CategoryAd Creative

Three Clever Ways to Use Google Ad Customizers

By virtue of campaign structure – ideally a structure that is well-categorized, thematic, or “granular” – PPC ads are supposed to be highly relevant to the keyword search performed by a user. In a way, we consider these ads to be inherently personalized, even if we don’t know a great deal about the user. But that’s only a baby step along the way towards the promise of richer personalization...

Taxonomy is Sexy: The Power of Labels for PPC

A library cop they call Bookman Grabbed some beatnik ill-doers and shook them. Exclaimed Jerry S., “I’ll explain this whole mess!” (But first: this installment from Goodman.) Funny: many of the best ideas to improve workflow, communications, and optimization within digital advertiser platforms started out as foundational ideas for information architecture on websites long before they became...

Five Ways to Keep Smart Bidding From Acting Not-So-Smart

In this week’s instalment I have one sharp new tip, and a few reminders of other key ways to use Smart Bidding without getting into hot water. As PPC account managers, many of us want some control. Yet under typical conditions, Smart Bidding in Google Ads gives us zero levers to pull. Boo. Well, look over here as I peel back the vinyl covering (it looks like a BBQ cover, but it has the Page Zero...

If One Part of Your Ad Group is Broken, Your Tests Could Be Misguided

The cool but challenging thing about targeted advertising is dealing with all the moving parts. Sometimes, for example, we may do our best to interpret an ad test, but in an environment where our analysis is handicapped by other mistakes that skew the test. Let’s say our targeting is inadvertently too broad. An account manager has bid relatively high on a one-word broad match, using any of the...

The Two Things You Must Absolutely Do (or Not Do) to Achieve PPC Success

“Do or do not. There is no try.” – Yoda Ol’ Yoda dispensed sage advice, but not for the reasons that amuse most observers. The thing that impresses me is that he included both “do” OR “do not”! A contingent mindset will make you more money than a bland how-to anytime. That’s why this 50-part series is not a bland how-to. The Science of PPC...

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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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