Ponderings of a PPC Professional

- by Kirk Williams

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

"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

Chapter 1 - The Keyword: Personal, Timely, Intent

Chapter 2 - Keywords Aren’t Just Topics

Chapter 3 - The Concerning Future of the Resilient Keyword

Chapter 4 - Controlling the Keyword for Small Budgets Is Crucial

Chapter 5 - To Bid or Not to Bid on Brand

Chapter 6 - Invest in More Channels Than PPC or Die

Chapter 7 - When to Blame Poor Positioning, not PPC

Chapter 8 - The Marketing Funnel Is Not Dead

Chapter 9 - When Optimizing Ads Strangles the Funnel

Chapter 10 - PPC Isn’t Primarily for Scaling

Chapter 11 - Balancing Growth with Profit Over Time: The Ascending Seesaw of Scaling

Chapter 12 - Eleven Reasons Your Google Ads CVR May Have Dropped

Chapter 13 - A Tale of Attribution Woe and Cow Crap

Chapter 14 - Avoid These Two Ditches of Digital Attribution

Chapter 15 - The Digital Attribution Bubble

Chapter 16 - When Data & Automation Disagree

Chapter 17 - Testing PPC With Low Budgets

Chapter 18 - Let’s De-Frenzy PPC

Chapter 19 - The Remarkable and Alarming Power of the Google Ads Platform

Appendix A - An Open Letter to Google

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

Here's How to Add 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.

Do You Know Where Your YouTube Ads Are Showing? Learn the 2024 YouTube Ad Types Here

Sarah Vlietstra

Team Zato

•

YouTube

Should You Run DTC Sales on Amazon Prime Day?

Kirk Williams

Team Zato

•

General PPC

Unsure whether you should run your own DTC sales on Amazon's Prime Day event? Consider these things.

How to Enable Supplemental Data Feed Sources in Google Merchant Center Next

Kirk Williams

Team Zato

•

Google Merchant Center Next

Here's how you can enable supplemental data feed sources in Google Merchant Center Next. Watch the video walkthrough here.

Small Business? Here are 3 Reasons to Embrace Google Ads

Chris Reeves

Team Zato

•

SMB PPC

For small eCommerce businesses, carving out a niche in a competitive market can be daunting. Leveraging digital advertising is essential, and Google Ads stands out as a powerful tool. Here’s why...

Why Does Google Ads Allow Bidding on Brand Terms?

Kirk Williams

Team Zato

•

General PPC

Request a FREE Ad Discovery Audit for your Business

Not sure if ZATO Marketing is right for you? That's why we offer a free Discovery Audit (to those who make it through our Discovery Process) before you sign anything (though, even then you're only signing a month-to-month something!). We'll see how things are currently managed in your Google Ads account and will let you know 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.

Ponderings of a PPC Professional

- by Kirk Williams

Watch: PPCKirk Discuss His Book

Table of Contents

Chapter 1 - The Keyword: Personal, Timely, Intent

Chapter 2 - Keywords Aren’t Just Topics

Chapter 3 - The Concerning Future of the Resilient Keyword

Chapter 4 - Controlling the Keyword for Small Budgets Is Crucial

Chapter 5 - To Bid or Not to Bid on Brand

Chapter 6 - Invest in More Channels Than PPC or Die

Chapter 7 - When to Blame Poor Positioning, not PPC

Chapter 8 - The Marketing Funnel Is Not Dead

Chapter 9 - When Optimizing Ads Strangles the Funnel

Chapter 10 - PPC Isn’t Primarily for Scaling

Chapter 11 - Balancing Growth with Profit Over Time: The Ascending Seesaw of Scaling

Chapter 12 - Eleven Reasons Your Google Ads CVR May Have Dropped

Chapter 13 - A Tale of Attribution Woe and Cow Crap

Chapter 14 - Avoid These Two Ditches of Digital Attribution

Chapter 15 - The Digital Attribution Bubble

Chapter 16 - When Data & Automation Disagree

Chapter 17 - Testing PPC With Low Budgets

Chapter 18 - Let’s De-Frenzy PPC

Chapter 19 - The Remarkable and Alarming Power of the Google Ads Platform

Appendix A - An Open Letter to Google

Appendix B - Pros & Cons of PPC Agency Pricing Models

Not a PPCer? 🤖

Student or Professor?

From the ZATO Blog

View All Blog posts

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

Do You Know Where Your YouTube Ads Are Showing? Learn the 2024 YouTube Ad Types Here

Should You Run DTC Sales on Amazon Prime Day?

How to Enable Supplemental Data Feed Sources in Google Merchant Center Next

Small Business? Here are 3 Reasons to Embrace Google Ads

Why Does Google Ads Allow Bidding on Brand Terms?

Request a FREE Ad Discovery Audit for your Business

ZATO® Marketing | PPC Management