So you want to become a PPC (or Pay Per Click) specialist? Well, it’s certainly not easy but it does pay off big money. The most basic answer to what PPC specialist does is ‘he works on advertising for websites’. However, that’s very broad and doesn’t address the full scope of the job – in fact it undersells it! PPC experts are actually internet marketing experts, responsible for fully planning and optimising the online performance of online ad campaigns. You could work from home, usually in an ad agency or marketing department of a larger company, or for a small PPC specialist or digital agency where you will handle campaigns for an array of customers.
However, a PPC specialist has a lot more to do than just planning adverts. He also liaises with the advertiser to ensure that the campaign is both fair and effective, he collects the data that is necessary for the campaign to be successful, he analyses the data to find out what is working and what isn’t, and then he takes this information and uses it to improve his overall marketing mix. A good PPC marketer will always be keeping up to date with the latest developments in the world of PPC, so he can always be one step ahead of his competition. This is a job where a background in marketing is essential, as there is a great deal of analysis and research that needs to be done in order to help make the best choices for his clients.
Once the PPC specialist has managed the ad campaign, he will also need to be skilled in evaluating the results of the campaign. Not only does he have to be able to tell what is working, he also needs to know what isn’t. As there are many different factors involved in a PPC ad being clicked, the click through rate is crucial to a PPC campaign’s success. As a PPC specialist you will need to evaluate the performance of your ads, not just based on the amount of time that an ad is on screen, but also by identifying which of your keywords are bringing you traffic. When evaluating your PPC campaign performance you will need to keep in mind that the quality of your website content will have a big bearing on how successful your PPC ads are.
Some PPC specialists work entirely in-house, others outsource their work to external clients. An in-house PPC specialist will have his own team of writers and pay per click marketers who can write relevant articles and provide relevant keyword advice. He will have the budget to hire these individuals and he will be able to control the cost. However, if the PPC campaign is managed by an outside firm they will have to spend more on advertising and pay per click services as their reputation is more likely to suffer if they don’t attract high calibre writers and PPC marketers.
Marketing PPC campaigns is an art form and it takes years of experience for an individual to be able to manage multiple campaigns at once effectively. Marketing PPC specialists have the ability to split a client’s marketing budget between several PPC ads and keywords, so this allows the company to save money on running ad campaigns and still make a profit. Marketing PPC also requires a great deal of time and effort. A PPC specialist who is just starting out may find it difficult to stick to a schedule until he or she gets a solid hold on the practice.
An important aspect of successful PPC campaigns involves analytics. A specialist must be able to provide a comprehensive report on the performance of his or her campaigns. These reports should give PPC marketers an idea of where their money is going and which of their ads and keywords are bringing in a lot of traffic. In addition, experts should be able to track the performance of their campaigns in real time. This allows PPC marketers to make adjustments on ad styles or keywords, which may be affecting their performance. In addition, a good PPC company should be able to provide analytics software to their clients that will allow them to customize their reports.
Although it may take a great deal of time and energy to be able to manage several PPC campaigns at once, PPC managers need to be able to focus on multiple campaigns at once if they want to see results. With all of the distractions that people have in their lives today, it is easy to lose track of what a PPC manager is doing. It can be easy to leave a PPC campaign open for days or weeks while you go out for the evening or spend a few hours tending to other business. This is why PPC managers need to have an effective time management style as well. They must ensure that they stay focused on their campaigns and that they allocate the right amount of time for each one.
A good PPC specialist always keeps in mind that the overall goal is to increase traffic to the website. If that is not happening, then the money spent on PPC advertising is wasted. The goal of every PPC manager is to make sure that there are no wasted PPC campaigns or else they will never earn back the investment that they put into the PPC campaigns. If a PPC specialist has the necessary skills and knowledge, then he or she will be able to maximize a PPC manager’s time and keep his or her client happy.