Kirk Williams' DTC Google Ads Strategy Actually Works

The first place you should spend your ad dollars as a DTC brand is Meta. The second is Google.

Most people would agree with this comment, but they also see the same problem I do: it's incredibly easy to waste money on Google Ads because of the black box that is Performance Max and the 500 other ways Branded Search clicks inflate ROAS and hide bad dollars.

I know enough about this to have helped some clients stop wasting money in these ways. But I haven't known enough to help clients actually MAKE money there.

Which is where Kirk Williams comes in.

Kirk has been running Google Ads for well over a decade and is now the CEO of ZATO Marketing, a Google Ads agency that does great work.

Tune in for an episode where he explains Google's ad-related legal battles, the best strategies for DTC, and how to make Performance Max

EPISODE HIGHLIGHTS

• [00:05:46] Google's antitrust case.
• [00:08:21] Google manipulating search auctions.
• [00:09:22] Auction reserve pricing and trust.
• [00:13:38] Concerns about Google's PMAX.
• [00:18:03] Advantage Plus shopping campaigns.
• [00:19:34] Marketing differences between Google and Meta
• [00:21:39] Complexity of PMAX campaign types.
• [00:27:18] New customer campaign success.
• [00:29:33] Efficiency in supply chain.
• [00:33:01] Google's advertising challenges.
• [00:36:52] The challenge of competing on Google.
• [00:45:41] Advertising budget and ROI.
• [00:46:19] Search advertising strategies.
• [00:52:06] Agency brand relations.

EPISODE SPONSOR

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FOLLOW UP WITH KIRK

• Follow Kirk on X: ⁠@PPCKirk
• Work With ZATO Marketing: https://zatomarketing.com/

FOLLOW UP WITH ANDREW

• Follow Andrew on X: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@andrewjfaris⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Email Andrew: podcast@ajfgrowth.com
• Work with Andrew: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

EPISODE MUSIC

• Music Intro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Tell Me Mama⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means
• Music Outro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Rusty Little Scissors⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means