top
30,000 hours of Expertise for Only $1K?!  Click Here for Your Own Strategic Audit from World Renown PPC Expert Kirk Williams 

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

Stop Testing Unless You've Agreed On the Risks

Stop Testing Unless You've Agreed On the Risks

Kirk Williams
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
Limited Budget? 5 Reasons to Consider the MAKROZ SMB Program for Google Ads

Limited Budget? 5 Reasons to Consider the MAKROZ SMB Program for Google Ads

Chris Reeves
Team Zato
 • 
You've likely wondered if Google Ads is even worth it for you. Well, this is the entire reason ZATO started our Small Budgets Program!
Read More
Stop Hacking, Start Thinking: Why You Need More than Technical PPC Skills to Scale Growth & What Do About It
Key Takeaways on AI Max from the Experts: Navigating the New Frontier of Paid Search

Key Takeaways on AI Max from the Experts: Navigating the New Frontier of Paid Search

Kirk Williams
Team Zato
 • 
AI Max for Search
ZATO's Diana Talhelm shares expert insights on Google's AI Max. Learn how to balance automation, control ad spend, and drive quality traffic in paid search.
Read More
This decade’s most important marketing question: What data rights do advertisers possess?

This decade’s most important marketing question: What data rights do advertisers possess?

Kirk Williams
Team Zato
 • 
General PPC
As Google hides search term data, the real question isn't data ownership, but what advertisers have a right to access. Explore the crucial debate that will shape the future of digital marketing.
Read More
The concerning future of the resilient keyword

The concerning future of the resilient keyword

Kirk Williams
Team Zato
 • 
General PPC
The role of the PPC keyword is evolving. Learn why shifts in user search behavior and Google's automation are forcing a strategic move from rigid keyword lists to fluid, user-centric targeting.
Read More
Small Team, Big Impact
Google Ads Managed Well
Small Team, Big Impact. Google Ads Managed Well
‍Request your (free) Google Ads Consultation here.
Services
Google Ads ManagementGoogle Shopping HelpMicrosoft Ads HelpYouTube Ads HelpPPC for Small BudgetsFree PPC ConsultationReferral 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