Kirk Williams
Orinda
Something vs. nothing, and something always wins. We move.
Is this you? As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
Claim your profile
Articles by Kirk Williams
overreach or overdue?
A short while after Google announced it would pause low-activity keywords, the Optmyzr team ran a study and got reactions from paid search experts to figure out how marketers may be affected, what shifts (if any) it would cause in advertiser management styles and what risks come with this update. The big picture. Google’s plans to automatically pause long-idle ad keywords have sparked debate among marketers – some see it as overreach, while others say it’s overdue account maintenance.
It's time to de-frenzy PPC
I have a secret to share. I’m almost embarrassed by it in this hustle culture, but I’m also proud of it. My secret is that I obsess over keeping PPC at our little agency frenzy-free (as much as possible). Sure, there’s the occasional client mishap, last-minute promo, and late-night conversation (about once a year for us). But, overall, everybody on my team doesn’t work nights or weekends and we just don’t really have many last-minute “urgent” requests by clients.
Are you showing Gmail ads to customers who have unsubscribed?
We have a client with angry customers. Really angry customers. They are angry because they had unsubscribed from our client’s emails, and yet kept seeing our client in their Gmail inboxes. “Enough!” They cried. “Stop spamming us with emails!” Our client email and customer support teams dug in. They investigated. They researched. They scratched their heads. What was going on? Finally, they connected with broader teams, and eventually this came to our desks.
5 Acts You Won't Want to Miss at Outside Lands this Weekend
Arguably one of the United States' greatest music festivals, Outside Lands returns to Golden Gate park this weekend for the first time in over two years. Dawning an all-star eclectic musical lineup, the roster includes headliners such as Lizzo, Tame Impala, The Strokes, and RÜFÜS DU SOL. Since 2008 Outside Lands has firmly established itself as a premier place to discover new musical talent, and this year's lineup is no exception. Read on for a preview of some of this year's musical gems.
Magnetic Mix 166: Lindsey Herbert x Selective Response Live In Los Angeles
Lindsey Herbert and Selective Response Magnetic brings you an exclusive recording from two of LA's hottest up-and-coming techno talents, Lindsey Herbert and Selective Response. Recorded live at Singularity on September 9th in downtown LA, the pair effortlessly weave in and out of trippy and hammering techno. Unfortunately, the recording got cut off just short of their full two hours, but the mix still highlights the perfect amalgamation of each of their respective styles.
The Magic Wheel of PPC Automation Optimization
Human-guided automation is the future, and knowing how to manage and optimize automated PPC campaigns is key. Here's a guide on how to do it right. With the increase in automation offered by Google Ads and Microsoft Ads (whether advertiser-appreciated or not), one would be wise to not simply accept automation and utilize it but to optimize it, as well. Wait, how does one optimize automation?
The Retail Store Owner’s 11-Step Guide to Launching Google Shopping Ads
Authored by Kirk Williams, ZATO Congratulations, retail store owner on Shopify! You successfully brought your in-store inventory online. That’s not easy work, and getting this far is impressive. Now what? Having a website is great, but you also need to drive people to your new Shopify website so you can grow your brand and get more customers buying your products online. How do you do that?
The Agency Guide to Surviving Next Year’s Black Friday Week
Phew, you’re finished! You survived another Black Friday/Cyber Monday (BFCM) week; and now you collapse exhausted into December – barely functioning enough to make it through until Christmas. The last thing you want to do is think about next year. But let’s think about next year in a way that stirs hope. What if I told you your BFCM week doesn’t have to be as stressful as the one from which you came?
When Ad Platforms Control the Auction, Return, Data... & Now the Cookie
Let’s say you go to a gas station in a small town in Montana on Friday. You walk up to the attendant and ask, “Hey, I’d like to buy some gas but noticed I couldn’t pay at the pump. Can I get a few gallons?” He says, “Well sure, I have plenty of gas! Unfortunately, those two people over there also want gas and so you will be bidding against them for your gas.” That’s odd, you think to yourself. But I really do need gas. So you ask him what he needs from you. “Well, here is how it works.
The 30 Best Techno Tunes of 2014
Another year ends, and another year swiftly follows. 2014 was a great year to be alive, and it was a great year for techno. Continuing to push forward into the future, the genre appears to be as strong as ever. It is clear none of the great talents nor the young aspiring ones show any signs of slowing, and so the great potential and beautiful music that is techno is only growing.
What data rights do advertisers possess?
With Google’s latest decision to strip Search Terms data insights from advertisers (some agencies have reported around 25%-30% or more of data loss), the frustrated outcry has caused some to begin throwing around lawsuit language. Specifically, there seem to be three main reactions to this change: Those who believe that advertisers own the data outright, or at least the data is part of what they are paying for, and thus have every right to all data.
What data rights do advertisers possess?
With Google’s latest decision to strip Search Terms data insights from advertisers (some agencies have reported around 25%-30% or more of data loss), the frustrated outcry has caused some to begin throwing around lawsuit language. Specifically, there seem to be three main reactions to this change: Those who believe that advertisers own the data outright, or at least the data is part of what they are paying for, and thus have every right to all data.
An Analysis of the 6 Google Shopping Bidding Models
One of the challenges to keeping up with PPC over the years is keeping up with what changes in the platforms. I find it difficult at times to keep up with which bidding models apply to which channels and audiences. My objective in this post is to give you a brief look at each of the bidding models in Google Shopping Ads so you can have an idea of which to utilize for your own needs.
4 Tips for Running a Small Digital Agency in Times of Crisis
As an agency owner or manager, these are extraordinary times. We are all desperately trying to figure things out in this era of COVID-19, just like you. What follows are four tips on managing a digital agency in the current crisis I hope these thoughts prove helpful to you. I will also share some resources I’ve run across at the end of the article. 1. Communicate Quickly, Clearly & Empathetically It should be no surprise that communication is at the top of the list here.
Marketing Automation & Data: 2 Contradictory Elements We Need to Discuss
“The year of automation is here!” “Don’t let your team manually do what should be automated.” “The one who still manages bids manually in Google Ads is wasting her time.” These and other like-minded sentiments are being uttered by PPCers who just a couple of short years ago were (rightfully) hesitant about incorporating too much automation into their systems. What happened? Well, that’s for a different article.
The Marketing Funnel Isn't Dead, We Just Understand It Better
Unless you’ve been living under a rock (stone/pebble/hard surface… outdated keyword variant joke, sorry) in the digital marketing world, you’ve likely run across at least one confident declaration in the past 12 months that the traditional marketing funnel concept is dead. Or dying. Or maybe maimed. Or at least, shot in the foot.
A Beginner’s Guide to Shopping Ads
Working in ecommerce paid search and want to keep up with competition? Read on and learn how to set up, manage, and optimize Shopping Ads. If you work in ecommerce paid search, then having a working knowledge of Shopping Ads is essential for keeping up with the competition.
5 Reasons You MUST Spend Money Outside of PPC
Part of our filtering system when we receive leads for new clients is asking how much of their marketing budget is devoted to PPC marketing (the only channel we manage at my PPC agency). OK, so why in the world would a person (me!) who has invested his life in the realm of PPC marketing purposefully shy away from taking on clients who spend all of their marketing budget in PPC?
Marketing Pro Blog - Credo
Why followups are the most important part of your sales process Posted by John Doherty on February 7, 2019 in CredoCast/Pro Blog Let me tell you about my friend Travis. He came to Credo in August 2017 looking to hire an agency. He signed with a Credo… How to run a cashflow positive service business Posted by John Doherty on February 6, 2019 in Business/Pro Blog Let me tell you a story. A few months ago I was speaking with a Credo agency during our monthly catchup.
Opinion: Google Partners Program incentives should include actual client goals
I received an email yesterday about new challenges and rewards in the Google Partners experience, so I headed over there to see how things are going these days. Have you visited the Google Partners Rewards experience? It simplifies the steps for how “points” are obtained by agencies and shows you exactly what you can do to gain those points (and what those points buy you. Google-branded Tile anyone?).
Shopping ads for the small budget: Here's what to expect in 2019
Believe it or not, a new year is upon us (our surprise, of course, being in the speed of its arrival rather than the arrival itself) and in accordance with previous predictions, Shopping Ads are more important than ever for the e-commerce marketers toolbox. What I have found to be frustrating about Shopping Ads at times, is that most articles and presentations seem to be primarily geared towards larger brands and accounts. But what about smaller budgets?
Search Engine Land
Believe it or not, a new year is upon us (our surprise, of course, being in the speed of its arrival rather than the arrival itself) and in accordance with previous predictions, Shopping Ads are more important than ever for the e-commerce marketers toolbox. What I have found to be frustrating about Shopping Ads at times, is that most articles and presentations seem to be primarily geared towards larger brands and accounts. But what about smaller budgets?
The Black Friday Ecommerce PPC doomsday checklist of dramatically epic proportion
Welcome fellow eCommerce PPC laborer, to that annual moment of glory, reward, doom and failure. A weekend of highs and lows, a weekend of anticipation and excitement as the first revenue numbers begin to roll in. A weekend of last minute phone calls and fear as Amazon takes over your auction insights report.
The Black Friday Ecommerce PPC doomsday checklist of dramatically epic proportion
Welcome fellow eCommerce PPC laborer, to that annual moment of glory, reward, doom and failure. A weekend of highs and lows, a weekend of anticipation and excitement as the first revenue numbers begin to roll in. A weekend of last minute phone calls and fear as Amazon takes over your auction insights report.
Advanced PPC #1: How to target users at different stages of the decision making funnel
Hit, Hit, Sale – Funnel Marketing Strategies with Paid Media Channels By the end of this webinar, you will have insight into 15 different strategies that can be used across the various paid media channels to help encourage potential customers down the purchase funnel. From awareness right the way through to purchase, Samantha will give you the ideas and inspiration to help you build a paid media strategy for your business or your clients. Hosted by Joel Bondorowsky Warning: Advanced Stuff!
3 Ways to Automate Google Ads Without Knowing How to Code
“The machines are coming, the machines are coming!” …the tricorn-hat-clad PPC practitioner shouted as he sprinted up the idealogical tower of his web browser to ring the great bell of Twitter to warn the ignorant of impending invasion. Silly mental image? Yup, so is the concern that automation is always something to be feared when it comes to PPC management.
A Manual Bidding Process for an Automated World
Let’s just admit it, we live in an automated, machine learning world. It’s time to embrace that, celebrate it, and figure out how to do PPC the best we can in this brave new world. I’m all for better PPC automation! However, this post isn’t about machine learning (ML). As good as ML is, it still has weaknesses, particularly when it comes to data quality. What’s the best way to destroy your Google or Bing Ads account? Feed a machine bad data, sic it on the account bids, and walk away.
Talking Gorgon Vibes with Gorgon City [Interview]
Conquering the world one festival, one show, one damn good set at a time, Gorgon City is a DJ and production duo that cannot be stopped. This year alone they have played everywhere from Glastonbury to Coachella to Ibiza; pretty much every hip scene the world over, and their year is far from done. They have just completed their first ever BBC Radio 1 Essential Mix, and their album ‘Sirens’ is going to set the world on fire come October 6th.
Spring Clean Your Google AdWords Account in 5 Easy Steps
I love it because I can finally get out after a hard winter of being cooped up in my house with four energetic young children and a heap-load of cabin fever (I live in Montana, so we only get outside in the winter to comb the hair of our yaks). I hate it because, well, it is still cleaning. We might not think of it in the same way, but after a long, hard season of holiday craziness, our paid search accounts need to be cleaned with as much fervor.
Why I Killed the Biography Slide in My Digital Marketing Presentations
“Hello, my name is Kirk Williams. In 2016 I was voted most likely to hug a goat, and 24 out of 476 people I made up think you should send work to me.” This is how we all begin our presentations. It’s what you should do, right? It’s what everyone does so obviously it’s the right thing to do. The reason we take the oh-so-precious commodity of time from our already-too-short presentations is so we can get sales.
When Optimizing Your PPC Campaigns Strangles The Funnel
Perhaps you’ve heard The Byrds croon out these famous lyrics: To everything (turn, turn, turn) There is a season (turn, turn, turn) And a time to every purpose, under heaven A time to be born, a time to die A time to plant, a time to reap A time to kill, a time to heal A time to laugh, a time to weep In these words (little-known fact: they’re actually pulled from the Biblical book of Ecclesiastes), we’re reminded that specific actions often have specific purposes… it’s just all about timing.
A Step-By-Step Guide To Query-Level Bidding In Google Shopping
I was mining through my Google Shopping Search Query Report a few weeks ago and discovered this exact match query. This is not a joke. That was not PhotoShopped. My product (a coffee maker) was, in fact, showing up for the exact match letter “m.” Unless I’m selling bobble-head versions of James Bond’s superior or Facebook’s new personal assistant app, I don’t want to show up for [m]. This has always been the problem with Google Shopping.
Interview: Wild & Free Talk Their New indie dance album "Shapes on Shapes"
It's been a long time coming, but one of my very own personal hotly anticipated albums has arrived - and oh it's arrived in style. The album I am preaching about is the Los Angeles duo Wild & Free's Shapes on Shapes via Discotexas. It's a lush album with heartfelt lyrics, deeply human vocals, synthwork on par with synth pop masters Classixx or Holy Ghost!, and top notch instrumentation that can play withe best of them.
PREMIERE: Wild & Free's Dreamy & Subdued Indie Dance Remix of Joe Goddard's "Truth is Light"
I see it everywhere, in every face and every place that I go that a Joe Goddard tune will brighten anybody's day. Now, I see it in the eyes of all the strangers and the people I know that a Wild & Free remix of Joe Goddard is going to sail you right away to leave this world behind! Today we have quite the premiere bringing two of Magnetic's favorites together - the Hot Chip master Joe Goddard and the consistently groovy Wild & Free.
Using Questions to Create Doubt in PPC Ads
I have gotten to know my father-in-law quite well in the last few years. My father-in-law is possibly the best salesman I have ever met; but the funny thing is if you met him, you would never, ever have guessed that. He is quiet, good-natured, and easy going. He doesn’t sell by forcing insurance policies down throats.
Premiere: NITEPPL's Third & Final Very Indie Dance-able Album "Hope Springs Eternal"
It comes as no surprise that we at Magnetic are quite the fans of San Francisco's NITEPPL, but there does come a surprise that NITEPPL's third album will be their last. It may seem like a trick, but it is true NITEPPL is calling it quits, but we do have a Halloween treat as we premiere to you today Hope Spring Eternal by NITEPPL on Popgrang Records. NITEPPL have always have had a robust touch when it comes to production prowess, and on their final album, their strengths are only more emboldened.
Premiere: Waze & Odyssey's New EP Has Some Great Tech House for Your Mind
Sunday Funday might be dead and gone, but this Monday isn't a total bust. The Waze & Odyssey boys from across the pond whipped up a bumping tech house EP to take away even the worst case of the Mondays. Something for Your Mind is a 3 track EP house-groover released on Material Series that has already done big things the world over on Waze & Odyssey's dancefloors. They keep it moving, and the tracks will breathe life back into you, no matter what cubicle or commute you find yourself in.
Lunice's New Album "CCLX 360" Hits Hard from Every Hip Hop, Bass & Trap angle
Lunice Fermin Pierre II, the artist simply known as Lunice, is no quiet Canadian. The Montréal born producer and DJ has wowed the music world seemingly from the first second with the trap collaborative project TNGHT with Hudson Mohawke. Now, after putting TNGHT on indefinite hiatus several years ago, Lunice emerges with a full formed and well-rounded debut album CCCLX 360, released on LuckyMe. When you listen to the album, you hear deeply intricate and well-thought-out production.
PREMIERE: Wild & Free Remixes of Panama's 'I Watched You Slip'
We're past labor day and sadly that's the definitive nail in the coffin for Summer. Don't you shed a tear for a second, we've got something for you - a special premiere. The Wild & Free boys are back, bringing their carefree celebratory style to remix Panama's "I Watched You Slip" on Future Classic. The song is sultry and warm, and it's the type of tune that sways and shakes its hips. It's got some funk in its step with that solid bassline grooving.
Premiere: Jonas Rathsman x Axelles
Magnetic readers, we've got a special premiere for you! It's a beguiling track that establishes a mood where it's one part cinematic, another part atmospheric. Bring it all together and it all adds up to "Glänta" - a collaboration between Jonas Rathsman and newcomer Axelles. To kick off the unveiling of Jonas' second release 'X Series: Vol 1' on new label ELEMENTS, Mr. Rathsman blessed us with this moody track "Glänta" where he and Axelles set up an alluring scene.
Industry Tuesday Marketing Consultants and Agencies - Credo
In the never-ending debate on the best PPC Pricing Model, Kirk Williams responds to a recent article against Percentage of Spend pricing by defending it. See his thoughts here, on why Percentage of Spend pricing doesn’t necessarily misalign the agency’s goals with the clients. Make sure to read to the end, where he also presents a variation of the model as a new way to price that brings out the best in all models.
PPC Pricing Ponderings: In Defense of Percentage of Spend (And a New Model!) - Credo
This is a guest post from Kirk Williams, the founder of Zato Marketing, an industry-leading PPC specialist, and an all around good dude. He read my post a couple of weeks ago and wanted to write this response. I sprinkle a little bit of commentary through it in italics.
What May Sounded Like
Come what May, and May certainly went! Here are some fine and fantastic tunes that we stumbled upon and fell right into love with during the fifth month of this whacky year of 2017!SINGLESWashed Out " Get Lost"The definitive chillwaver Washed Out is back and if the lead single "Get Lost" is any indication of what is in store with what is to come...
Talking with Clark about his sonically-impressive new album "Death Peak"
Clark is difficult to describe, and it's because you feel any quick summarization of his music doesn't do it the justice it deserves. Words fail where the songs simply triumph, and this is absolutely the case with his latest album Death Peak.He's been releasing on the definitive Warp Records for quite some time now, and each of his nine albums have a distinct identity all in of themselves. Death Peak is an outing with the artist that is as much a journey inwards as a sonic endeavor forward.
Lights Down Low Guest Chart: Things That Go Bump in the Night
People of the night! Lovers of the underground! Here is a guest chart from Lights Down Low (Richie Panic & Corey Sizemore):We have decided to share some prime cuts, some things that go bump in the night, the songs we have been "selecting" for the masses and their asses. Over the past few months getting to play with SMD, Bwana, Anthony Parasole, Silent Servant, Jennifer Cardini and Optimo to name a few we have really had to dig into our record bags and pull out some slabs to compete.
Premiere: "Right for Another" By No Regular Play
Genre-defiant and very happy about it, No Regular Play make music that only they have the talent to muster. They can wield an instrument like seldom few musicians ever can, revealing a depth of soul and character that is multi-layered and enchanting.We at Magnetic are absolutely over-the-moon to share this premiere of "Right for Another" by No Regular Play, the title track off their latest release on Waze & Odyssey's Street Tracks imprint. This track is such a treat.
A Complete PPC Marketing Guide for Beginners
If you’re new to the world of paid search, it can be overwhelming. Pay-per-click (PPC) marketing – also known as search engine marketing (SEM) – is complex. It’s easy to blow through your budget and have nothing to show for it if you don’t know what you’re doing. There are so many: Advertising formats: Text ads, Responsive text ads, Video ads, Image ads, Call-only ads, and so much more! Ad networks: Google AdWords, Bing Ads, Adroll, Gemini, etc. Terms and acronyms: Quality Score? Ad Rank? CTR? ROAS?
AdWords Account Structure: The Perfect Setup For Success
This blog post on AdWords account structure is part of the AdWords Tool Belt Course. Congratulations! You have begun to journey down the most exceptionally challenging and intelligent marketing rabbit hole one could hope to find. Well, perhaps I am biased since that is my chosen field (and love), but truthfully, it’s an exciting venture you are about to embark upon.
What April Sounded Like
AlbumsDamn. by Kendrick LamarK Dot sits high atop his lofty throne that's soaring higher and higher. He surprised us all at the very beginning of April with "Humble" and then his album DAMN. has solidified his well-deserved status over and over.What Now by Sylvan EssoThere is a whole lot of romancing that needs to be done with Sylvan Esso's What Now, and "Die Young" more specifically. Sylvan Esso are coming up in all the right ways.
A Conversation with Hot Chip's Joe Goddard on new solo album Electric Lines
Joe Goddard is an artist who has been with me since the very beginning of my adult life. When I first moved from New Orleans to Los Angeles, I fell deeply in love with his band Hot Chip , specifically their song "Playboy" off their 2005 album Coming on Strong.
Show More
loading
Actions
Is this you?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.Get in touch with Kirk
Contact Kirk, search articles and posts on X, monitor coverage, and track replies from one place.
Learn more about Muck Rack