The PPC Snobs Blog

Training Guide

Understanding how PPC advertising works will fundamentally change the way that you experience the internet.

Table of Contents

Part A - Learn PPC Advertising

I’m on a mission to spread PPC knowledge across the world. 

Pay Per Click (PPC) ads are running every second of every day. They reach billions of people globally. They generate billions in revenue for Google, Facebook, Amazon, YouTube, TikTok, LinkedIn, Microsoft, and many of your other favorite websites and apps. Millions of advertisers are leveraging the power of PPC to grow their business. 

I’ve seen dozens of PPC accounts successfully driving profits for a range of industry. Whether you own a business, develop an app, run a charity, teach a skill, sell a product, or play an instrument, PPC can help you reach a global audience.

I created this blog to outline the strategy and tactics that goes into building million dollar PPC advertising engines. At heart, I believe that access to digital is a fundamental human right. Secondly, everyone deserves to learn how to connect to a global audience. 

I’m driven by the following 4 aims:

  1. Increasing the pool of skilled PPC professionals globally.
  2. Connecting businesses and organizations to qualified PPC talent.
  3. Diversifying the PPC industry by bringing resources to new communities.
  4. Promoting sustainability, equity & inclusion through PPC.

Part B - Developing PPC Skills

The PPC professional has a diverse and profound skill set. They are strategist, executive, analyst, designer, developer and support in one. I outlined the following ‘pillars’ to cover the range of skills that are required to execute PPC well. It’s solely based on my experience and in no way has industry backing or represents some proven methodology.

Research

The skill to conduct research that uncovers insights about the internal systems that drive your business (discovery, funnels, maturity) and macroeconomic trends that impact your industry (seasonality, demand, competitiveness).

Funnels

An understanding of the way that people shop for products and services online (awareness, consideration and conversion) and offline (lead, opportunity, customer), and how to impact that journey.

Maturity

Knowledge of the processes and systems that go into developing organizational and digital maturity. I encourage every business that I work with to take the free digital maturity assessment offered by Google and Boston Consulting Group.

Analytics

How to capture, store, process, analyze, and most importantly leverage data to make critical marketing and business decisions. In the information age, measurement is the key to digital success and knowing how to use an analytics software like Google Analytics 4 is an essential skill.

Attribution

Literally, this refers to your ability to ‘attribute’ credit to the parts and interactions of your marketing engine (and organizational processes as a whole) that have the most impact. Weighing the touch points of your marketing funnel helps identify where best to allocate resources and energy.

Architecture

Familiarity with the software and configurations needed to make PPC work. Even as PPC platforms lean more towards automation and simplicity, knowledge of what goes into the building blocks of a PPC engine is likely remain an essential skill for the foreseeable future. 

Targeting

This is the who, what, where, when, why and how of your target audiences. Not just how to get to the right audience, but also how to segment and offer them a personalized funnel and shopping experience.

Content

The art and science of developing the type of website and creative assets the enlighten, educate and entertain your stakeholders. This extends beyond marketing and sales content. How your content resonates with employees, vendors and partners is equally important.

Automation

This goes deeper than knowhow to manage the automation that powers PPC technology, like event tagging, conversion tracking and smart bidding. This is also the power to automate key processes and functions.

PPC Trainee/Intern (0-1 Year of Experience)

Many start their PPC journey as a trainee, apprentice or intern in an agency. Agencies are one of the best places to start a PPC career since there’s a heavy emphasis on tactics and execution. Wider strategy and internal systems are more of a focus as a trainee/intern on a marketing team of an organization. The PPC Trainee is in heavy learning mode, focused on building essential PPC research, optimization and reporting skills. They usually start with 1 or 2 marketing channels, such as paid search or paid social.

Research

Basic research skills and tools, usually starting with keyword and competitor research.

Funnels

An intuitive understanding of the customer journey and how people shop  for products/services.

Maturity

You start to recognize some of the levers of digital maturity, such as organizational capacity.

Analytics

Belief in the importance of data-driven decision making, but no real experience with measurement yet.

Attribution

An introduction to the concept that certain parts of your marketing engine contributes more value than others.

Architecture

Basic familiarity with key PPC platforms. Google Ads or Facebook Ads for most people.

Targeting

The fundamentals of targeting within your respective channel, whether that be audiences or keywords.

Content

Entry experience with content management system, such as WordPress. Most start out with updating headlines and descriptions.

Automation

Intuitive understanding of how much machine learning and automation influences our digital society.

PPC Executive (1-2 Years of Experience)

The PPC Executive can handle basic account management tasks. They have down the fundamentals of conversion tracking, campaign setup, bid optimization, and reporting KPIs. The PPC Executive has a basic understanding of the technology and software that’s essential for running a PPC engine. The PPC Executive starts to develop a deeper understanding of how PPC impacts the customer journey

Research

You’re become more skilled at using research to make decisions, but these are usually limited to tactical campaign moves.

Funnels
Maturity
Analytics
Attribution
Architecture
Targeting
Content
Automation

PPC Manager (2-4 Years of Experience)

The PPC Manager controls the stakeholder relationship and the account execution. They can drive the discovery process, report to direct leads, and manage the junior PPC professionals on their account management team, such as executives, trainees and interns. The PPC Manager has oversight of 6-figure monthly PPC advertising budgets.

Research

You regularly conduct and lead discovery sessions. You understand what information is crucial at a strategic and tactical level.

Funnels
Maturity
Analytics
Attribution
Architecture
Targeting
Content
Automation

PPC Lead (4-8 Years of Experience)

The PPC Lead has mastered what drives PPC performance and growth. They excel at c-level and client relationship building, and generally oversee multiple PPC accounts and teams. We oversee millions of $€£’s a year in advertising spend and understand the importance of building PPC engines that drive deeper business outcomes on top of capturing traffic, leads and sales.

Research

You fully understand the power of insights. You seek to uncover the type information that can enable scalable processes.

Funnels
Maturity
Analytics
Attribution
Targeting
Architecture
Content
Automation

PPC Director (8+ Years of Experience)

At this level, we possess multi-channel, data-driven PPC expertise. We have deep experience planning and executing global, multi-million PPC budgets. We think big picture operations — rather than day-to-day account optimization as our main function is to grow the business, build teams, design processes, and gather insights.

Research

You are so far removed from the day-to-day strategy and tactics that you likely 100% rely on your ability to uncover information from your team, processes, and market in order to make decisions.

Funnels
Maturity
Analytics
Attribution
Architecture
Targeting
Content
Automation

Part C - PPC Snobs Learning Modules

Module 1: Discovery

Module 2: Setup

Module 3: Optimize