CategoryMeasurement & Analytics

PPC Performance & Analytics

Measuring your PPC performance using PPC analytics and other paid search metrics is essential for optimizing your paid search campaigns. Get advice on what paid search metrics matter (and which ones you can ignore) and how you can use them to improve your PPC performance.

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Click Fraud: Is Third-Party Detection Software the Answer?

By Andrew Goodman
In Measurement & Analytics, Methodology
4 months ago

Through LinkedIn, yet another B2B vendor tried to trick me into a “friendly” conversation when all he really wanted was to sell me on the merits of his company’s product: in this case, anti-click-fraud-detection software. It felt a little like an interaction with Snoopy flying a WW2 bomber. Dogs and generals, and sales reps too young to know how obsolete a product has become, are apparently...

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Three Deceptively Powerful Shopify Reports PPC Marketers Should Know

By Andrew Goodman
In Measurement & Analytics, Methodology, Shopping/Feeds
5 months ago

As any seasoned marketer knows, there are a lot more factors that add up to online business growth than just what’s going on in PPC platforms. Heck, at Page Zero we’ve sunk our teeth into dozens of contributing factors when it comes to client business growth: choosing a domain name; customizing Google Analytics; executing on an email marketing program; selecting a provider of conversion testing...

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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
7 months ago

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.? Nice on the...

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Does Smart Bidding Make Life Simpler? That’s a Definite Maybe

By Andrew Goodman
In Advanced Features, Measurement & Analytics
7 months ago

Online advertising scales, if you let it. Once something scales, complexity threatens to drown us. That’s why we must use Occam’s Razor at times. Recognizing this, Google has packaged Smart Bidding using shorthand terminology and easy implementation in a bid (pun unintentional) to reduce the number of decisions facing human account managers. That could help you. On the other hand, if you’re a...

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Beautiful Snowflakes: The Unique Behaviors of Your Best Customers

By Andrew Goodman
In Measurement & Analytics, Methodology
January 9, 2020

Earlier today, Maya the cat (pictured below, foreground) was watching snowflakes out the window. She’s just a cat, so for her, it’s a mild diversion before her next nap. She’s never heard all that oohing and aahing about how every snowflake is unique. Being a marketer, and not a cat, the snowflakes made me think about a report in Google Analytics. Figure 1: Not planning to log...

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Amazon (1) Automation (11) Bidding (13) Cognition (14) Collaboration (3) Landing Pages (5) ML/AI (9) Strategy (32) The Almighty User (18) Workflow (20)

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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