Possessing coding skills can significantly enhance your effectiveness as a PPC specialist, even if you’re not a seasoned programmer. Let’s explore four coding skills that can elevate your value in the PPC domain.
1. JavaScript
What is it? JavaScript, distinct from Java, is a widely used programming language. It forms the foundation of the web alongside HTML and CSS. Most websites utilize JavaScript elements. Why is it useful in PPC? Tracking codes from Google Analytics or AdWords rely on JavaScript. Understanding JavaScript allows you to modify these scripts as needed, such as adjusting the standard Analytics code or implementing event tracking on landing pages without relying on a web developer.
Furthermore, JavaScript proficiency enables you to create AdWords scripts, automating tasks like verifying URLs in ads for errors. This powerful AdWords feature saves significant time in managing PPC accounts. Even basic JavaScript knowledge proves beneficial when conveying script requirements to developers. Where can you learn it? JavaScript, often the introductory programming language for beginners, offers numerous learning resources. Eloquent JavaScript by Marijn Haverbeke, accessible for free at eloquentjavascript.net, is highly recommended. Additionally, the free online platform Codecademy provides interactive programming courses, including JavaScript. For AdWords scripts, Google’s official documentation is an excellent starting point. MORE: 7 Places to Learn to Code – for Free!
2. Regular expression
What is it? A regular expression (RegEx) is a character sequence defining a search pattern, instructing a program on how to locate specific patterns within text. Why is it useful in PPC? Google Analytics leverages regular expressions for efficient searching. For instance, to find visits from branded terms like “PPC Hero,” a custom filter with a regular expression encompassing “ppc hero” or “ppchero” can be employed. The pipe character in RegEx signifies “or.”
RegEx in Google Analytics proves valuable for setting up custom reports and defining goals. Where can you learn it? Learning regular expressions is straightforward. Begin by memorizing key characters with Bethan Bey’s this useful guide. This resource explains each regular expression function and provides usage examples. RegExr is another recommendation, allowing you to build and test regular expressions, ensuring they match your intended patterns.
3. XPath
What is it? XPath is a query language for selecting nodes within an XML document, sharing similarities with regular expressions but specifically designed for extracting elements from XML or HTML documents. Why is it useful in PPC? XPath excels in scraping website content for campaign building in Excel. Let’s illustrate with an example. Imagine extracting a list of every brand your client offers, along with their landing page links. Manually performing this for clients with numerous brands would be time-consuming.
Fortunately, XPath can scrape this information rapidly. While I prefer this little Chrome plugin, Google Sheets also supports XPath data imports using the IMPORTXML formula. The image below demonstrates using XPath code to select every brand and its corresponding URL, ready for copying and pasting into Excel for campaign work.
Where can you learn it? Similar to regular expressions, XPath is easy to learn with a few basic commands. However, it demands a basic understanding of HTML/CSS.
4. SQL
What is it? Structured Query Language (SQL) is designed for database communication. SQL statements enable tasks like updating or retrieving database data. Why is it useful in PPC? SQL replicates many spreadsheet functions with greater speed and efficiency. Think of SQL databases as spreadsheet files, with tables representing sheets. Both have columns and rows. SQL provides a language for creating new tables or modifying existing ones. SQL’s join commands resemble Excel’s VLOOKUP function, but SQL handles large datasets from multiple sources more effectively than Excel. Where can you learn it? Codecademy offers a free course on SQL. Additionally, sqlcourse.com and sqlcourse2.com are highly recommended by PPC specialists as efficient ways to learn SQL.
Be prepared for the future
Acquiring basic coding skills not only enhances your current value but also prepares you for the future. While AI advancements may not replace PPC specialists entirely, automation through algorithms, scripts, and tools is inevitable. Coding skills are a valuable asset to your resume. Author bio: Frederik Hyldig leads the PPC team at s360, a prominent Danish search agency. Fully dedicated to the evolving Google AdWords platform, Frederik ensures the team’s expertise while managing major AdWords accounts. He has been featured on reputable search marketing blogs like PPC Hero, nexus-security, Certified Knowledge, and Moz. Twitter: https://twitter.com/frederikhyldig