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Building, evaluating, and optimizing successful paid search campaigns depends on following a sound PPC process. Get expert advice for creating an effective Google Ads account structure and strategizing your PPC process and workflow.

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

By Andrew Goodman
In Ad Creative, Methodology
October 1, 2020

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...

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Predicting Your Customer’s Story, Or Helping to Write It? On Lifetime Value and the Overreach of Predictive Analytics

By Andrew Goodman
In Measurement & Analytics, Methodology
September 24, 2020

There’s something magical, mystical, and entirely unrealistic about forecasting on limited data. In Michael Lewis’ classic Moneyball, Billy Beane is the data-centric hero – a new breed of baseball manager for data-intensive times. But Billy knows when data has its limits: he regards pitchers to be like writers, as opposed to thoroughbred racehorses. Strong, hard-throwing, etc...

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Statistics & PPC: There’s More You Can Do

By Andrew Goodman
In Advanced Features, Methodology
March 5, 2020

This may be one of the shorter columns I bang out on the ol’ Lenovo X1 Carbon. My fingers have been cramping up of late. (So, no proofs, screen shots, product recommendations, or detailed how-to’s. Sometimes, this week included, I’ll mention ideas and leave it to you to learn more.) Last week, I promised a detailed plan for exploiting the Google Display Network...

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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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