CategoryMethodology

PPC Optimization & Methodology

Effective PPC strategy depends on a strong methodology. From developing a PPC campaign process and building your campaigns to reporting and PPC automation, explore the many aspects of methodology that can help paid search marketers create a strong PPC strategy.
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Why Google Ads Smart Bidding “Works”: The Mutual Fund Manager Analogy

By Andrew Goodman
In Advanced Features, Methodology
April 22, 2021

A rising tide lifts all boats, goes the old proverb. Well, most boats. You can rule out those overloaded with anvils or built with holes in them. Consider a thriving sector with plenty of opportunity borne of technological changes or evolving consumer habits. To pick three random clients from our list, modern furniture, legal practice management in the cloud, and exercise...

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Should You Narrow Your Sights for Geotargeting? How Google Ads Makes it Easy

By Andrew Goodman
In Advanced Features, Methodology
March 25, 2021

As the industry chatter – driven by relentless messaging from Google – revolves increasingly around Smart Bidding options that take bid adjustment levers out of your hands, Google nonetheless continues to layer in more precision in some aspects of the Google Ads interface (and the associated API environment). To continue beating the drum on this subject, Smart Bidding: Doesn’t seem...

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Target ROAS for You, Inefficient Spend for the Hoi Polloi: What to Expect as Google Collapses Bidding Strategies

By Andrew Goodman
In Advanced Features, Methodology
March 12, 2021

In SOPPC 21 and 22, I wrote about the various automated “Smart” bidding strategies offered by Google to advertisers who have clear goals and who are looking to save a bit of time managing bids and underlying bid adjustments. Earlier I also wrote about the prerequisites for this type of bidding to result in positive business results. I must continue to stress: there is no “retire to...

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Nurturing Newborns: Vigilance is a Must for New PPC Accounts

By Andrew Goodman
In Ad Creative, Methodology, Shopping/Feeds
March 5, 2021

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...

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Four Misconceptions About Audiences for SEM

By Andrew Goodman
In Advanced Features, Measurement & Analytics, Methodology
February 19, 2021

Audiences, layered over other means of targeting in PPC platforms like Google Ads, can provide us with further means of refinement in our marketing campaigns. If one delves into all of the available types of audiences, the prospects can seem tantalizing. For years, the main types of audiences used tended to be for remarketing. In many cases, that hasn’t changed. Not only can you...

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Amazon (2) Automation (11) Bidding (16) Cognition (14) Collaboration (6) Landing Pages (5) ML/AI (12) Strategy (36) The Almighty User (20) Workflow (21)

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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