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What Does a PPC Specialist Do?

A PPC specialist is a marketing professional that specializes in creating and implementing PPC campaigns. Basically, their job is to maximize the advertiser’s ROI. Some of the responsibilities of a PPC specialist include creating and planning PPC campaigns across different digital media, monitoring and optimizing campaigns, analyzing trends and performance, and copywriting.

On the other hand, PPC or Pay Per Click is a digital marketing strategy where the advertiser pays a fee every time someone clicks on their ads. These ads are displayed on websites and social media platforms. Additionally, businesses pay search engines to place them on the first page of search results as ads.

What skills should you look for in a PPC specialist?

When hiring a PPC specialist, you should look for these essential skills:

  • Openminded
  • Organized
  • Timely
  • Understanding of the business
  • With excellent communication skills, both verbal and written
  • Creative
  • Knowledgeable – but willing to continue learning
  • Analytical

A PPC specialist can work with a marketing agency or be self-employed. If you already hired the services of a digital marketing agency, chances are they have in-house PPC specialists.

Why should you hire a PPC specialist?

If you want to maximize the results of your PPC campaign, it is best to hire someone who knows what they are doing. After all, if the wrong people are clicking on your ads, every one of those clicks is money down the drain.

They can help you in all aspects of your PPC campaign; from keyword research to launching.

Determining what the most effective keywords for getting to your target audience are is not an easy task. There are thousands of ways a person can search for any given product or service, and knowing the difference between a good keyword or a bad one is an arts-and-science combo. A PPC specialist will know their way around keywords, and with some research, they will be able to determine which ones will be more appealing to your target audience.

Your campaign’s copy can make it succeed or kill it. A PPC creates copy based on research and knowledge. The right copy will increase your click-through rate and conversions while poorly written copy will either result in a low click-through rate or worse, attract the wrong audience which won´t turn into leads or convert into sales. This relates to our next point…

A PPC specialist knows the principles and practicalities of landing page design. If your landing page is irrelevant, conversion rates will be low. They can test different landing pages to learn what is most attractive for your target audience and improve your conversion rates. This type of research is called A/B testing, and it can be the difference between 1% or 5% conversion rates.

One of the main advantages of a PPC camping is that you can monitor -virtually instantly- how well your campaign is doing. You can know not only how much you are selling, but where your buyers are coming from. A PPC specialist can analyze this data and determine which ad placements and keywords have the higher conversion rates.