Last Updated on 2020-11-11 by ppcguybklyn
The previous articleThe previous article introduced how to make our reports and proposals easier to understand if the boss and the client have no experience in PPC. This time, we’ll discuss that if we are too busy at work and we need to find interns or even newcomers to help ease our workload, how do we guide the almost inexperienced subordinates and newcomers on the road, and make them have enough knowledge to work efficiently? In my first year of work, I needed to lead two interns and a newcomer. The following content is that I sorted out the most suitable teaching steps for newcomers based on this experience.
Step 1: Know the level of understanding of the interns or newcomers
The most important step, of course, is to confirm how well interns or newcomers understand paid search advertising. The level of understanding of newcomers can be roughly divided into two types: they have concepts but never touched an account, and they have basic operating experience. Even if you are an intern, having basic concepts before joining the company can save the company a lot of training time. Google Ads certification is also a very basic screening condition. When recruiting new employees, if they are interns, it does not matter if they do not need to pass the certification before hiring them. It is fine to take the exam after entering the company. But if it is a full-time job, I would think that a Google Ads certificate is a must. Because Google Ads certificate introduces a lot of basic concepts for getting started, even if you have never touched an account, having these concepts is definitely a good starting point.
Step 2: Read the Google Ads Support article to amend the shortcomings
After understanding the deficiencies of interns or newcomers, we can plan to reinforce these areas. Google Ads Support articles actually provide very detailed explanations and examples. Even if you are familiar with Google Ads and you have many years of experience, because Google Ads continues to provide new tools, you will sometimes still need to check the resources. Before querying other teaching websites, I strongly recommend that you read all Google Ads Support articles, and if you really don’t understand, look for other online resources. According to the current usage of Google Ads, I think the priority items to read include:
Basic tips for building a keyword list
If building a keyword list can be said to be the basics, we must have a preliminary understanding before we can judge which keywords are useful to us and which are not helpful.
Determine the applicable bid strategy based on the target
Bidding strategies and keywords are the core of Google Ads. Understanding how to bid and how the Google Ads bidding model works is the first step to get started.
Introduction to automated bidding strategies
Google Ads is currently one of the newest and best-used tools. It is described in detail inmy previous article.After learning the basic concepts of the bidding model, you can learn automatic bidding, which can save a lot of exploration time.
When advertising for e-commerce customers, it is absolutely impossible to omit shopping ads. However, because of the many differences between Shopping Ads and search advertising, you must first know how Shopping Ads works and how it is presented to the advertising audience.
Step 3: Let interns or newcomers make reports to understand KPIs
After reinforcing the inadequate concepts and knowledge, it is time to apply what you have learned. I think the best way is to let newcomers or interns be responsible for producing customer performance reports while letting them perform some basic analysis. The biggest advantage of this is that it allows them to understand in a very short period of time whether each KPI change is good or bad for each account. After all, our job is to formulate different optimization policies according to different account needs, knowing what KPIs each customer cares about, and what countermeasures we can take, is a very important part for beginners to improve.
Step 4: Choose a relatively simple account to practice account management
I know that from a client’s perspective, no one wants their account to be used by the agency for new employees’ training. However, from the standpoint of the agency, only by testing on the field can we ensure that the knowledge accumulated can be used by newcomers and interns, instead of forgetting completely because we have not touched the account after a long time. A more compromised way is to choose a few accounts with a low budget, simple goals (preferably brand awareness), and simple services and products to practice. The focus of the training should focus on improving the quality score, increasing CTR, and maintaining CPC as well as other basic account optimization requirements. In the process, remember to regularly monitor the performance of the account after it is handed over to the newcomer, and give appropriate suggestions based on the performance.
Step 5: Practice writing ad copy and optimization proposal
In the process of practicing account management, I think writing ad copy is the most difficult part. Because of the limitation of the number of characters in PPC advertising. In order to use the limited space, the writing of the ad copies is very different from the copywriting of the social or other media. Moreover, writing ad copies is very time-consuming and boring. Letting newcomers or interns take charge of this project too early may make them lose interest. Therefore, I specifically separate the practice of writing ad copy to make sure that they already have a certain degree and confidence, and then letting them take charge of this project will be safer.
Another very important training item is to practice writing optimization proposals for the clients. In order to provide proposals for clients to make our accounts better, we must have a deeper understanding of how advertising works and KPI analysis. This is a way to force newcomers and interns to spend more time understanding how to continue improving in this field.
Step 6: Acceptance with customer report
After doing so much training, preparation, and practice, how can we know that our efforts are fruitful? I think the easiest way is to let newcomers take the lead when reporting to the client next time. From reporting performance and proposals and answering questions, try to let them take full responsibility. When reporting to customers, the newcomers must use all the knowledge you have learned before. If customers don’t understand paid search advertising at all, the newcomers must also know how to deal with their questions. You must integrate what you have learned to complete this task. If the performance of the report is good, we know that the newcomer’s training is over, and then we can give them more complex tasks; if the performance needs to be strengthened, then we must think about whether there is something missing, or it will take more time for them to practice and accumulate more experience.
Conclusion
No matter in what industries, I believe that training newcomers and interns is not a simple job. However, since we have more experience and knowledge, we should bear the corresponding responsibility to teach the newcomers what we have learned. They can make fewer detours to make their future work more efficient.
