Here are four tips for getting your foot in the door of the PPC world, whether you have any PPC-specific experience or not, including securing an internship, getting your Google AdWords certification, and taking courses online.
It's the same old vicious cycle - experience needed to get a position, but you don't have any experience without that position. When I started in pay-per-click (PPC) eight years ago, I got extremely lucky and I literally just tripped into it. I was chosen for the position not because of my previous experience in PPC (which was none, I thought it was called "pay clip marketing"), but because of the organizational, administrative, attention-to-detail type of work I had done previously as well as strong skills in written and verbal communications. To this day, those skills still serve me very well and I have built my entire PPC career on them. If anything, I'm living proof if you apply yourself in the right areas, you can build a PPC career off of no previous PPC experience.
So here are my top tips to get your foot in to doing PPC even if you don't have any experience. These aren't in any particular order of importance, nor do you have to do each one. They're simply great places to start that also showcase initiative and will teach you solid PPC skills and not PPC skills that will help you "optimize" (excuse the terrible pun) your résumé to get noticed.
As I said, top tips, no particular order, but great places to start. PPC is a great career to get into and once you've got your foundation laid, you can build and build with knowledge from other channels of Internet marketing like social media (for social advertising), conversion rate optimization (for your landing pages and sites), and content promotion (for links/awareness) of your content. Good luck!
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Elizabeth Marsten is the vice president of search marketing at Portent, Inc., a digital marketing agency, in Seattle, Washington. She oversees the PPC, SEO, analytics, and social media departments and is the is the co-author of All in One Web Marketing Reference for Dummies (Wiley Publishing) with Ian Lurie, Marty Dickenson, Michael Becker, and John Arnold, as well as PPC courses on Lynda.com.
See her SlideShare presentations from speaking at MozCon, SMX Advanced, East and West, PPC Hero Con, Searchfest, and State of Search or find her on Twitter at @ebkendo.
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