What Does a PPC Specialist Do?
We think the question is… what do they not do? Here at Cordelia Labs our PPC Specialists (PPC = Pay-Per-Click) are honestly the backbone of our Digital team. They need to be both technical and creative, receptive to learning and have the ability to teach. On the technical side, they need to know all the different digital platforms which are consistently making changes and adding new capabilities. They also need to be creative in making media recommendations that support the campaign and writing a campaign performance recap. A good PPC Specialist also knows that learning will only make them better. Learning how each of the platforms work, but also learning the big picture of how a campaign is performing is an essential skill. And above all that, they need to be flexible. On any given day, they may need to pivot what they are doing to fix an issue… let’s face it, things break especially in the digital marketplace.
We’re not sure what we would do without our PPC Specialists as they are an essential part of our team.
Let’s Get into the Nitty Gritty
The role of a PPC specialist is responsible for quite a few different aspects of the Digital Media ecosystem. Some of their most important tasks include; reaching potential customers through paid advertising campaigns, including keyword selection, budget management, and audience targeting.
They need to also be skilled in using platforms like Google, Bing, Facebook, X and/or LinkedIn to create and manage effective campaigns that reach potential customers. Responsibilities include but are not limited to conducting keyword research, creating ad copy, setting up and managing ad campaigns, and monitoring and analyzing their performance.
Setting Up and Managing Ad Campaigns
Whether it be Google or Meta, the process of setting up and managing a Digital campaign takes time and patience. As well as knowing the ins and outs of each of the platforms. Below is a basic process for setting up a new Google campaign. With 10+ steps, the need for accuracy and patience is imperative.
- Sign in to your Google Ads account.
- Click on the “Campaigns” tab in the left menu.
- Click on the blue “+” button to create a new campaign.
- Choose your campaign goal from the available options, such as sales, leads, website traffic, etc.
- Select the campaign type that aligns with your goals, such as search, display, shopping, video, or app.
- Provide a name for your campaign and select the appropriate settings, including the campaign budget, bidding strategy, and start and end dates.
- Choose your target audience by selecting demographics, interests, and other targeting options.
- Set up ad groups within your campaign. Ad groups help organize your ads based on themes or keywords.
- Create your ad by adding headlines, descriptions, and display URLs. You can also upload images or videos if applicable.
- Set up keywords for your campaign by researching relevant terms that your target audience might search for.
- Review and finalize your campaign settings.
- Click on the “Save and Continue” button to move forward with your campaign setup.
- Set up conversion tracking if you want to track the performance of your campaign and measure the actions taken by users (highly recommended)
- Review your campaign settings once again and click on the “Save” or “Submit” button to launch your campaign.
Remember, this is just a general overview of the campaign setup process on Google. The specific steps and options may vary depending on your campaign goals and the type of campaign you choose.
At any time before or during a campaign, a PPC Specialist can be asked to perform any of the below tasks.
Keyword Research
This is a crucial aspect of a PPC specialist’s job. They identify relevant keywords and phrases that potential customers are likely to use when searching for products or services. This involves analyzing search volume, competition, and relevancy to ensure that the chosen keywords will generate high-quality traffic. By selecting the right keywords, they ensure that the ads are shown to the right audience at the right time.
Copywriting Audience Targeting
Once the keywords are identified, the PPC specialist creates a compelling ad copy that entices users to click on the ads. They use their knowledge of copywriting and persuasive techniques to craft ads that will entice users to click and visit the website or landing page. They ensure that the ad copy is relevant to the keywords and aligns with the business’s goals and target audience.
Budget Management
Budget management is another important aspect of a PPC specialist’s role. They are responsible for setting and optimizing the advertising budget to maximize the return on investment (ROI). They monitor the performance of campaigns, adjust bids, and allocate budget to different keywords or ad groups based on their performance. PPC specialists will even pause underperforming campaigns, or reallocate the budget to higher-performing campaigns. This requires a keen understanding of data analysis and the ability to make data-driven decisions.
Audience Targeting
They use various targeting options provided by advertising platforms to narrow down the audience for their ads. This includes demographic targeting, geographic targeting, and even behavioral targeting. By reaching the right audience, PPC specialists increase the chances of attracting potential customers who are more likely to convert.
Monitoring and Analyzing the Performance
After the campaigns are set up, PPC specialists closely monitor their performance to ensure that they are achieving the desired results. They track metrics such as key performance indicators (KPIs), click-through rates, conversion rates, and return on ad spend to evaluate the effectiveness of the campaigns. If necessary, they make adjustments to the campaigns, such as changing targeting options or ad copy, to optimize their performance and maximize results.
Stay Updated with Industry Trends and Changes in Advertising Platforms.
In addition to managing individual campaigns, PPC specialists also analyze data and trends to identify opportunities for improvement and growth. They stay up to date with industry developments and changes in advertising platforms to ensure that they are using the most effective strategies and techniques.
Tools a PPC Specialist Should Know
Google Ads: The most popular advertising platform, Google Ads allows PPC specialists to create and manage campaigns, conduct keyword research, and track performance metrics.
Bing Ads: Similar to Google Ads, Bing Ads is Microsoft’s advertising platform. PPC specialists can use it to reach a different audience and expand their advertising reach.
Facebook Ads Manager: This platform allows PPC specialists to create and manage campaigns on Facebook and Instagram. It offers advanced targeting options and tracking capabilities.
Google Analytics: PPC specialists use Google Analytics to track website traffic, conversions, and other important metrics. It helps them understand the effectiveness of their campaigns and make data-driven decisions.
SEMrush: This tool provides valuable insights into competitors’ keywords, advertising strategies, and overall online presence. PPC specialists can use it for keyword research, campaign analysis, and competitor research.
SpyFu: Similar to SEMrush, SpyFu offers competitive intelligence and keyword research tools. PPC specialists can use it to uncover competitors’ strategies and identify new opportunities.
AdWords Editor: This desktop application allows PPC specialists to make bulk changes to their Google Ads campaigns. It offers a more efficient way to manage and optimize campaigns.
Google Keyword Planner: This tool helps PPC specialists find relevant keywords and estimate their search volume and competition. It is useful for conducting keyword research and planning ad campaigns.
Google Tag Manager: PPC specialists use Google Tag Manager to manage and deploy tracking codes on their websites. It simplifies the process of implementing conversion tracking and other tracking tags.
Excel or Google Sheets: PPC specialists often use spreadsheets to analyze and organize data, create reports, and perform calculations. Excel or Google Sheets are essential tools for data analysis and reporting.
How to Become a PPC Specialist
To become a PPC specialist, there are several steps you can take:
1. Gain a solid understanding of digital marketing: Start by familiarizing yourself with the basics of digital marketing, including SEO, social media marketing, and content marketing. This will provide you with a strong foundation for understanding how PPC fits into the overall marketing strategy.
2. Learn about PPC platforms and tools: Familiarize yourself with the various PPC platforms and tools mentioned above, such as Google Ads, Bing Ads, Facebook Ads Manager, and Google Analytics. Take online courses or tutorials to learn how to navigate these platforms and use them effectively.
3. Develop your analytical skills: PPC specialists need to be able to analyze data and make data-driven decisions. Take courses or workshops on data analysis and learn how to interpret metrics like click-through rates, conversion rates, and return on ad spend.
4. Gain hands-on experience: Start by managing your own PPC campaigns, even if they are small-scale or for personal projects. This will give you practical experience in setting up and managing campaigns, conducting keyword research, and analyzing performance. Consider offering your services to friends, family, or local businesses to gain more experience.
5. Stay updated with industry trends: The digital marketing landscape is constantly evolving, so it’s important to stay up to date with industry trends and changes in advertising platforms. Follow industry blogs, attend webinars or conferences, and join online communities to stay informed and connected with other professionals in the field.
6. Get certified: Many PPC platforms offer certification programs that can enhance your credibility and demonstrate your expertise. For example, Google Ads offers the Google Ads certification, which validates your knowledge of Google Ads and its features.
7. Network and build relationships: Networking is important in any industry, and digital marketing is no exception. Connect with other PPC specialists, attend industry events, and join professional organizations to expand your network and learn from others in the field.
By following these steps, you can build the skills and knowledge necessary to become a successful PPC specialist. It’s important to remember that PPC is a dynamic field, so continuous learning and staying updated with industry trends will be key to your success.
Conquer the Trends with Us
A PPC specialist plays a vital role in helping businesses reach potential customers through paid advertising campaigns. By selecting the right keywords, managing the budget effectively, and targeting the right audience, they contribute to driving targeted traffic and generating leads or sales. Their expertise in data analysis and optimization ensures that campaigns are continuously improved to achieve the best possible results.
At Cordelia Labs, our PPC specialists are committed to the success of each and every campaign that launches. We understand that managing digital campaigns can be frustrating and confusing at times, especially with the nonstop industry updates. Contact us today to find out how we can help your campaigns perform to the fullest.