Tanner Hackney
To the digital advertising novice, paid search advertising can be a frightening monster. But it doesn’t have to be. I’m here to turn on the lights and show you the pile of clothes in the corner isn’t so scary after all.
Unfortunately, I can’t teach you all there is to know in just one article. It’s not that easy. But I can offer several approaches for you to take to familiarize yourself with the industry.
The most important thing you can do is educate yourself. The more informed you become, the more comfortable you’ll feel about the concepts. There are many online and offline sources that offer reliable and comprehensive information about paid search advertising.
1. ‘Attend’ Wordstream’s PPC University
One of the most helpful and easy to use resources, Wordstream’s PPC U offers free training in both introductory and advanced PPC concepts. This three-part course consists of PPC 101, PPC 102, and Advanced PPC. Throughout these courses you’ll learn everything from keywords to call tracking.
PPC U is mostly text-based, but does offer a few brief advice videos titled, “Ask The Experts.”
2. Visit Some Blogs
Websites that specialize in paid search advertising are aware of the demand for information in the industry. That’s why we’ve written articles like this one (and this one, and this one)!
Blogs written by PPCHero, ROI Revolution, Wordstream, and (yours truly) eZanga help create a strong foundation of knowledge about paid search advertising, as well as building upon that foundation with more advanced topics.
3. Become AdWords Certified
It’s an old cliche, but the best way to learn something is by doing it. Google AdWords is one of the most popular PPC platforms, but before you start using it, it would be wise to become AdWords certified.
This 30-day course will teach you the ins and outs of paid search advertising. You’ll have access to comprehensive course material, including daily lesson videos and insider tips.
Once you have finished all the lessons, you’ll complete an exam that’ll determine if you have what it takes to be AdWords certified. If you pass, you’ll have not only learned the material, but gained a professional status symbol that represents your newfound expertise to potential clients.
4. Go to Bootcamp
Yes, I said bootcamp. No, it’s not the one you’re thinking of.
If you don’t want AdWords training online, you can take it in person. ROI Revolution offers a program called AdWords for eCommerce Bootcamp. It’s a two-day intensive workshop in Raleigh, NC taught by experts in paid search advertising.
You’ll master the various aspects of Google AdWords. These include the AdWords Auction process, keyword techniques, and many more tips that will help you improve your campaign. You’ll also get the advantage of a classroom setting that you wouldn’t get online.
Completion of this program will NOT grant you Google Adwords certification. It will, however, give you the same skills that you would get from completing the certification.
It’s only offered a few times a year, so act fast if you’re interested!
5. Look into These Great Titles
I know what you’re thinking: who still reads books? Well, trust me when I say these are some books worth reading:
“Pay-Per-Click Search Engine Marketing: An Hour a Day” by David Szetela
“Winning Results with Google AdWords, Second Edition” by Andrew Goodman
“Pay Per Click Search Engine Marketing For Dummies” by Peter Kent
“Guide to Pay-Per-Click Advertising” by Richard Stokes
These titles offer in-depth instruction on paid search advertising and will make great tools for future reference in addition to educational essentials.
Time to Get Started!
Now don’t feel like you have to use all these resources, as they offer a lot of the same information. It all depends on your learning style. If you prefer a purely text-based experience, then look to Wordstream’s PPC U, the various blogs, and the above titles. If you’re more of a visual learner, consider the AdWords Certification process, or even ROI’s bootcamp.
It’s up to you now! How much you learn and how fast you learn, it’s your call. Get out there and make yourself proud!
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