What Is PPC and How to Become Pay Per Click Expert
Are your exploring to know what PPC is and how to become pay per click expert? Whether you’ve learned a little about PPC marketing and are interested to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place!
This is the first lesson in PPC University, a set of three conducted courses that will teach you everything you need to know about PPC and how to make it work for you. First, we’ll need to determine PPC and establish a basic understanding of how PPC advertising works.
What is PPC?
PPC stands for pay per click, a pattern of internet marketing in which advertisers pay a fee every time one of their ads is clicked. It’s essentially a way of buying visits to your site, rather than attempting to “earn” those visits organically.
The search engine’s advertising is one of the most famous figures of PPC. It enables advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword related to their business offering. For instance, if we bid on the keyword PPC software, our ad might show up in the right top spot on the Google results page.
Every time our ad is clicked, sending a visitor to our website requires paying the search engine a small fee. When PPC is working correctly, the cost is trivial because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.
Search engines reward advertisers who can build relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and pleasant to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s essential to learn how to do it right.
How to Become PPC Expert
Here are the seven points you need to do to become a PPC expert.
Build a Deep Expertise in One Area
PPC experts know the ins and outs of Google AdWords, Bing Ads, or Facebook Ads – but rarely all the networks at once. Why go niche? It’s the only way to go from good to remarkable. Most PPC skills are transferable, but a niche strategy makes it easier to stay on top of the latest changes.
Think Beyond Metrics
Clicks and conversions modify across networks, and most PPC specialists know how to track metrics in each. But only a few experts can report on these metrics in a way that makes sense to the board, business owners, and senior-level executives. The best marketers don’t stop at CTRs, CPAs, leads, and conversions. These rare professionals tie campaign results in revenue and customer lifetime value. They are not afraid to bid higher and confidently ask for a bigger budget if they think it’s best for the business.
Get Some Agency Experience
Many PPC experts started on the agency side. In-house marketers often get a firmer grip on the strategy wheel and produce a more widespread range of marketing skills, but agency folks learn specific technical skills a lot faster. Externally-driven deadlines taught them to structure their time for most productivity and output.
Become an Excel Ninja
From charts to pivot tables, Excel skills are critical for any marketer working with large datasets. The ability to wrangle Microsoft Excel and Google Sheets with ease and confidence speeds up and improves business decisions. PPC pros use Excel to produce dynamic URLs in bulk, slice data, or animate a scatterplot chart for an ad hoc report.
The risk of failing when you test a various approach gets in the way of finding new original solutions. It’s common (and not wrong) to do what worked well in the past, but the best learnings come from mistakes and failures. (Check out JD’s post on the errors he made while testing Quora Ads). PPC experts try new ideas and stop the campaign if it falls off track.
Understand the Guts of Tracking
Whether they receive an account or start a new one from scratch, great PPC marketers understand the critical steps of setting up Google Analytics. These experts will get the right code in place to get all the necessary insights. Chances are, they’ve dabbled in some code and understand the limitations and hidden opportunities of Google Analytics tracking.
Be a “Doer” And Never Stop Learning
Even the best PPC experts can instantly go back to being newbies if they don’t work on their craft. Many former individual contributors find it hard to convey their expertise when they start to manage extended teams: dual-track <manager + individual contributor> is a tricky profession path.
On average, businesses should expect to pay $1-$2 per click to advertise on the Google search network. Every month, the middle small, and medium-sized companies spend between $9,000 and $10,000 on PPC.
Google Ads, formerly known as Google AdWords – by far the most popular PPC platform – operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.
Unlike other paid traffic forms, such as pay per click, advertisers who use ad traffic are usually charged per one thousand impressions. Also known as CPM or cost per mile, this type of advertising does not endorse any clicks or traffic to your site but instead offers a much lower rate.
In essence, a good cost-per-click is determined by your target ROI. For most businesses, a 20% cost-per-acquisition, or 5:1 ratio of revenue to ad cost, would be adequate
There you have it: an informative guide on what PPC is and how to become a PPC Expert. We covered the vital skills and tools you need to succeed in online advertising campaigns.
Remember, you do not need a degree to become a pay-per-click professional. You need to have access to online information and devote the time and energy to your research.