Vote for the 2025 Most Influential PPC Experts

Voting is now open! You can cast your vote starting today until December 24, 2024.

And it's not just voting. This year, we'll do a "light" version of the survey (compared to last year) to gather up-to-date insights and to make sure only PPC professionals vote on the Top 50 (sorry, mom).

Open the survey

Completing the survey & voting should take you about 5 minutes.

2025 Ranking Methodology

In the table below, you'll find our updated ranking methodology for the final 2025 ranking. The idea is that if you would use the same methodology, you should get the same ranking. Of course, you could still disagree with our ranking factors or weights, but we believe it's the most balanced approach to generate a list of influential PPC experts.

Ranking factor
Weight
Raw data methodology
Scoring methodology
Valid votes
20%
Counting all the votes from the valid survey entries (up to 5 votes per person).

Duplicate entries or obvious “friends & family” voting behavior will be discarded.
We will use log transformation to normalize this data.
Speaking engagements
15%
We'll count the number of speaking engagements in English of each expert (if any) during 2024, both in-person as virtual. Think of events like SMX, Pubcon, BrightonSEO, Hero Conf, MozCon, ADworld experience, etc. Company webinars don't count.
Each 2024 speaking engagement generates 25%. So experts with four or more engagements will score 100%.
Podcast
10%
If the expert (co)hosts a podcast that released new episodes during Q4 2024, we'll sum the number of ratings on Apple and Spotify.
If the podcast contains (mostly) the same content as the expert's YouTube channel, we only count one platform (the one where they scored the highest).
We will use log transformation to normalize this data.
YouTube channel
10%
If the expert (co)hosts a YouTube channel, we'll make a snapshot of the number of subscribers in December 2024.

If two experts with at least two votes share the same YouTube channel, we assign 50% of the channel subscribers to each of them.
We will use log transformation to normalize this data.
LinkedIn engagement
10%
We'll use PhantomBuster’s LinkedIn activity extractor to fetch all the 2024 likes, comments, and reposts on original posts from experts with at least two votes.
We will use log transformation to normalize this data.
Guest posts on SEL, SEJ, and PPC Hero
7%
We'll count all the experts’ guest posts on Search Engine Land, Search Engine Journal and PPC Hero during 2024.
We'll use a similar linear approach as with speaking engagements, with scores between 25% and 100% depending on the number of posts on these websites.
Book
7%
We'll check if the expert published a relevant book in English.
If the book is a recent one (published in 2022 or later) and the expert was the only author, they'll get a 100% score.
If the book is older or the expert is a co-author, they get a 50% score.
LinkedIn followers
7%
We'll make a snapshot of the follower count in December 2024.
We will use log transformation to normalize this data.
Newsletter
4%
We'll check if the expert has an active newsletter, on LinkedIn or through a newsletter sign-up form on their website.
Having a newsletter generates the full 4% score unless the newsletter is shared by two experts, in which case the score is 2% for each.
Course
4%
We'll check if the expert created an on-demand course in English about PPC.
Courses on CXL and LinkedIn Learning generate the full 4% score while selling your own course generates 3%.
X engagement
3%
We'll use PhantomBuster’s Tweet extractor to fetch all the 2024 comments, retweets, likes, and views on original tweets from experts with at least two votes.
We will use log transformation to normalize this data.
X followers
3%
We'll make a snapshot of the follower count in December 2024.
We will use log transformation to normalize this data.
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