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

Product Description

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.

In his book Ponderings of a PPC Professional, Kirk looks at various sides of complex topics such as attribution, audience targeting, automated bidding, agency pricing, and avoiding bad clients to share the knowledge he has gained over the past decade and invite you into the conversation. You may not agree with everything Kirk says, but you will leave this book thinking differently than when you first started.

Not all who ponder are lost.

Things you will learn:

What attribution and cows have to do with one another.
Why the marketing funnel isn’t dead (and never will be).
Why the keyword is > audience targeting.
What the agency pricing models are in PPC and which is the best.
What are signs of a problem client to avoid.
How to quit your job and start a PPC consultancy (or not).
Why Revenue and ROAS work against each other when growing a PPC account.

TABLE OF CONTENTS

Foreword by AJ Wilcox
Chapter 1 – Personal, Timely, Intent
Chapter 2 – The Purchase Funnel
Chapter 3 – Advertiser Data Rights
Chapter 4 – Data and Automation
Chapter 5 – Don’t Strangle the Funnel
Chapter 6 – Invest In Other Channels
Chapter 7 – Bidding Rules Rule
Chapter 8 – Attribution is Terrible
Chapter 9 – Attribution Continued
Chapter 10 – Growing PPC (Balancing Profit & Revenue)
Chapter 11 – Crisis PPC
Chapter 12 – Starting a Consultancy
Chapter 13 – The One About PPC Pricing
Chapter 14 – The One About PPC Contracts
Chapter 15 – Avoiding Bad Clients
Chapter 16 – In Conclusion

Review

“Kirk drops pearls of PPC wisdom in his own unique and refreshing way that feels more like having a conversation with him than reading a book. This isn’t a step-by-step optimization guide; this is create your adventure guide to critical thinking about search, the role it plays and has played in your digital marketing mix and challenging you to rethink some of your preconceived notions about PPC. I have been to hundreds of PPC and Digital Marketing conferences and I can honestly say that Kirk is one of a handful of individuals I always listen to because I learn so much from him; I’m as impressed with this book and how he delivers his well thought through views in a witty, genuine, and thought provoking way.”

Christi Olson, Microsoft, Director of SEM, Global Media

“The keyword is dead, long live audiences. No, the keyword is alive, audiences are a fad. These and many other arguments over automation, data ownership, and more have been had by PPC managers for years. Kirk does a good job of looking through the changing viewpoints of PPC management and providing many pro and con arguments to what the future holds in PPC. If you are looking for a fun read into the mind of a PPC marketer, you’ll enjoy this book.”
 

Brad Geddes, Adalysis, Co-Founder; Author of Advanced Google AdWords

“What I like about this book is that it’s sprinkled with personal anecdotes from the life of running a PPC agency. Hearing stories of how clients perceived things we as PPC experts take for granted helps frame the solutions Kirk proposes. It makes for an engaging and educational read.”

Frederick Vallaeys, Optmyzr, CEO & Cofounder

“For those of us working within the paid search industry, it’s easy to get myopic. We start to lose the forest for the trees. Kirk’s approach to PPC in Ponderings Of A PPC Professional is a refreshing step back from mere tactics — instead he looks at a more holis