What makes an Expert PPC Specialist

by Kanika Ahuja Digital Marketer

In addition to a strong grasp of keyword research and landing page design, leadership capacity and certifications can help differentiate ideal candidates.

“You down with PPC? Yeah you know me!”

As the search marketing landscape continues to evolve and thrive, companies are diversifying their digital strategies. From content marketing to social influencer campaigns, there is no shortage of marketing tactics to take.

One popular strategy for any type of brand is pay-per-click (PPC) advertising. And as companies increasingly demand in-house PPC talent or the services of a PPC consultant, many are wondering just exactly what does a PPC specialist do? That group includes both business owners and would-be PPC specialists who are wondering whether it is a good career for them.

In short, these search engine marketing professionals are in charge of diverse digital responsibilities from keywords to landing pages, audience targeting and beyond. Read more at https://www.digitaltechnology.institute/

Let’s take a peek into a day in the life of a PPC specialist, and what skills are needed in the job.

What is Pay Per Click (PPC)?

But first, a PPC definition to clear up any confusion. Pay-per-click advertising is a search product in which brands pay to have their ads displayed in focal areas of a search engine result page (SERP): like the top or in a sidebar. The catch is that businesses only pay when a user clicks on their ad

It’s a cost-effective way of increasing reach and catching the eyes of web and mobile users. The upside is that with a click, businesses have a chance to convert the lead and drive user acquisition.

What Does a PPC Specialist Do?

A PPC specialist is a marketing professional who manages PPC ad campaigns. Their core job responsibilities include functions like keyword research, ad creative, metrics tracking, optimizing conversions and cross-team collaboration.

There are different ways to work as a PPC expert. Brands of all sizes and industries are hiring pay per click talent and may want to bring someone on in the role of a PPC manager. Depending on the business, there may be a PPC organizational hierarchy, which opens the door for career advancement onto titles like senior PPC analyst or PPC director. These roles are still involved in the day-to-day mechanics of PPC advertising, but also take on leadership and strategic decision-making duties.

Many others choose to freelance or start their own PPC agency. This creates a slight distinction between PPC specialists and PPC consultants: The former is a more general term and the latter is often used to refer to paid search specialists who consult for clients and other projects. The autonomy in offering your own PPC services can be highly attractive for self-starters.