMX Advanced session called Mad Scientists. His active lifestyle requires increasingly elaborate bowls of yogurt. He works from the Toronto office as well as a home office in Fredericton, NB.

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