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10 Reasons Why PPC Mentoring Is Important For The Search Industry

When people asked me who was I mentored by with regard to PPC, I honestly said no one. Back in the late 1990’s and early 2000s everything was new and it was every man or woman for themselves. Many Rockstars to the Industry began speaking at conferences and others (like myself) worked their way up the ladder wearing many hats to identify an emerging vertical of interest and potential financial gain. But, after reflecting a little about how far we have come and how far we still have to go, I realized that (from my perspective) there is not much mentoring going on in this Industry.

So, the "moral" of this post is to identify the top reasons why we should do more of it, because even though a PPC Marketer may the skills and ability to execute a PPC campaign, does not make them a Good PPC Marketer. In fact, much of the "day to day" responsibilities that are NOT taught in the Google Certification include client relations, multi-level strategies, understanding analytics and so on. So here is my list of the 10 areas of PPC which can be taught or enhanced through mentoring.

  1. Understanding the Client’s Business Goals/Objectives and apply a successful 6-12 month strategy.
  2. How to better interact with a client that is either engaged or not engaged in the process.
  3. How to better set, manage and achieve expectations with the client during the relationship.
  4. How to better create, implement, and interpret Analytics Data that the client can understand.
  5. Improve on techniques and overall presentation skills to the client.
  6. Mastering the PPC process in terms from kick-off call to optimization.
  7. Work and communicate more effectively with Account Managers and other colleagues on the account (if applicable)
  8. How to better understand KPIs and identify what online or offline channels could affect conversion.
  9. How to be more pro-active by proving to the client your continued value.
  10. Teach them how to "think outside the box" which allows for cutting edge strategies.

In Conclusion:
Helping others to get the most out of search marketing is not only a very socially responsible thing to do, but it’s also leaving a positive impact on the industry as a whole. The more we educate search marketers coming into the industry and providing them with a more "holistic" approach to delivering the best tactics, best practices ad results for the client, the better for everyone and more and more advertisers will continue to pump money into this Industry.

Filed under: Paid Search in General

2 Responses to "10 Reasons Why PPC Mentoring Is Important For The Search Industry"

  1. MattL says:

    Nicely written Sensei. Namaste.

  2. Steve says:

    I agree wholeheartedly. I’m trying to learn the ropes of PPC, but since it’s getting too competitive and complicated now, I’m in need of a mentor who will show me the ropes.
    The cost of self-education on PPC is too high now.
    With that said, do you offer a 1-on-1 mentoring program? If so, I’m interested to learn.

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