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...
Three Deceptively Powerful Shopify Reports PPC Marketers Should Know
As any seasoned marketer knows, there are a lot more factors that add up to online business growth than just what’s going on in PPC platforms. Heck, at Page Zero we’ve sunk our teeth into dozens of contributing factors when it comes to client business growth: choosing a domain name; customizing Google Analytics; executing on an email marketing program; selecting a provider of...
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...
Will a Loss of Google Ads Search Query Reporting Actually Relieve us of Toil?
Google’s recent decision to cease reporting on low-impression search queries – a minor nuisance, at first glance – appears to unleash more complexity than one might think. It has certainly produced strong opinions. The long and the short of it is: if, as an advertiser, you were accustomed to a reporting standard that would show you something like 10,000 unique queries (mapped to...
Goldilocks & the Three Scones: A PPC Bidding Hack That Could Save You Money on So-So Queries
The PPC world is currently agog with the news that Google is going to stop showing advertisers a large percentage of lower-volume queries in our Search Terms report. (Indeed, they already have.) It seems imperative to address potential responses to this change, so I’ll do so next week. In the meantime, no matter how full or complete our query data remains, negative keywords will...
