Pay-per-click (PPC) managers are responsible for directing traffic to company websites from search engines such as Google, Yahoo, and Bing. Search engine optimization (SEO) duties may also be part of the job, which involves generating keywords that consumers may use on search engines and also utilizing techniques to increase companies' presence on search engines and direct more traffic to their websites.
These managers often work with marketing and design departments to create advertisements which entice customers to click on them and be led to the website; success in this job may be measured by the amount of clicks generated by various campaigns. PPC managers also perform analytics and may work with an analytics team to determine which strategies were successful and how they can be improved. Some analyses are done in real time, and changes may need to be made quickly for the right results. It is essential that these managers stay up-to-date with all the latest developments in their field so strategies can be updated regularly. Working directly with consumers and performing consumer-testing and surveys may also be part of the job.
A few years of experience in a similar position and certification in Google AdWords may be required for this position, though some entry-level and intern positions may be available. Some positions may require a bachelor’s degree in computer sciences or a related field.
Pay-Per-Click (PPC) Manager Tasks
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.
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.