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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Taxonomy is Sexy: The Power of Labels for PPC

By Andrew Goodman
In Ad Creative, Methodology
5 months ago

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 they became...

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

By Andrew Goodman
In Keywords, Methodology
6 months ago

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 the keywords...

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

By Andrew Goodman
In Ad Creative, Advanced Features, Methodology
6 months ago

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 the Page Zero...

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If One Part of Your Ad Group is Broken, Your Tests Could Be Misguided

By Andrew Goodman
In Ad Creative, Methodology
6 months ago

The cool but challenging thing about targeted advertising is dealing with all the moving parts. Sometimes, for example, we may do our best to interpret an ad test, but in an environment where our analysis is handicapped by other mistakes that skew the test. Let’s say our targeting is inadvertently too broad. An account manager has bid relatively high on a one-word broad match, using any of the...

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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
7 months ago

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.? Nice on 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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