PPC & SEM - The All Things Related Guide

Introduction

Becoming a Paid Media or PPC specialist is no easy task.?

When I started on this journey, I struggled to find the right resources and lacked a clear path for learning and breaking into the field.?

Even after entering the industry, I recognized the importance of continuous learning to foster growth and avoid stagnation.?

My personal journey was filled with challenges, confusion, discouragement and doubt.?

Even today, I still?encounter numerous obstacles within my career, clients' ad accounts, and establishing myself as an expert. I’m still figuring it out.

As I look back a week, a month, and a year, I see that everyday I’m one step closer in the right direction.

To assist you in navigating these challenges and propel you towards the next level in your profession, I have consolidated some of my most valuable resources. The type of things that I want to selfishly keep to myself.

The PPC community has grown over the years as well as the support. The community has rallied together to stay on top of the constant changes in the industry. The motto is not to be competitive, but to help each other.

Who is this for? If you're just starting out or feeling stuck in your current situation, this article aims to provide you with the guidance you need.?

Recruiters in the marketing field may also find this very valuable as they would need to stay on top of the language that we use and have a good general awareness of the entire PPC landscape.

I will share the individuals I follow, courses and coaching programs I am aware of and have personally invested in.

Additionally, I will suggest conferences to attend, influential figures to follow, useful tools, software, and much more.?

I have dedicated several weeks to compiling this article to ensure it offers the utmost value to you. Please take a look at the table of contents below and let's embark on this journey together.

Theory vs Practice? - Biggest Trap of a PPC Specialist

Before delving into a plethora of resources, I want to spare you from falling into the same trap that consumed years of my own journey.?

It cost me valuable time that could have been better utilized.?

I immersed myself in countless blog articles, took numerous courses, devoured book after book, and consumed an overwhelming amount of YouTube content.?

However, despite my efforts, I consistently felt inadequate.?

The more I learned, the more I realized how little I actually knew, leading to a never-ending pursuit of knowledge.?

Unfortunately, the information I absorbed quickly became stale and practically useless.?

I would forget what I had learned, necessitating additional time spent relearning forgotten concepts. Not to mention some of the high level tactics were becoming outdated.

I found myself trapped in a frustrating cycle—sometimes mentally stimulated and satisfied with my learning efforts yet still sensing that something vital was missing.

The underlying problem was that while I gained a solid foundation of general awareness in the PPC field, I lacked the ability to make any real impact.?

I was caught in a state where I had acquired theoretical knowledge, but I struggled to apply it effectively.

It took me several years to realize the importance of putting my knowledge into action, of taking tangible steps and witnessing the outcomes firsthand.?

I understood that I needed to move beyond consuming online content and instead focus on active implementation.

My attention shifted towards achieving results, making a difference, and driving meaningful progress.

As a PPC specialist, the most effective way to learn is by getting your hands dirty and actively building something.?

This practical experience transforms knowledge into expertise and skills that are harder to forget.?

With every new project, your expertise compounds, opening doors to better job opportunities, boosting your confidence in acquiring clients, and enabling you to engage on an equal footing with more seasoned PPC specialists.

Your ability to grow in this field is directly proportional to the number of problems you solve for your clients, whether you're working in a job or freelancing.?

True learning arises from finding solutions to the challenges, obstacles, and barriers that you encounter. By doing so, you gradually construct a solid foundation in your profession, one brick at a time.

Furthermore, it's important to acknowledge that there are instances when you may encounter unique situations within your ad account that cannot be easily resolved by referring to a specific course or blog post.

Now that we spoke about the biggest trap that a PPC specialist can fall into. I will provide the fastest way to grow in this profession with clear step by step instructions that anybody can follow.

It’s not rocket science. You just have to…do it.

Leveling Up For Beginners

I want to address those that are beginners, then I will speak to the expert seasoned PPC Specialist.

First and foremost, it's crucial to gain a solid understanding of the fundamentals and key terminologies in the PPC field. However, it's important not to dwell in this area for too long, as continuously revisiting the same information in different sources can become repetitive and unproductive.

To swiftly gain practical experience, one effective approach is to find opportunities to run ads for someone, either by offering your services for free or, as my preferred method, volunteering for non-profit organizations.

Going with Non-profits at first possesses a distinct advantage as Google provides them with a Google Ads Grant account to run ads, eliminating any financial risk to the organization.?

It's akin to having training wheels, allowing you to gain hands-on experience without the pressure of spending their money.?

Additionally, you can take it a step further by learning how to help these organizations access free Google credits for running ads on platforms like Google and Microsoft Ads.?

Other tools like Hootsuite, Twilio, and HubSpot may also be available to you with certain limitations, providing an opportunity to familiarize yourself with these platforms as well.

If you feel a lack of confidence, there are a few strategies to overcome this hurdle. One option is to connect with someone more experienced than you on platforms like LinkedIn or Facebook and propose working together on a client project.?

By doing so, you can learn alongside a knowledgeable mentor who can provide valuable feedback and help expedite your learning curve.

If you're unable to find a suitable mentor, you can consider paying someone for their expertise or hiring an individual from overseas or within the United States through platforms like Fiverr or Upwork.

Recently, I paired up with a Paid Search Manager over at @Razorfish to work on a client account together to get his feedback guidance all while also hiring a Paid Media coach to help take my career as a whole to the next level. Actually this entire post has been inspired through my coach.

Another platform that most people might not be aware of is @GrowthMentors. I used this to pick people’s brains who are vetted professionals in the marketing space. Als a great networking opportunity.

These avenues provide access to professionals who can assist you in navigating the complexities of PPC advertising.

Leveling Up For Experts

For those who have been in the PPC game for a while, it's easy to become content and comfortable with your current skill level.?

However, staying ahead of the curve requires ongoing effort. Here are a few suggestions to maintain your edge:

Capitalize on increased earnings: As you progress in your career, you should be making more money, whether through your job, freelancing, or a combination of both. This means you have more financial resources to invest in yourself and your professional development.

Seek help from connections: Not every company will have PPC specialists who are equally skilled or more skilled than you.?

In challenging situations within your accounts or managing clients, reach out to your network for assistance.?

Whether it's an old colleague or an online connection, their insights can provide invaluable guidance. Alternatively, consider joining a one-on-one coaching program or participating in a mastermind group.

Pursue advanced PPC courses: High-level and advanced PPC courses can be an excellent starting point to learn from experts who specialize in Google Ads.?

These courses can help you refine your skills and reach another level of expertise.

There are a couple guys over at @PPC Mastery who are killing it by raising the bar in teaching advanced tactics and attracting some of the best, most talented PPC specialists into their community. Some go further to invest in the inner who for more serious specialists.

Embrace continuous learning: Remember that there will always be individuals who are more skilled than you, whether in specific paid advertising platforms or within a niche or industry. Stay humble and seek opportunities to learn from these experts.

Consider one-on-one coaching: If you haven't worked with a personal coach, don't underestimate the power of receiving individual attention tailored to your specific needs.?

An expert coach can provide insights and guidance that go beyond what books or courses can offer.

There's a story about an individual who personally invested $25,000 in himself and experienced exponential growth as a result.?

The more he invested in his own development, the more his success increased. By continually pushing beyond satisfaction and striving for over the top greatness, he achieved amazing results.

Remember, investing in yourself and constantly honing your skills can lead to remarkable achievements and more doors opening in the PPC field. Probably more than what you could possibly imagine.

Software & tools

As a PPC specialist, staying informed about the latest tools and softwares available in the industry is crucial.?

While some of these tools may have overlapping features and similarities, effectively utilizing them requires time and adjustment.?

The key is not merely learning about each tool individually but rather understanding how to maximize their potential to achieve the desired results for your accounts.?

It is important to learn how to use the tools and not let the tools use you. In other words you become a slave to it, learning minor technical things that seem cool and fun but lose the main focus, which is to get results with it.

To assist you in exploring a wide range of tools and software options, I have compiled a comprehensive list for your reference.?

This list will provide you with an overview of the available resources and empower you to make informed decisions on which tools best align with your specific needs and goals.

I won’t provide a detailed description of each one as these softwares updates over time and their main website can describe its use way better than I can explain. Let's check them out.

Optimizing and Analyzing?

Adalysis

Adcore Marketing Cloud

AdEvolver

Adpluse

Adsbot

Adzooma

Opteo

Optmyzr

PPC Samurai

TrueClicks

Analytics?

Adobe Analytics

Dreamdata

Fathom Analytics

Google Analytics

Plausible Analytics?

Simple Analytics

Creatives

Adcreative.ai

Google Web Designer

Budget Management

EDEE

Fluency.Inc

Shape.io

Bulk Campaign Creation

Google Ads Editor?

Microsoft Advertising Editor

PPC Ad Editor

SpeedPPC

Call Tracking

CallRail

CallTrackingMetrics

Infinity

Invoca

WhatConverts

Click Fraud

ClickCease

ClickGUARD

ClickPatrol

Clixtell

TrafficGuard

Competitive Intelligence

Adbeat

AdPolice

Adthena

Brandverity

Google Ads Transparency Center

Moat

Semrush

SimilarWeb

SpyFu

The Search Monitor

Data Visualization & Reporting

AgencyAnalytics

Databox

Ninjacat

ReportGarden

Tapclicks

Ecommerce

Adchieve

AdScale

DataFeedWatch

GoDataFeed

Madgicx

Northbeam

Producthero

ProfitMetrics

Shoptimised

Triple Whale

Generative AI

Adobe Firefly

Anyword

ChatGPT

Copy.AI

GitHub Copilot

Google Bard

Grammarly

InVideo

Midjourney?

Murf AI

WellSaid Labs

Wordtune

Writesonic

Keyword Research

Ahrefs

AnswerThePublic

Google Ads Keyword Planner

Google Search Console

Google Trends

Keyword Insights

Keyword Everywhere

Soovle

Ubersuggest

Marketing Data Pipeline

Adverity

Dataddo

Dataslayer

Funnel.io

Power My Analytics

Supermetrics

Monitoring

GA Insights

Hawke AI

SEA Safeguard

Multi-channel Campaign Management

Adobe Advertising

Adroll

Albert by Zoomd

Marin Software

Search Ads 360

Skai

Smartly.io

Session Recordings & Heatmaps

Crazy Egg

Hotjar

Microsoft Clarity

I hope you enjoyed this list of tools and softwares. Remember most people are not an expert in most of these. Just know the ones that you need and that may be very relevant for you in your path as a PPC specialist.

PPC Industry Leaders

To stay current with the latest news and developments in the PPC industry and community, it is essential to follow influential figures in the field.?

Here is a curated list of esteemed PPC leaders whom you can start following today.?

By filling your news feed with their valuable content, you will enhance your knowledge and stay well-informed about the latest happenings, enabling you to stay ahead of the curve.

By staying connected with these respected individuals, you will gain valuable insights and remain up to date with the rapidly evolving world of PPC.?

Their expertise and contributions will keep you well-informed and help you maintain a competitive edge.

Navah Hopkins

Stuart Briscar

Joey Bidner

Joe Martinez

Amalia Fowler

Patrick Gilbert

Isaac Rudansky

Cynthia Sandoval

Cory Lindholm ?? ???????? ???????????? ????????????

Johnathan Dane

Brett Bodofsky

Kirk Williams

Michael Schroder

Brad Geddes

??? Yoann Ferrand

Chantane Adriaam

Ryan Baker

Julie Friedman Bacchini

John Moran

Bo Royal

Collin Slattery

Gianpaolo Lorusso

Michael Nadalin

Geert Groot

Nils Rooijmans

John Lee

Mike Rhodes ??

Stefan Neefischer ??

Mark Irvine

Philipp Herglotz

Miles McNair

Jamie Leckie

Devon Thomas

Arjan Schoorl

Jyll Saskin Gales

Youtube Channels To Subscribe To

I have compiled a selection of YouTube channels that you should consider subscribing to if you are interested in learning more about Paid Search.?

It's important to note that while you can find plenty of basic information tailored towards beginners. The information could be recycled from other sources.

For more advanced concepts, it's often necessary to explore dedicated courses or coaching programs. Nevertheless, the channels listed here serve as an excellent starting point.

By observing these channels, you can gain valuable insights and inspiration for creating your own content within the PPC industry.?

They offer ideas on how to position yourself uniquely and stand out from the crowd.?

Alternatively, you can take a diverse approach by extracting valuable bits of information from various sources and combining them. Now let's get started!

Marketing Conferences

Attending conferences in the PPC industry is highly beneficial as they offer the opportunity to stay abreast of the latest trends.?

These events provide a valuable platform for networking with like-minded professionals, fostering relationships that can lead to exciting collaborations and future opportunities.?

By participating in these conferences, you can connect with potential partners, clients, and even find work prospects.?

Below, you'll find a list of conferences in various areas of marketing that you should consider attending. Let's dive right in!

ADworld Experience

PPC & Marketing Blogs

Keeping up with marketing blogs is an excellent strategy for staying informed about industry changes, not only within your specific marketing specialization but also in other related areas.?

Marketing is an interconnected field, and it's valuable to have awareness of developments beyond your immediate focus.?

By following these blogs, you can keep track of industry leaders who consistently produce insightful articles, discover exciting conferences, and stay updated on the latest news.

Considering the time investment required to read these blog posts, I typically skim through the headlines and prioritize diving deeper into the areas most relevant to me.?

Instead of delving into every article, I find it more effective to focus on learning something that will be directly applicable to my needs.?

Since information in the marketing world can quickly become outdated, investing time in learning about advanced or less relevant topics may not yield the best results.?

I prefer finding solutions to the challenges right in front of me.

Furthermore, being knowledgeable about these blogs can prove advantageous during interviews, as employers want to gauge your genuine involvement and interest in the field.

Apologies for the rambling, but without further ado, here are some blogs you should keep an eye on:

PPC Books To Read

I won't provide a huge number of books for you to read, as many of them contain introductory and fundational information.

Personally, I enjoy carrying books with me and reading whenever I have the opportunity.?

However, it's important to acknowledge that reading books can be time-consuming. I tend to prioritize actively working on accounts and gaining hands-on experience rather than solely relying on book knowledge.

Initially, you may feel tempted to procrastinate and consume a vast amount of books and materials, doubting your readiness.?

While these books can be helpful, true learning often comes from trial and error. With that said, here is a brief, condensed list of books that you might find valuable:

Closing Remarks

Thank you for taking the time to read my comprehensive guide on all things PPC. I sincerely hope you found it valuable.

If you have any feedback, I would greatly appreciate it. Feel free to like, comment, or share this article with others who may benefit from it.

If you'd like to provide feedback privately, please don't hesitate to reach out to me through my inbox.

#ppc #googleads #paidsearch