Andrew Goodman

Andrew Goodman is founder and President of Toronto-based Page Zero Media, a full-service agency obsessed with PPC performance since 2002. Current clients include Well.ca, Princess Auto, and Nuts.com. Andrew wrote 2 editions of Winning Results With Google AdWords (McGraw-Hill), a pioneering book on PPC strategy and tactics. He continues to speak regularly at SMX and other events. He was also an adviser to (and later, co-founder of) a consumer review startup, Toronto-based HomeStars, acquired by HomeAdvisor in 2017.

PPC

Bid Management Automation: Three More Inconvenient Truths

Last time, I covered some shaky assumptions behind bid management automation, including the assumption of an easily pinpointed target CPA. In this column, I’ll address some additional issues that don’t often come to light in industry discussions. While they may make some vendors squirm, they also might help advertisers select the tools that are just […]

PPC

Bid Management Automation: Fraught with Questionable Assumptions

Today, there’s no viable “con” position in the “paid search bid management” debate. Either you sing the praises of automated bid management, or you’ll be asked to sit in a dark corner (or cave) and contemplate what possessed you to enter the digital marketing arena. Unfortunately, there are few real debates on the advantages and […]

PPC

AdWords Landing Page Quality Refresher

“Everyone has a plan until they get punched in the mouth.” This gem from heavyweight boxing legend Iron Mike Tyson also applies to AdWords account strategy, especially when starting a new account. Beginning in 2006, some advertisers in the affiliate marketing, Made-for-AdSense, and other spheres have referred to harsh quality score treatment — especially treatment […]

PPC

OK, We Admit It: Paid Search Works Best for High Intent Prospects

Since 2002, we who advocate the paid search niche of marketing have been pretty vocal about how much more this stuff can do than people realize. It’s not pure direct marketing, we’ve pleaded. It can do other stuff too! It can sing, dance, weld, flutter, soar, and giggle. It deodorizes, disinfects, scours, and scrubs – […]

Apple

Wall Street Meltdown: 11 Ways It Affects Digital Marketers

Tim O’Reilly (like me, as you’ll see below) seems to believe we’re in a bit of a bubble that’s set to burst, even though, as he walked in to deliver his keynote at the Web 2.0 conference, the stock markets were in the middle of a rebound, vaulting up about 7% in a 26-hour period. […]

Google Ads

Whither DART Search?

SES San Jose 2008 is now in the books and another Google Dance — that annual bash that provides us all with so much safe, clean YouTube fodder — has come and gone. Among the various features and benefits — upscale backyard barbecue fare, free beer, modified karaoke, dancing, and light shows — is the […]

Google Ads

Revisiting Content-Phobia In Paid Search

While I am on holiday this week, through the magic of Internet time and custom tubes, my column isn’t. During this time off I’ll be taking time out for rest, reflection, and especially, a hiatus from one of my several jobs: Designated Undercompensated Google Ad Salesman. What, you say? Google ads sell themselves? $14 billion […]

PPC

Make Your Ads Better: Three Powerful Techniques

Tomorrow I’m giving a talk at the eMetrics summit in San Francisco. A search marketing perspective can often seem “refreshing” in the context of the discipline of marketing in general; it even seems to go against the grain a bit. I’ll be telling the eMetrics audience a bit about how I use core stats in […]

Amazon

Spy On Competitors, But Don’t Copy Their Mistakes

Maybe it’s just me, because I’ve spent years ingesting the Purple Cow Kool-Aid. But I can never get over the number of cookie-cutter, copycat businesses that spring up online. Choosing the exact same business model as someone else almost appears to be a favorite pastime in North America these days. Kind of a macho, or […]

Amazon

Keyword Intent: Tidy Campaigns Avoid the ‘Dump and Chase’

Another bundle of advertising flyers just landed on my front porch, only to go straight into the recycle bin. Although I merely dream of the distant day when such lazy and wasteful advertising methods will be punishable by death or a day spent shopping with Paula Abdul, I hold out some hope that search marketers […]

Amazon

Danny Sullivan Tackles Search 3.0 And 4.0 In SMX West Keynote

I thought I’d gracefully retired from the Danny Sullivan Keynote Review business. Comparing Danny to Edward R. Murrow, assessing how the attendance stretched the room capacity… ahh, they were good times. Then I awoke to find myself in a large hall at the Santa Clara Conference Center. It wasn’t a dream! Turns out I was […]

Google Ads

What, Exactly, Are Google AdSense “Other” Relevancy Factors?

It’s been well established that a core—predominant, even—component of the Google AdWords quality-based bidding formula is historical CTR (clickthrough rate). New keywords get treated a bit differently, though; the algorithm must predict CTR based on the similarities of your ad group’s characteristics to historical data in Google’s vault. If you read through Google’s official descriptions, […]

PPC

Website EKG A Must for ROI

I was casually chatting with a super-savvy Web 2.0 friend – we’ll call him Mac – about a website I work closely with. We’d spent the last year overhauling the strategy and the design of the site, though there are still several features waiting to be built, and the content growth is just at the […]

PPC

The Mysteries of Ad Quality Revealed (Yet Again)

Perhaps it was lucky fate that Anders Hjorth (of Relevant Traffic, a European SEM agency) and I didn’t have too much time to compare notes going into the panel “Tuning Ads for Quality Score” at SMX Stockholm last week. Fortunately, the presentations didn’t overlap too much. The interesting thing is the overlapping conclusions we drew […]

Amazon

AdWords Quality Score: Can Your Business Model Be Banned?

Let’s get this uncomfortable truth out of the way up front: Google’s actions, manifested through a variety of methodologies to rank (and sometimes ban) listings and content, have regularly irritated, angered, and alienated some webmasters, website owners, and advertisers. The outcry is more vociferous if you can give an initiative, a cute name, and get […]