In this revised and expanded version of Kirk William's popular PPC book, Ponderings of a PPC Professional, Kirk brings nearly 70% new content to paper to help digital marketers think more deeply about Google Ads than ever before. As with his first edition, Kirk focuses this book on asking questions about the philosophy that undergirds Pay-Per-Click (PPC) marketing in Google Ads and Microsoft Ads, while leaving many questions to be answered by the reader. If you are looking for a tactical book about Google Ads that will be outdated next year due to changing Google policies and best practices, then this is not that book! If you are looking for a book to help you think more deeply about Google Ads so you become a better overall marketer, then grab a copy now! In this book, you can expect to dig into the following crucial topics for any digital marketer to consider: The Paid Search Keyword, It's future and evolution Should you bid on your own brand in Google? 11 reasons your Conversion Rate dropped Is the marketing funnel still applicable today? (Spoiler: yes! and here's why) How to not strangle the marketing funnel with PPC The problems of attribution How to best think about attribution How the role of data and automation should inform PPC decisions How Platforms like Google should think about the role of automation How to avoid unnecessary stress in your PPC management Bonus: we'll revisit the different pricing models by PPC agencies to find the best... and more! Who should buy this book? Whether you are just beginning in PPC, or a seasoned professional hoping to reconsider how you think in a changing world, PPC Ponderings (revised & updated!) is an important read. It also makes an excellent option as a college marketing textbook because of its willingness to look into broader digital marketing themes and philosophies.