Working-from-home is the new normal. And it comes with numerous benefits for everyone like health safety, location-flexibility, and relatively more time for your family or the things you want to do. But what opportunities are available for you today?
If you have a knack for digital marketing, becoming a PPC or Pay-per-click specialist might be the best option for you.
What is a Pay-per-click Specialist?
Pay-per-click advertising is basically a type of paid ad that charges the user when an audience clicks the ad. It can be present in social media, search engines, streaming sites, and more. The aim is to catch the attention of the web or mobile user with the hopes of converting them as a customer.
It’s quite cost-effective because you’re only paying per click from those (hopefully) interested prospects. It’s similar to a digital marketer. The difference is, it involves a measurable outcome, like sales or lead generation.
But it’s easier said than done. Here are 9 essential qualities of an in-demand pay-per-click specialist.
Know Your Clients
In marketing, the first step is knowing your client. Who is your target audience? After all, the best marketing campaigns wouldn’t matter when shown to the wrong person.
An in-demand PPC specialist knows their client. You must know their buyer’s persona. What are their demographics? What type of language do they respond to? What are their income levels? What social media should you use? What do they think?
In this way, you can devise PPC campaigns that will not only drive clicks but also convert to sales.
Keyword Research
In most PPC campaigns, you need to bid on various keywords where your ad will show. You need to know basic SEO and keyword research to find the best keywords to target. After all, money is involved, and you don’t want to spend on the wrong keywords.
Updated with the Trends
Every day, there are viral trends that may suddenly come out of nowhere. Are you updated with the trends? Can you ride on the wave of this traffic as soon as it comes out? As a PPC specialist, there are moments in your career when you need to be vigilant and catch these waves.
And it’s not only in your client’s industry. It also relates to the advancements in digital marketing. Are the platforms you are using still relevant to your target audience? You should be updated with the trends to become an in-demand PPC specialist.
Creativity with Persuasion
You only have a few seconds to grab the attention of your target audience. Your ad might be present while they scroll through their feed, or it might pop-up when they are searching for something in Google.
You should be creative enough to devise PPC ads that are highly attractive and persuasive. You might need to learn some basic copywriting and graphics to relay the best message possible.
Technical Expertise in Tracking
Tracking is key in PPC campaigns. You should have a measurable result for your campaigns. But how do you ensure that you are tracking the ads better?
You should have a basic understanding of HTML, retargeting codes, tags, JavaScript, and more. You should know the latest technology for browsers and devices. After all, what you don’t measure, you don’t improve.
Analytical Skills
And after getting the right numbers, you need to interpret the data. What can be improved? What patterns did you see that can be useful for the next campaign? What are the:
- Click-through rate
- Cost per click
- Quality score
- Cost per conversion
- Return on ad spend
There are also other factors to consider, but the point is, your analytical skills will come in handy for continuous improvement in your PPC advertisements.
A/B Testing
Do you know what campaign will work? Is there something you can do to improve your current campaigns? No one knows the answer because PPC ads are a trial-and-error process. You need to try first to know if it will work.
Why not do simultaneous campaigns to test which works best? This is called A/B testing. It can be just two campaigns or more with different target audiences or PPC content. PPC ads are highly measurable because you can easily attribute conversion rates to them.
With this, you can check which ones are working and which aren’t.
Conclusion
There you have it! Here are the essential skills to become the best PPC specialist in your field. If you’re looking for opportunities, check this link for more.
