Although a PPC Specialist appears to be an obscure profession, it is anything but that. PPC Specialists read marketing emails, attends conferences, and frequently multi-task, like most other careers. With their analytical minds, they impact the amount of money a business stands to earn (and pay) based on its search engine optimization efforts. Without them, a business would not achieve the level of success it does. But before delving any further into the world of PPC, what exactly is a PPC Specialist?
A specialist, like any Marketing Manager, analyzes the most important factors in determining website performance. Once the analysis is complete, the PPC Manager ensures that the most suitable marketing solutions are determined and begins work to implement those solutions. A typical PPC Manager will oversee the hiring of external specialists (such as copywriters and designers), coordinate marketing with other departments, and ensure that the marketing inputs from all stakeholders are considered. Because this is a very important job, specialists possess vast knowledge in the areas of search engine optimization, pay-per-click advertising, and Internet marketing. Because these are all important components to the success of a website, specialists must also possess thorough marketing experience in order to successfully manage campaigns.
The major functions of a PPC Specialist include writing relevant articles and press releases, as well as managing keyword lists and ad campaigns. Once these campaigns are complete, specialists will distribute press releases and articles, which will draw in customers. A good PPC specialist will be able to determine the right keywords to use for a campaign, and the words to avoid. However, keywords often prove to be one of the biggest obstacles to effective campaigns. Keyword specialists must understand how to use tools such as backlinking, inbound links, and other internet tools and tactics in order to effectively promote websites using keywords, as well as understanding how to properly analyze data related to PPC and other internet marketing.
When it comes to managing campaigns, the PPC specialist is also responsible for collecting and analyzing the data related to PPC and related keywords. This data is compiled into reports that are then given to the CEO, or the company in charge of the PPC campaign. The goal of these reports is to determine what works best for each specific company, as well as what ad spots should be re-targeted based on current search results. Each company is different, and because PPC is used by so many different businesses, each campaign can vary greatly in its overall effectiveness. Having a quality PPC specialist on your team will help ensure that your efforts are successful.
Another task that specialists perform is the creation of ad copies for online ads, as well as managing any press releases, articles, posts, or anything else related to a PPC campaign. Because these specialists have access to industry and scientific research, they can help in making informational pieces that inform rather than lead a customer towards a product or service. When a campaign is run successfully, it is important that every piece has an element that encourages someone to click on it or at the very least, read more about it. For instance, a PPC campaign that consists mainly of images or links can work less than wonderfully.
Marketing PPC is not something that should be taken lightly. Because of the high degree of success that it enjoys, PPC specialists have gained notoriety in recent years as one of the most sought after experts in the digital marketing industry. However, just because a PPC specialist is reputable or trusted, does not mean that he or she is the best person for the job. Because PPC can be an extremely competitive field, those who choose to become specialists often have little previous experience in the field. Because of this, many specialists find that taking courses or hiring interns is a way to better their chances for landing a job with an established advertising agency.
Aside from studying advertising and the intricacies of the digital world around them, a PPC specialist must also have a firm understanding of the science of keywords. In short, keywords are words or combinations of words that are used to describe products and services on the Internet. The importance of keywords can never be underestimated, as Google and other search engines use them to determine where certain ads should appear on a user’s screen and how high those ads should be. Choosing the right keywords is imperative in ensuring that an advertisement gets the clicks it needs, as well as generating ROI that will improve a website’s profit.
PPC is a fast-paced world that leaves no room for boredom. Because of this, specialists must stay on top of emerging trends and techniques to ensure that their clients’ advertising campaigns continue to reap the results that they need. For those interested in becoming a PPC specialist, there are a number of different classes that may help one prepare for the role.