Digital Marketing Training Program Process From The Perspective of Junior

Hello, I’m the freshman of BoostROAS PPC team, Bora Öztürk. I was interested in Digital Marketing for a time being, I was very fond of the internet since my childhood and I was seeing the ads before knowing what they are and how they work. As you know, we come across any of these ads in our daily web browsing, then after a certain time I wanted to know about ads more and started doing my own research then I found the answer: Digital Marketing. In the end of that personal research, I wanted to take a role in this sector and my path crossed with BoostROAS. After I got accepted I found myself in the DMT-SP process. So let me talk about my journey to you, what I’ve done in this meantime and how I did learn the basics of the PPC until now.

DMT Process in BoostROAS
After I had a warm welcome from the team, I instantly felt like I was there for a long time. Everybody was ready to help me to learn things and if there was a problem the team was always there for me. If you want to develop your skills you have countless documents and sources that are ready for you to read. And after a certain time passes you will notice that you will learn tons of things and operate those things successfully thanks to the team and vision of BoostROAS.

My Short & Middle Term Goals and Things I Want To Improve
So from this point, there are countless things to learn, digital marketing as the PPC develops and evolves rapidly you can learn something new every day and my goals are set to keep myself up-to-date to make sure of myself I don’t miss anything and continue to expand my knowledge on the marketing channels of Google and Social Media then being sufficient about creating strategies and projects for the brand’s needs and operating them is my very prioritized goals.

So before having a role in operations, my first two weeks passed with reading documents about PPC channels like Google, Facebook / Instagram, etc. also during this time I’ve completed my Google Certifications and Facebook Blueprint courses. To give you more explanation about the content of those readings: details about campaign types and objectives, strategies, and how we should approach clients’ requests. After this preparation, I’ve started with the basic Social Media operations for the brands my team was responsible for. The things I learned through my first operation were an experience that I could apply to all accounts we were responsible with, so I’ve created this learning strategy for myself. Besides the operations there is the most important topic for me was our communication with the clients, how can we fulfill their requests, their expectancy and protect their benefits were the most important concerns for me all the time, also I would like to point out that PPC is not a thing that you can be master of one channel you need to be master of all. So I wanted to write about my learning process with little details and give information about the terms that connected with PPC.

What I’ve Learned So Far
As you know PPC includes Social Media (Facebook, Instagram, LinkedIn, etc.) channels and Google (Search, Discovery, Display, Youtube (Video), etc.) channels in their work-frame. As I mentioned earlier in the introduction, I’ve started with SM (Facebook/Instagram) operations little by little. I was only responsible for basic tasks that were forwarded to me from my seniors and leads but after a certain time passed, I started to take over campaign set-ups, campaign performance reports, and many others. In the meantime, I’ve learned how Facebook Objectives works.

Through the Facebook / Instagram I had a learning funnel like;
Basics -> Campaign Set-up -> Campaign Performance Tracking -> Campaign Optimization.

So we can think of this process as a puzzle, likely, you have to collect pieces one by one to create the whole image. The funnel I’ve mentioned earlier points out that there isn’t anything like you have created a campaign within the end and start date and left it, you need to track those campaigns within the certain success metrics, moreover, those metrics depends on the campaign objective but we have certain metrics like CTR, Impression, Reach, Click, Conversion Rate that we track in every campaign we run but like if you are running a lead campaign you firstly focus on  CPL and Lead Count mainly, but it doesn’t mean that you can left all the other metrics and focus on those two, you also have to track those certain metrics I mentioned.

UTM Parameters are crucial for us to track certain campaigns in terms of source, medium, etc. so we can determine where the users are coming from simply.

Also, the Facebook Pixel is a must to run your campaigns healthily, for example, if you have a pixel code in your website you can create audiences and lookalikes of those audiences for your campaigns and also you can define conversion goals to track it more accurately. So that we have our audiences and we can track events!

So we can continue with Google. In my opinion, it is more flexible than Social Media channels. You need to have knowledge about Google Ads Editor, Google Data Studio, Google Analytics, and even the Google Sheets, so I would like to talk about very basic Google campaign strategy that we have;
Brand – Generic – Competitor.

Brand campaigns are a must in case of defending your place on the paid traffic, for example when a user makes a search on google, they firstly see paid results, -in case they don’t scroll down for organic results-
they will see your rival on your own brand keyword and it is more likely to have those users on their website.

In my opinion Brand and Competitor, campaigns are like a double-edged sword that can harm you or your rival if you don’t take action to Conquer and Defend situations.

Then we can expand our campaigns through our strategy RLSA (Remarketing Lists for Search Ads), DSA Campaigns, GDN, and Youtube.

Those campaign types have their own purposes for example RLSA campaigns are targeting the audiences that interacted with us or with certain page events within our website. we can create those segments/audiences within the various triggers, for example, we can target an audience that visited our website but didn’t complete a goal we’ve set before. Surely there is a thing that you must exclude your RLSA audiences from your new user campaigns in case there is a collision between your audiences.

DSA campaigns are helpful with the simplicity they have, as you know, Google automatically creates Headlines for the Feed Page you have in your website and dynamically creates those for the audience you want to reach. Also, there is a thing that DSA Campaigns are effective when you have low search volume with your keywords, after a certain time, you can inspect your DSA Campaign Search Term to create insight about keywords for your possible generic campaigns.

GDN campaigns are effective to increase your awareness and it is possible to have a conversion with those ads with the help within the Google Display Network you can be everywhere you need to be and don’t wait for your target users to make a search from search engines and visuals are a plus for you to be more memorable.

Also, Youtube Video Campaigns are very helpful with reaching new audiences, so for the brand awareness then consideration phase with the always-on campaigns you run through for the time being.

Most Enjoyable Thing For Me
The most enjoyable side of the PPC for me is the seeing results that you have after a certain period for the campaigns, to add more, it’s like the food you have been cooking is now ready to eat but you don’t know how it would taste like, for me, if we had a successful result that meets KPI’s, it is a most delicious thing.