A PPC Specialist is responsible for managing internet pay-per-click advertising campaigns, including developing strategies, executing designs, implementing campaigns, and analyzing ad performance to maximize ROI and achieve business goals[5].
Typical duties and responsibilities include:
- Creating, planning, and optimizing PPC campaigns across digital channels such as Google Ads, Bing Ads, Facebook, Instagram, LinkedIn, and similar platforms[3][5].
- Developing digital marketing strategies tailored to client goals, using research, consumer data, and SEO techniques[1].
- Tracking, reporting, and analyzing campaign performance metrics, such as click-through rates and cost per click, to drive performance improvements[1][5].
- Conducting keyword research, competitor analysis, and developing compelling ad copy[5].
- Modifying and optimizing campaigns based on data-driven insights and industry trends[1][7].
- Collaborating with content and design teams to optimize ad assets and landing pages[7].
- Communicating with clients to present campaign results, provide insights, and recommend improvements[1][3].
- Managing campaign budgets and monthly ad spend to ensure cost efficiency[5].
- Staying up to date with the latest industry trends and paid media best practices[5].
- Managing multiple campaigns or a portfolio of clients, which may include account management and business development[3].
Key skills required:
- Analytical skills for interpreting data and trends
- Experience with PPC platforms (e.g., Google Ads, Bing Ads, Facebook Ads Manager)
- Strong understanding of SEO and SEM principles
- Copywriting and proofreading skills for ad creation
- Good communication and client management abilities
- Creativity in developing ad concepts and campaign strategies
- Budget management and cost control
PPC Specialists can work in-house with marketing teams, at digital agencies managing multiple clients, or as independent consultants or freelancers[1][3].