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Don’t Let the Anchor Sink You! How Google Ads Exploits Cognition to Inflate CPCs

In the behavioral economics literature (for an approachable overview, see Daniel Kahneman, Thinking, Fast and Slow; also, Michael Lewis’ vivid biographical account of Daniel Kahneman’s and Amos Tversky’s lifelong intellectual relationship in The Undoing Project: A Friendship That Changed Our Minds), Nobel-winning economists fuse psychology and economics to suss...

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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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