PPC advertising is a digital marketing tool that can help businesses reach their target audience and drive conversions. It is one of the most popular advertising industries, which is why it is also one of the most competitive. As a PPC agency in London, we realize the need for PPC training and how much the industry is starved for qualified PPC experts. So, if you are interested in starting a career in Pay-Per-Click (PPC) advertising, here is what you need to know.
Pay-per-click or pay-per-click advertising (PPC) is a form of online marketing where advertisers pay for each click on their advertisement. This means that instead of paying for the number of people who see your ad (as on social media platforms), you are paying for the number of people who click on it.
This can be beneficial for businesses because it allows them to get the most out of their ad spend. Another advantage is that PPC helps businesses get more information on their target audience using their advertisements.
For instance, if someone sees your ad and likes it, they might click on your website to know more and you can get more details on their purchase preferences regardless of whether or not they end up buying something.
That’s PPC in a nutshell, and that’s one of the most basic use cases of this tool.
Before starting your career in PPC, it is important to understand the terminology used in this field. Some of the commonly used terms in PPC include Cost-Per-Click (CPC), Click-Through-Rate (CTR), Quality Score, Ad Rank, Ad Group, and Conversion Rate.
A simple Google search will show you a list of PPC terminologies. But if you wish to deep-dive, you can always find several free online courses that will teach you the basics of PPC and introduce you to the industry’s lingo.
Platforms like Google Ads and Semrush offer certification programs that help you learn and validate your knowledge of PPC platforms.
For instance, the Google Ads certification program includes exams for Google Ads Fundamentals, Search Advertising, Display Advertising, Video Advertising, and Shopping Advertising – allowing you to get a holistic education out of a single course.
These certifications are a great way to demonstrate your expertise to potential employers.
Gaining practical experience is key to landing a job in PPC. One way to gain experience is to create a Google Ads or Microsoft Advertising account and experiment with creating and managing campaigns. You can also look for internships or entry-level positions in digital marketing agencies or in-house marketing teams. This will give you an opportunity to learn from experienced PPC professionals and gain practical experience.
Besides, networking with other PPC professionals is crucial for your career, so join an agency as soon as possible. Not only will it help you network with other people in the industry, but it will also give you a chance to meet clients and learn how they do business.
PPC advertising is a dynamic industry, with new trends and techniques emerging regularly. The click rate changes from season to season and festival to festival. On some days, your ads generate thousands of clicks, while on others, the same ads close the day at zero.
You can’t predict what happens but you can prepare yourself for a change if you have the right data. This is why it is so important to stay up-to-date with industry news and trends by reading industry blogs, attending industry events, and participating in online forums.
You can also consider following some popular blogs in the PPC industry like PPC Hero, Search Engine Journal, and Search Engine Land.
PPC advertising requires a lot of data analysis, so developing analytical skills is essential. It is actually an indispensable skill!
As a PPC professional, you should be comfortable with Excel or Google Sheets and be able to interpret data to make informed decisions. But don’t fret! It is not rocket science. Analytical skills can be developed through practice, taking online courses, and attending workshops. All you need is consistency and practice!
As mentioned earlier, networking is a great way to meet PPC professionals and learn about job opportunities. So, if you are just starting out, you should consider attending industry events, participating in online forums, and connecting with professionals on LinkedIn. Building relationships with professionals in the industry is yet another effective way to stay up-to-date with industry news and trends and potential work opportunities.
Besides, finding people in your own industry, you also need to find people who can pay you for your service. Building relationships with clients early on can mean the difference between success and failure later on down the line when it comes time to find work. Socializing with as many people as you possibly can will increase your chances of having a lucrative career in PPC.
As you can tell, starting a career in PPC requires a combination of knowledge, skills, and practical experience. Remember to keep yourself in the loop of what is happening in the PPC world and keep upskilling every chance you get to build a successful career in the PPC industry.