This is the fourth episode in our Summer Books series.
Anyone who’s joined a Twitter chat or attended a conference session about it knows that discussing PPC stirs up strong opinions. The criticisms around Google, with its near-monopoly, grow louder and louder. Whether it’s making their auction more competitive, their campaigns more automated, or their data reporting more opaque, it seems that everyday there’s something Google does to tick off its users.
It is against this backdrop that Kirk published “Ponderings of a PPC Professional” in 2020. For the last decade, Kirk’s agency, ZATO marketing, has specialized in Google Shopping Ads. His moral compass clearly points towards what’s best for the advertisers that are his clients. Kirk is not afraid to tackle these things head-on. In some areas, the book offers a philosophical slant, keeping it fresh for whatever a PPC marketer in the future might be grappling with.