A pay-per-click specialist specializes in doing exploratory research on keywords and phrases that could best suit the business and then decides on a set of keywords based on a few frameworks. A Pay per click specialist procures the keywords on the basis of their analysis and continuously keeps track of the performance metrics pertaining to these keywords.
Once this analysis is done, they take the necessary actions and even the corrective actions they undertake are succinct and to the point.
These skills require a thorough knowledge of the basics of marketing and require a strong background in analytics as well to understand and sift through the data patterns to make sensible business decisions out of this.
Once this is done, they decide on how to maximize the returns out of a PPC campaign and to garner the maximum possible revenue for their company and for the partners as well in this.
A PPC specialist is involved in working with multiple stakeholders who are both internal and external to the organization and thus are primarily dealing with:-
Being the central SPOC(Point of contact) for creating, ideating, and implementing a wide gamut of Pay per click campaigns across a variety of different mediums and platforms on the internet.
To also keep a close eye the on-ground implementation of the campaigns and to measure the performance of these campaigns
You are also tasked with the conundrum of analyzing trends and making suggestions on how to tweak them to optimize their performance to generate better results
Analyze the patterns and use cutting edge statistical tools to make decisions that benefit all stakeholders involved in the PPC campaign and plan with the eventual aim of generating as much revenue as possible
Last but not the least, extremely good presentation skills to bring out your point across to all stakeholders who are involved in this process
A pay-per-click needs to possess the ability to include the capacity to work long hours without becoming frustrated, as this is a patient job. There is no such thing as a one-size-fits-all digital marketing strategy, and a basic understanding of consumer psychology is required to get insight into how a customer views a product or service and suggest changes to do to the PPC Campaign so that the best results are possible for both the company and the customers
Because consumers are the most essential stakeholders in digital marketing and everything revolves around them, the ability to put the consumer first and to appraise it from a consumer’s perspective is equally critical.
Customer relationship management is also a crucial part of sales because a customer’s lifetime value grows exponentially with retention. With time, trust grows, and this has a direct impact on the firm’s bottom line and the profitability of the plan
Having a strong command over a lot of analytics and digital marketing campaigns and the ability to understand the product and the policies that motivate the sales team would help you immensely with this role as it entails meeting with different people and forming networks which would help you establish yourself in the market and to maintain a good rapport with the sales teams.
The other advantage of knowing multiple analytical tools is the ability to seamlessly move to another tool or even a new job and get started without taking much time or without letting it affect your work and to link up quickly with the other teams.
Good communications skills are mandated in this line of work as that helps you communicate effectively with various stakeholders particularly the customers as they are the ones with whom you would be interacting the most.
Customers also appreciate someone who takes the extra effort and would gravitate towards the organization that does that.
The salaries offered to the Pay Per Click Specialists are ranging from 5-15 Lakhs with a mean of 9 lakhs per annum. The pay offered varies drastically depending on the vertical or domains the company in question is plying it’s a trade-in.
More pay is found in areas where there is an opportunity for the firm to make more profits and in many cases, a significant portion of the salary is offered in terms of stock options and bonuses for getting new customers or making inroads into a region which is typically over and beyond the range of salary mentioned above.
In addition, prior work experience would play a significant role in ensuring your pay is higher as experience is of vital importance.
Companies are actively seeking out people with prior work experience in related domains and thus your bargaining power when it comes to negotiating your salary is immense when it comes to this domain or line of business.