Click Here & Buy ZATO Owner, Kirk Williams' newest book on Google Ads - Ponderings of a PPCer: Revised & Expanded.
Kirk Williams
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New Book: Ponderings of a PPC Professional: Revised & Expanded

New Book: Ponderings of a PPC Professional: Revised & Expanded

10/25/19 UPDATE: Hello Facebook Agency Visitor Person!  We’re delighted to have you visit this awesome post. About a year ago, ZATO stopped offering Facebook Ads solutions so we could focus solely on what we do best: Google Ads. Because of this, we’re always interested in partnerships with great Social Advertising agencies (like yourself, wink wink!) and we offer referral fees for signed clients!  Anyway, back to it, and happy reading…

Post Summary

In this revised and expanded version of my first book, Ponderings of a PPC Professional, I bring nearly 70% new content to paper to help digital marketers think more deeply about Google Ads than ever before.


  • paperback
  • hardcover
  • kindle e-book
  • audible (coming summer 2024)


(not a joke!)


Why a New Edition & Not a New Book?

While I compiling this new content into an entirely new book, there were a number of themes I wanted to incorporate from my original book... and frankly, some of the content was just outdated. I wanted to make it obvious that this book isn't simply different content, but is an evolution of much of the content found in the first edition of PPC Ponderings.

Less Agency Focused

The original Ponderings had a number of chapters on being a PPC agency and freelancer, and this book will be focused entirely away from that theme. In this book, I try to focus more on the evergreen aspects of PPC (there are some!) such as semantical targeting, digital privacy, audience, and digital attribution.

Who Should Buy This Book?

Whether you are just beginning in PPC, or a seasoned professional hoping to reconsider how you think in a changing world, PPC Ponderings (revised & updated!) is an important read. It also makes an excellent option as a college marketing textbook because of its willingness to look into broader digital marketing themes and philosophies.


General Synopsis

As with my first edition, I focus this book on asking questions about the philosophy that undergirds Pay-Per-Click (PPC) marketing in Google Ads and Microsoft Ads, while leaving many questions to be answered by the reader.

If you are looking for a tactical book about Google Ads that will be outdated next year due to changing Google policies and best practices, then this is not that book! If you are looking for a book to help you think more deeply about Google Ads so you become a better overall marketer, then grab a copy now!

In this book, you can expect to dig into the following crucial topics for any digital marketer to consider:

  • The Paid Search Keyword, It's future and evolution
  • Should you bid on your own brand in Google?
  • 11 reasons your Conversion Rate dropped
  • Is the marketing funnel still applicable today? (Spoiler: yes! and here's why)
  • How to not strangle the marketing funnel with PPC
  • The problems of attribution
  • How to best think about attribution
  • How the role of data and automation should inform PPC decisions
  • How Platforms like Google should think about the role of automation
  • How to avoid unnecessary stress in your PPC management
  • Bonus: we'll revisit the different pricing models by PPC agencies to find the best
  • ... and more!

SOoooooooOOOOOoooo... what are you waiting for? 


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Kirk Williams
@PPCKirk - Owner & Chief Pondering Officer

Kirk is the owner of ZATO, his Paid Search & Social PPC micro-agency of experts, and has been working in Digital Marketing since 2009. His personal motto (perhaps unhealthily so), is "let's overthink this some more."  He even wrote a book recently on philosophical PPC musings that you can check out here: Ponderings of a PPC Professional.

He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications (including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft), and is a frequent guest on digital marketing podcasts and webinars.

Kirk currently resides in Billings, MT with his wife, six children, books, Trek Bikes, Taylor guitar, and little sleep.

Kirk is an avid "discusser of marketing things" on Twitter, as well as an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).  Kirk has booked speaking engagements in London, Dublin, Sydney, Milan, NYC, Dallas, OKC, Milwaukee, and more and has been recognized through reviews as one of the Top 10 conference presentations on more than one occasion.

You can connect with Kirk on Twitter or Linkedin.

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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