Andrew Goodman has been providing SEM services for 20 years now under his agency Page Zero Media  . But throughout that time, Andrew has spoken hundreds of times at conferences, including many SMX events. Andrew wrote one of the first books on Google Ads, back then known as Google AdWords. And now he has a new 50-part series named TheScienceOfPPC.com  .
In our talk, we discussed many topics including how to compete in paid search against big brands. He explained that it is actually fun to be in a position with a new client and be able to compete against much larger brands in search. It is all about the KPIs and making sure your ads meet the specific goals, and setting your CPCs and CPAs properly is vital.
We also spoke about setting your PPC experiments and testing. He highly encourages you do testing with your paid search ads, at least do the 50/50 experiments. Andrew recommends you use the Google Campaigns drafts and experiments feature and run these tests, see what works and what does not work.
Here is the video interview:
I started this vlog series recently, and if you want to sign up to be interviewed, you can fill out this form  on Search Engine Roundtable. You can also subscribe to my YouTube channel by clicking here  . I am currently looking to do socially distant, outside interviews in the NY/NJ tri-state area.
About The Author
Barry Schwartz a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick  , a NY based web consulting firm. He also runs Search Engine Roundtable  , a popular search blog on very advanced SEM topics. Barry’s personal blog is named Cartoon Barry  and he can be followed on Twitter here.
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