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

By Andrew Goodman
In Advanced Features, Measurement & Analytics
September 17, 2020

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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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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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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