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

By Andrew Goodman
In Ad Creative, Keywords
3 weeks ago

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 thing” sounds like...

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Nurturing Newborns: Vigilance is a Must for New PPC Accounts

By Andrew Goodman
In Ad Creative, Methodology, Shopping/Feeds
1 month ago

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 that have...

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Three Clever Ways to Use Google Ad Customizers

By Andrew Goodman
In Ad Creative, Advanced Features
5 months ago

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 personalization...

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Taxonomy is Sexy: The Power of Labels for PPC

By Andrew Goodman
In Ad Creative, Methodology
5 months ago

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 they became...

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Five Ways to Keep Smart Bidding From Acting Not-So-Smart

By Andrew Goodman
In Ad Creative, Advanced Features, Methodology
6 months ago

In this week’s instalment I have one sharp new tip, and a few reminders of other key ways to use Smart Bidding without getting into hot water. As PPC account managers, many of us want some control. Yet under typical conditions, Smart Bidding in Google Ads gives us zero levers to pull. Boo. Well, look over here as I peel back the vinyl covering (it looks like a BBQ cover, but it has the Page Zero...

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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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