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

Ponderings of a PPC Professional

- by Kirk Williams

@PPCKirk
Kirk takes his years of experience managing PPC accounts and navigating the complexities of building his agency to share insights on everything from attribution and cows to PPC Pricing Models. Whether the reader is just beginning in the world of PPC, or is a tried and true expert hoping to find new insights into common problems, Ponderings of a PPC Professional is worth the read.
Buy Now on Amazon
Table of Contents
Available in paperback, hardcover, ebook, audiobook

Watch: PPCKirk Discuss His Book

Watch here to see why businesses choose Zato.
"Reality is nuanced. And that’s why I’m excited for you to read this book and discover some of the same nuances that will help you run your campaigns in the most effective manner possible."
- Gil Gildner
Author, Becoming a Digital Marketer

Table of Contents

1
Chapter 1 - The Keyword: Personal, Timely, Intent
2
Chapter 2 - Keywords Aren’t Just Topics
3
Chapter 3 - The Concerning Future of the Resilient Keyword
4
Chapter 4 - Controlling the Keyword for Small Budgets Is Crucial
5
Chapter 5 - To Bid or Not to Bid on Brand
6
Chapter 6 - Invest in More Channels Than PPC or Die
7
Chapter 7 - When to Blame Poor Positioning, not PPC
8
Chapter 8 - The Marketing Funnel Is Not Dead
9
Chapter 9 - When Optimizing Ads Strangles the Funnel
10
Chapter 10 - PPC Isn’t Primarily for Scaling
11
Chapter 11 - Balancing Growth with Profit Over Time: The Ascending Seesaw of Scaling
12
Chapter 12 - Eleven Reasons Your Google Ads CVR May Have Dropped
13
Chapter 13 - A Tale of Attribution Woe and Cow Crap
14
Chapter 14 - Avoid These Two Ditches of Digital Attribution
15
Chapter 15 - The Digital Attribution Bubble
16
Chapter 16 - When Data & Automation Disagree
17
Chapter 17 - Testing PPC With Low Budgets
18
Chapter 18 - Let’s De-Frenzy PPC
19
Chapter 19 - The Remarkable and Alarming Power of the Google Ads Platform
A
Appendix A - An Open Letter to Google
B
Appendix B - Pros & Cons of PPC Agency Pricing Models
Ponderings of PPC Professional Book - Kirk Williams and Book.

Not a PPCer? 🤖

Kirk's book delves into the thinking behind key digital components, anywhere from attribution to agency pricing models and you are sure to find some hidden, golden nuggets to apply to your own area of focus.

Student or Professor?  

Ponderings of a PPC Professional is an excellent option for a classroom setting. It teaches someone how to think about key aspects of digital marketing, not simply walk them through a tactical framework that may be out-dated in a year.
Buy Now on Amazon

From the ZATO Blog

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Video: How to Set Up Attribute Rules in Google Merchant Center Next

Video: How to Set Up Attribute Rules in Google Merchant Center Next

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 • 
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Learn the basics of Google Merchant Center’s Attribute Rules! This introductory Merchant Center Mastery video by Kirk Williams covers feed rule setup & smart usage to simplify product data management.
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11 Things to Check If Your Google Ads Account Is Suspended for Circumventing Systems or Abusing the Ad Network Policy

Kirk Williams
Team Zato
 • 
Google Policy Suspensions
If your Google Ads account was suspended for circumventing systems or abusing the ad network, here’s a handy 11-point checklist covering key areas to help troubleshoot and resolve this frustration.
Read More
Here's How to Enable Supplemental Feeds and Feed Rules in Google Merchant Center Next

Here's How to Enable Supplemental Feeds and Feed Rules in Google Merchant Center Next

Kirk Williams
Team Zato
 • 
Google Merchant Center Next
Supplemental Feeds and Feed Rules are officially in Google Merchant Center Next, and here is how to enable them.
Read More
Video: How to Create (and Use) a Supplemental Source in Google Merchant Center Next - Merchant Center Mastery

Video: How to Create (and Use) a Supplemental Source in Google Merchant Center Next - Merchant Center Mastery

Kirk Williams
Team Zato
 • 
Google Merchant Center Next
In this Merchant Center Mastery video, I walk you through some basics of why and when to use supplemental data sources, and then how to set them up.
Read More
Yes, Demand Gen Campaigns CAN Work For Your Ecommerce Brand! Here's How

Yes, Demand Gen Campaigns CAN Work For Your Ecommerce Brand! Here's How

Sarah Vlietstra
Team Zato
 • 
Demand Gen Campaigns
Explore how Google's Demand Gen campaign enhances ad targeting on YouTube, Discover, and Gmail. Uncover new features and optimization tips. Read the full post to boost your campaign's success!
Read More
Do You Know Where Your YouTube Ads Are Showing? Learn the 2024 YouTube Ad Types Here

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