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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The New World of Competitive Metrics: Life After “Avg. Pos.”

By Andrew Goodman
In Advanced Features, Keywords, Measurement & Analytics
January 14, 2021

Many PPC’ers were distraught when, in 2019, Google sunsetted the average ad position metric in Google Ads. That metric was one of our go-to decision criteria for bid aggressiveness. Even if your approach to bidding should align with financial KPI’s like CPA (Cost/Conv.) or ROAS (Conv. Value/Cost), you don’t want to “bid through the top of the auction,” so monitoring position would...

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

By Andrew Goodman
In Measurement & Analytics, Methodology
December 10, 2020

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...

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Three Deceptively Powerful Shopify Reports PPC Marketers Should Know

By Andrew Goodman
In Measurement & Analytics, Methodology, Shopping/Feeds
November 5, 2020

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...

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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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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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