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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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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Taxonomy is Sexy: The Power of Labels for PPC

By Andrew Goodman
In Ad Creative, Methodology
October 29, 2020

A library cop they call Bookman Grabbed some beatnik ill-doers and shook them. Exclaimed Jerry S., “I’ll explain this whole mess!” (But first: this installment from Goodman.) Funny: many of the best ideas to improve workflow, communications, and optimization within digital advertiser platforms started out as foundational ideas for information architecture on websites long before...

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Will a Loss of Google Ads Search Query Reporting Actually Relieve us of Toil?

By Andrew Goodman
In Keywords, Methodology
October 22, 2020

Google’s recent decision to cease reporting on low-impression search queries – a minor nuisance, at first glance – appears to unleash more complexity than one might think. It has certainly produced strong opinions. The long and the short of it is: if, as an advertiser, you were accustomed to a reporting standard that would show you something like 10,000 unique queries (mapped to...

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Five Ways to Keep Smart Bidding From Acting Not-So-Smart

By Andrew Goodman
In Ad Creative, Advanced Features, Methodology
October 8, 2020

In this week’s instalment I have one sharp new tip, and a few reminders of other key ways to use Smart Bidding without getting into hot water. As PPC account managers, many of us want some control. Yet under typical conditions, Smart Bidding in Google Ads gives us zero levers to pull. Boo. Well, look over here as I peel back the vinyl covering (it looks like a BBQ cover, but it has...

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Amazon (2) Automation (11) Bidding (17) Cognition (14) Collaboration (6) Landing Pages (5) ML/AI (12) Strategy (37) The Almighty User (20) Workflow (22)

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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