Understanding PPC Specialists: Their Role & Impact

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In the world of digital marketing and SEO, there are a range of specialist roles that are seeing more prominence and being used by businesses. One of these is the PPC specialist. If PPC ads are a primary method of marketing for your business you may want to hire a PPC specialist and in the guide below I look at what this role entails, what they do, and how they can benefit your company.

What is a PPC Specialist?

A PPC specialist is exactly as the name suggests – it’s someone who has expert knowledge and experience in the field of PPC marketing. This includes working with PPC platforms like Google Ads, Bing Ads, and Facebook Ads.

They specialize in paid advertising/marketing and are often employed freelance by companies, or in-house as part of an SEO and marketing team.

A PPC specialist uses technical knowledge, analytical skills, and creativity to produce PPC ad campaigns for businesses that maximize ROI while also minimizing costs. They often work in conjunction with your SEO and marketing teams to ensure brand consistency and to share information like keyword research and customer demographics.

What Does a PPC Specialist Do?

So, your PPC specialist aims to transform your PPC ads and make them the focal point of your marketing strategies, but how exactly do they do this? The typical tasks or jobs that a PPC specialist performs include:

Keyword Research

Before creating ads, the PPC specialist has to take care of keyword research to make sure the right keywords are used in the ad copy and landing pages. 

This task is often done in conjunction with any existing SEO personnel you have – ideas could be shared and keyword lists could be used in multiple departments for mutual benefit.

Keyword research includes brainstorming ideas, filtering keywords based on quality, search volume, and relevancy, and ultimately selecting the keywords they think will yield the best results for your PPC campaigns.

Ad Campaign Design

The PPC specialist will obviously design the ads themselves using the relevant platform such as Google Ads or Facebook Ads. All top-rated PPC services from a PPC specialist will include this and this includes producing the ad headline and copy, optimizing images, and sorting all the underlying settings and features of the ads.

Typically, they may also do ad testing and try multiple variations of ad copy to see which ones work best and yield the best results. Essentially, a PPC specialist takes care of every aspect of the physical ads themselves including bids and publishing.

Landing Page Design

After the ad itself, the landing page is the next most important factor of a PPC campaign. The landing page is what ultimately gets the conversion and desired CTA. A PPC specialist will design landing pages that are optimized for your ads.

This includes tasks such as selecting the title and headings, keyword usage, written copy, and images. Thye will also take care of any simple forms that need to be added for the CTA, and the CTA itself so that its placement is optimized and it is clearly visible.

Keeping Ontop of SEO and PPC Trends

The SEO and PPC landscape is continually changing and platforms like Google and Bing often make changes that impact the effectiveness of PPC ads. 

This constant evolution means that part of a PPC specialist’s role is to keep their skills relevant, watch current PPC trends, and keep track of the latest PPC practices.

They have to stay one step ahead so that they can always offer services that are relevant to how the industry is working. This could include customer research, research into social trends, looking at the impact of PPC automation, and monitoring changes of the underlying PPC platforms like Google Ads and Facebook Ads.

How Can a PPC Specialist Impact Your Business

We now understand what a PPC specialist does, but how does this help your business? Below, I have listed the tangible benefits this role provides, but also the effect a PPC specialist can have on your business as a whole:

  • Improve PPC conversion rates.
  • Reduce PPC budget.
  • Make a higher ROI.
  • Allow other employees to be more effective at their roles.
  • Improve organic SEO.

Primarily, this person improves your PPC campaigns in multiple areas. You should see a boost in conversions meaning more people clicking on your ads, an increase in landing page traffic, and ultimately an improved ROI when customers are taking the desired actions you want.

This all works together to reduce your PPC cost and streamline it so it becomes one of your most effective marketing strategies. As a by-product, a PPC specialist should also be able to boost your organic SEO due to the SEO of landing pages and the increased website traffic via your ads.

Lastly, a specialist concentrating on PPC means your other employees don’t have to split their workload. For example, if you have an SEO expert, they can forget about PPC and concentrate on other things like keyword research and website improvements. A PPC specialist allows your employees to concentrate on their primary role instead of diluting skill sets.

Hiring a PPC Specialist Could Transform Your Digital Marketing

As you can see, a PPC specialist can be pivotal in your business and make your digital marketing more focused and streamlined. Instead of trying to utilize the diverse skillset of an SEO specialist, you can hire a PPC specialist for improved results and to take your PPC campaigns to the next level.

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.