A pay-per-click (PPC) analyst looks at the rate of clicks that certain advertisements and other internet features result in. The analyst may work for a consulting company or directly for a company. When certain campaigns work well, the analyst will work to implement more of this sort of campaign. When campaigns fail, the pay-per-click analyst will determine why the information is not engaging customers and how it can be improved.
The analyst will also determine new opportunities for advertising. The analyst will use problem-solving skills, in order to increase the rate of clicks of customers. It is important to keep up to date with new developments in the field, in order to implement and test new pay-per-click strategies. Part of the job may be coming up with new designs and campaigns for advertising. The analyst may work with other people within the information technology department and with the marketing department, in order to develop pay-per-click strategies. The pay-per-click analyst is also usually responsible for search engine optimization, which will ensure that the company’s pages and information are at the top of search engine results. It is important to be familiar with various search engines, such as Google, Yahoo, and Bing.
Though there is a large amount of collaboration on this job, much of the work is done independently, so it is important to be able to meet deadlines. Minimizing costs to the client or company is important. Usually, a bachelor’s degree in marketing, ecommerce, or a related field may be needed.
Pay-Per-Click (PPC) Analyst Tasks
Develop PPC campaigns for clients which optimize visibility, oversee graphics design, copy writing, and key word selection.
Detect PPC ad fraud and devise strategies to minimize fraud risk.
Work within client budgets and seek methods of lowering the cost to the client per click.
Monitor major search engines for trends related to PPC campaign, analyze campaign performance, and report findings to clients.