I have been in the PPC game for approximately two months now. Not a very long time by anyone’s standards, I know. For me, time seems to be flying and I won’t lie, sometimes it is a little overwhelming. I just want to take a minute, take a deep breath and share with you some of things I have learned so far.
The major thing I have learned so far as a PPC associate, is that there is more than one correct way to manage PPC accounts. You can ask ten different PPC experts the same question about any aspect of the business, and you will probably get ten different answers. Whether it be keyword research, writing ad copy or raising quality scores, everyone has their own opinion on how to get it done. While everyone’s PPC strategy may be different it does not seem like any of their ideas are wrong. The PPC game is complicated and there are many different ways to succeed in it. You just have to find the strategy that works for you.
That brings me to my next point: study, study, study. Study other experts’ tried and true PPC methods to find your strategy. In my advice it is a good idea to read as much as you possibly can about PPC. Read the AdWords study materials, read the blogs, even read the message boards. Like I said earlier, everyone’s opinion in these readings may be different, but it is important to expose yourself to as much knowledge as possible. Each day that I have been working here, I have read at least one post from these forums. Each time I read something about PPC I get a better grasp on the subject. Another way to learn is to ask your peers. Some of the best information I have gotten so far is by asking my coworkers. Ask tons of questions. Ask so many questions that you feel like you are being annoying. Coworkers can be the ultimate resource. Mine have been doing it for a long time and have seen many different things in the PPC game. They can act as a sounding board to help you find your way and ultimately determine which strategies work best.
Another thing I have learned is that practice makes perfect, well… maybe not perfect, but practice definitely makes you better. From my first day here to today, my PPC skills have already drastically improved. I think a lot of that has to do with practice. There is no better way to learn something than to actually do it. You can read all the information and talk to all the experts you want, which is extremely helpful, but there is no substitute for actually doing the work. It is much easier to understand the day to day processes of PPC by physically working within accounts. I wish there was some sort of simulation for training. It would be awesome if you could practice with a fake company and a fake budget to see which strategies work best, without suffering the negative consequences.
So try not to panic too much! PPC is a complicated and intricate process, but it gets easier as you go. If you are just starting out and feel overwhelmed I hope it gives you some relief knowing that others have felt the same way. I have come to the conclusion that you can work in PPC for 30 years and you will always be learning and improving your process. I think that’s the beauty of it – it’s a new challenge every day. I’m so glad I left my boring accounting job to work in PPC and I am looking forward to many more years of learning as I go.