What Does a PPC Specialist Do?
Average Pay Per Click Specialists act as the lifeblood of a pay-per-click marketing campaign. They are responsible for tracking and recording website performance statistics to see whether or not the website is consistently driving profitable results. From there they utilize that data to advise potential customers about possible opportunities on how best to improve their current web operations.
However, as with any job, there are some who are much better than others. If you’re considering becoming a pay per click specialist, then there are a number of steps you should take to ensure success in your new role. And the most important step is to have an analytics program in place to track and record your web statistics.
As a pay-per-click (PPC) specialists, your job will primarily be to drum up business for your client’s websites. Your services will cost them money and they will expect results in terms of increased traffic and conversion rates. So, in order to be successful as a digital marketing specialist, you’ll need to master at least one of the following skills: communication skills, analytical skill, web development skills and sales skills. By focusing on each skill, you’ll become more effective at your job and be able to focus on the best campaigns to push your client’s websites for more profit.
Communicating with your client is fundamental to being a pay per click specialist. You will need to understand their audience and the nature of their products and services. Once you’ve understood these basic facts, you can then set out to convert your prospects into paying customers. To make this happen, you’ll need to master the following skills: ad copy, ad placement, PPC ad testing, conversion tracking and ad split testing.
Analytical skill is an essential skill for any pay per click (PPC) specialist. The ability to analyze data, including visitor behavior, is vital to making big money with adwords. If you aren’t confident with the technical aspects of PPC marketing, you may wish to outsource your analytics needs to a company that specializes in this area. Most specialists find it advantageous to hire a third party to perform adwords analytics because of the advantages that come from hiring a specialist with industry knowledge. However, you must be sure that the company you hire has experience conducting PPC campaigns in your industry.
Landing pages are the basis of every PPC campaign. Pay per click specialists in the UK generally engage in split testing (testing different versions of the same pay per click campaign) to find the most profitable landing page combinations. You, as a pay per click (PPC) specialist in the UK should be familiar with landing pages because this is the “essence” of your job. When choosing landing pages for your PPC campaigns, you will want to find ones that bring in the most clicks, generate the highest revenue, and that have the least number of negative reviews (if any).
The quality score of a PPC campaign is also important to pay per click (PPC) specialist. The quality score is the number one factor in determining which ads to show up in a user’s search results and which are thrown back. A low quality score will result in lower revenues and a high number of ads that are simply not clicking. Choosing a pay per click (PPC) firm that is able to guarantee a quality score (usually above 95 percent) is one way of ensuring that you get the highest number of clicks possible.
Keyword research is another important skill for a PPC specialist in the UK. Your keyword research should consist of a careful study of the competition in your market as well as finding niche keywords that are less competitive but more desirable. Pay per click specialists will know which keywords are more likely to bring in the highest profits as well as giving you the tools necessary to ensure that you get the most out of each ad that you run and that your landing pages get tons of traffic. This type of social media management requires specific knowledge of how to manipulate the Facebook algorithm in order to make sure that your ads are only shown to targeted Facebook users.