A PPC Specialist is an internet marketer who handles internet pay per click marketing campaigns including development, design, analysis, optimization, and monitoring of ad performance. It’s a difficult task to develop an effective PPC campaign because it requires a special skill set that is highly coveted by many online marketers.
The basic function of a PPC specialist is to find a profitable keyword which will be used for ad placement in search engines. To do this, they need to research various keywords with an eye toward finding out what kind of competition is being experienced by other marketers in that keyword. Then the PPC specialist needs to create advertisements that are more relevant to the target audience than ads that are placed on popular topics related to the target audience. Once the advertisement is optimized, the keyword search engine will locate the advertisement more often than not and provide the advertiser with a good return on investment.
It’s important for the PPC specialist to find a keyword that is in demand but not being overused by competing marketers. In fact, it’s also important that the keyword is one that people are searching for frequently and in particular, it’s also important that the niche which the keyword is in be one that is not saturated and over used by other competitors.
Keywords are created by combining and rearranging certain words or phrases within an article which is written in specific and meaningful ways. For example, if someone were looking for a solution to a problem they would type “how to lose weight” in a search engine and would be provided with thousands of results related to that topic.
Once a keyword is chosen the next step is to research and discover if there are many competitors for that keyword. If the keyword is over used, it will result in a high search volume. In order to find the right balance between keyword density and competitive competition the PPC specialist must be able to understand and measure traffic to their sites to determine which keywords attract the most visitors and how often those visitors click on the advertisers’ ads.
Once a keyword is selected, the next step is to implement a series of keyword research tools which include analysis tools, keyword suggestions, and other useful tools which are designed to provide the necessary information and guidance in determining the success of a keyword campaign. Once the proper tools and tactics have been determined then the PPC specialist must then use these tools in the best way possible to successfully advertise the keywords with a high quality ad. The key performance indicators include how many people are actually clicking on the ads and how many clicks were received per click.
After the proper keyword is found and the keyword research tools have been applied, the PPC specialist then has to choose and select a high quality ad which will work well in any budget and with any kind of marketing campaign. Sometimes a high quality ad may be more expensive and sometimes the cost per click is lower, but the main goal of a successful campaign is to provide a positive return on investment for the cost of the advertising and the overall cost of running the campaign.
There are several advantages to using a professional PPC specialist. One of the biggest advantages is that it enables the online marketer to work more productively when the need arises. If the PPC specialist is able to dedicate some time to a single ad campaign then he or she may find it easier to work towards a more strategic approach which provides results faster.