PPC Specialist

What does it mean

PPC Specialist is a strategic player in the digital marketing arena, focusing on paid advertising in search engines and other platforms. PPC stands for Pay-Per-Click, which means "payment per click". In practice, this means that a PPC specialist creates and manages advertising campaigns, for which you only pay when someone clicks on them. The goal is to bring relevant visitors to your website, who are ready to purchase or take action.

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The main difference compared to an SEO specialist lies in the fact that PPC delivers immediate results and visibility. While SEO builds the organic authority of a website over the long term, PPC ensures immediate visibility in the top positions in search results or on partner websites.

What does a PPC specialist do in practice?

Their tasks are diverse and critical for the effectiveness of your paid advertising:

• Keyword research: Just like in SEO, thorough keyword research is fundamental here. A PPC specialist identifies the keywords that potential customers use when searching and which are worth paying for.

• Creation and structure of PPC campaigns: They design and create advertising campaigns on platforms like Google Ads or Microsoft Advertising (Bing Ads). This includes dividing into ad groups, setting budgets and goals.

• Writing ad copy: They write catchy and persuasive ad copy that entices users to click. These texts must be relevant to the search and clearly communicate the benefits.

• Bid optimization: They manage how much will be paid per click. The goal is to get as many clicks as possible for the lowest price while maintaining a high return on investment (ROI).

• Analysis and optimization: They regularly monitor campaign performance using analytical tools. They analyze data such as click-through rate (CTR), cost per acquisition (CPA) and suggest adjustments to improve results. They constantly test new advertising strategies and optimize existing campaigns.

• Landing Page optimization: They often collaborate with developers or UX/UI designers to optimize landing pages that users reach after clicking on an ad. The goal is to ensure that the page perfectly matches the ad and leads to a conversion.

• Manages various types of PPC campaigns:  A PPC specialist must be familiar with the variety of available campaigns and know when to use each. These include, for example, search campaigns (visual banners on partner websites and in apps), video campaigns (on YouTube and other video platforms), shopping campaigns (for e-shops displaying products directly in search results), and so on. Each type of PPC campaign has its purpose and requires a specific strategy.

A PPC specialist is thus an expert in maximizing the return on your investments in paid advertising. Their work is dynamic and requires analytical thinking, creativity, and constant monitoring of trends in online advertising to get the most out of your marketing budget.