Pay-per-click (PPC) specialists are in demand now more than ever before. As the revenue from online advertising continues to rise, and more marketing dollars are thrown in the ring, the need for additional hands on deck grows. In short, businesses need PPC experts who can confidently build and manage their online ad campaigns, so they can increase sales and profits.

If you haven’t yet dipped your toes in the PPC pool, you’ll want to know what to expect. And, if you’re ready to go all in, these are the skills you’ll need to be successful as a PPC specialist.

But first, let’s start with a brief overview of PPC and discuss why it’s become such a popular marketing channel.

What is PPC?

PPC is an online advertising model that helps drive traffic to your website. Each time a user clicks on your ad, you are charged a fee by the platform or website serving your ads. Hence the name, ‘pay-per-click’.

Because PPC allows you to buy visits to your website, it generally works faster than earning those visits organically. Paid advertising is a quick way to build brand awareness, generate leads and increase conversions, making it an all-around attractive option for businesses. For example, if you pay $2 when someone clicks on your ad, and that click turns into a $200 purchase, you’ve got a generous return. You can see why businesses are eager to work with PPC specialists!

PPC Specialists Need These 7 Skills:

1. Working Knowledge of Statistics – If you’re going to work in paid advertising, you need to be able to interpret the data that goes along with it. Every ad you run will have its own set of impressions, clicks, click-through rates (CTRs), conversions, and so on. As a marketer specializing in PPC, you need to be able to efficiently analyze these numbers and use the data to make decisions regarding your ads.

For example, if one of your ads has a higher click-through rate than another ad, you might be tempted to change the ad with a lower CTR. But if that low-CTR ad has a higher conversion rate, then you have to be able to apply that knowledge to decide what is and what isn’t working.

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Learn All the Tricks of the Marketing Trade

2. Ad Copywriting Finesse – If you want to be successful in PPC, then you need to get people to click on your ads. This means you need to be comfortable writing calls-to-action and you need to be willing to tweak them if they don’t work. Developing skills in ad copywriting means knowing how to work with keywords, connecting with your audience, and ensuring your ad aligns with the landing page (more on that later).

3. Familiarity With AdWords – There’s no doubt Google AdWords is the most popular paid advertising platform in the world. If you want to become a PPC specialist, then you need to know how to work in AdWords.

To become proficient with this platform, you’ll want to know how to choose the best keywords, how Google determines when to show your ad, how to place bids, and how to set up and manage campaigns and ad groups.

4. Mastery of Landing Pages – Where the visitor “lands” once they click on your ad is just as important as the ad itself. Simply put, your landing page content needs to be a natural extension of your ad copy. It’s not only important for the sake of your own marketing goals, but it can also influence how often your ads are shown.

5. Design Ability – No matter which PPC advertising platform you use (AdWords, Facebook, Instagram, etc.), your ads are going to require visual assets. That’s why it’s so important for you to understand the design requirements for each platform and which tools can help you create the best graphics. After all, you may not always have a graphic designer on hand, so you’ll want to be able to rely on your own skills!

6. E-commerce Know-How – Online advertising and e-commerce are practically made for each other, so it’s critical you understand how to optimize your PPC efforts for retail. Knowing which platforms are best fits (for example, Google Merchant Center vs. Amazon Advertising) and how to apply tracking to your ads are just a couple of areas where you should focus your time.

7. Knowledge of Customer Journey – If you don’t understand the behaviors of your customers, then you won’t be able to create ads that get them to click. Consider whether your ads are being used to build brand awareness, generate leads or increase conversions, and organize your content around those goals.

Paid advertising is a fast-paced environment where changes require you to be nimble and effective. Marketers who want to become PPC specialists should focus on developing these skills as the foundation to successful careers in online advertising.

Become a PPC Advertising Specialist

Simplilearn’s Advanced Pay-Per-Click Certification Training prepares you to take your place as an industry-ready paid marketing professional. You’ll learn the nuances of pay per click, display advertising, conversion optimization and web analytics, and you’ll acquire extensive project experience to get you ready for managing paid marketing initiatives.

Apart from PPC, if you wish to cover every corner of modern marketing and looking to reach new heights in your career, you could look at our Digital Marketing Masters Course as well as the Post Graduate Digital Marketing Certification Program.

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

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