Ponderings of a PPC Professional: A Collection of Philosophical, Yet Practical, Observations to Help You Win at Pay-Per-Click Marketing

by Kirk Williams

If you are looking for a book to give you all past, present, and future answers to your PPC questions… PPC Ponderings isn’t for you. Of course, no book has that ability since Digital Marketing, and especially Paid Search Marketing like Google Ads and Microsoft Ads changes constantly. If on the other hand, you are looking for a book that will feel more like a conversation about key aspects of marketing, not to force-feed you answers, but walk you through how to think about PPC Marketing’s most important discussions, then you may just love this book.

160 pages, Paperback

Published October 29, 2020

Reviews

[Chevy · Rating 4 out of 5]

Three stars for content, one extra star for his with wittiness.

[Glenn Schmelzle · Rating 5 out of 5]

Madison Avenue was the epicenter of the marketing world in the late 20th century, but within a generation, Pay-Per-Click caused the marketing world to revolve around Google and Silicon Valley. Those who are in the PPC ecosystem (in-house pros, trainers, agencies) are used to staying close to the changes Google makes, sometimes welcoming and sometimes dodging what's thrown their way. By the 2020s, the nature of platform changes seem to be eroding some foundational parts of PPC and it's against this backdrop of functioning under a near-monopoly that Kirk writes this book.

Kirk has run a PPC agency for nearly a decade and his moral compass clearly points towards what's best for PPC advertisers (his clients). Understandably, he isn't always pro-Google on matters of AI and data access rights. While he states his opinions - the book's real contribution is how he frames issues. Using analogies and comparisons with past changes to Google Ads that will be familiar to PPC pros, his 'lenses' offer a way to look at whatever may happen next. And if there's only one constant in PPC, it's change. So though it's current right up until fall 2020, it holds a quality that future-proofs it for whatever's next.

[Jerod Houghtelling · Rating 5 out of 5]

In loved reading this book to learn more about the world of PPC. Kirk did a great job laying out practical questions and his pondering related to them. While I’m not a marketer, I found applicable insights into my profession with Kirk discussions on the Marketing Funnel, Data Rights, Data Accuracy, and Attribution.