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30,000 hours of Expertise for Only $1K?!  Click Here for Your Own Strategic Audit from World Renown PPC Expert Kirk Williams 
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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.
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Table of Contents
Available in paperback, hardcover, ebook, audiobook
‍
Languages: English, Spanish, Italian
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Watch: PPCKirk Discuss His Book

Watch here to see why businesses choose Zato.
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"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."
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- 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.
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From the ZATO Blog

View All Blog posts

The Return of the Technical PPC Agency in an AI Driven Era

The Return of the Technical PPC Agency in an AI Driven Era

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 • 
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Are LLMs the end of agencies? Kirk Williams explains why the "Transitional Age of AI" is a trap for brands and a death knell for expensive in-house technical roles.
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The Physics of PPC: Why Google Ads Revenue Has a Natural Limit, but Campaign Waste Has No Bottom

The Physics of PPC: Why Google Ads Revenue Has a Natural Limit, but Campaign Waste Has No Bottom

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 • 
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Learn why Google Ads is primarily a demand capture channel and how understanding the limits of search-based growth can prevent wasted spend and drive true business scaling.
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The Problem with PPC Playbooks: Your Business Isn't Generic. So, Why Is Your Google Ads Account?

The Problem with PPC Playbooks: Your Business Isn't Generic. So, Why Is Your Google Ads Account?

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 • 
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Learn how ZATO creates a custom technical strategy for every individual account, rather than just following a templated playbook that gets you templated results.
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Don't Test Within Google Ads Unless You've Agreed On the Risks

Don't Test Within Google Ads Unless You've Agreed On the Risks

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Team Zato
 • 
General PPC
Read here as to why and how true ad testing involves unavoidable risk. Learn why aligning on objectives and risk tolerance and a structured test is key to growth with Google Ads.
Read More
Stop Starving the Machines: Why "Perfect" Brand Segmentation in Google Ads is Overrated

Stop Starving the Machines: Why "Perfect" Brand Segmentation in Google Ads is Overrated

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Team Zato
 • 
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Stop starving the machines in the pursuit of perfect PPC segmentation. Kirk Williams shares why easing up on brand isolation is crucial for true business growth and better machine learning.
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When Google Forwarding Numbers Fail: A Troubleshooting Guide for PPC Managers

When Google Forwarding Numbers Fail: A Troubleshooting Guide for PPC Managers

Kirk Williams
Team Zato
 • 
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Is your Google Ads call tracking failing? Learn how to diagnose GFN routing errors, fix Early Media issues, and stop losing leads with this ZATO guide to Google Forwarding Numbers.
Read More
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