Want to be a successful PPC manager? Are you already advertising in AdWords, but want to maximize your sales and return on investment? There’s a lot to learn (maybe more than you realize), but we’ve got you covered.

Think of this as your online PPC school. Part one (of three) covers your first class: an introduction to analytics and measuring ad performance.


PPC 101: Foundations of Measurement (e.g., You Can’t Manage What You Can’t Measure)

All digital paid media starts with building the foundation of analytics and conversion tracking. If you cannot measure it, you cannot improve it.

This starts with Google Analytics, the compiler of all website data. This is where all the traffic and conversion data from ad platforms is going to flow, and it will be the foundation for analysis to develop business impact insights.

The Google Analytics individual qualification exam study guide  provides an overview of Google Analytics to help you understand the data and its uses. Then, the exam itself offers a way to measure this knowledge and become industry-recognized.

The Google Analytics Platform Principles course in the Google Analytics Academy provides additional material to gain a greater understanding of Google Analytics.

Of course, you won’t have any data to manage if you don’t implement conversion tracking first. To setup conversion tracking, you need to decide on the business objectives you’re trying to accomplish, and identify the key measurable digital actions (form submissions, transactions, etc.) tied to that objective.

Google Tag Manager will be your best friend (or foe) in implementing conversion tracking to measure the key results tied to your business objectives. The Google Tag Manager Fundamentals course will provide a walkthrough of this Google platform and the process for measuring data correctly.

Within the paid media realm, spreadsheets play an important role in data analysis, reporting, importing campaigns, and more. Depending on your experience, you should consider taking a Microsoft Excel or Google Sheets course to learn about the power and capabilities of spreadsheets, from pivot tables to data organization. GoSkills offers a basic and advanced course on Microsoft Excel.

It’s only after having the basics of measurement down that you can move on to creating some ads to start measuring. We’ll cover that in Part 2: Working With Ad Platforms.