{"id":6782,"date":"2018-07-25T11:11:32","date_gmt":"2018-07-25T05:41:32","guid":{"rendered":"http:\/\/www.karooya.com\/blog\/?p=6782"},"modified":"2018-07-25T11:17:11","modified_gmt":"2018-07-25T05:47:11","slug":"ppcchat-beginners-guide-to-ppc-july-24-2018","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-beginners-guide-to-ppc-july-24-2018\/","title":{"rendered":"PPCChat | Beginners Guide to PPC | July 24, 2018"},"content":{"rendered":"

This week\u2019s PPCChat session was hosted by Natalie Barreda<\/a> where helpful tips were shared both by veterans and PPCers new in the PPC space. The discussion ranged from what got them into PPC, advice they would give to other in this field, traits they look for in entry-level employees, personal experiences and more.<\/p>\n

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Here is the screencap of the discussion that took place.<\/p>\n\"ppcchat\n

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Q1: How long have you been working in paid search?<\/strong><\/h4>\n

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I first dipped my toes into PPC in late 2016. So I guess I’m still considered a novice. –\u00a0@Howdy_Doughty<\/span><\/a><\/p>\n

9 years –\u00a0@Hoffman8<\/span><\/a><\/p>\n

8 years –\u00a0@ch_brauer<\/span><\/a><\/p>\n

I’m at about 8 years now –@nataliebarreda<\/a><\/span><\/p>\n

14 years, so 13 years too long<\/p>\n

I first signed in to AdWords in 2008. But I’ve been working in PPC since 2012 so… 7 years. –\u00a0@PPCHartman<\/span><\/a><\/p>\n

Been 12 years now. –\u00a0@robert_brady<\/span><\/a><\/p>\n

Since 2006 – but really serious since 2008. –\u00a0@armondhammer<\/span><\/a><\/p>\n

Since 2002. So, 16 years. –\u00a0@Mel66<\/span><\/a><\/p>\n

Since about 2008. that’s an whole decade! –\u00a0@JuliaVyse<\/span><\/a><\/p>\n

A little over 3 years! –\u00a0@KrissyKivel<\/span><\/a><\/p>\n

14 years, so 13 years too long –\u00a0@JonKagan<\/span><\/a><\/p>\n

Been in paid search 1.5 years. But about a year in the new interface. –\u00a0@markpgus<\/span><\/a><\/p>\n

Started buying ads in 1999 on goto and my first buy on Google was a CPM buy. Never had a better performance from any campaign since then Google soon realised the error of their pricing ways. –\u00a0@jimbanks<\/span><\/a><\/p>\n

Since 09, but really got into it 6 years ago. –\u00a0@mikecrimmins<\/span><\/a><\/p>\n

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Q2: How did you get into paid search?<\/strong><\/h4>\n

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Started as a temp at Yodle (now Web.com<\/a>) building out local listings for their clients and then I worked my way up and through agencies since that –\u00a0@nataliebarreda<\/a><\/span><\/p>\n

I stumbled into it. I thought that I wanted to work in TV\/Print advertising (which is hilarious to me now) but there was an agency a few hours from home that was hiring & offered full training so it piqued my interest. I job shadowed, applied and lucked into a career. –\u00a0@Hoffman8<\/span><\/a><\/p>\n

I also had no idea what I was getting into but then loved it! The combination of nerdiness and creativity. –\u00a0@ch_brauer<\/span><\/a><\/p>\n

fun fact, prior to ppc, I was a firefighter. Courtesy of SEM and a internship, I now have no other actual life skills other than putting water on a fire, staring for long hours at spreadsheets, losing concept of time, and swearing at the @nyjets<\/a> on sundays.\u00a0Funny story, @DiditMarketing<\/a> advertised a traditional media internship at my college, I showed up day 1, they had shutdown the dept, so I begged them to teach me whatever else they do, and that was 14 years –\u00a0@JonKagan<\/span><\/a><\/p>\n

First job out of college was handling all the marketing for a local business. Adwords and FB ads happened to be a part of that.\u00a0 –\u00a0@Howdy_Doughty<\/span><\/a><\/p>\n

I worked at a traditional ad agency. Hated it. Worked at a Lead Gen marketplace which was kinda neat. Worked in SEO. I liked the measurability of PPC so here I be! –\u00a0@PPCHartman<\/span><\/a><\/p>\n

Internship with the company of a guest speaker to my college internet marketing class (the 1st one they offered). –\u00a0@robert_brady<\/span><\/a><\/p>\n

It started with the newspaper of all places. I needed to understand how to promote subs. That was the dabble. Then I went to go work for a dating startup and it became a vital source of traffic and something I spent hours a day on.\u00a0A bit of trivia – Google interviewed a my MBA school when I was getting done. Not in high demand then, and I didn’t want to live in the bay area. Avoided hardcore. If only I knew… –\u00a0@armondhammer<\/span><\/a><\/p>\n

Funny story. Short version: I used to do classified ads for the local paper. PPC is a lot like that. –\u00a0@Mel66<\/span><\/a><\/p>\n

I got into it via copywriting. Our search person needed assistance and I had capacity and a writer’s understanding of semantic communication. So I learned from her. Soon I had so much search work they hired another writer so I could\u00a0\u00a0full time. –\u00a0@JuliaVyse<\/span><\/a><\/p>\n

Got into paid search via affiliate marketing for a side-gig \ud83d\ude42 –\u00a0@KurtHenninger<\/span><\/a><\/p>\n

I saw a team member’s presentation about AdWords in a department meeting and was immediately interested. I applied to a position on that team shortly after! –\u00a0@KrissyKivel<\/span><\/a><\/p>\n

Started out in a generic “assistant account manager” role in a small full service agency setting. The person who managed PPC left shortly after I started, so I ended up getting thrown into the deep end to learn to take over. –\u00a0\u00a0@timothyjjensen<\/span><\/a><\/p>\n

Took a digital marketing class in college and was told if I got @googleanalytics<\/a> certified I’d get a grade higher. After doing that week 1 I asked what I’d get if I did the same for @adwords<\/a> an automatic A. Did that week 2. Realized I wasn’t learning anything –\u00a0@markpgus<\/span><\/a><\/p>\n

My first buy was penny clicks trying to generate leads for myself. I then got asked by one of the client who I signed up for sales training if I could manage ads for them and so I did what everyone did, winged it. –\u00a0@jimbanks<\/span><\/a><\/p>\n

Got into paid search when I had my own coffee blog and wanted to test new income ideas. Then moved into the agency world later on. –\u00a0@mikecrimmins<\/span><\/a><\/p>\n

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Q3: For someone who is looking to break into PPC, what advice do you have for them?<\/strong><\/h4>\n

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My advice is to read out to the brilliant minds in the community (I wish I would have done this sooner) but most importantly, get hands on. Try to go break something then try to fix it. Nothing tops actually getting your hands dirty. –\u00a0\u00a0@nataliebarreda<\/a><\/span><\/p>\n

My advice: read through the study guides, take the certs, but look for places to obtain hands-on knowledge and strategy. Find a mentor and an internship. Even if you don’t get paid much initially, what you learn could be invaluable. –\u00a0@Hoffman8<\/span><\/a><\/p>\n

Excellent advice! In addition to that, I’d suggest to get an account to play around in yourself – great if you have budget to run a small campaign, but even without budget there will be lots to learn and try out. –\u00a0@ch_brauer<\/span><\/a><\/p>\n

1. Don’t pretend to understand QS 2. Don’t be a sketchy hack agencies\/consultant 3. Make sure you have solid vision coverage (you’ll lose your eyesight) 4. If you don’t know excel, don’t try search 5. Read the trades regularly, you’re gonna learn something. –\u00a0@JonKagan<\/span><\/a><\/p>\n

Network your butt off. #<\/s>ppcchat<\/b><\/a> is a good start but attending lectures, mixers, etc. in your local area is bomb. Look for them through digital marketing professional organizations, Facebook events, check http:\/\/<\/span>Meetup.com<\/span>\u00a0<\/span><\/span><\/a>. Save some dough and attend a conference. –\u00a0@PPCHartman<\/span><\/a><\/p>\n

Preach it! Understanding marketing more generally will only make you better at strategy. And make you an asset that can’t be automated away… –\u00a0@NeptuneMoon<\/span><\/a><\/p>\n

Two things. Take a class or get mentored. (self promotion) I do one at SMU and will take it on the road. It’s worth it. Second – Start small on your own account. Make mistakes and learn. It’s the real tuition.\u00a0Also – never be afraid to ask questions. There’s tons of us that will answer and help because we want the industry to be better.\u00a0Finally: Know basic marketing fundamentals. It will make your copy way more than BUY NOW. –\u00a0@armondhammer<\/span><\/a><\/p>\n

Bring your curiosity. Ask why. Ask it again. Dig into things. Think strategically.\u00a0You must be curious about why, and you must have the drive to dig it up yourself. I’d also like marketing fundamentals and a hard working attitude. –\u00a0@Mel66<\/span><\/a><\/p>\n

Don’t be afraid to get started and make mistakes. It’s a finer instrument than some tools, so you’ll need time and experience. Just get started! Ask ask ask. then ask. There are no stupid questions, and guidance is crucial. Don’t fly blind. just ask. –\u00a0@JuliaVyse<\/span><\/a><\/p>\n

Stop denigrating trad marketing, learn from it instead. Learn everything at some level, from auction econometrics to website coding – it’ll all help. Think in user wants and needs instead of channels,the former drives adoption of the latter.\u00a0Oh, and “nothing changes that fast” — CRO from 1912 is more effective than almost anything you read that’s been published in the last year. –\u00a0@ferkungamaboobo<\/span><\/a><\/p>\n

Read blogs, take courses and connect with others online! Keep educating yourself wherever you can and ask questions if you need help. –\u00a0@KrissyKivel<\/span><\/a><\/p>\n

Follow people who know what they’re talking about – learn to differentiate between the “gurus” who spout nonsense and people who genuinely know and live in the industry –\u00a0\u00a0@timothyjjensen<\/span><\/a><\/p>\n

I think this goes for ANY JOB. Find people that are willing to give you freedom and GENUINELY want you to succeed. I’ve gotten where I am thanks to people giving me big responsibilities and allowing me to learn FAST. Specifically though! Nothing is going to show your dedication outside of getting your certifications. If someone fresh out of school (or in school) came and said hey I REALLY WANT THIS, I’m @adwords<\/a> certified in every category… I respect that hunger –\u00a0@markpgus<\/span><\/a><\/p>\n

As much as I hate the qualifications on offer from Google Ads (I thought from today onwards it was only Google Ads…) they are definitely great to have if you have no experience. The career path in the first 2 years should be rapid if you are good. Don’t be fickle. –\u00a0@jimbanks<\/span><\/a><\/p>\n

For someone looking to break into PPC, get some experience…even if it’s just running a paid search campaign for a class project, non-profit or small biz. That’s my short answer at least. –\u00a0@mikecrimmins<\/span><\/a><\/p>\n

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Q4: What are traits you look for in entry-level employees?<\/strong><\/h4>\n

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I love entry level folks who are resourceful (self teachers), strong communicators (we do have to work with clients, after all), and able to openly to admit when they’ve made a mistake and can find ways to learn from it.-\u00a0\u00a0@nataliebarreda<\/a><\/span><\/p>\n

Entry level – desire to learn and willingness to try new things. This business changes so often, if you are not wired to work in a shifting landscape, it’s a problem. Meeting deadlines and communication are also key to me. Specific skills can be taught\/learned.\u00a0Someone who is not ego driven or in need of constant reward\/reassurance. Good work is not always outwardly praised by clients. You need internal drive and satisfaction from knowing you’re doing a great job. –\u00a0@NeptuneMoon<\/span><\/a><\/p>\n

Curiosity and the ability to self-teach. –\u00a0@Howdy_Doughty<\/span><\/a><\/p>\n

Attention to detail! –\u00a0@ch_brauer<\/span><\/a><\/p>\n

Someone excited to learn, very *driven*, hardworking and accountable. I find that someone that is a little competitive typically does well, too. There are traits that are required with or without PPC skills, or else they likely won’t be a good employee period.. –\u00a0@Hoffman8<\/span><\/a><\/p>\n

For entry level people, I look for people with backgrounds in numbers (math, finance, accounting, etc). They aren’t the most creative ones, but they can read data, which is half the game. –\u00a0@JonKagan<\/span><\/a><\/p>\n

Outside of actual raw skills: Innovation. Flexibility. Ability to communicate clearly & have confidence while presenting strategy. Be on top of industry news. Effective listener. Insatiable curiosity. A “Heck yeah – We can do this!!” attitude. –\u00a0@PPCHartman<\/span><\/a><\/p>\n

You will have to find your own way, a lot. There is not much of a map and it gets outdated almost as soon as it is shared. It’s ok to not know. Figuring stuff out is at least 50% of this job! –\u00a0–\u00a0@NeptuneMoon<\/span><\/a><\/p>\n

I think I get hiring wrong. I tried testing for “horsepower” and the like. Also tried looking for curiosity. And Specific skills – excel and\/or JS. So I’m listening more than anything. because I’m not right. –\u00a0@armondhammer<\/span><\/a><\/p>\n

curiousity. I want someone who will come to me with a question having googled it, bing’ed it, asked our slack channel and experimented a bit. That person will figure out more than I will ever learn. and someone interested in teaching. I don’t really want someone who feels the need to ascend to ‘guru’ status. Rather I want someone who will learn FB, then teach a neighbour. That person will learn adwords, then teach a neighbour. Teaching bug pls! –\u00a0@JuliaVyse<\/span><\/a><\/p>\n

I had the opportunity to hire 4 really great entry-level workers and was on a pretty large team of entry-level folks. The folks who did well were diverse in their interests, eager to learn, and knew when & how to say “I’m frustrated” so other teammates could help. –\u00a0@ferkungamaboobo<\/span><\/a><\/p>\n

Strong attention to detail and a passion to learn more. A good balance between creative and analytical. –\u00a0@KrissyKivel<\/span><\/a><\/p>\n

Problem solvers that can find the problems on their own. More, “This wasn’t working, so I did X,” and less “This isn’t working, what should I do? –\u00a0@tunadonut<\/span><\/a><\/p>\n

An interest and a hunger. If you’re smart, like the industry, and passionate you can get the rest through mentorship –\u00a0@markpgus<\/span><\/a><\/p>\n

New recruits need to : * work to strict deadlines * think laterally * be numerate * be literate * be loyal. –\u00a0@jimbanks<\/span><\/a><\/p>\n

For an entry level employee, I want someone that is willing to be learn, interested in marketing. Math interest is good, but I hated math…so there’s that –\u00a0@mikecrimmins<\/span><\/a><\/p>\n

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Q5:\u00a0How about your personal experiences? When you were starting in the industry, what is something you wish someone told you when you first started working in PPC?<\/strong><\/h4>\n

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I mentioned this before, but I wish I would have been more active in the community. Other than that, like many entry level folks, I wanted to be “perfect”. Perfect results, perfect tests, etc. I would have loved to encourage myself to make more mistakes.\u00a0–\u00a0@nataliebarreda<\/a><\/span><\/p>\n

I wish I had brought my Excel skills to a high level earlier…there was a lot of messing around in the early days. –\u00a0@ch_brauer<\/span><\/a><\/p>\n

Not everything happens in search, you need to look at macro factors (ie in the news) to fully understand performance sometimes. –\u00a0@JonKagan<\/span><\/a><\/p>\n

Early on, you’ll be taught “Best Practices” be they structural, ad testing, data analysis, etc… Later on, you’ll find that there is no right way. It depends. And some things that should NOT work do work successfully! If that’s so, let them run. Tweak slowly! –\u00a0@PPCHartman<\/span><\/a><\/p>\n

You will have to find your own way, a lot. There is not much of a map and it gets outdated almost as soon as it is shared. It’s ok to not know. Figuring stuff out is at least 50% of this job! Get comfortable with pushing back. You are the expert and it will be your job to do so.-\u00a0@NeptuneMoon<\/span><\/a><\/p>\n

When something new comes out, you know as much as anyone. First one to figure it out wins. Go kick some ass. –\u00a0@robert_brady<\/span><\/a><\/p>\n

At least as far as agency life goes, if the client wants to test something – do it. Even if it seems wrong. at least 25% of the time, I’m wrong. And the other portion, I have the data to get smug with.\u00a0And for the love of all that’s holy There is more than one way to do things in Adwords. There are no silver bullets or “one crazy tricks”. –\u00a0@armondhammer<\/span><\/a><\/p>\n

Put yourself out there. Apply to speak at conferences. Write, write, write – for industry sites or your own blog. I eventually did this but was not confident at first. Be confident. –\u00a0@Mel66<\/span><\/a><\/p>\n

your clients. and their accounting dept. DO. NOT. like. or understand. auction-based advertising. breathe in, breathe out. get yelled at. –\u00a0@JuliaVyse<\/span><\/a><\/p>\n

You can learn as much from a failed test or experiment as you can from one that wins. It happens alot and learn from your mistakes. –\u00a0@KurtHenninger<\/span><\/a><\/p>\n

In the beginning, pick a few topics to focus on and really educate yourself on those. Don’t try to learn everything all at once – you’ll never have the time! –\u00a0@KrissyKivel<\/span><\/a><\/p>\n

It doesn’t matter how hard you’ve worked for a client if you can’t properly communicate what you’ve done and what the results were\u00a0–\u00a0\u00a0@timothyjjensen<\/span><\/a><\/p>\n

Use experiments. Use them like crazy. AB test everything. Especially landing pages. –\u00a0@TheSteve_Slater<\/span><\/a><\/p>\n

B2B can be quite different from B2C. Different rules, different user behaviors, different user intent. Manage expectations accordingly. –\u00a0@tunadonut<\/span><\/a><\/p>\n

wish someone taught me Excel early on. Still feel like it’s a weak point for me. I just need to be around an Excel guru –\u00a0@markpgus<\/span><\/a><\/p>\n

I wish someone told me that staff would be loyal to themselves first. I actually deal with it better now, but at the time when someone left it felt like a crushing personal blow ppcchat now the work stays with the agency and I accept transience. –\u00a0@jimbanks<\/span><\/a><\/p>\n

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Q6: What advice do you have for someone who wants to pitch speaking at conference for the first time?<\/strong><\/h4>\n

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When I was terrified going into my first speaking session last year, someone reminded me to just have fun & laugh. People are there to learn, but also see YOU. When I started having tech issues during my session, I just cracked some jokes & felt so much better.\u00a0–\u00a0@nataliebarreda<\/a><\/span><\/p>\n

I know i’m late on this one (and i’ll give more answers in my roundup) – but for this one I’d like to give the advice – do it! Do your research – on previous topics, what kind of audience it’s going to be, a different pov you can do. But just don’t be scared to do it. –\u00a0@mindswanppc<\/span><\/a><\/p>\n

Start blogging & building your voice. Determine what you have to say \/ want to share. Then network, network, network (online and offline). When you pitch, include relevant links to your articles \/ LI profile so that there is extra context for the selction commnittee.. –\u00a0@Hoffman8<\/span><\/a><\/p>\n

Be bold, be outlandish, because boring lacks people paying attention. But more importantly make your insights actionable and your own (lotta plagarism out there). –\u00a0@JonKagan<\/span><\/a><\/p>\n

When you pitch & compose a presentation, make sure that it’s 25% concrete data + why action must be taken, but 75% actionable takeaways. Give the audience something they can do. Don’t whine or rant for too long. Get to the juicy, good stuff fast.\u00a0 Everybody steals insights + advice from everybody. Just make sure you’re packaging your knowledge in a way that’s brand new or makes the audience go, “Aha! That’s a fresh perspective that I can use at work…” –\u00a0@PPCHartman<\/span><\/a><\/p>\n

PITCH. And keep pitching. If you can start more locally and do more of a PPC 101 presentation, do it! Every experience you have prepping a talk and doing it is valuable. You have something worth sharing, even if you don’t know that for sure:).\u00a0Just because something is obvious to you, does not mean it might not have incredible value to others. Don’t assume if it seems basic or easy to you, it wouldn’t make a fantastic presentation topic!\u00a0–\u00a0@NeptuneMoon<\/span><\/a><\/p>\n

The central thesis should be “what do I have to give” And from there work on finding the right fit. It might not be the same conference everyone else is pitching. Also speaking is surprisingly expensive.\u00a0Counter point – you don’t have to speak to be an expert or grow your business. There are tons of fantastic PPC pros that aren’t speakers. It’s one of my few talents, and I still feel I can deliver value. (most still don’t understand scripts)That’s why I do it. –\u00a0@armondhammer<\/span><\/a><\/p>\n

not everyone is a jaded guru who knows everything. (no-one knows everything). Present to clients, to people in other parts of the industry. Share what you know. You have something valuable to share. –\u00a0@JuliaVyse<\/span><\/a><\/p>\n

Start local and start small. Get to know organizers. Volunteer at conferences. Get to know other speakers. A lot of it is about who you know.\u00a0Also… I just happen to be the programming director at MN Search. If you or someone you know want’s to present. Send me a pitch. –\u00a0@TheSteve_Slater<\/span><\/a><\/p>\n

As someone that’s really interested in figuring out where to start with this, how do you get over feeling that someone has already covered a topic? Or that what you know is already out there? –\u00a0@markpgus<\/span><\/a><\/p>\n

There are few speaking opportunities for PPC. Unfortunately, events that cover the topic have blinkers to new speakers. Think of topics, set up a personal Facebook brand page and post your content their and create custom audience of event organisers to target. –\u00a0@jimbanks<\/span><\/a><\/p>\n

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PPCChat Participants:<\/strong><\/p>\n