A pay per click specialist, also known as a PPC specialist, is a professional who specializes in the management of online advertising campaigns. An individual assigned to this role, in particular, assists in the creation of new media campaigns and oversees the management of existing ones by performing tasks such as split-testing, keyword optimization, and data analysis in order to reduce the overall pay per click cost of a web-based campaign. A PPC specialist can work for a company, but many people in this field prefer to work as freelance specialists or consultants, and many of them work with multiple clients at the same time.
PPC specialists with strong analytical skills can decipher complex data revealing the interactions of website or blog visitors with advertisements displayed on these sites. This data is useful in the planning and execution of Internet advertising campaigns. While many webmasters attempt to analyze such data on their own, others prefer to delegate such tasks to pay per click experts with extensive experience in the field.
A PPC specialist must be very good at math and have the ability to spot future trends, in addition to having strong analytical skills. While many specialists lack formal training in this field, and a degree isn’t always required to work as a PPC specialist, most seasoned specialists have extensive experience with search engine optimization and affiliate marketing, as well as a thorough understanding of how different search engines work. A good specialist can not only predict future search engine or consumer trends, but also adapt to a variety of new trends in order to ensure the overall success of unique advertising campaigns.
During the course of a campaign, a PPC specialist will conduct thorough keyword research, evaluate the effectiveness of existing keywords on a website, and make changes as needed, such as adding or removing new words or search terms. A professional will also work to create an effective landing page that will entice visitors to take specific actions, such as clicking on ads or purchasing affiliate products. To determine the effectiveness of these actions, the specialist will run a series of tests to see which methods and strategies work best and which should be changed to improve the overall effectiveness of a website.