Modern PPC Opportunities & Challenges [Podcast]

PPC is one of the most effective ways to reach your target market. However, knowing which approach is best can be a challenge with so many changes in how people consume information.

From opportunities in Google Shopping + Google Local to challenges around e-commerce supply chain issues and customer expectations, Kirk Williams joins me in discussing PPC on e-commerce and beyond.

The show provides you with some invaluable insights into PPC, regardless of whether you are just starting out or looking for new ideas.

I think we are looking forward to another unprecedented season. I say that somewhat ironically because, you know, well, we had covid, we had like covid recovery, we had, you know, all the fuss in the last few years.

Now, all of a sudden, we’re increasingly looking forward to a potential period of consumer buying indecision. As a result, we may have some consumer credit card debt that has been at its highest levels since the 1990s or early 2000s.

So we’re going into the holiday season where people really owe credit cards, and I think it’s probably due to inflation and stuff. – Kirk Williams 15:07

Now is a great time to test your feed. The best way to improve it is to identify the terms people are searching for and landing on. Now may be a good time to update your product types if you’ve been putting off updating them for a while, especially if you have to migrate things. – Kirk Williams, 27:34

I don’t think Apple played a fair role in how the conversation started with this router since they didn’t communicate precisely how the digital ecosystem works and the usefulness of personalized advertising. – Kirk Williams, 34:20

[00:00] Introduction to Kirk
[03:58] – How important is video in PPC?
[07:09] What Kirk is focusing on with Zito.
[10:06] Benefits of working with a micro agency.
[14:06] – PPC Holiday Seasons in Ecommerce: Exciting Things to Watch.
[19:34] What should be your goal for the holiday season? Sell ​​now or go for LTV?
[27:05] What can you do now to boost shopping and local integration?
[30:48] How privacy changes affect advertising strategies.
[44:52] – How will you target ads if cookies disappear?
[46:27] – What is the Privacy Shield?
[53:02] Kirk’s recommendations for platforms other than Google to prepare for the holidays.

Mentioned resources:
https://zatomarketing.com/
https://zatomarketing.com/ppc-marketing-book
https://zatomarketing.com/blog/stop-the-scale-book

As part of their strategy, brands need to know how to monetize in video, so even those of us who do more like Google Ads, which was previously more search and shopping, are increasingly aware of the importance of video when it comes to ad placement, too. – Kirk Williams, 6:39

Privacy changes affect ads. However, there is a difference between digital privacy and digital security. – Kirk Williams, 32:46

First of all, the Google Groups sound very, very scary. It seems especially compared to cookies, right? Whoever invented the word cookies or called these things a cookie is a genius because no one is afraid of a cookie. — Lauren Baker, 50:15

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Kirk Williams:

Kirk is a PPC expert everyone should know. He runs ZATO, a small agency that specializes in paid search, and has been in the industry since 2009. In his podcast and books “Ponderings Of A PC Professional” and “Stop The Scale,” Kirk will walk alongside readers on their way Towards success as marketers, both online and offline.

Known as a PPC Hero for six years, he has appeared on podcasts and webinars in multiple industries to talk about his experience as an entrepreneur. Speaking about paid search advertising at conferences around the world is one of his favorite ways to share his knowledge.

Connect with Kirk on LinkedIn: https://www.linkedin.com/in/ppckirk/

Follow him on Twitter: https://twitter.com/PPCKirk

Connect with Lauren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker