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

There is a newer version of this book under the same name, it can be found here: https://www.amazon.com/Ponderings-PPC-Professional-Revised-Expanded-ebook/dp/B0CVBN2XZ4/ref=sr_1_4?crid=18SI8G2K1W0MU&keywords=ponderings+of+a+ppc+professional&qid=1707852675&sprefix=ponderings+of+a+pp%2Caps%2C379&sr=8-4

In the Revised & Expanded PPC Ponderings (with nearly 70% new content!), Kirk rethinks some of his assertions in the first book, and spends less time focused on agency and freelancer content (that can still be found in his original edition, here).

Original 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.

TABLE OF CONTENTS

• 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

Appendix A - If I Can Do It, You Can Do It, Too

While editing the final drafts of this book, it hit me one evening that it may be helpful to include an appendix as sort of an autobiography. I am somewhat hesitant to write a brief synopsis of my life that brought me to this point, as I see the temptation to think too highly of myself at times. While certainly we can delight in achievements and be thankful for them, a proper humility and awareness of our limitations is important.

I decided to proceed with this Appendix for two reasons.

First, who we are directly relates into how we see the world. In other words, if this is a book of philosophical thinking about the world of PPC, it's probably going to be even more beneficial for you, the reader, to be aware of the backstory of the author so you can identify any potential biases I may have.

Second, I want to write this as somewhat of an inspiration. If I can do it, you can do it, too. I mean it when I say that. As you are about to see, I began PPC (and an agency) with zero connections and experience and believe that is something that anyone can do as well. I am not saying it is easy, or that I did not have other privileges to which some may not have access. I just want to encourage you to keep going.