Companies these days continually have to expand their digital strategy as the search marketing industry grows and changes. There are many marketing strategies, including content marketing and influencer campaigns. Pay-per-click (PPC) advertising is another common tactic companies often use. That being said, PPC advertising can be complicated, which is why many companies hire PPC specialists to help them. So, if you are a business owner who is looking to boost your marketing efforts, and wondering what does a PPC specialist do, today we will be telling you all you need to know.
To Begin, What Is PPC?
Let’s define PPC so there’s no misunderstanding. With pay-per-click advertising, you can pay Google (or other search engines) to prominently show your ads on the search engine results pages (SERP). Using this strategy, you only need to pay if and when a user clicks on your ad. It’s a cheap and effective strategy for attracting the attention of online and mobile audiences.
What Does It Mean To Be a “PPC Specialist?”
Pay-per-click advertising expert is an entry-level position in the field of digital marketing. Professionals that specialize in pay-per-click advertising utilize their skills to create and implement digital marketing strategies that help businesses increase their earnings potential. A pay-per-click expert may operate as a freelancer, for a PPC agency, or on an in-house marketing team. Their customers might be either people within or outside the company, such as marketing departments or public relations agencies.
What Exactly Do Pay-Per-Click Specialists Do?
As we have mentioned in the beginning, PPC campaigns can be pretty complicated to develop. To “win” bids and successfully generate leads, e-commerce transactions, and website traffic, a PPC campaign requires extensive planning, and PPC specialists will usually take care of it. In pay-per-click advertising, the first step is to choose which keywords you want to bid on and how much you are ready to spend. The auction systems allow you to set minimum and maximum bids for a group of keywords. The price of these keywords will vary, depending on how much the competing advertisers are willing to pay.
With that in mind, advertisers can’t just “pay the most” and display their ads whenever someone searches for their target keyword. Google, Bing, and other search engines use online auctions to determine the order in which they will display ads and the fees individual advertisers will have to pay.
What Skills Should Good PPC Specialists Have?
- Search engine marketing: SEM is a kind of pay-per-click advertising that focuses on using certain keywords to increase a website’s visibility in search engine results. PPC experts often have a deep grasp of SEM to advance in their fields. Making ads that will show up in SERPs and then optimizing them is what SEM is all about. In order to do this successfully, you need of-depth expertise in search engine algorithms and their application to business goals.
- Data analysis: They need to be able to analyze and make sense of massive volumes of data. Specialists in pay-per-click marketing utilize statistical research to discover which keywords and ads perform best. Data analysis is also used to ascertain which search terms would most likely result in purchases.
- Marketing automation: Pay-per-click experts rely on marketing automation tools to design, implement, and monitor campaigns that reach out to prospective clients and inspire them to take action. This may include activities such as sending emails, making adverts, and changing bids and budgets.
- Email marketing: PPC experts often utilize email marketing to spread the word about their customers’ wares. In order to do this, you must develop an email marketing plan, compose emails, and assess the efficacy of your campaigns.
- Creative thinking: Professionals in pay-per-click advertising employ their imagination to come up with innovative tactics and campaigns that attract new clients. They think critically about the data and come up with novel solutions for underperforming campaigns.
How Do PPC Specialists Improve Their Campaigns?
Pay-per-click campaigns are simple to set up but need regular attention once they’re live. A PPC Specialist’s major function is to manage all pay-per-click advertising initiatives. Having a professional optimize SERPs such that they respond more closely to the user’s intended query may increase conversion rates. You may accomplish this in a few different ways:
- By adding keywords to your campaign,
- Using negative keywords for terms that you’ve determined to be irrelevant or non-converting
- Creating distinct Ad Groups to generate targeted ad text and landing pages.
Furthermore, another part of PPC campaign management is changing calls to action (CTAs) on landing pages. Moreover, PPC specialists will pay attention to your customers’ evolving preferences. This will allow them to make rapid adjustments to the campaign and keep up with the industry’s dynamic nature. And lastly, a specialist will monitor a PPC campaign meticulously to assess its results and tweak it as needed.
So, what does a PPC specialist do? Hopefully, now you know. With that said, if you want your pay-per-click ad campaign to produce the best possible results, get help from a professional. After all, If the wrong people are clicking on your ads, you’re throwing money away. Specialists will be able to assist you with every facet of your pay-per-click campaign, from identifying keywords to releasing your ad. It can be challenging to identify the best keywords to use in order to reach one’s intended audience. Knowing the difference between a good keyword and a bad keyword is an art and a science, as there are thousands of ways a person can search for any given product or service. A PPC expert will have a thorough understanding of keywords and, with some investigation, will be able to tell you which ones will be most appealing to your intended audience.
Author Bio: Andrew Johnson’s career as a writer spans over eight years. He primarily focuses on digital marketing but also writes about various tech-related topics. Recently, he has been writing posts for the MoversTech CRM website.