CategoryAd Creative

PPC Ad Copy & Creative

Learn how to improve your PPC ad copy with advice on how to write PPC ads and other Google ad copy best practices, including how to test your PPC ad copy and make the most of tools like ad customizers, labels, and more.
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The Future is Here: 7 Reasons Why the Coming Years are “Prime Time” for PPC

By Andrew Goodman
In Ad Creative, Measurement & Analytics, Shopping/Feeds
April 29, 2021

My grandfather-in-law came to Canada from Ireland with nothing and eventually found himself working a poor-soil “rock farm.” Combined with a lack of interest in farming, it made for some tough economic circumstances. Terrain matters. You don’t always have a choice. If you’ve actually chosen to make a living in digital marketing, I’m here to reassure you that the sun isn’t setting...

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What’s in a Name? The Impacts of Domain Names on PPC Performance

By Andrew Goodman
In Ad Creative, Keywords
March 18, 2021

Similar to SOPPC 37, this week’s installment applies as much to broader business strategy as it does to close-up PPC execution. But company names – or even more specifically, domain names for company websites – do have a direct impact on a user’s cognition, trust, psychology in general, etc., over potentially millions of discrete interactions per year. So although this “naming...

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Nurturing Newborns: Vigilance is a Must for New PPC Accounts

By Andrew Goodman
In Ad Creative, Methodology, Shopping/Feeds
March 5, 2021

Hello again! Sports analogies are still my lazy brain’s way to kick off a piece or to reinforce a point. Why stop now? I’m on a hot streak. Put me in, coach. Ever hear of a rookie major-league pitcher doing well the first time through the league, but once professional hitters have caught onto his “stuff,” and what initially fooled them no longer does, because they’re professionals...

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Three Clever Ways to Use Google Ad Customizers

By Andrew Goodman
In Ad Creative, Advanced Features
November 19, 2020

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...

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Taxonomy is Sexy: The Power of Labels for PPC

By Andrew Goodman
In Ad Creative, Methodology
October 29, 2020

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...

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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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