Trobek's PPC Training Program Refreshes the Digital Advertising Industry
Pay-Per-Click Training Empowers Companies to Manage Their Own Marketing Campaigns
The world is now digital. In 2018, it is estimated that digital ad spend in the US will surpass $100 billion, representing a staggering 18-20% increase from 2017 and nearly a 90% increase from 2015 (McNair & Orsini, 2018). As companies invest in online advertising at an exponential rate, issues emerge on keeping up-to-date on trends, understanding data, and maintaining a staff that can implement successful campaigns. While social media management has been frequently kept in-house, day-to-day activities typically stop at organic engagement and utilizing user-friendly ad tools, like "boosting" of posts on Facebook.
"When it comes to actual digital ads, like those seen on Google or YouTube, companies feel apprehension in creating and managing their Pay-Per-Click (PPC) campaigns on an on-going basis," Wickes says. "Companies should feel empowered to understand performance data, define their strategies, and lay a solid foundation for implementing successful campaigns. Once those assets are in place, hands-on training becomes an experience that equips companies with the skills they need to manage their success themselves."
Even for those already running their own PPC campaigns, it is difficult for companies to remain current on the constant changes to digital platforms. As an example, just within the past few months, Facebook implemented major limitations on targeting options available to advertisers (Perez, 2018) and Google AdWords underwent a re-branding overhaul to become Google Ads (Ha, 2018). These types of changes pose risks for organizations who do not keep their staff properly trained.
A consistent review of new changes from industry players is crucial for the long-term success of PPC campaigns. "A bi-annual or quarterly audit allows for an in-depth review of data and additional training to address any new topics or issues that have arisen," Wickes states. "We customize training plans and conduct account optimization to align with a company's unique goals and capacity. We are truly empowering organizations to take charge of their data and own their performance."
Companies can find more information on Trobek's PPC training by going to https://www.trobek.com
About Rebecca Wickes
Rebecca Wickes is a Google-Certified marketing consultant based out of Houston, Texas. Specializing in pay-per-click advertising, her passion for data-driven marketing has enabled her to transform businesses across the United States. She is pursuing her Master of Business Administration through the University of Texas at Tyler.
Ha, A. (2018). Google rebrands its ad lineup, with AdWords becoming Google Ads. Retrieved from https://techcrunch.com/
McNair, C., & Orsini, P. (2018). Digital Ad Spending Benchmarks by Industry 2018. Retrieved from https://www.emarketer.com/
Perez, S. (2018). Facebook is removing over 5,000 ad targeting options to prevent discriminatory ads. Retrieved from https://techcrunch.com/