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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...

5 Suggested PPC Campaign Experiments, from Plain-Jane All the Way to Fancy-Dancy

Last time I enthused about the power of the Google Ads Campaign Drafts and Experiments architectural framework. This week, I’ll suggest five experiments to try. I’d love to hear about your own unique experiments, too! In terms of setup, as alluded to previously, the process will often be about the same. You outline a key change or “big idea” you want to test to see how it...

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 out sources of...

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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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