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Founder & Chief Pondering Officer @ ZATO Marketing

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About

Kirk Williams is the Founder & Chief Pondering Officer at ZATO Marketing. He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications, including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft.**

**Kirk is a frequent guest on digital marketing podcasts and webinars and an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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Latest Articles

Author - Kirk Williams
PAID SEARCH EXPERT SERIES GUIDE

Google Is Making Smart Bidding More Obedient. Here’s What Advertisers Must Control Next.

Why budget-capped campaigns beat their targets—and why adjusting the target is only step one.

Author - Kirk Williams
AMAZON ADS STRATEGY

How to Automate Amazon PPC Reporting Without Losing Control

Amazon just admitted something a lot of PPC managers already knew. In June 2026, Amazon Ads rolled out unified reporting across its ad console, and the whole point was speed. Amazon says the new system cuts report build time “from hours down to minutes”. That’s a big admission from a platform that used to expect advertisers to stitch together separate Sponsored Ads and DSP reports by hand.

Author - Kirk Williams
AMAZON ADS STRATEGY

3 Layers of Monitoring That Catch Amazon PPC Problems Before They Cost You

Most Amazon performance drops don’t come as a surprise. They become a surprise because you discover them too late.