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7 Skills You Need to Become a Great PPC Specialist

In 2019, companies spent $106.5 billion on search advertising globally. That includes PPC or pay-per-click, making it a highly sought-after service. If you are a skilled PPC specialist, then you can tap into this high demand.

But, what makes you a skilled PPC specialist? Delivering results to your clients is the only way to establish yourself in this career field. Read on to find out what it takes to pursue this career.


1. Creative Strategy

Marketing, in itself, is a field where you must have a creative mindset. PPC marketers need to be creative in both their text-based and image-based advertisements. Aligning the work to the brand guidelines while meeting technical requirements and grabbing attention.

Creativity can also help with pairing landing pages and keyword intentions. Differing PPC specialist jobs may require you to fulfill different roles. For example, you may not always have a graphic designer around so you may have to deliver image design as well.

2. Copywriting

Copywriting is specific content created with the purpose of advertising. The copy, or product, is meant to increase brand awareness or persuade a consumer to take a specific action.

Professional and creative writing skills are required for PPC ads to be effective. These writing skills are more than simply meeting technical and grammatical standards.

PPC advertisements must capture and maintain the attention of the reader. Therefore, as a PPC consultant, you’ll need to write in a way that connects and interests the reader. If you are successful in doing so, the reader will likely comply with your call to action.

3. Keyword Research

The foundation for everything in PPC advertising is keywords. These terms that you add to your advertisement define where it will appear. While it doesn’t mean that it will only appear when those exact words are searched, it does give you the ability to target those who you want to see it.

Many different tools will allow you to research keywords but you must analyze and choose them wisely. Using analytics like search volume and competition, you can identify what keywords would be the most successful.

A great way to gain insight into keywords is by looking at what your competition is doing. Could you jump in and rank higher than them or attract their business to your customer instead?

4. Paid Advertising Networks

There are various paid advertising networks you could use in a campaign. No two are the same and offer prices, volumes, user base, and creative opportunities. Regardless of the platform, a PPC specialist needs to understand these networks.

GoogleAds is the most popular PPC network because of its massive reach. Billions of searches happen each day on Google’s search engine. In addition, there are a large number of websites on the Google Display Network (GDN).

Other popular networks include:

  • Microsoft Advertising
  • Facebook
  • Youtube
  • Instagram
  • LinkedIn
  • Twitter
  • Pinterest

Understanding these platforms may seem tough to figure out on your own. The Online Advertising Academy is a great tool that can help you understand everything PPC.

5. Campaign Optimization

A PPC strategy needs to constantly be assessed, tested, revisited, and optimized. Many campaigns include a handful of advertisements ran simultaneously. This can give you insight into which variables work the best such as headlines and ad descriptions.

A/B testing done quickly can help you identify which of these ads perform the best. From there, you can pause the poorly performing ads and create new ones that will help you continue to improve. As a result of all this work, you should end up with a few very successful ads.

Staying flexible during a campaign shows that you understand how quickly trends online can change. If something is not working, don’t be afraid to change it.

6. Budget Allocation

Budgets are incredibly important when it comes to formulating a PPC strategy. Depending on the size of the budget and where the company is in terms of growth, it will affect the approach that is taken.

The budget comes into play when choosing a PPC network as well. This is due to the cost-per-click offered by each platform.

The good news is that even small businesses know the importance of PPC. They spend around $10,000 per month on GoogleAds.

No matter the budget, it’s important to communicate with your client about their expectations. As the specialist, you should be able to help them understand how you can put their budget to use.

7. Understanding Customer Journey and Targets

The target market is the group of consumers that a business wants to reach, persuade, and persuade. As a PPC specialist, it’s your job to fully understand that group of consumers and their wants or needs.

In addition, understanding the customer journey is vital to making the appropriate decisions on keywords and ad copy. When you can identify both, you are one step closer to getting those customers to click on your ad and fulfill your call to action.

Becoming a Great PPC Specialist

Search advertising has quickly become a staple in modern marketing. With the average consumer seeing tens of thousands of advertisements per day, businesses need to find ways to stand out.

As a PPC specialist, you’ll need to possess these skills to deliver your clients the success they’re looking for. With a high demand for this type of work, you should be able to tap into this industry and excel.

Did you find this article helpful? Check out our other great content on business, advertising, and marketing.

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