Happy Sunday Y'all. I decided to write a short blog about how I learned PPC and how to get good at it!
First, we have to discuss goals and motivation. Learning PPC may seem like a difficult task and you may not be sure how to embark. One common mistake is not setting short and long term goals. What motivates you? How much time are you willing to invest daily/weekly on learning PPC. This could be volunteering, paid accounts, content creation, PPC conferences, or PPC meetups. Do you have someone who can mentor you? I didn’t have a mentor and I’m glad I didn’t. There are two types of motivation, intrinsic and extrinsic.
Intrinsic motivation comes from within. Some people enjoy PPC, and therefore won’t procrastinate on learning. This is however rare. Intrinsic goals are things you enjoy, find interesting, and are challenged by. Most people would not classify PPC learning as an intrinsic motivation. It’s hard and not all fun and games. Not everything you do to become a better PPC Specialist (arghhh Excel spreadsheets / Scripts) is enjoyable. Some things that are fun for you are not fun for other people. And vice versa. You should find the things in PPC that are fun to you. Get great at those things.
Extrinsic motivation comes from an outside source. Many times it’s financial motivation. You want more money? You may not like learning PPC. And it may feel more like a chore. There is nothing wrong with extrinsic motivation when beginning to learn PPC. We all want a raise! The problem is… extrinsic motivation doesn’t last long. It’s hard to use extrinsic motivation to keep going. Over time you can develop intrinsic motivation, but it’s not guaranteed.
Practice or your skill set will deteriorate. Keeping yourself motivated is the key to learning PPC. PPC changes every week. This is an marathon and not a sprint or light jog. The most important factor is the frequency you engage in PPC. How often do you talk about? How often do you think about? You don’t have to always actively study it, but you should practice every day. Even if it’s only 20 minutes on an account you created. 20 minutes each day is better than 2-3 hours one session during the weekend.
Excuses excuses. The excuse used most often to why someone can’t learn PPC is that they don’t have time. This is ridiculous. There is so much dead time in a day. PPC is accessible via smart phone. It is highly unlikely that you don’t have a half an hour to learn new PPC techniques on your smart phone. I put the PPC apps before Pokemon Go and Fire Emblem.
Setting Short and Long term goals are critical. Your Short term goals should be to pass your Google and other PPC exams. There’s a lot of them. Short term goals are those you can achieve in the next week/month. If your goal is to past one test every week, then you are set for the next 3 months with homework. Other short term goals include getting your first client, creating your first MCC, and becoming a Google Partner.
Long term goals are more fun. They may include speaking at a PPC conference or small business conference about PPC. Going to PPC meetups. Or managing a certain amount of spend. Or getting a certain amount of clients. These are your end goals. Long term goals are harder to quantify and wouldn’t make good short term goals. Be careful how you define long term versus short term. Long term is to pass all your PPC exams while short term is to pass this one.
Each goals should be measurable. My study time varies between 30 minutes a day to a couple hours depending on what I have going on. This is in addition to managing my agency. The key is to do something every day without breaking the streak. I don’t always meet my weekly goals, but it motivates me to work harder for next week. To begin, I wouldn’t be too ambitious. You will need to keep a daily study schedule. If you don’t have one, make one. Without a study plan, learning PPC will probably end poorly. Master it, and there are places in Houston that will pay you six figures and let you work from home.
Next time I will talk about what to learn. Good luck.
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