PPC (pay-per-click) specialists are professionals within the world of internet marketing, responsible for planning and optimisation of an ad campaign’s effectiveness. Companies that engage in pay per click advertising are always looking for an edge over their competitors. To that end, they will be willing to invest a lot of time and money into finding the best keywords for their ads. PPC specialist often utilise their experience to advise the advertiser on how best to maximise the impact of a PPC ad campaign.
With their unique ability to see beyond the basic clicks to identify profitable keywords, a PPC specialist can make a huge difference to the success of an online advertising campaign. However, working hours in this industry can often be frantic, especially during peak periods. PPC ad specialists often work long hours because it is their job to close the deals and close as many sales as possible. Working those hours is often exhausting for the specialist, who has to cope with long working hours and juggling between meetings, phone calls, and other duties.
In order to excel as a PPC specialist, it is important to possess analytical skills. A digital marketing specialist needs to be able to analyse data in depth, and should be able to create new campaigns based on proven digital marketing strategies. It is also useful for a digital marketing specialist to have working experience in setting up and running a successful PPC campaign as well as the ability to navigate social media accounts such as Facebook and Twitter. Having analytical skills and a background in analytics can be a great asset. However, having analytical skills coupled with experience in working with pay per click campaigns can be an asset as well.
Online specialists have access to a huge variety of tools that can be used to track PPC campaigns. This information can then be combined with data from other parts of a PPC analysis to create a comprehensive picture of the keywords being used in search campaigns, to determine the best keyword combination that will generate the most traffic. The PPC specialist is able to identify what keywords are currently being searched, which are the most popular searches being conducted in specific geographic areas or by any specific demographic, and can use this information to help create relevant campaigns. By identifying what people are searching for, they can then create campaigns that specifically meet the users’ needs and demands.
Digital marketing specialists can also identify PPC campaigns which are highly competitive, and those that are under budget. This information is essential for optimization, which means that the PPC specialist must be able to identify the factors which affect a campaign’s profitability and be able to make the necessary adjustments. Sometimes there may be a large amount of money involved in a campaign and the digital marketing specialist may have to cut costs to increase profits. When doing this, specialists must address the complexity bias inherent in campaigns, which means that campaigns with larger financial implications are less profitable than campaigns with a lower financial investment, even if they contain more effective keywords or are more successful in generating traffic.
Digital marketing specialists need to understand trends in the market and how these trends affect customers’ buying behaviour. If a campaign is unsuccessful because it fails to appropriately address one of these trends, it can be difficult to change behaviour or the audience’s buying habits. However, trends cannot be ignored for too long, as eventually they will impact on the profitability and viability of the campaign. The PPC specialist needs to balance this against time management and the associated costs. Sometimes it may be better to reduce the number of hours spent on each campaign, but if it is not possible to reduce the number of hours, then it is important to understand the reasons for poor performance and to make the necessary adjustments.
Search engine optimisation specialists also need to understand how to choose the right ad format. Google, Bing and Yahoo offer PPC services which allow advertisers to run PPC ads in almost any format that they desire. However, when running an AdWords campaign using AdSense you can only choose one format – either text or image – per ad group. This means that the PPC specialist must balance this against time management and the associated costs. Sometimes it may be best to split the costs between two campaigns if the profits per click are similar, although many PPC companies will insist that only one format is used for specific ads.
It is important to be aware that over time, certain types of PPC campaigns become less competitive as a result of general trend changes. These include brand recognition, where certain types of ads become less likely to be clicked, and age trends, whereby some consumers are more likely to spend money on products or services than others. PPC specialists need to monitor general trends and adapt their campaigns accordingly. However, as with most other areas of advertising, PPC is an area where you get what you pay for. An effective PPC campaign requires considerable time and effort, as well as a good understanding of the general trends that affect PPC campaigns and of the relative benefits and costs of different ad formats.