PPC (Pay per Click) specialists are professionals who take charge of planning and managing the online marketing campaigns of websites. You could work from home, usually in the advertising department of an organization, or for a specialized PPC agency or digital agency in which you will handle multiple campaigns for a wide range of customers. If you have a knack in creative and computer programming, it would be a good choice to become a PPC specialist. PPC is also known as Pay per Click and involves placing small pay per click ads on search engines and other web sites to direct customers to specific websites. PPC advertisements are often targeted towards a specific audience, so that they will not be blocked by content management systems on the web and result in less bounce rate on the website.
Most PPC specialists possess analytical skills, but not necessarily SEO analytical skills. This type of SEO specialist may also do ad copy writing, keyword research, website optimization, website analysis, link building, and other basic SEO tasks. A basic understanding of SEO is required since most PPC campaigns are started through search engine optimization techniques. PPC is more focused on search engine results rather than organic traffic. The main aim of any PPC campaign is to get a high rank for your company in the results pages of major search engines such as Google and Yahoo.
A PPC specialist has to constantly monitor the current trends and make adjustments in his or her strategy if these trends do not bear fruit. If you are planning to become a PPC specialist, you should understand that your campaigns will be largely dependent on current search engine trends and what you can do to affect a change in these trends. You should therefore have the knowledge of how Google works, how other major search engines work, and the intricacies of advertising strategies.
PPC specialists should also be familiar with the various types of ad formats. These include contextual, placement-targeted, and pay-per-click. The best PPC experts employ the use of these different ad formats in their campaigns to attract the most people. They should therefore be adept at placing ads in a variety of places on the internet.
An excellent PPC specialist should also be able to measure the effectiveness of his or her campaigns. Good specialists need to measure how effective their PPC campaigns are. They should also be able to determine which ad format is bringing them the best ROI. In order to do this, a good PPC specialist needs to understand the ins and outs of how the system works, how to use it effectively, and what tactics work best in attracting visitors.
A PPC specialist should also be able to manage the budget and operations. Since PPC is a marketing medium, it entails a lot of financial responsibilities. A specialist should therefore have the budget management skills to allow him or her to allocate the money spent for marketing campaigns wisely. He or she should also be adept at managing the internal stakeholders. This includes the advertisers that have put their ads on the site, the publishers that are running the PPC ads, and the site owners who will benefit from all of these efforts.
A PPC specialist should be receptive to changes in the trends on the web. The world of internet marketing is ever-changing and a good PPC manager always stays abreast of these trends to ensure that his or her campaigns are not left behind by the times. The use of social media in particular has changed the landscape of advertising and PPC services. New campaigns now rely more on these social media sites as well as on viral networks such as Twitter and Facebook. Thus, a good PPC manager must be well versed in these emerging trends to stay ahead of his or her competitors.
PPC specialists should also know how to drive traffic to a website effectively. There are many ways to go about this including SEO strategies, social media marketing strategies and search engine optimization strategies. Learning all of these different tools is important and only a professional PPC manager who has been tested in this field can do the job well. A good PPC manager should also be able to tell which campaigns are bringing success and which ones are not.