From software to soft skills, we’ve rounded up the top 22 tools you need to set yourself up for success as a PPC Strategist in 2022 and beyond.
If it seems like digital marketing evolves and changes overnight, it’s not your imagination. Whether it’s responding to evolving privacy updates or otherwise tinkering with platform algorithms, being a PPC marketing strategist means always being on your toes.
Whether you’re new to digital marketing and taking stock of where you’re at, or you’re a seasoned veteran looking to grow with the industry, this list is for you.
The website is the hub of your client’s marketing and advertising activities. Whether it’s digital or traditional, every piece of advertising points back to your client’s website. Not only should you know what’s on your client’s website, but you should also have a handle on:
Does your client’s industry focus on B2B or B2C (or a bit of both)? Is it an industry such as fashion, food, interior design, or travel that engages its customer base visually?
While ad platforms like Google, Microsoft Bing, and Facebook have the advantage of a broad reach, clients in visually-oriented industries may see better conversion rates through Instagram or Pinterest.
Alternatively, if your client’s customer base makes buying decisions from the C-Suite, your time and your client’s money may be better spent on a more B2B-oriented platform like LinkedIn.
Finding and compiling a list of keywords that you think will perform the best for your client doesn’t have to be intimidating, nor does it have to break the bank.
Agency Analytics and Ubersuggest offer a robust set of SEO tools that will help you hone in on the right long- and short-tail keywords to boost your client on the search results page. Best of all, these services have friendly pricing options for solo/freelancers and small agencies.
You don’t need to be artistic to be creative. Creativity lies in your ability to show up for yourself and approach a subject or project in a different way. Make time throughout your week for “inspiration breaks” where you brainstorm, read, watch, or visit places that get your creative juices flowing, and keep a journal to capture it.
Is your grammar game on point? If you could use a helping hand, an app such as Grammarly can help you track down spelling and grammar missteps. It also flags passages for readability and suggests options for re-wording or splitting sentences.
When you’re writing ad copy, you have only a few words to get your pitch across (and that includes keywords). You’ll need to be a pro at writing multiple versions of your ad copy for split-testing on ad platforms like Google and Facebook. Wordstream’s blog takes you in-depth on split-testing copy using Google’s Ad Variations interface.
Programs like Excel, Google Sheets, and OpenOffice help you do everything from organizing keywords and hashtags to scheduling and creating polished reports for your client.
Believe it or not, TikTok is a gold mine for finding tips and tricks to make your job easier. Search “Excel hacks,” and you’ll be a pivot table pro in no time!
Whether you’re working in an agency or flying solo, you’ll need solid knowledge of word processing programs like Microsoft Word. It’s essential for copywriting and includes tools that alert you to typos, misspellings, and grammar issues (alternatively, you can add the Grammarly plug-in).
Microsoft Office products do require a yearly subscription, so if you’re looking for low- to no-cost options, check out OpenOffice or Google Docs.
Are you comfortable dealing with numbers and money? Being a PPC Strategist means keeping track of a LOT of budgets. If the thought of that many Excel workbooks and sheets sends shivers up your spine, consider a tool like Shape.io. Shape.io doesn’t just help you stay on top of budgets: its AutoPilot feature automatically adjusts campaigns to keep you from going over budget.
Reporting is a key function of a PPC Strategist. Web applications such as Swydo can automate much of the reporting process. But you’ll need strong analytical skills to explain what the numbers mean and point out trends comparing previous data to current data.
A/B testing on platforms like Google offers a cost-effective way to try out variations of your ad copy. Unlike traditional advertising platforms, split-testing shows you in near-real-time what works and immediately pull the plug on what doesn’t. Pole Position Marketing offers a great primer on A/B testing and why it should be part of your strategy.
You don’t need to be a trained graphic designer, but you should have good aesthetic sense and the ability to work with design software. Adobe is still the industry standard, but Photoshop and Illustrator aren’t exactly affordable for everyone and have more features than you’ll probably need.
There are great free and low-cost design tools available, including Canva and PhotoPea. They also have the advantage of being far less complex than Adobe tools, saving you time (and frustration).
Whether it’s a noisy office or interruptions from co-workers, kids, partners, or pets, the constant distraction can block your creative flow. If you’re in a larger metropolitan area, check out rentable workspaces near you. Or, if that’s not an option, invest in a pair of noise-canceling headphones and work in peace.
Google Analytics is a free, robust tool that measures traffic to your client’s website (and what users do once they reach the site). Whether GA tracking and reporting are in your job description or your teammate’s, you’ll need a solid working knowledge of how it works. The best place to start is the Google Analytics Academy.
True or False: If you throw a lot of (your client’s) money at Google AdWords, you’re guaranteed a spot at the top of the search engine results page (SERP).
If you know your way around AdWords, you know the winning strategy requires a good bid and quality ad content. Neil Patel has the full scoop on how Google AdWords works and what you need to know to develop a campaign that crushes your goals.
Having top-notch organizational skills helps you prioritize your client’s goals and expectations and communicate progress to your client and your team. There are hundreds, maybe even thousands of apps to help keep you and your team organized so that nothing falls through the cracks. Three of our favorites are Evernote, Airtable, and Podio.
Digital marketing is constantly evolving: keeping up to date and learning from thought leaders helps you stay on top of the latest developments and best practices. Pop open your bookmarks and read sites such as Search Engine Journal (searchenginejournal.com/), Wordstream (wordsteram.com), and PPC Hero (ppchero.com) over your first cup of coffee.
Confidence and creativity go hand-in-hand. You need both to create innovative ad campaigns and pitch them to your client. A fearless attitude gives you the freedom to take reasonable risks so your campaigns—and career—stay fresh and exciting.
It’s not just ad platforms that constantly change. Your client may want to pivot on a campaign or suddenly want to adjust their ad budget. Whether you’re dealing with changing algorithms, the whim of a client, or adjusting to working from home (or returning to the office), you want to stay flexible and be ready to adapt when necessary.
No matter how great you are at your job, it’s inevitable that things will go wrong. It may be a technical glitch or a misunderstanding with a client or co-worker. Whatever it is, being skillful at objectively assessing a situation and figuring out a path forward will make you a superstar with your team and your client.
How consistent are you about checking in with your client? Do you block off time on your calendar every day to respond to email and voice mail messages? When you’re proactive and consistent with client communication, you’re not only building a stellar reputation for client management, but you’re also less likely to have your inboxes flooded with “urgent” messages because your clients are confident in your responsiveness.
There are tons of calendar and scheduling apps available. We especially like Calendly because it integrates with everything from Apple iCal to Zoom. Block your tasks and meetings on your calendar (don’t forget your lunch break) and give your clients your Calendly link. When they want to schedule a call or meeting, they’ll see only the times you’re available. This eliminates the back-and-forth, allowing them to find a time that works for both of you.
So there we have it: 22 tools that every PPC Strategist needs to succeed in 2022. Many of our favorite tools are free or priced for budget-conscious freelancers and small agencies. Give them a try, and get ready to crush your goals in 2022!