My career in PPC began nearly eight years ago, and while I’ve learned a great deal and grown in my role, there are definitely a few things I wish I had known from the outset. When you’re first starting out, PPC can feel immensely overwhelming – like you’re drinking from a firehose.
Between PPC terminology, platform updates, strategy planning, and everything else, there are so many things to know and details to pay attention to, but don’t let the panic take over. This is why I’m writing this post: for those who are just getting started and still finding their footing.
If I could go back and give my younger self some wisdom, these are the five things I would share. My hope is that this helps at least one person feel more comfortable and confident in their new PPC journey. (And by the way, welcome! We’re happy to have you!)
1. The PPC World Is Ever-Changing
Nothing in the PPC universe is static. Platforms are adding features and updates on a *very* regular basis, so it’s good advice not to get too used to or too fond of the way things are right this second. What worked six months ago might crash and burn today, and that feature you grew to love? They got rid of it.
Whether it’s learning a new campaign type or navigating a restructured interface, flexibility is key in this industry. Always be prepared to adapt to new changes, and don’t be afraid to test new features.
2. You Don’t Know What You Don’t Know & That’s Okay!
There is a big learning curve when starting out in PPC. If you ever get frustrated because things don’t click immediately, don’t get discouraged. I can absolutely relate to the feeling of wanting to be an all-star the second I start digging into something new, but the thing is, you don’t know what you don’t know, and that is more than okay. Utilize the people around you and ask as many questions as you need. There is no such thing as a stupid question.
3. The PPC Community Is the Best – Get Involved
One of the best aspects of working in this industry is the passion and generosity of the people who are part of it. There is a wealth of knowledge right at your fingertips from veteran PPC professionals who are more than willing to share insights and hard-earned lessons. Stay up to date by subscribing to PPC newsletters, participating in online communities, and utilizing industry news sites. Below is a list of popular resources to help you on your way:
- Paid Search Association
- Membership is free
- They have a subreddit, a community on Slack, as well as an active hashtag on Twitter
- They also send a weekly newsletter with a round-up of articles.
- searchengineland.com & searchenginejournal.com
- Both have a dedicated page for all things PPC
- Search Engine Roundtable
- Reports on the most interesting threads taking place on Search Engine Marketing forums across the web
4. There Is No One-Size-Fits-All Perfect Strategy
Wouldn’t it be amazing if there were a magic PPC hack that worked for every business and skyrocketed performance? Since every business has unique goals, audiences, websites, and budgets, the “perfect” PPC strategy just doesn’t exist. Using similar frameworks as a starting point is one thing, but don’t assume that because one strategy worked well for an ecommerce company, it will also work for a service provider (or even another ecom company!).
Be ready to experiment with different approaches and tailor your strategies towards each specific business. Always stay curious, let the data guide the way, and be ready to adapt as things change.
5. Check Your Work, Check It Again & Maybe Again
I cannot emphasize enough the importance of checking your work. This is true in any industry, but especially in PPC. If one setting is off, it can topple your entire campaign and lead to wasted spend, irrelevant traffic, and missed opportunities. When you’re moving quickly and trying to complete a project, it’s easy to overlook something. Build the habit of double-checking, or even triple-checking, your work before implementing it. Slowing down and taking the time to be thorough will save you from future headaches. Take it from Santa, if he can check his list twice, so can you.
Take a Deep Breath – You’ve Got This
You don’t have to have it all figured out right now; in fact, nobody has it all figured out. Remember that things will continue to change and shift in this industry. Stay curious and keep asking questions. Utilize the community and the different resources available; they are there to help you. There are endless opportunities to grow within PPC, and with time and patience, you’ll find your footing. You’ve chosen an exciting, ever-evolving career – welcome aboard!
