A pay-per-click (PPC) specialist is an expert in Internet advertising. He or she is responsible for planning and optimizing online advertising campaigns for Google AdWords or Bing Ads.

A PPC specialist can work in-house for an organization or a digital agency that takes care of third-party campaign management for a wide variety of clients. His or her working hours are usually flexible but may entail weekend work and overtime to meet deadlines. Some organizations also allow their PPC specialists to work remotely.

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Read More about a “PPC Specialist”

What is a PPC Specialist

A PPC specialist often spends hours testing and optimizing ads to ensure that the campaign they are for would run smoothly. As such, the job may not suit everyone. To know if you have what it takes to become one, read on below.

What Is a PPC Specialist Expected to Do?

A PPC specialist is typically responsible for:

  • Planning and managing several campaigns for a wide range of clients at the same time
  • Analyzing trends and evaluating results to come up with optimized PPC campaigns
  • Networking and socializing with stakeholders to build relationships
  • Supervising current campaigns to see areas for improvement
  • Writing and proofreading engaging copies
  • Producing campaign reports and presenting data to stakeholders

What Skills and Qualifications Are Expected of a PPC Specialist?

Education

Most PPC specialists have a degree, but such isn’t often required by employers. Instead, employers look at a PPC specialist’s portfolio that usually showcases his or her successful campaigns. As such, it is not unusual to work with a group of PPC specialists with different educational backgrounds.

For additional qualifications, a PPC specialist can get certifications designed explicitly for the job such as a Google Ads certification.

Skills

Most employers and clients look for a PPC specialist who is proficient in using Google Analytics, Marin, and Kenshoo. Knowledge in Microsoft Excel and data analysis can also help a PPC specialist land a gig. Strong mathematical ability and excellent analytical skills are also ideal qualities to have.

What Tools Is a PPC Specialist Expected to Use?

A PPC specialist should be familiar with several tools that include:

  1. Google Ads Editor: Professionals working on multiple Google Ads campaigns simultaneously should be adept in using Google Ads Editor to ease the task of bulk optimization and editing.
  2. Bing Ads Editor: Apart from Google Ads, a PPC specialist also works on Bing Ads. As such, familiarity with Bing Ads Editor can help him or her manage campaigns with ease.
  3. SEMrush: SEMrush is a must-have for PPC specialists who need to analyze the competition. The tool is critical in providing highly specific domain and keyword data.
  4. Google Keyword Planner: Another essential PPC tool is Google Keyword Planner, which is great for doing search engine optimization (SEO) keyword research. That ensures the success of PPC campaigns.
  5. Google Trends: When researching current in-demand trends, Google Trends is critical. The tool is a free data source that PPC specialists can use for their campaigns.
  6. Google Analytics: If there is one tool that can provide almost everything when tracking a campaign’s effectiveness and overall performance, it is Google Analytics. While the tool is free, those who want to maximize the platform can avail of a premium account.
  7. Twitter Analytics: When used correctly, Twitter Analytics gives PPC specialists loads of data that they can use to improve campaigns. With the tool, they can assess if a particular campaign is effective. It also provides demographic data.
  8. Canva: PPC specialists may also be required to create engaging and striking display ads. If they become adept at using Canva, they would realize that it is a useful social media tool as well.

How Much Can a PPC Specialist Earn?

According to reported salaries in Glassdoor, a PPC specialist can earn an average of US$50,000 a year. The rate significantly increases if one builds an impressive portfolio of successful PPC campaigns.


The PPC industry continues to evolve. As such, becoming a PPC specialist means that you should have a highly competitive attitude to showcase your passion and dedication to make campaigns succeed.