PPC and Content Marketing: Timing

In earlier posts, I talked about the 4-step content audit and audience research. In this post, we’ll talk about the timing of content marketing PPC.

In many ways, timing is important for all types of PPC. Maybe you’re running a sale for a limited time, or doing a promotion around a holiday. You might have a marketing calendar that helps you determine when promotions should run.

PPC for content marketing is no different, although it’s critical to pay attention to timing. Ideally, you’ll have an editorial calendar that tells you when new content will be published. The editorial calendar is your roadmap for planning PPC for content marketing.

But what if you don’t have an editorial calendar? You can still be successful – you’ll just have to work a little harder.

The first step in planning when to promote content is to review your content audit and audience research data. Hopefully, you’ve organized the information in your content audit into a matrix by content type. If not, you can do that now. There are several different ways to organize the content to figure out when to promote it. One I like is the Periodic Table of Content Marketing by Econsultancy.

Then, organize the content by audience. Think about the seasonality of your product or service, and that of your audience as well. For instance, if you’re marketing to landscapers, summer is going to be their busiest season. That doesn’t mean you shouldn’t market to them in the summer – especially if you have articles or tools that will help them be more efficient during the busy season. But be aware that because they’re busy, they may not use every PPC channel. They might stick to search, to find answers to pressing problems, and save social media for times when they’re not as busy.

If your industry isn’t very seasonal, or if your content is more evergreen, you might want to organize it by type or theme, like the Periodic Table illustrates. Then, set a schedule to push out different kinds of content.

It’s likely you’ll have some content that’s time-sensitive, like a promotion, limited time offer, or holiday-related piece. Make sure to slot that in during the appropriate time.

By now you probably have a good grip on when you’ll launch each piece of content in PPC. There’s one more step in the timing process, and it’s frequently overlooked: when to stop promoting each piece of content! Sometimes it will be obvious; but what about assets that might get outdated over time? If you’re a software provider, for instance, you’ll want to expire any content referring to old releases.

And most content, even evergreen content, gets stale over time. Be sure to track the performance by asset so you can spot any attrition in your content marketing PPC campaigns.

Make sure to do a periodic check to make sure old content isn’t still running. Remember, you’re paying for the engagement, so you don’t want to pay for people to click on old content!

Don’t forget to include testing in your timing plan. While testing is easier in some PPC channels than others, you should always be testing – whether it’s pitting 2 pieces of content against each other, testing audience segments, or even images in Facebook ads. You should also test what type of content performs best: white papers vs. videos, for example. Build all of this into your timing plan.

Finally, lay out all of the timing into your Periodic Table or editorial calendar. Not only will this keep you on track, it’ll help you plan your campaign setup. It might make sense to have campaigns based on promotion dates, especially in search where you don’t have to worry about audiences. Mapping out the timing will help guide your campaign setup process.

The key here is to think everything through ahead of time! So many advertisers just jump in to a Facebook or Twitter Ads campaign without thinking about timing. We’ve all seen the “Save on Mother’s Day Gifts” ads that are still running. With advance planning, the timing of your content marketing PPC will be easy.

Got any tips for timing your content marketing PPC? Share in the comments!

Related Posts:

26 Free Must-Have Tools for PPC Success

Nearly every craft uses tools to get the job done. Carpenters have hammers and saws. Doctors have expensive medical devices like MRI machines and tests. Writers have a computer (or a typewriter, or pen and paper).

PPC is no different. While it’s certainly possible to manage PPC using only the AdWords and Bing Ads online interfaces, doing so will be less than optimal.

I asked 20 PPC experts to share their must-have PPC tools. They responded with gusto. Here are their top recommendations for 26 free, must-have tools for PPC success.

When it comes to free tools, Google is king. One-third of the tools on the list are from Google!

1. AdWords Editor

A few of us old-timers remember life before AdWords Editor. It wasn’t fun. I was doing in-house PPC at the time, and we actually hired an intern to update ad copy for us, it was that arduous to do manually. With Adwords Editor and its many bulk editing features, those days disappeared. Several experts mentioned Editor, most with a comment like “Duh! It’s essential.”

2. Google Analytics

The AdWords and Bing interfaces only go so far. They don’t tell you what happens after the ad click. Use Google Analytics to gauge bounce rate, pages visited, and many other analytical gems that will help optimize your marketing efforts.

3. AdWords Scripts

We’ve recently started using AdWords Scripts, and it’s become obvious they’re a must-have. Use them for exception reporting, daily stats, and client reporting – amongst other things.

4. Google Plugin for Eclipse

Use this plugin to help develop AdWords Scripts. (Recommended by Leo Sussan.)

5. Google Documents

I love creating shared Google Docs for internal and external use. It’s even possible to have multiple users editing them at once – something you can’t do with Microsoft Office. (Suggested by Larry Kim of Wordstream.)

6. Google Drive

Google Drive is great for storing Google Docs and other files. (Suggested by my coworker Ben Nusekabel)

7. FTP for Google Merchant accounts

Who wants to update thousands of product listing ads manually? Use FTP to send your merchant feed to Google automatically. (Recommended by Matt Vaillancourt.)

8. Google Suggest

Google Suggest is a fun and enlightening way to do keyword research. (Recommended by Aaron Levy of SEER Interactive.)

9. Bing Ads Editor

Not to be outdone, Bing Ads has some great free tools of its own. While Bing Ads Editor isn’t as robust as AdWords Editor, it’s still a must-have PPC tool for those using Bing Ads.

10. Bing Ads Intelligence

I love this Excel plugin for keyword research. It’ll show search volume, create ad groups, and provide demographic data – all in Excel.

11. Facebook Power Editor

If you’re running more than one simple Facebook Ads campaign, you need to be using Power Editor. It’s like AdWords Editor for Facebook. Use it to create audiences, play around with targeting, and create an image bank for your campaigns.

12. Excel

OK, it’s free if your computer has Microsoft Office, which 90 percent or so of us do. Excel is necessary to analyze and manipulate PPC data. Many of the experts named it a must-have.

13. Excellent Analytics Plugin for Excel

Use this plugin to pull Google Analytics data into Excel and make reporting easier. I’m definitely going to check this one out. (Recommended by Arianne Donoghue.)

14. Statistical Significance Spreadsheet

This is a simple, yet often overlooked, way to streamline tracking of ad copy and landing page tests. (Recommended by Andrew Bethel.)

15. Analysis ToolPak for Excel

Use the free Excel plugin Analysis ToolPak to add advanced hypothesis testing to Excel at no cost. (Another recommendation from Sussan.)

16. Uber Suggest

Use Uber Suggest for keyword research. I’ve even used Uber Suggest for blog topic idea generation. (Another great recommendation from Levy.)

17. Keyword Wrapper

Use this easy-to-use tool to quickly create keyword sets in all match types. Build out your keyword list in minutes with this tool. (Recommended by Mark Kennedy of SEOM.)

18. Phrase Builder

Enter a few words, and Phrase Builder will mash them up into keywords. (Another tool recommended by Kennedy.)

19. Soovle

Soovle serves up common searches on a multitude of sites, including YouTube, Answers.com, and Amazon, in addition to the usual search engine subjects. (Yet another keyword tool from Levy.)

20. Convertable

Convertable is a free lead generation tracking service (in beta). If you aren’t ready to give Salesforce a try, check out Convertable.

21. SplitTester

SplitTester is my favorite free online statistical significance tester. Just plug in clicks and CTR (or conversion rate) for 2 ad variations to see which one is the winner, and at what level of significance.

A Few More PPC Tools

Several experts suggested tools that are fixtures in any office, and yet are essential for PPC. Microsoft Outlook and Spotify were two that Lisa Sanner from PointIt finds necessary. I have to agree.

Finally, no list would be complete without the tools that each and every PPC expert uses every day:

  •     Experience (Sanner)
  •     People (e.g., sales teams, live chats) (Sanner)
  •     My brain (Michael Madew) and Matt Vaillancourt)

Special thanks to Aaron Levy, Andrew Bethel, Arianne Donoghue, Ben Nusekabel, David Szetela, Larry Kim, Leo Sussan, Lisa Sanner, Mark Kennedy, Martin Roettgerding, Matt Umbro, Matt Vaillancourt, and Michael Madew for contributing your suggestions.

In addition to these free tools, here are 18 Must-Have Paid Tools for PPC Success.

Hopefully you’ve learned of a few new helpful free PPC tools from this list! What are your must-have PPC tools?

Editor’s Note: This post originally appeared on Search Engine Watch on March 11, 2014. It was so popular there that I had to share it with my readers! Enjoy!

Related Posts:

Think You’re Cut Out for Being A PPC Manager? Take This Quiz

So you wanna be a PPC manager. Do you think you can bring the goods? Here’s a quiz to see if you’re cut out for PPC:

1. You’ve run into a problem on the job that has you stumped. You:
a. Ask your boss for help
b. Look up the answer online
c. Move on – it’s probably not that big of a deal

2. You’re reading a book or article and you see a word or phrase that’s new to you. You’re not sure what it means. You:
a. Keep reading, making a note to ask someone about it later
b. Stop reading and dig out your smartphone to search for more information
c. Who has time to read?

3. At the weekly staff meeting, the boss announces that the entire office is being remodeled and all the desks will be moved around, creating a new seating arrangement. You:
a. Go along with it, but cringe inside at the thought of sitting next to people you don’t know well
b. Embrace the change, even though it may be challenging at first
c. Complain! Who needs the disruption of yet another office move?

4. You’re having trouble finding the answer to problem you were working on in Question 1. You:
a. Keep doggedly running Google searches in hopes of eventually finding the answer
b. Go to an online forum, discussion board, or Twitter and ask your question there
c. Fuhgeddaboudit

5. You’re talking to a colleague who doesn’t know a lot about your job, and they’re asking a lot of questions. You:
a. Answer them as quickly as you can
b. Patiently explain the concept in layman’s terms, pausing to check for understanding
c. Tell them to ask someone else

6. You’re at an amusement park with your best friend. He or she is bugging you to ride the latest thrill ride. You:
a. Hesitate, feeling the need to research the ride first
b. Run ahead to get in line for the ride
c. Tell him or her no thanks, it’s not your type of ride

7. Your boss has given you a new assignment, something you haven’t done before. You:
a. Ask a lot of questions, and check in with the boss daily for reassurance
b. Map out a plan, get the boss’s ok, and run with it from there
c. Ask the boss to assign the work to someone else

If you answered mostly B, congratulations! You’re ideally suited to be a PPC manager. The best PPC managers love to dig for the solutions to tricky challenges. They are constantly hungry for learning something new, and aren’t afraid to test it out on their own PPC account. They persist until they find out why performance has fallen off. They embrace change – let’s face it, PPC is a daily dose of something new! They love a new challenge and taking risks. And they’re patient, because most people don’t understand PPC. Whether you work in an agency or in-house, you’re going to have to explain what you do on a regular basis. And good PPC managers know when to ask for help, turning to the fantastic PPC community for help.

If you didn’t score well, don’t despair! You’ve just identified the areas you’ll need to work on in order to succeed as a PPC manager. (Although if you chose mostly C’s, you might want to consider an alternate career path.)

What about you? What traits do you look for when hiring new PPC managers? What do you still need to work on? What’s your favorite aspect of being a PPC manager? Share in the comments!

Related Posts:

When Bad PPC Advice Is Good Advice

A couple months ago, I wrote a post called 6 Ways to Spot Bad PPC Advice, on the heels of a couple of PPC posts that I felt were misguided.

I stand by what I said, but have come to realize that I might have been a bit harsh in my delivery. As with all things PPC, what works for one advertiser (or campaign, even) may not work for another. In fact, what works one week might not work the next in the same campaign!

Sometimes, what is generally considered to be bad PPC advice might be good advice, in the right situation. Here are 6 instances where bad PPC advice might turn out to be good advice.

Sometimes you should spend more on PPC.

I railed against the suggestion to spend more on PPC because it’s usually Google’s first “optimization” suggestion, and all it optimizes is Google’s bottom line. But there are times when it makes a lot of sense to spend more on PPC. Have you ever had a campaign that was converting like crazy, but the client (or your boss) wouldn’t increase the budget? Frustrating, isn’t it?

While increasing the budget isn’t the first thing you should do to optimize a campaign, spending more is good advice for high-performing campaigns that are budget-limited.

Sometimes you should expand your geotargeting.

We had a client whose product appealed mainly to government organizations. They wanted to limit targeting to Washington, DC to reach federal employees. So we tried it for a while.

We found that volume, and conversions, were very low with this approach. When we expanded the campaign to other locations that also had high concentrations of federal workers, performance (and conversions) increased dramatically.

While I stand by my recommendation against targeting the whole world, getting too granular with geotargeting isn’t always the best choice. Sometimes expanding geotargeting is the right thing to do.

Sometimes broad match is necessary.

Ever tried running PPC for an esoteric brand that’s not well-known? Ever tried bidding on keywords that are relevant but low-volume? Ever gotten too long-tail and had that “Low search volume” warning in Google?

In these instances, broad match is a good idea. I’m still a fan of starting out with phrase or exact match and expanding from there, but if you run your entire keyword list through a keyword tool and the volume for every term is 0, you’ll want to try broad match.

Of course, you’ll want to carefully monitor your search query reports and aggressively add negatives. And modified broad match is a safer strategy than expanded broad match. But sometimes broad match is necessary.

Sometimes high-volume keywords will boost conversions.

I actually laid out how to go about adding high-volume terms in my post. It can and often should be done. Using my previous example of “low search volume” keywords, sometimes you have to go a few steps up the funnel to higher-volume terms. With careful monitoring, bidding, and budgeting, along with extensive negative keywords, high-volume terms can boost conversions. We’ve even seen instances where a single-word keyword, usually a no-no in PPC, converts like crazy at a good cost. It’s possible.

Sometimes you need short-tail keywords.

See above. It actually seems as though Google is discouraging very long-tail keywords with the “low search volume” penalty, in fact. I’ve had highly relevant, 5 and 6 word phrases not only get slapped with “low search volume,” but get hit with low quality scores as well. We could debate whether Google is right or wrong here, but the fact is that at this point, it’s their sandbox and we have to play in it or leave.

You should definitely test including appealing promotions.

I actually acknowledged this as a good tactic in my original post, with a caution: Don’t rely too heavily on deep discounts and “all promotions, all the time.” But if you have a deal or special, it’s definitely good advice to promote it via PPC.

What do you think? Are there times when you need to turn PPC best practices on their head and do things you wouldn’t normally do? Do you ever use any of the tactics in this post? Share in the comments!

Related Posts:

PPC and Content Marketing: Audience Research

In an earlier post, I talked about the 4-step content audit, which helps marketers identify what content they have. Once you’ve finished your audit, it’s time to do some audience research.

Audience research in content marketing is as important as keyword research in search PPC. Audience segments will form the basis for your content marketing PPC campaigns.

The first step in researching your audience is to talk to your client, or your sales team if you’re in-house. Ask them about their ideal prospect: what job level they hold, what they like to do, what they’re passionate about, what need they are trying to fulfill.

If you want to get really granular, create marketing personas for your audience. It sounds hokey, but naming each segment of your customer base helps visualize your customer’s needs.

Once you have a good idea of who you’ll be marketing to, it’s time to jump into the engines. It’s easiest to do audience research in the social PPC platforms: Facebook, LinkedIn, and Twitter.

Facebook is probably the first engine that comes to mind when thinking about audiences as opposed to keywords. Facebook targeting focuses primarily around interests and interest groups. A typical Facebook audience for a construction company might look like this:

facebook segment

If you’re a B2B advertiser, or are looking to target individuals associated with companies or job types, LinkedIn is ideal:

linkedin targeting

And with Twitter, you can target individual Twitter handles. It’s a little tougher to find users on Twitter, but if you know the companies or type of individuals you want to target, it’s not too bad.

While you’re doing your content marketing audience research, think outside the box. What do your users like to do? If you’re selling organic food, for instance, you might target those who are interested in environmental issues like recycling and green energy. They might be interested in your competitors – consider creating a segment targeting the competition’s fans! For B2B, targeting fans of industry conferences or trade shows is a good bet. Get creative!

Don’t forget about PPC keywords. Frequently, you’ll want to have a search campaign in addition to social campaigns. Remember, users may see you on a social channel, and then turn to a search engine for more information. Try to use keywords from the content itself, especially if you use product names, buzzwords, or themes in your content. Definitely include branded terms in your research as well. You might even consider keywords like “Company X Facebook” to reach those who saw your ads there.

Once you’ve identified your audience, think about how you want to segment them. This is where your content audit comes into play. Sometimes the segmentation will be obvious: if you have some content for architects and some for builders, separate your audiences that way.

Other times, though, it may not be so simple. In those cases, I often start with a larger audience initially. Then, I watch performance and segment based on that, rather than on audience attributes. Play around with your audience segments and test, test, test!

Audience research can be much more time-consuming than keyword research. But make sure to invest the time. Your content marketing PPC campaigns will be more successful with good audience research.

For some great tips on audience research and getting super-creative, I highly recommend Marty Weintraub’s book, Killer Facebook Ads. It’s a fun read and has some incredible tips on finding prospects with creative audience segments.

Got any killer audience research tips? Share in the comments!

Related Posts:

Google: Too Big To Fail?

On Tuesday, Google made what was played up to be a huge announcement of new features. Search marketers feared they were in for another Enhanced Campaigns-type of blow; it turned out to be pretty benign.

Talk on Twitter during the announcement was interesting, though. Google led off with a “history of radio ads” narrative that was boring and, frankly, off-topic – which drew jeers from the Twitter crowd.  Then they talked about promoting apps – another underwhelming feature. Finally, they talked about some new bulk editing, experimenting, and reporting enhancements that look cool and truly useful. The final reactions on Twitter? Meh.

twitter reaction to google announcement

Much has been said about what ended up being an overreaction by search marketers prior to the announcement. Some of it rubbed us the wrong way. I maintain that our fears were warranted, given the disruption caused by Enhanced Campaigns last year.

But what struck me about the announcement is the fact that Google led with apps, as though this was the big thing that advertisers really cared about.

Based on my own needs and the chatter on Twitter, they’re wrong. I don’t have a single client who wants to advertise apps – in fact, I don’t think I have a single client who HAS an app. So why was Google pushing apps so hard?

Ever heard of Google Play?

Google is creating products that will serve their interests – not their customers’ needs. They’re headed towards a slippery slope.

The new reporting features also indicate that Google thinks they are bigger and better than the bid management and reporting platforms. Yet another slippery slope.

When companies start to believe they’re above the rules, they start walking into “too big to fail” territory. When companies think that “all your data are belong to us,” they start walking into “too big to fail” territory. When companies tout a huge “announcement,” only to push something that 90% of their customers don’t’ need, they start walking into “too big to fail” territory.

So what do you think? Is Google too big to fail? Are they oblivious to the needs of their customers, the advertisers? Were we fools for being concerned and worried about the announcement? Or did the announcement give you pause? Share in the comments!

Related Posts:

5 Resources For Mobile PPC

Recently, I had the pleasure of appearing on my good friend David Szetela’s recently revived podcast, PPC Rockstars. We chatted about many things: my band geekiness, speculation on Google’s upcoming April 22 annoucement, and much more. You can check out the episode in the Webmaster Radio archives here (it should be live later today).

We talked a lot about mobile PPC and what advertisers should be doing with mobile. Listen to the episode for many of our expert tips. Here are a few additional resources that you can use to help you on your journey to mobile PPC success.

Generating Local Business Beyond the Click on Web Marketing Today. I wrote this piece geared toward small local businesses who think PPC is too expensive or too expansive for their business. Yes, local businesses can succeed with PPC! This article will show you how.

5 Critical Factors for Optimized Mobile PPC Targeting by Joe Kerschbaum over at Search Engine Watch. Joe offers a rundown of best practices for any mobile PPC advertiser.

B2B Search: It’s Time To Go Mobile by me, again at Search Engine Watch. I’ve found that many B2B advertiser have been slow to embrace mobile. This article talks about why B2B needs to get on board with mobile PPC.

Do Mobile PPC Ads Even Work? by Dan Shewan at WordStream. This info-packed post, complete with awesome screenshots and illustrations, shows exactly how to get your mobile ads to perform well.

If you haven’t gotten on the mobile PPC train yet, these articles are your ticket!

What about you? What are your favorite tips and success stories for mobile PPC? Share in the comments!

Related Posts:

PPC In A Not-Provided World

not providedEarlier this week, Google dropped the bomb that we were expecting, but hoped wouldn’t come: Google will no longer pass search query strings in the referrer URL string. What this means is that the “search query” reports in Google Analytics and other packages will no longer contain data from Google.

First, let’s quell the still-persistent rumor that Adwords search query reports are going away. That’s false. Google has stated that SQRs will remain intact. Using search query reports for PPC keyword research is still an option.

Some are saying that the “not provided” announcement is no big deal because we can still get data from SQRs, or from the Google API. Even George Michie of RKG, normally a skeptic, isn’t too worried about not provided.

Others, though, are more upset.  Brad Geddes of Certified Knowledge is rightfully concerned with the dwindling amount of transparency coming from Google. He goes so far as to say that “all new hires should start working in Bing before AdWords so that they can learn how different users react per device so new marketers can be trained properly about setting up and managing campaigns and site flows by device.” That’s a pretty bold statement.

Bryant Garvin shares Brad’s concern, and surfaces another problem: advertisers with long sales cycles, or those who are using the search query in dynamic landing pages, are now out of luck. They won’t get as clear a picture into what queries are ultimately driving sales, and they’ll be forced to use keywords, rather than search queries, on dynamic landing pages. Anyone who’s done PPC for a while knows that search queries and keywords are often very different.

We knew this was coming eventually. As soon as Google took away search query data from SEO, we knew it was only a matter of time before they made the same move for PPC. At the time, some were unconcerned, saying we were relying too much on search queries to begin with.

And yet others lamented the fact that keyword research had already taken a hit with the new Keyword Planner – “not provided” was yet another blow to good search marketing.

The fact remains that we’re stuck with this whether we like it or not, just like we’re stuck bidding on tablets and lacking separate bids for search partners. For better or for worse, Google is the market leader and can do whatever they want.

But I’m dismayed at this recent turn of events. While I’m glad we’ll still have our search query reports, and I understand that there are privacy (and therefore, legal) issues at stake, I am not excited about the trend toward less, rather than more, transparency.

Bing, on the other hand, just keeps chipping away at the Google behemoth. They still allow mobile-only and tablet-only campaigns. They pass search query data in the referrer. They have visitors who never use Google and can’t be reached by Adwords. And they cost less – a lot less in many cases.

Is it time to give Bing Ads more of our money? I’m thinking yes.

For a nice roundup of articles about not-provided in PPC, check out Bryant Garvin’s blog or this post by Luke Alley over at Avalaunch Media.

What’s your take on “not provided”? Is your life ruined by it, or will it be business as usual for you? Are you thinking about moving money to Bing? Share in the comments!

Related Posts:

Preparing For The Adwords Certification Exams

3 years ago, I wrote a post about preparing for the Adwords Fundamentals exam. Looking back, it’s amazing how much has changed in 3 years. So, I figured I’d update my recommendations for preparing for the Adwords Certification Exams.

What’s Changed:

  • The exams are now free, but are associated with Google Partners. You need to sign up for Google Partners to take the tests – which is also new. Badges for individual qualifications have gone the way of the dinosaur. That said, free exams are a nice benefit for companies with multiple PPC managers, or for those who want to take more than one exam (there are 3 Adwords certification exams: Fundamentals, Advanced Search, and Advanced Display).
  • > Recommendation: If you’re an experienced PPC manager, take each Adwords Certification exam once without studying. Chances are, you’ll pass; and if you don’t, you can take them again for free, knowing which sections you need to bone up on.
  • The test runs in a browser, but it no longer locks your computer – leaving you free to open another browser for an “open book” test. The test is still timed, though, so if you’re very new to Adwords or are unsure of your test-taking skills, don’t expect to be able to look up the answer to every question.
  • > Recommendation: Have 2 different browsers open when you start the exam. As with most things Google, the test runs well in Chrome, so use that for the test, and either Firefox or Internet Explorer for the help files.
  • There is no way to mark questions you’re unsure about for further review. This one frustrates me. One of the most effective ways to take standardized tests is to complete the questions you’re certain about, mark those you’re not, and then go back and work those questions until time runs out. With a test using paper and pencil, that’s easy. Online, it’s tougher.
  • > Recommendation: Have a piece of scratch paper handy to write down the numbers of questions you’re not sure about. Then go back and review them.

What’s The Same:

  • The test is still timed, although you now have 120 minutes to complete it. While experienced PPC managers can easily finish much quicker (I think it took me 45 minutes tops), if you’re fairly new to PPC it might take you the whole time.
  • >Recommendation: Use your time wisely. Dredge up your ACT and SAT test-taking skills and don’t dwell too long on any one question, and don’t look up all the questions in the help files. Trust your knowledge!
  • Newer PPC managers will want to study for the exam, using Google’s study materials.
  • > Recommendation: Unless you’re brand-new to PPC, don’t review every section. Skip topics you already know and focus on those you’re not familiar with.
  • Standardized test-taking best practices still apply!
  • > Recommendation:
  • >> Skip questions you’re not sure of and come back to them
  • >> Your first impression is usually correct
  • >> On true/false questions, you have a 50/50 chance of getting the answer right
  • >> And so on

You’re now up to date on the latest and greatest on preparing for the Adwords Certification exams. So are the exams worthwhile?

Caleb Hutchins over at WordStream wrote a great post this week pointing out the flaws with the Adwords Certification exams. It’s a must-read: the post itself and the comments are fascinating and discuss the pros and cons of the exams.

I tend to agree with Caleb that the exams are poorly-designed, biased toward Google, and a poor predictor of actual PPC management success. That said, being certified is a big deal for prospective clients. I’ve had countless prospects ask me if I’m certified – although I’d been doing PPC successfully for several years before the exams even existed! Still, it’s really all we have to say that we actually know what we’re doing.

Do you have any tips for passing the Adwords Certification exams? Got a beef with them you want to air out? Share in the comments!

Related Posts:

The History of PPC

Once in a while, it’s good to look back on where we came from. I didn’t start out in PPC – in fact it didn’t exist when I started working. My PPC career began in 2002 when Google announced the CPC version of Adwords.

But the history of PPC, surprisingly, doesn’t start with Google. It started with GoTo back in the late 1990s. GoTo turned into Overture, and then Yahoo bought them in 2003.

Recently, some of us on PPCchat started a new hashtag, #ppctbt. It’s an homage to Throwback Thursday, but specifically related to the history of PPC. It’s been fun to reminisce about all the retro PPC engines that aren’t around anymore: FindWhat, LookSmart, Kanoodle, Enhance, and many more.

Back in the day, when I did in-house SEM and CPCs were a lot lower, I tested so many of these early engines. We tested FindWhat (so-so), LookSmart (decent), Kanoodle (not good), Enhance (pretty bad), Findology (not good, although shockingly, they still exist – which I didn’t realize until today!), and Quigo (which wasn’t bad, although time-consuming to manage).

It’s so funny to look at that list and realize that I was actually able to manage all of those engines and not lose my mind! Although, if you think about it, today isn’t that different. We just have Facebook, Twitter, and LinkedIn instead of Kanoodle and FindWhat.

In those early days of history, PPC was so new that there was only a small group of professionals doing it. We hung out on search forums like IHelpYou, Search Engine Watch, and High Rankings, sharing tips and asking questions. In those days, I learned so much from Danny Sullivan, Andrew Goodman, Jill Whalen, Brad Geddes, Kevin Lee – and many others who’ve since left the SEM field.

It’s interesting to look back and see how much the space has changed. We didn’t have Twitter in 2002; in fact, the Search Engine Watch forums didn’t exist in 2002, and SES had just started (I’m still getting used to calling it ClickZ Live, folks). Few blog posts on PPC strategy existed. We learned by trial and error. It was great!

Lest I sound too much like PPC Moses, I’ll just say that it’s fun to see the industry evolve. PPC is both easier and harder than it used to be: easier, because the engines have improved so much usability-wise; and harder, because the competition is so fierce. 10 years ago, I wouldn’t have dreamed of paying more than $2-$3 per click; now, $20-$30 CPCs are common.

But I wouldn’t change it for the world. It’s been a great ride so far!

What about you? What do you remember about the history of PPC? When did you get your start? Share in the comments, or on Twitter using #ppctbt – you don’t have to wait till Thursday to chime in!

Related Posts: