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If you have an analytical brain and like dates and numbers it looks like you could explore the Pay-Per-Click (PPC) marketing.
PPC marketing specialists are currently in hot demand and they are getting paid a good amount of money. Below we will have a look below at the role of a PPC specialist which skills are required to become one and of course, what’s required to succeed in the area.
What is a PPC marketing specialist?
A PPC marketing specialist is a digital marketer who is specialized in the art of paid marketing using platforms such as Google Ads or Bing Ads. They use a mix of creative and analytical strategies to target specific audiences and earn the best possible return on investment from various paid marketing platforms. This requires the planning and optimization of paid campaigns. PPC marketing is a varied, demanding, and rewarding role with many different duties and skills to consider also.
Now, you must be thinking if a job as a PPC marketing specialist can get you a successful career. Pay-Per-Click is a digital marketing skill that brands across industries are crying out for. A position as a PPC specialist is varied, lucrative, and it is full of opportunities. It is perfect for people with an aptitude for numbers that like to get insights from data. These insights can then be used to create campaigns that drive leads and boost revenue. The life of a PPC marketing specialist is challenging, and as no new campaigns are ever quite the same, you’ll always discover something new.
Role of a PPC Specialist
The role of a PPC specialist varies from online paid advertising campaigns including the strategy, design, implementation, search engine optimization (SEO), and analysis of ad performance. Also, it is a role that is also highly sought after because it takes a unique set of skills to nail a PPC campaign and succeed.
Few of the main roles of a PPC specialist includes:
It is very necessary to first understand how people search for any product or service. The key is that you have to keep up with trends, and constantly research and test your keyword choices to inform your ad campaigns.
The five steps of keyword research are:
- Define – Be clear on your topic, user intent, landing page, and seed keyword
- Brainstorm – Gather a list of possible relevant keywords including low-hanging and competitors
- Filter – Filter your keywords and focus on quality over quantity
- Inspect – Look at keyword volume, ranked position, and difficulty
- Prioritize – Choose your primary, secondary, and tertiary keywords
- Remember to revisit your keyword research and priorities on a regular basis as searcher intent constantly changes.
Landing page design:
Your PPC ads will direct clickers to a landing page where you have a few seconds to engage and delight your readers. Perfecting these landing pages is an art that successful PPC specialists share.
When designing your landing page you need to consider:
- The headline – With so much content out there, people skim so it’s important to create a headline that’s snappy, relevant, and enticing.
- Images – Choose images that are related to the offer or promotion but are eye-catching
- CTA – The call-to-action is key as it’s prompting people to take action. Be creative with your CTAs and test them to see what works.
- Use simple forms – If you’re using a form in your ad, then make it short and simple. Be conscious of how many fields you’re including. People won’t fill a form out if it’s too complicated or asks too many
Trend watching is one of the most important parts. SEO trends and understanding how to outsmart Google’s ever-changing algorithms will keep you busy when you are not mastering your campaigns.
You will need an intimate relationship with consumers, so you understand what they will respond to and also what technology is driving them each day. You have to know all of this, along with societal trends, to keep on top of your keywords and landing page designs. The recent big Google shift from Universal Analytics to GA4 is something you need to stay up to date with as a PPC specialist.
Skills that a PPC Specialist Need
According to Brendan Almack, the Managing Director at Wolfgang Digital on our podcast ‘The Future of Paid Search Advertising
“PPC can be the most effective and measurable marketing channel. So, it’s really easy to measure an outcome. And if you’ve got a well-paid search team or well paid search marketers working on the accounts, it can be phenomenally profitable.”
3 skills that you need to have a PPC marketing specialist:
As a PPC specialist, you’re going to spend a lot of time trying to figure out what works for your campaigns. So, an analytical mindset is needed to look at the data and analyze the statistics to improve your campaign’s performance.
The analytical tasks you may carry out on a daily basis are:
- Identify data sources (e.g. Facebook, affiliate marketing, etc.)
- Set up and assess goals
- Use data dimensions (e.g. location, device type, etc.)
- Conversion tracking
- Competitive analysis
- Ad performance
- Goal funnel creation
- Search query performance
It is important to keep your data structured and in order.
Artificial Intelligence Know-How
Artificial intelligence (AI) technology is creating new opportunities for PPC specialists. In marketing, AI can be used to streamline workflows, target audiences, boost conversions, and create content so it’s important to have a working understanding of the technologies available.
“Although AI has been working behind the scenes on Google Ads for quite some time through formats like TCPA/Target ROAS bidding strategies, more recent AI revelations like ChatGPT enable marketers at the front-end to brainstorm new ideas for copy and creative,” says Sean McKenna, Head of Digital Marketing at the Digital Marketing Institute. “Bard also gives us search marketers an opportunity to optimize for a new placement within SERPs.”
In order to get an understanding of how these AI technologies work, try using them to create content or research keywords.
Another important skill that needs that you need to have been to know your brand and the business(es) you are serving in order to determine customer intent. More specifically, it’s your job to know what people are looking for and serve ads that cater to that interest. The best way to know your customer is to develop detailed buyer personas. That way, you will understand the key needs and pain points of your customers and craft ads that resonate and drive clickthrough.
The life of a PPC Specialist requires a lot of juggling, but with practice that will become effortless and very easy. Another important tip here is, that your PPC ads will have to create a sense of urgency, be creative and clever, and incorporate keywords that can often prove awkward to position. The use of your keywords, copy, and visuals have to work together beautifully to encourage people to click through to your perfectly designed landing page.
Source: Digital Marketing Institute
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