Online advertising is one of those industries that is always taking heat for one reason or another. Some of it is just the nature of advertising, some of it has to do with expectations of the future of internet usage. However, online advertising has been, is and will almost definitely continue to be an integral part of every brand’s advertising stack.
Specifically, pay per click is not going anywhere, which means that every marketing and advertising professional knows that part of their recipe for success (and promotion) is building up their skills in online advertising and becoming a PPC expert.
I’ve used PPC to generate hundreds of thousands of dollars for my own businesses, and so can you. I’m not some kind of guru, wizard or prodigy. In fact, when I launched my first campaign I made a ton of mistakes, lost boatloads of money and almost put my company in bankruptcy.
But I eventually got over the hill and am now an expert in using PPC. It’s a tough journey to become a pro, but the ROI is well worth the struggle. Here are the top three tips for mastering PPC, increasing your brand’s revenue and engagement and being recognized as an expert.
1. Learn the platforms.
The first step to becoming a PPC expert is to become familiar with the major platforms. Until you know how to use the tools, you won’t know what’s possible.
The two pillars of PPC are Google AdWords and Bing Ads. The two systems are similar and both Adwords and Bing Ads offer certifications for their programs. While studying isn’t always the most fun, it is as usual the best way to get ahead in this industry.
Once you’ve learned about what’s available to everyone, consider what platforms would work especially well in your industry. For example, if you work in ecommerce, fashion, home decor or other visually appealing industries, consider looking into Pinterest’s Buyable Pins, which allows users to purchase your products directly from the social media platform.
Remember to pace yourself as you learn — these platforms will be the tools you use to build your campaigns, so you should be comfortable enough with each to factor in each one’s strengths and weaknesses for various uses.