Like traditional marketing, digital marketing has very different and dedicated roles, with one of the critical jobs in the digital world being a PPC (pay per click) specialist.
They are integral to a successful digital campaign and strategy, yet many people are unaware of what a PPC specialist does. Here we look at a typical PPC role to demonstrate how an expert in this field can help transform a business online.
So what does a PPC specialist do?
In a nutshell, they manage paid internet advertising activity called Pay Per Click campaigns. Their work includes many layers from setting the primary strategy, research, campaign design, copy messaging, and structure. They will also be responsible for executing the campaign and analysing the results during (for optimisation) and at the end of the pay per click campaign plus collating data into reports to communicate performance to key stakeholders.
Whether working on search, display, remarketing, shopping, video or social advertising campaigns, a PPC specialist will have an excellent understanding of how to reach the right people at the right time using the right channel and be up to date with trends in their field. The budget and return on ad spend will also be a top priority in getting the best results for the ad spend.
Their knowledge of advertising platforms, including Google, Bing, LinkedIn and Facebook, plus other cool supporting and insightful tools, will be second to none!
A great PPC specialist will regularly test and research their keywords and optimise for growth through experiments and refinements until the campaign achieves the desired results.
They will also collaborate with other professionals such as web developers to create visually exciting landing pages and online customer journeys to ensure that potential buyers convert into leads and sales. It's a hugely important part of any online PPC advertising campaign and something a great PPC specialist will be able to support.
What skillset does a PPC specialist have?
Many people who work in digital marketing have the creativity to design and create impactful campaigns, with the ability to dig deep into the analytics and data behind it. A strong analytical mind is essential for interpreting the statistics and numbers behind a campaign alongside being incredibly organised with meticulous attention to detail, especially writing snappy, clickable ad copy.
PPC specialists have all these desirable skills plus more!
They are highly adaptable, flexible (they will continuously optimise a campaign to deliver the best results) and effectively communicate their ideas/performance to clients and their team.
We have only just scratched the surface on the broad skill set a PPC specialist offers!
If you want to find out more about how a Pay Per Click specialist can help transform your online advertising campaigns, please check out our page Why Hire a PPC Specialist or get in touch on 01392 927 520, and we'll be glad to provide more details.