The first thing I usually wonder with almost any task is "what (abilities) does it take to be successful at it?". What are the natural "abilities" that are the difference-makers at a given task? I think understanding this is pretty helpful if you want to know if you have a shot at becoming good at something or if something else would be a better fit for you.

I have never thought much about PPC, but right now I'm wondering: What are the difference-makers in PPC? Where's the battle won/lost?

My guess would be that keyword research is the main part where you can outperform the competition in PPC (at least in markets where most competitors have the basics right and don't do stupid things).

And that having great "deep research skills" probably is the trait that separates a great PPC marketer from the average joe.

Am I right about this - or are other things/abilities just as important as deep research skills?

thanks!

PS: that hard work+practice are important goes without saying, of course.

conversion tools are essential, good copy writing, good research skills - and clever use of the great tools out there

thanks for the reply

Having great "deep research skills" probably is the trait that separates a great PPC marketer from the average joe.
I agree with this - it's one of the key traits. I wrote (http://beyondthepaid.blogspot.com/2008/05/3.html) about this a while ago on my blog, but it still applies. (not trying to self-promote, it's relevant) :)

Interesting read, thanks!

I find it interesting that doing the things that people who have that "deep curiosity" (or whatever you might call it) can do is something that in theory everyone could do, but in practice those who dont have it just can't.

Sort of like a really introverted & shy guy is - in theory -capable of approaching every girl out there. But in practice his success rate will be close to 0%.