Even if you have a solid foundation for managing online ad campaigns and have mastered the different ad platforms, there is still much you can learn. The industry is constantly changing, so to be a true PPC expert, you’ll have to keep up with all the latest developments and PPC news.
PPC 301: Continuing Education
Dig in and read everything you can get your hands on from the Interactive Advertising Bureau (IAB). The IAB is the self-governing body of digital advertising. Their theoretical role in the madness of ad tech and online advertising is to make sure things don’t get too out of hand.
There are a couple sections of their site to continually monitor. The first is their Guidelines data on just about every digital ad unit you can imagine. You can read about best practices in compliance, data use/management, social, and more.
The other must-read is their section on Research and Thought Leadership. They have a team on staff that puts together research on things like the best ways for publishers to migrate to a world focused on viewability. It’s a great way to learn about what is affecting the industry and what is to come.
Following Digital News Sources
AdExchanger.com is a technical resource that you should review daily. It provides glimpses into specific ad tech platforms and their place in the marketplace. You’ll find long-form guest posts from industry leaders talking about things like header bidding.
Digiday.com is more about general digital advertising.
You should definitely keep Happens in AdOps handy. Even though this Tumblr is filled with memes, you’ll see a TON of jargon. These terms are the perfect Googling material for you to learn more about specific aspects of the ad tech world. If you’re a client, you might also learn what things drive your agency reps mad!
Who You Should Follow on Social
There are several people who are so good at PPC that you can’t afford not to follow them. A few of our favorites include:
Eric Franchi, Co-Founder of Undertone
His weekly ad tech newsletter, The IO (formerly the Ad Tech Newsletter), aggregates 10-15 articles a week with his personal blurbs on the impact that each trend or piece of news has on the industry. He’s been pushing these out consistently for over a year now, and there is no sign that he is stopping soon.
If you can’t get enough of the newsletter, follow him on Twitter @ericfranchi for daily 140-character responses to things going on in the industry.
Bonus Bonus Points
Follow him on Snapchat at @ericfranchi for day-in-the-life type experiences, all the way through to his mad grilling skills.
David Berkowitz, Founder of Serial Marketer
No, he is not The Son of Sam. However, he is a serial marketer who has played several big agency roles including his last, CMO at MRY.
He frequently contributes to Ad Age and has been known to make appearances on several other large digital publications. Mixed in with a lot of his personal interests, you’ll get a daily dose of ad tech. He’s also a frequent contributor on the conference circuit. Find him on Twitter @dberkowitz.
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Becoming a paid media expert takes a lot of time and effort. We should know; as a Premier Google Partner, we have to adhere to high standards and stay ahead of the PPC curve. If your online advertising campaigns could use some work, feel free to contact us for help.