PPC Resource Guide for Graduates

Welcome to our PPC resource page. There’s loads of stuff here for you to get your teeth into. For a zero to hero approach, we suggest going from top to bottom.

Conversion

The conversion funnel.

Before we look at what PPC marketing is, we first need to understand how consumers shop online and how this affects their search behaviour.

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So what is PPC & where does it fit in?

PPC refers to Pay Per Click advertising – a method of advertising against search results where advertisers only pay for clicks through to their website. PPC’s a massive channel for advertisers and unique in that it’s a form of pull marketing (ie. where consumer seeks product and not advertiser seeks consumer).

As shown in the above, PPC has an important part to play in every part of the buying cycle – from research to review, comparison and purchase. The further a consumer travels down the conversion funnel, the greater their intent to purchase and the higher to conversion rate.

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So let’s start with the basics.

Google is the leading search engine with about 65% of the market and here is a short video explaining exactly how PPC works using their service, Adwords.

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Free Training Webinar

We ran this free training webinar on the evolution of the PPC market, it was hosted by Chris Soo, Head of PPC at Razorfish and is well worth a watch (click here to watch now – you might need the password tellmemoreaboutPPC).

Razorfish

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Blogs & Trade Press

Matt-Ukelele-150x150

You may or may not be familiar with our resident blogger, Matt. He has been working his way around the industry talking to some of the leading experts in this field.

Click here to access the whole back catalogue.

Keep your eye on the trade press to keep up with all the latest developments. In our opinion, the best in the PPC market are Search Engine Land and Econsultancy.

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Things to Research/Understand

– What is quality score and how does it affect CPC?

– What is Universal Search?

– What is ‘Last click wins’ and what does attribution modelling mean for PPC?

– When is geo-targetting and local search particularly effective?

– Why does it make sense to implement negative keywords?

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Excel Tips

In digital media having a good grasp of Excel can save you mountains of time and effort as well as helping you stand out in an interview (as explained here). Some of the most useful Excel tools are macros, pivot tables and V-Lookups. Click here for a couple of basic tutorials.

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Maths Practice

Some companies will test you on this, so make sure you’re not rusty by putting in a bit of practice here or Google ‘free numerical test’ and you should get plenty of options.

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Glossary

Some useful terms:

Quality Score an algorithm used by search engines which determines CPC and ranking according to landing page relevance

Bid Management Technology software used to calculate and automate PPC bids

Generic Keyword broad, non-specific search terms

Negative Keyword a keyword used inversely to deter certain searches

Long Tail Keyword a more specific keyword with lower search volume

Dayparting dividing the day into sections in which certain consumers are more active.

Geo-Targetting using geographical location to push more targetted content.