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The Future is Here: 7 Reasons Why the Coming Years are “Prime Time” for PPC

My grandfather-in-law came to Canada from Ireland with nothing and eventually found himself working a poor-soil “rock farm.” Combined with a lack of interest in farming, it made for some tough economic circumstances. Terrain matters. You don’t always have a choice. If you’ve actually chosen to make a living in digital marketing, I’m here to reassure you that the sun isn’t setting on this fertile...

Why Google Ads Smart Bidding “Works”: The Mutual Fund Manager Analogy

A rising tide lifts all boats, goes the old proverb. Well, most boats. You can rule out those overloaded with anvils or built with holes in them. Consider a thriving sector with plenty of opportunity borne of technological changes or evolving consumer habits. To pick three random clients from our list, modern furniture, legal practice management in the cloud, and exercise equipment: all strong...

Pretty Little Liars: Low-Revenue PPC Conversions in Freemium B2B Models

Recently, I provided a small snapshot of accounts struggling with sagging conversion rates. This week, I’d like to address the sneaky phenomenon of accounts boasting pockets of mega-high “conversion rates,” and how that can actually be hurting financial performance. Of course, I’m not referring to conventional, easy-to-attribute, profitable sales. If your core ad targeting is working above...

PPC Forensic Files: Conversion Rate Problems You Can Solve At Your End

Low conversion rates are the bane of paid media campaigns. The simple math dictates that if you pay for nonperforming media, your ROI will be poor, and profit elusive. The targeting we rely on as PPC account managers is the driving force behind surgical efforts to show advertising to consumers (or business prospects) with high purchase intent. Sometimes, we make judgment calls to go “higher...

Should You Narrow Your Sights for Geotargeting? How Google Ads Makes it Easy

As the industry chatter – driven by relentless messaging from Google – revolves increasingly around Smart Bidding options that take bid adjustment levers out of your hands, Google nonetheless continues to layer in more precision in some aspects of the Google Ads interface (and the associated API environment). To continue beating the drum on this subject, Smart Bidding: Doesn’t seem nimble; often...

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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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