top
🎉 CONGRATULATIONS!! ZATO Owner, Kirk Williams named #3 Most Influential PPC'er in the World (click to learn more) 🎉

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
‍
Languages: English, Spanish, Italian

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

View All Blog posts

New Book: Ponderings of a PPC Professional: Revised & Expanded
ZATO Owner Kirk Williams Grabs 3rd Place Among 2025’s Most Influential PPC Experts

ZATO Owner Kirk Williams Grabs 3rd Place Among 2025’s Most Influential PPC Experts

Chris Reeves
Team Zato
 • 
Zato News
ZATO's owner, Kirk Williams, has just landed at #3 on PPCsurvey.com’s list of the Most Influential PPC Experts of 2025 once again securing a spot in the top 50 most influential PPC experts!
Read More
Finally, a great solution for Small Budget PPC! - Introducing the Google Ads for Small Budget Program by ZATO/MAKROZ

Finally, a great solution for Small Budget PPC! - Introducing the Google Ads for Small Budget Program by ZATO/MAKROZ

Team Zato
 • 
With advances in machine learning so ad testing, bidding, and overall recommendations and automation is improving we are able to offer services at lower rates than previously because we are able to...
Read More
Can the GDN Work for Ecommerce in 2025? Yes! Here's How - The ZATO Google Display Network Playbook

Can the GDN Work for Ecommerce in 2025? Yes! Here's How - The ZATO Google Display Network Playbook

Kirk Williams
Team Zato
 • 
Google Display
The Google Display Network (GDN) has wasted potential due to poor ad placement filtering. Success requires smart audience targeting, strong offers, and optimized landers for remarketing & prospecting.
Read More
YouTube Advertising in 2025: Watch What Team ZATO Learned from Andrew Faris & Olivia Kory on Tracking YouTube Incrementality

YouTube Advertising in 2025: Watch What Team ZATO Learned from Andrew Faris & Olivia Kory on Tracking YouTube Incrementality

Kirk Williams
Team Zato
 • 
YouTube
Are we underestimating YouTube’s impact? Watch as Team ZATO dive into key takeaways from Andrew Faris & Olivia Kory on Demand Gen, attribution challenges, & how to measure YouTube’s true ROI in 2025.
Read More
7 Ways Google Ads is Different From Meta Ads (and How This Should Change Your Management Practices)

7 Ways Google Ads is Different From Meta Ads (and How This Should Change Your Management Practices)

Kirk Williams
Team Zato
 • 
Google Ads
Google Ads and Meta Ads have significant differences, and getting it wrong can harm your account. Here, we discuss 7 key differences between them and how to manage them effectively for better results.
Read More

Request a FREE Google Ads Discovery Audit

Let's determine if we're a good fit through this form, then if it makes sense for both of us, we will provide a FREE Discovery Audit of your current Google Ads account to see if (and how!) we can help your business.
Thank you! In preparation for your account analysis, help us get to know your business by completing our Discovery Questionnaire (click here).
Oops! Something went wrong while submitting the form.
Hire us and see why we're the Most Affordable Google Ads Agency for the Value You Get
Small Team, Big Impact. Google Ads Managed Well
‍Request your FREE Discovery Audit here.
‍
Submit a General Contact Form here
Services
Google Ads ManagementGoogle Shopping HelpMicrosoft Ads HelpYouTube Ads HelpPPC for Small BudgetsFree Discovery AuditReferral Partner Program
COPYRIGHT © 2025 Zato, LLC, dba ZATO PPC Marketing. site DESIGNED BY ERICKSON BUILT. ZATO is a registered trademark.Sitemap  |  Terms & Conditions  | Privacy Policy