PPC Specialist

A pay-per-click (PPC) specialist might be the right career that allows you to become a Google guru. It merges the world of advertising with the internet but in a more direct way from your search terms. Think this could be the right job for you? Take a look at our career guide below to find out!

What does PPC mean?

The pay per click definition is when advertisers pay a fee each time someone clicks one of their ads on Google. It’s a form of buying clicks to the site instead of trying to get people to find you organically - on their own. How does PPC work? A specialist will brainstorm keywords, write clever and engaging copy and purchase adds with search engines, so it appears in a prominent place. An advert which has been ‘paid per click’ will usually feature in a prominent position on the search engine results.

What is a PPC specialist?

A pay per click specialist is someone who writes copy, plans adverts and places them in search engines for an organisation. What is a specialist? It’s a term used for someone who has expert knowledge in a particular area or field; in this case, this is targeted ads. A company would have a job role set aside for a specialist, meaning someone who has valued insight into that topic over an individual who has limited knowledge across various topics.

Under the PPC executive job description, we find that they use their expertise to advise on how to maximise the click-throughs and results of an advertising campaign. There are several names for this position, and most use a specialist synonym including, PPC analyst, PPC experts, PPC assistant, PPC consultant, PPC account manager, PPC manager or Google Adwords specialist. Any company can use PPC, meaning the role fits well within the marketing department at a company, or digital agency.

What is PPC marketing?

By looking at the PPC marketing definition we see it is a valued job within the marketing department, where the individual usually focuses on achieving click throughs from ads. They may edit campaigns written by colleagues to ensure the content will receive optimised PPCs, or they may write the copy themselves. The PPC definition doesn’t state it’s exclusive to the marketing department, so in smaller companies you may have a PPC specialist who writes a lot of the content instead of several roles working in marketing.

What does PPC specialist do?

They are either in-house or within agencies who provide services for several companies across various sectors. A PPC specialist will produce PPC campaigns to run across a range of digital channels including search engines, and make recommendations on how to maximise existing ads. They’ll analyse trends, write content, proof-read, and present reports on how well the campaigns are doing. A PPC analyst will need to create, manage and build relationships with clients, produce data reports and create advert templates.

How to become a PPC digital marketing expert?

Obsessed with the PPC world? Well, if you want to learn about PPC search results you can study a relevant degree. Although there are no PPC courses specifically, studying computing, marketing, English, maths, engineering, and science is useful. Most PPC analysts have degree backgrounds from varied subjects, but will have creative minds and strong analytical skills regardless of their specialism at university.

Employers seek candidates who have a high aptitude for work and who has relevant work experience. You can study a Google Adwords qualification provided by the search engine themselves through Skillshop, which although extremely beneficial it’s not essential. It is possible to get a job as a PPC account manager if you have an HND or foundation degree if you can show your skills and expert knowledge to potential employers. Even though it’s a relatively new position compared to jobs that have been around for hundreds of years, it’s still highly competitive. But, if you show your passion for the industry, potential and analytical mind you’ll still have decent chances against fellow applicants. Also, having experience using specialised software like Marin, Google analytics and Kenshoo is an advntage, and some sort of marketing work experience is usually essential.

What skills are useful for a Google specialist?

We’re going to dive right in to what skills are classed as beneficial for this job. You may learn this from previous unpaid or paid work, or through an internship, like work experience at Google - if you’re lucky to secure that! First, you should understand the specialist skills definition, which relates to particular attributes that an expert will have over a standard ability most can perform.

For example, a Google specialist will have excellent knowledge of how PPC works within digital marketing, understanding of how Google Adwords work and a strategic mind for marketing campaigns. But there are other skills which you can learn on the job or through a pay per click course to help you with this position. From excellent analytical, communication and writing skills to relationship-maintaining, presenting and marketing skills. You’ll need to be a whizz at maths, Microsoft Excel and pay per click reporting to show how the adverts are performing. Also, creative minds who can develop new strategies, and find solutions on how to improve existing campaigns will excel in this role.

However, if you need work experience you can search for internship opportunities via job websites and individual websites. Although, if you can’t find work experience ads for a business you’re interested in, you can reach out to them directly and offer your services - what harm could it do? You should research the organisation, work out who you should contact, and email or call them to show your interest.

There are other options like completing work experience at your university magazine, society or club, or shadow someone within a marketing compartment. Although this may not be targeted PPC experience, it’ll still offer you insight into the marketing department and digital skills you can use as a PPC analyst.

However, if work experience at Google is one of your biggest aspirations, you canfind out what internships and scholarships they have available here.

What is the average salary for a PPC specialist?

Under the PPC scope, someone in an entry-level position can earn between £18,000 and £25,000, and after at least five years’ experience, they can take home £25,000 to £40,000. The PPC manager salary tends to be within the range of £40,000 and £50,000.

The head of PPC can expect earnings of a similar nature, but if they work for a bigger corporation it could be higher. If you’re a PPC analyst in an agency you may receive commission or bonuses. After a time, a PPC expert may work freelance where they can set daily or hourly rates.

What are the prospects for a PPC analyst?

Within your first few posts, you should work across a range of advertising campaigns under the supervision of experiences colleagues. After developing your knowledge of technical skills and the industry, you will likely manage more campaigns, take responsibility for particular client accounts or specialise in an area between creation to result reporting. Progression can vary on the individual, but if you develop efficiently and have a creative and analytical mind you should be able to work your way up within the fast-paced PPC ads industry.

Some individuals move into managerial positions and can be a PPC manager, or head of PPC, whereas others may work on gaining more prominent clients. If you are based in an agency you may see higher commission rates and promotions after bringing in more customers. Networking is crucial for this developing career, and over the span of your time working you can move between companies and industries through networking opportunities. Another option is to gain enough experience, knowledge and contacts to work freelance or set up an agency yourself.