Learning PPC is simple in theory, but in reality there are many ways to do it wrong. The secret to getting the best out of a PPC campaign is not to aim for everything. Small, focused campaigns will always work better than a “general” campaign. The last step to becoming a PPC expert is to protect your hard work.
As you probably understand, creating a successful campaign from scratch can be very difficult and time-consuming. With so much time and money invested in a campaign, the last thing you want is for it to go to waste. By studying their ads, you can gain great insight into their PPC strategy and how they are creating their ads. There are many ways to get your first PPC job; you just need a solid understanding of the basics and enough to impress the interviewer.
If you want to have the best chance of succeeding in the PPC world, then you'll limit yourself to a single network. Getting down to business with PPC is not only great for retaining information, but it's also vital to building trust in your ability. The most important thing you'll need to succeed in PPC is an openness to learning and adapting, and you'll realize through each point mentioned above that this mindset is used. My favorite resource for a PPC manager in his position is probably the Wordstream PPC-101 series, which I think is free or can be downloaded along with a free trial.
There is an ongoing debate around the effectiveness of PPC for B2B marketers, as well as the effectiveness of PPC in general. There are many myths surrounding it (partly because the game has changed rapidly over the years) and countless articles, blog posts and information on the Internet that offer solutions and promote PPC as a miracle cure for all your growth marketing problems. I've been a little over four years into my PPC career, and while it hasn't really gotten any easier, I feel like I know enough to deal with most situations. PPC campaigns can be worthwhile if they are managed by an expert and are included in an overall marketing strategy.
It may seem obvious, but having a “jump” mentality is important when learning PPC for the first time. Not only can you immerse yourself in PPC every day, but you also learn from other experts. When the PPC works properly, the fee is trivial, because the visit is worth more than what you pay for it. In fact, many of the best PPC experts came to the industry without knowing anything and taught themselves everything through trial and error.
By understanding the metrics involved in PPC, you can get a great idea of whether your campaign is a success or where it is failing.