One of the main challenges of breaking into the digital marketing field is that many positions are not as “standard” as other jobs. They often don’t have specific training, certifications, or degrees, which means if you are interested in breaking into the industry, you might not know where to begin.
PPC specialist from Infintech Designs has an unusual mix of skills that can range from being creative to highly analytical. If you are looking for an area you can consider in digital marketing, PPC (Pay Per Click) advertising could be an exciting place to start.
The Role of a PPC Specialist
A PPC Specialist manages internet pay-per-click advertising campaigns, including strategy, design, implementation, SEO, and ad performance analysis. It is a challenging role that is also highly sought after because it takes a unique skill set to nail a PPC campaign. Some of the leading parts a PPC Specialist will assume include:
Understanding how people search for any product or service is a must for a PPC Specialist. You have to keep up with trends, always research and test your keyword choices, and be ready to change them when you do not see results.
Landing page design
Your ads will direct clickers to a landing page where you have a few seconds to engage and delight your readers. Perfecting these landing pages is an art that successful PPC specialist’s share. Without a strong landing page, all your efforts are for naught.
This alone can prove to be a full-time job. SEO trends and understanding how to outsmart Google’s ever-changing algorithms will keep you busy when you are not mastering your campaigns. You will need an intimate relationship with consumers to understand what they will respond to and what technology is driving them each day.
The Skill Set of a PPC Specialist
As already mentioned, you will spend a lot of time figuring out what works for your campaigns. Therefore, an analytical mind is needed to look at the numbers and analyze the statistics to improve your campaign’s performance.
Organization & Time Management
This is expected in most jobs, but as a PPC Specialist, you will face many more time-consuming tasks than other positions. Namely, following the stats of your campaigns while researching diligently to remain on top of trends. You’ll need a long to-do list and a massive day planner to make sure you don’t miss anything.
Your creative mind will be directing the success of your campaigns. You have to write compelling copy and use creative visuals that fit into a small frame. According to Sarandrea, “Each ad is quite small, so you’ll need to be economical with your usage of the space.” You have to leverage emotions and FOMO (fear of missing out) to increase your click-through rates. That’sThat’s the main gist of the job.
You have to know your brand and the business(es) you serve to determine customer intent. This way, you will come up with the right placements, keywords, and copy for your display ads.