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Emma McHale

Ultimate List of Essential Resources for PPC Managers

Emma McHale
Ultimate List of Essential Resources for PPC Managers

Whether you are a beginner or an experienced PPC manager, there are resources to assist and continue learning pay per click advertising. These are the essential resources for PPC managers.


WordStream PPC University

WordStream's PPC University teaches basic to more advanced skills such as remarketing. The university is live on the WordStream website, but if you prefer to learn on the move, there is also an app.

Google Partners

Google offers Google AdWords and Google Analytics study guides as well as videos to assist you to learn the basics to more advanced PPC skills. The courses can lead to certifications and an online Google Partners profile, if you wish to take the tests. I have previously written about how to pass the Google Partners certifications. If you are just starting to learn about web analytics, you should try the Analytics Academy before attempting the Analytics certification.

Bing Ads Training

Bing Ads offers a training course which can lead to a professional accreditation and online profile after completing a test.

Twitter Chats

PPC Chat

PPC Chat is a weekly Tuesday chat that was founded in 2011 by Matt Umbro. It usually occurs at 12 p.m. EST or 5 p.m. GMT.

SEMrush Chat

SEMrush chat is a Twitter chat that takes place on Wednesdays at 4 p.m. GMT and 11 a.m. ET. The chats can range from content marketing to PPC so it is always best to check if the chat is relevant to PPC.


Google AdWords Ad Preview and Diagnosis Tool

The Google AdWords ad preview tool allows you to check whether your ads are appearing and how the ads display when they are appearing. The tool ensures you don't waste impressions checking your Google AdWords ads appear.

Google AdWords Keyword Planner

The Google AdWords keyword planner is the essential tool for anyone looking to use the Google AdWords. The tool allows you to investigate the average monthly searches, the annual trends, competition and the suggested bid for keyword ideas. On the keyword planner, you can state the location, language and network you want to target.


The best tool for completing competitor PPC research is SEMrush. It helps you find out the keywords, positions, CPCs, costs and traffic for your competitor's Google AdWords PPC. This data can assist in deciding on what keywords the company may want to bid.

WordStream Keyword Niche Finder

WordStream's Keyword Niche Finder is ideal for finding long tail keywords and niche keywords that might be more profitable than head keywords.


Übersuggest is another keyword suggestion tool that can suggest other keyword ideas that might be profitable to bid on.Übersuggest allows you to filter by country and by search type e.g. shopping or web.


Google AdWords Community

If you are ever stuck or have a question regarding your Google AdWords, the community is a great place to get advice.

Google Analytics Community

Similarly, if you need advice about Google Analytics, the Google Analytics community will always try to assist.


Google Inside AdWords

The Google Inside AdWords blog is the official source for Google AdWords news and recommendations.

Bing Ads blog

The Bing Ads blog is the official source for Bing Ads news, recommendations and insights.

Ten Scores

The Ten Scores blog features insightful, in-depth articles about PPC. The blog article topics range from quality scores to the psychology of searchers.

Beyond the Paid

Melissa Mackey is the search supervisor at gyro and a search marketing columnist. Beyond the Paid features Melissa Mackey's thoughts on PPC and sometimes asks the questions that other blogs don't investigate such as whether amateur PPC managers can succeed in the current advanced PPC environment.

PPC Hero

Ran by the PPC experts behind Hanapin Marketing, PPC Hero provides case studies, news, webinars, whitepapers, toolkits and guides about PPC. PPC Hero is an essential daily resource for PPC managers.

WordStream Blog

Whether you are looking for insights, news or tips, the WordStream Blog is required daily reading for PPC specialists.

Occam's Razor by Avinash Kaushik

Avinash Kaushik is a Digital Marketing Evangelist at Google and co-founder of Market Motive. Occam's Razor is a regularly updated blog providing recommendations and tips about how to use Google Analytics as well as its data.

Google Analytics Blog

The Google Analytics blog provides the latest news, case studies and insights about Google Analytics.


Search Engine Land

Founded by Danny Sullivan the Chief Content Office for Third Door Media, Search Engine Land features news, insights, recommendations and guides on pay per click advertising.

Search Engine Watch

Search Engine Watch, which is part of the ClickZ family, provides PPC tips and insights.

Search Engine Roundtable

Started by the CEO of RustyBrick, Barry Schwartz, Search Engine Roundtable features search engine marketing news from forum threads.

Search Engine Journal

Featuring PPC guides and strategies, Search Engine Journal was started in 2003. The Search Engine Journal also has a monthly book club called the SEJ book club featuring digital marketing books ideal for those PPC bibliophiles.

The SEM Post

Only launched in 2014 by Jennifer Slegg, The SEM Post has quickly become an essential source for search engine marketing news and tips.


Advanced Google AdWords: Second Edition by Brad Geddes

Brad Geddes founded PPC training website Certified Knowledge in 2010 and is an official AdWords seminar leader. The Advanced Google AdWords book is the ideal book for intermediate to advanced PPC managers to learn strategies and tips to create more profits and leads.

Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Avinash Kaushik

The writer of Occam's Razor also authored the Web Analytics 2.0 book. Although Web Analytics 2.0 was published in 2009, the book can still be useful to learn web analytics skills, methods and strategies.

Do you have any additional resources to add to this list? Please mention them in the comments.

Emma McHale is an in-house Online Marketing Executive specializing in SEO and PPC. Connect with Emma McHale on LinkedIn and Twitter. You can also visit her digital marketing portfolio.

Emma McHale is an in-house Online Marketing Executive specializing in SEO and PPC. Connect with Emma McHale on LinkedIn and Twitter. You can also visit her digital marketing portfolio.

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