expertSEM

I’m facing the upcoming renewal test for my Google AdWords Professional (GAP) certification along with a new campaign with aggressive performance goals. Both are reminding me of the importance of staying up to date on my knowledge of the platforms I use to do my job – the search engines. Quite simply, knowing them better helps me do my job better.

Different levels of reporting and transparency affect the granularity of bidding and optimization on each engine. Each one uses a different matching algorithm so that keyword lists, including negatives, must be tailored accordingly. Google Conversion Tracking records conversions on the date of the click, but Yahoo! and Bing record conversions on the date the conversions occur. And the list goes on…

A deeper understanding of each platform can help you take advantage of every opportunity to maximize your paid search marketing campaigns potential. And, more importantly, what you know today might probably will change tomorrow. So it’s important to do continuous research and stay up to date.

How do you accomplish this? Here are three ways to get you started:

1. READ. From the Inside AdWords blog to Search Engine Land to a Twitter search for what people are saying about PPC.
2. Talk to you engine reps – educate them about your campaigns and then ask them questions!
3. Get into your campaign and poke around. Click on something and see what it shows you.

What helps you stay up to date? Share your ideas in the comments!