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If you’re working in Digital Marketing, the idea of taking on PPC can be pretty daunting. Becoming an expert can seem like a near impossible task. It seems so complicated, clinical and scientific; nothing like the creativity and ingenuity in SEO. The first hurdle is always the hardest. But let me tell you how you can go from beginner to expert – I share my experience and my top tips for those looking to master PPC.
To learn PPC, you need to have the right environment, time and mindset. I learned this when I first decided to master the world of paid search advertising.
It started with some hope and positivity. But by the end, it was a baffling ordeal. My learning experience was made harder when my time became limited without any support. I was tasked with learning on my own, but given next to no time in which to do so. So naturally, I sucked. But in the immortal words of Jake the dog, sucking at something is the first step to being sort of good at something!
I wasn’t in the right environment to learn, that much was clear. I’d made so much progress with SEO and was seeing the fruits of my labour unfold, so I figured I’d just stay the course – even though I really, really wanted to nail the whole AdWords thing and be a proper, all round search engine marketing guy.
But then I joined Koozai and my life changed. And I got good at PPC. REAL good.
I was in this friendly, happy, encouraging environment. In a place where learning is encouraged and hurdles get jumped over. This is the first lesson, making sure you have the right learning environment.
I’m not saying I needed my hand held, I just needed the experience and wisdom of people who were here, already bossing the AdWords platform, to show me the ropes. And they did. I’m very thankful for my wonderful colleagues and the knowledge they have shared with me. This is the second lesson, making sure you share and learn from other’s experiences – either colleagues or in online groups and forums.
I’m now at a level where I’m making a big and overwhelmingly positive impact on accounts I manage. I’ve been nurtured, taught and encouraged by some amazing people. They have sat down with me and gone through everything patiently. I feel thoroughly invested in. Trusted to learn and make good of it. And I have made good of it – I can finally say that I’m a PPC-er! This is the third lesson – allocating the time to learn, test, learn, test, learn and test.
I got over my initial apprehensions. The will was always there, but the environment, the teachers, the tools – they were all wrong. I was flummoxed by the layout, the jargon, the mass of numbers. Put off by having REAL money involved – what if I messed it up?!
Once you get over that initial “what the heck is all of this?!” feeling, you’ll be flying. In my experience, that came with doing rather than reading and being told what’s what. I preferred to get in to AdWords Editor with tasks to do, like practice writing ad text. I had a go in the AdWords browser interface and picked out keyword ideas from the search query report. I made some fake campaigns on a dummy account and practised using the different keyword match types, breaking accounts down into simple and concise campaigns, ad groups and ads.
I was even trusted to optimise the Koozai PPC account. All of this stuff gave me the confidence I needed to get it done, with a side helping of tutoring and in-house learning materials. Did I mention my excellent teachers?!
Luckily for you, Koozai doesn’t hide everything away in a treasure trove of secret information. If you can’t have someone by your side teaching you the ropes, we’ve got the next best thing in videos, whitepapers and blog posts. Here are my tips for learning how to do PPC – for someone who’s scared of taking the plunge.
Image Credit: Top image from Bigstock
Samantha Noble is well known within in the search industry, she even won the UK Search Personality 2016 at the UK Search Awards in November. This year, she continues to make an impact on the industry by judging not only one, but three, prestigious industry awards.