The work of pay-per-click (PPC) professionals revolves around internet advertising on search engines, as these professionals create links with keywords and perhaps pictures which entice consumers to click on them and be directed to the desired website. They may also work with marketing and design teams to develop effective campaigns.
A bachelor’s degree in a marketing-related field is generally required for this position. After campaigns are launched, PPC professionals must keep track of them by analyzing their effectiveness. When campaigns seem to be failing, they must make the appropriate changes to make them more desirable. As such, attention to detail is important in this position, and small changes often make the difference in PPC initiatives. This job may also require research and administering surveys to learn the preferences of consumers, and they must always keep up with all of the latest developments in the field.
PPC professionals oversee the pay-per-click activity of multiple search engines, such as Google, Yahoo, and Bing, and their initiatives may need to be changed and catered to individual search engines. Most of the work is performed in an office environment, and this is usually a full-time job. Some PPC professionals may be permitted to work remotely. The tasks are generally performed independently, so it is important to be able to work well on an individual basis. However, teamwork skills are also important to work with other parties involved in web advertising within the company.
Pay-Per-Click (PPC) Professional 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.