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.

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Table of Contents

Available in paperback, hardcover, ebook, audiobook
‍
Languages: English, Spanish, Italian

"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.

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From the ZATO Blog

View All Blog posts

AI Agents in Google Ads: Is Your Process Defensible?

Kirk Williams

Team Zato

•

AI in PPC

"I have a system" may not be enough when clients start asking hard questions. Here's why AI process rigor matters more than most agencies are admitting right now.

AI Agents in Ad Accounts: The Poopy Robot Vacuum Problem

Kirk Williams

Team Zato

•

AI in PPC

Autonomous AI agents in your ad accounts sound efficient until something goes wrong at 2am. Here's why the risk calculus isn't what the enthusiasts suggest.

Yes, Demand Gen Campaigns CAN Work For Your Ecommerce Brand! Here's How

Sarah Vlietstra

Team Zato

•

Demand Gen Campaigns

Explore how Google's Demand Gen campaign enhances ad targeting on YouTube, Discover, and Gmail. Uncover new features and optimization tips. Read the full post to boost your campaign's success!

Google Merchant Center Next: Walkthrough and Comparison

Kirk Williams

Team Zato

•

Google Merchant Center

My first real look at Merchant Center Next left me with more questions than answers, and I think the feed situation is worth paying attention to before this rolls out widely.

Here's What You Need to Know About Google Shopping Impression Share

Kirk Williams

Team Zato

•

Google Shopping

Shopping impression share and search impression share share a name but not much else. Here's why comparing them directly leads you astray, and what to watch instead.

What Are Page Feeds in Performance Max Campaigns?

Kirk Williams

Team Zato

•

Performance Max

Page Feeds allows you to upload and label your website URLs into Google Ads so you can refine (or control) the PMax URL expansion for the pages it utilizes in the feed. Learn More on Page Feeds here!

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

AI Agents in Google Ads: Is Your Process Defensible?

AI Agents in Ad Accounts: The Poopy Robot Vacuum Problem

Yes, Demand Gen Campaigns CAN Work For Your Ecommerce Brand! Here's How

Google Merchant Center Next: Walkthrough and Comparison

Here's What You Need to Know About Google Shopping Impression Share

What Are Page Feeds in Performance Max Campaigns?

Small Team, Big ImpactGoogle Ads Managed Well

Small Team, Big Impact
Google Ads Managed Well