What is a PPC specialist, and what can these professionals do for me or my clients? If you’ve ever asked these questions, read on for the answers.
What Is PPC?
In order to understand the role of a specialist in PPC, it would be helpful to learn about PPC itself. This term, from the digital marketing world, stands for pay-per-click. With this advertising model, advertisements are placed on a search engine or other digital platform. Every time a user clicks on the advertisement, the publisher of the ad is paid by the advertiser.
The price charged for a PPC ad may either be fixed or subject to a bidding system wherein the advertiser places a bid for relevant keywords or phrases associated with their product or service. Prices usually correlate with the ad’s quality, with higher-quality ads costing less for the advertiser. Other factors that might impact cost include the publisher (well-known publishers charge more) and the type of ad (text-only, graphic, video, or blend).
What Is a PPC Specialist?
These professionals design, plan, and help execute PPC digital marketing campaigns for companies. Their ultimate goal is to optimize the campaigns and give the company a robust return on investment. You can find these marketing pros in various venues, and some specialists also become freelancers who offer their services independently.
Specific duties of the specialist might include making strategic decisions about relevant keywords, search engine optimization (SEO), creating the most effective ad formats (such as determining if the ad will be a combination of text and graphics), designing landing pages, and managing budgets and bids. They also play an important role in evaluating the ad campaign’s success and making adjustments if necessary. By using conversion rate optimization (CRO) analytics, specialists can try out different approaches and measure and compare results.
What Makes a Great Specialist?
Effective specialists will have impeccable communication skills and possess the ability to work well with all stakeholders. Since they are analyzing consumer behaviors and trends, a psychological and sociological understanding of people also helps. Good specialists possess amazing organizational and time management skills. They also have solid instincts and a thirst for knowledge and improvement that compels them to go deep and analyze problems from all angles.
As such, a successful specialist is equal parts analytical, creative, and adaptable. And due to the digital nature of the work, some technical expertise in areas like JavaScript and HTML is ideal. Specialists should also be familiar with metrics tools such as Google Analytics and might benefit from certifications like Google Ads, Microsoft Advertising, and Facebook Blueprint. They might have held previous positions that include paid search tech, paid search coordinator, or paid ads manager.
Why Hire a Specialist?
Businesses want to get noticed. Advertising is the tried-and-true method for getting the desired attention. A memorable ad is creative, creates a sense of urgency, reaches its target audience, and compels them to action. That’s no easy order. And even if you’ve managed to executive that elusive advertising gold, you still need to convert the client into a faithful customer. Landing pages that come after that coveted click help seal the deal. They must be appealing and keyword-rich.
They also must include details that speak to the prospective consumer. A knowledgeable specialist can meet all these needs and help ensure your ads keep delivering for years to come. In addition, these pros know the ropes of PPC ad networks and have an impeccable intuition of where to place your ads to achieve maximum ROI. If you pick a qualified and knowledgeable specialist, you’ll find a partner committed to making progress.
Digital Marketing Revolution
The advertising days of old, reliant on television, radio, or word-of-mouth, are part and parcel of a bygone era. The digital world is full of opportunities for businesses to make a mark in a modern climate. From social media engagement to popular websites that match your e-commerce niches to big-name search engines that millions of browsers use a day, digital marketing is the way to go.
PPC is one cog in a whole landscape that digital marketing professionals have learned by heart. SEO-rich content like blog posts, backlink sourcing, website design and auditing, case study development, news feeds, social media management, and classic PR assistance: the sky is truly the limit. Digital marketing boosts profits for companies and can be an agency’s best friend. Help clients make their mark by connecting them with top-tier, high-quality marketing products, and watch that client base grow.
Do you want to save your agency time and money by joining forces with a trusted ally in quality control and sourcing? Browse the AgencyHub marketplace for strongly vetted PPC specialists and other broad-ranging digital marketing services that can deliver for your clients.
