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.

The Science of PPC is coming to a (virtual) bookshelf near you, featuring a collection of all 50 chapters. Sign up to receive your free ebook when the series concludes in June 2021.

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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 out sources of...

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What Counts as (PPC) Science?

By Andrew Goodman
In Measurement & Analytics, Methodology
October 24, 2019

What counts as science? It’s certainly not for me to say. I’m neither a historian of science, nor a metaphysician, nor any type of arbiter of what counts as “scientific”. I did pretty well in high school, but. I abandoned the computer club (despite getting good, easy grades in Computer Science) because I didn’t have the requisite level of interest level in programming. At...

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Search Engine Advertising: A Brief History

By Andrew Goodman
In Measurement & Analytics, Methodology
October 17, 2019

Keyword advertising is now in its 20’s. Some brief history. A lab is born The first company of significance to ever offer keyword-targeted ads appearing near Web search results was a search engine called Open Text, in 1996. In 1999, a leading search engine – AltaVista – did the same amid predictions that their greed would drive them out of business. (It wasn’t advertising, but rather...

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Why “The Science of PPC”? Why 50 Parts?

By Andrew Goodman
In Advanced Features, Measurement & Analytics, Methodology
October 10, 2019

In the many friendly sales conversations I’ve had with prospects over the years, I’ve occasionally been asked to cite three things that make our agency stand out from others. In my mind, I’m thinking: “Three? How about fifty? How long do you have?” And now, I’ve just said that out loud. It’s put-up-or-shut-up time. So, how do real pros stand out from the...

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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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