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Introducing the PPC Ponderings Podcast. Delivering a thoughtful, investigative take on key PPC themes. 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.
Available in paperback, hardcover, ebook, audiobook

Table of Contents

1
Chapter 1 - Personal, Timely, Intent
The Keyword is the True Power of Paid Search
2
Chapter 2 - The Purchase Funnel
And Why It Matters in Paid Search
3
Chapter 3 - Advertiser Data Rights
And Why This is a Core Battlefront for Marketing in this Decade
4
Chapter 4 - Data and Automation
And When They Don’t Get Along
5
Chapter 5 - Don't Strangle the Funnel
When Optimizing PPC Campaigns Kills Businesses
6
Chapter 6 - Invest In Other Channels
You MUST Spend Money Outside PPC if You Want to Grow
7
Chapter 7 - Bidding Rules Rule
Understanding PPC Bidding Rules and Automation
8
Chapter 8 - Attribution is Terrible
But It's Important. It's Complicated
9
Chapter 9 - Attribution Continued
(Improper) Attribution Can Destroy Your Business
10
Chapter 10 - Growing PPC
Or, the Tenuous Balancing Act of Profit and Revenue
11
Chapter 11 - Crisis PPC
Advertise the Benefits, Not Just Facts, Especially in a Crisis
12
Chapter 12 - Starting a Consultancy
Going it Alone. How to Start a Solo PPC Consultancy
13
Chapter 13 - The One About PPC Pricing
Let’s Settle This Once and for All... Or Not Really.
14
Chapter 14 - The One About PPC Contracts
To Contract, or Not to Contract
15
Chapter 15 - Avoiding Bad Clients
Tough Talk: How to Identify (and Avoid) Bad Clients
16
Chapter 16 - In Conclusion Personal, Timely, Intent
You Can Go Home Now, We're Done.
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.

From the ZATO Blog

Mike Ryan on Google Predictive Models, Lookback Windows, and Directional Decision-Making - PPC Ponderings Podcast

Mike Ryan on Google Predictive Models, Lookback Windows, and Directional Decision-Making - PPC Ponderings Podcast

Kirk Williams
Team Zato
 • 
PPC Podcast
One of the things I love about this conversation with Mike, is how clearly he thinks through ramifications of technology, as a pro-tech person working at a software company.
Performance Max and Google Shopping Campaigns. What's Going On There?

Performance Max and Google Shopping Campaigns. What's Going On There?

Kirk Williams
Team Zato
 • 
Performance Max Campaigns
confused by what’s going to happen with Shopping Ads as Performance Max kicks in? ‍Well, you’re not alone! Virtually every group I’m a part of has people asking for more clarification on what is going
Shapley Models & Attributive Common Sense with Nechama Teigman Full Interview - PPC Ponderings Podcast

Shapley Models & Attributive Common Sense with Nechama Teigman Full Interview - PPC Ponderings Podcast

Kirk Williams
Team Zato
 • 
PPC Podcast
In this episode, you'll hear the rest of the conversation Nechama and I had that we couldn't fit into our full Core episode on attribution as we all ponder digital attribution together.

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