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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.

The Two Things You Must Absolutely Do (or Not Do) to Achieve PPC Success

By Andrew Goodman
In Ad Creative, Keywords
January 23, 2020

“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...

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

By Andrew Goodman
In Advanced Features, Methodology
December 12, 2019

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...

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

By Andrew Goodman
In Measurement & Analytics, Methodology
November 21, 2019

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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