PPC Specialist Job Outlook
According to a CNET article published in October 2010, paid-search ad spending rose 5.8% in Q3 2010 year over year, and click-through rates should continue to grow. This means that the PPC specialist job outlook is excellent. Reinforcing this expectation, in June 2010 MAGNAGLOBAL reported that, “paid search is the leading form of online advertising, accounting for nearly 50% (actual 46.3%) of all online advertising.” In April 2010, Search Engine Journal also revealed the following results for Google, the world’s top search engine:
- Paid Clicks – Aggregate paid clicks, which include clicks related to ads served on Google sites and AdSense partner sites, increased approximately 15% over the first quarter of 2009 and increased approximately 5% over the fourth quarter of 2009.
- Cost-Per-Click – Average cost-per-click, which includes clicks related to ads served on Google sites and AdSense partner sites, increased approximately 7% over the first quarter of 2009 and decreased approximately 4% over the fourth quarter of 2009.
Advantages of PPC Advertising
As one of the most widely used and cost-effective ways to advertise on the Internet, pay-per-click advertising is measurable and is an appealing marketing tactic since the advertiser only has to pay when someone clicks on their ad. Another reason PPC advertising can be attractive to many marketers is that PPC specialists bid on targeted keywords specific to the product or service being advertised. An additional benefit is the ease of optimization. When PPC specialists see that an ad isn’t working, they can immediately revise it for better results.
PPC Specialist Job Description
The responsibilities of a paid search specialist include developing, implementing, managing and optimizing one or more paid search campaigns. PPC specialists must have critical thinking and problem solving skills, as well as the capability to review data and metrics, create campaign reports, and know how search marketing applications work. As a PPC specialist, you also need to optimize campaigns to increase the effectiveness. A few of the most important skills PPC specialists need to succeed include:
- Having good math and analytical skills: Paid search specialists need to be able to keep their campaigns within specified budgets. They also must be capable of seeing numerical trends within their paid search accounts.
- Being open to change: The ability to adapt and react to change is essential for PPC specialists in the ever-evolving Internet world, especially since the rules and tool features are regularly modified.
- Showing initiative: To come up with the new ideas and implement them, paid search specialists need to be self-starters and go-getters.
- Being a creative thinker: There is a constant need for PPC specialists to come up with new and innovative ideas for their accounts and campaigns.
More Key PPC Specialist Attributes
PPC specialists need to take care of all campaign elements. From keyword research to optimizing your campaign, you need the expertise to create successful campaigns. Here are a few core elements you must have as a PPC specialist to create winning campaigns:
- Keyword research: As one of the most crucial aspects to the success of a PPC advertising campaign, keyword research allows you to find the best words or phrases related to the company, product or service you’re advertising.
- Bidding strategies: Depending upon the company and/or campaign, your bidding strategy may differ. In general, you need to get the most out of every marketing dollar.
- Landing page creation: Once someone clicks on your ad, that person is sent to the landing page you choose. Creating a destination that closely matches your ad and has a strong call-to-action to convert your visitor is essential to the campaign’s success.
- Testing and Optimization: As a PPC specialist, you will constantly need to evaluate, test and optimize your campaigns. Ideally, you will create new ads, use various keywords, try distinct bidding strategies and send visitors to different landing pages. Frequently review the results for the strategies and techniques you’re using.
How Much Do PPC/Paid Search Professionals Earn?
As you can see, PPC/paid search professionals have many distinct attributes. In general, these individuals will also need to have the experience, credentials and positive results, to back up their expertise. Not only does this profession allow for increased knowledge, it also leaves the door open for you to move up into greater job opportunities. You may choose to move from PPC specialist to the PPC manager position. As a PPC manager, you will also need to know how to use search engine services such as Google AdWords. To advance as a PPC professional, it is also beneficial to attain your Google AdWords certification. To give you an idea of how lucrative this field can be, take a look at these job titles and average salaries:
| PPC Specialist | $46,000 |
| PPC Manager | $49,000 |
| Paid Search Specialist | $54,000 |
| PPC Analyst | $61,000 |
| Paid Search Analyst | $76,000 |
| PPC Project Manager | $75,000 |
| Paid Search Manager | $82,000 |
| PPC Director | $104,000 |
| Paid Search Director | $108,000 |
| In USD as of August 2010, according to Indeed.com. | |
|---|---|
Ideal PPC Specialist Training – 100% Online
To stand out from the competition, you need to ensure you have the credentials that distinguish you as the best candidate for the job. Ideally you’ll attain your credentials from a top-ranked, accredited university. The University of San Francisco (USF) is accredited and is ranked a Best National University by U.S. News & World Report. This prestigious university also offers the ideal Internet marketing training, including specialized training for paid search specialists. You may want to start with the Master Certificate in Internet Marketing, the first and only 100% online certificate program that provides the advanced training and credentials you need to become an interactive marketing expert. This dynamic three-course e-learning program helps you prepare for certification from two leading industry organizations – Google Advertising Professionals and Web Analytics Association – and covers all facets of digital marketing, including:
- Website usability
- Web 2.0
- Search Engine Optimization (SEO)
- Pay Per Click (PPC)
- Web analytics
- Viral marketing
- Affiliate Internet marketing
- Social media
- And more
When you’re ready to delve further into specific disciplines, such as PPC, USF’s advanced specialized certificates will hone your expertise. For example, Advanced Search Engine Marketing takes your knowledge of this critical field to a new level, empowering you with practical, hands-on skills you can put to work immediately. No other PPC training course provides better insight about advanced search engine marketing from the industry’s most respected experts. Upon completion of this advanced certificate course, you will be prepared to pass the Google AdWords certification exam.
Gain Advanced PPC Skills and Strategies
From leveraging PPC strategies for campaigns on each of the major PPC search engines to understanding website SEO tactics and implementation techniques, Advanced Search Engine Marketing reveals everything necessary to transform your career and business. Building upon the SEO, SEM and PPC topics covered in the Master Certificate in Internet Marketing, this course is ideal for PPC campaign managers. Supporting team members will also benefit, as will CMOs, webmasters, media buyers, brand managers and entrepreneurs.
Find out how you can stand out as a PPC specialist with the University of San Francisco’s 100% online certificate programs.
