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11 Skills Your PPC Specialist Should Have

Did you know that 7 million advertisers invested a total of $10.1 billion in PPC? That’s a clear indication of how crucial it is! Having the right PPC specialist from an ad-tech agency like Media Shark could make all the difference!

If you’re looking for a good way to promote your business online, a pay per click (PPC) campaign is a great choice. But if you haven’t tried it before, you’ll have a hard time looking for a good PPC company to work with. Worse, you’ll end up with a company that won’t meet your expected growth.

We’re here to help, so don’t fret yet.

With this guide, you’ll learn about the skills a good PPC specialist should have. Read on and find out more:

1. Working Knowledge of Statistics

When working as a specialist in paid advertising, you must have the ability to interpret the data inherent to it. Each ad they will run has its set of impressions, as well as clicks, click-through-rates, conversions, and more. As a marketer, they must know how to effectively analyze these numbers to ensure that they make informed decisions on what to do with your ads.

For example, if an ad performs better than the others, it’s easy to change the ones with lower click-through-rates. But if that low-CTR ad converts more visitors, you’ll have to think about what to do to separate what works and what doesn’t. A good specialist will always discern these and weigh the pros and cons of each ad.

2. Ad Copywriting Finesse

To be a successful business in PPC, your ads must be attractive enough so people click on them. It means your chosen specialist must be comfortable enough to write effective CTAs and adjust them if they aren’t working. They must have developed skills in ad copywriting, knowing how keywords work while connecting with your audience.

This ensures that your ad will align with your desired landing page. A good way to gauge whether they have this skill is to ask them for samples of their writing. Never settle for less and get the most out of your money.

3. AdWords Proficiency

Did you know that Google has a 91.75% market share in global search engines? That’s why it’s unsurprising for Google AdWords to be the most popular PPC advertising platform across the world. A good specialist should know how to work using AdWords.

They must know how to pick the best keywords and the way Google determines the right time to show your PPC ad. Their proficiency should include knowing how to place bids and setting up and managing both campaigns and ad groups.

Another thing you should ask is whether your specialist has the right certifications for Google AdWords. If they do, it’s almost guaranteed that they put an effort to understand PPC advertising. The Google AdWords program requires them to answer hundreds of questions related to search and display advertising, as well as the AdWords Platform and related strategies to ensure a successful campaign.

4. Landing Page Mastery

The page where the visitor lands after clicking your ad are as critical as your paid ad. That’s why your PPC specialist must know how to make your ad copy like a natural extension of your landing page’s content. It’s a vital component to achieve your marketing goals since affects the frequency of your ads appearing in the search engine results page.

5. Time Management Skills

PPC specialists should have impeccable time management and organizational skills. This ensures their effectiveness when using their time to work on your ad campaign. To ascertain this, ask how they schedule their tasks and how they accomplish their daily work.

A good PPC expert will always have a to-do list on hand. Some of the more dedicated ones go so far as to use a weekly planner to organize their tasks.

6. Analytical and Technical Skills

Analyzing PPC campaigns can take a long time. That’s why specialists must always have an analytic and mathematical way of thinking. Aside from statistical knowledge, they should also be proficient with Microsoft Excel to make data manipulation easier.

That’s where technical skills come in. They must understand how tracking codes, remarketing codes, and tag managers work. If they have experience in writing HTML code and JavaScript, they’re more effective in managing PPC campaigns since they’ll better understand the inner workings of various PPC platforms aside from AdWords.

7. Passion and Creativity

The best PPC specialists around are passionate about their careers. They thrive in online marketing and PPC campaigns, making it their life’s work. It’s easy to tell whether the PPC expert you’re dealing with is passionate about their job.

Talk to your desired PPC expert about their current and previous PPC campaigns. Look at how their eyes light up as they start describing the things they did and the effects of their efforts.

Passion alone can’t carry a PPC expert in their field of expertise. To ensure that your ads get more clicks, they must have the creativity to make the ad copies more attractive to searchers. They must make targeted ads with emotion and substance to increase your click-through rate.

8. Communication and Willingness to Change

A PPC expert should have the necessary skills for spoken and written communication. This is important since it increases their effectiveness as a part of your digital marketing team. Effective communication ensures that both parties know vital details that can either make or break a PPC campaign’s results.

With this, a PPC expert should also be willing to adapt. If the marketing campaign isn’t working as they hoped, they must have the strength to admit it. That way, they’ll find more ways to improve your campaign and get better results.

9. Desire to Learn and Willingness to Try

Did you know that 80% of businesses will fail within their first 18 months? If you’re looking to avoid this fate, you must adapt. Avoid dealing with PPC experts that have no desire to learn since marketing as a whole change constantly.

If the PPC expert isn’t willing to learn new things, it follows that they aren’t passionate about their job. That’s why they should always look forward to learning new things to improve their online marketing campaigns. Without this fervor to learn new strategies, they won’t know what works well and stagnate in the long run.

Do you want to start a social media marketing agency? If so, read our guide and learn important guidelines to ensure your success.

10. Customer Journey Knowledge

Without knowledge of your customer behavior, a PPC expert can’t make ads that get clicks. Always consider whether they can use your ads to improve your brand’s awareness. The ads they make should make leads and increase conversions.

Take note, PPC has a fast-paced environment requiring experts to stay adaptive and effective. That’s why knowledge of how the customer moves down the sales funnel is a must. It’s the foundation of a successful career in digital marketing.

11. eCommerce Knowledge

Online advertising and eCommerce are like bread and butter—they’re made for one another. A good PPC expert must understand methods of optimizing PPC efforts for retail establishments. Knowing the best platforms and tracking ad performance are some areas they must focus on.

Other Things to Look for in a PPC Specialist

Here are some things you should look for when working with specialists aside from skills. Don’t hesitate to integrate these into your online marketing strategies if you want to grow your business tenfold. It all starts with managing your contracts.

1. No Long-Term Contracts

This is important since a 12+ month contract will make you feel trapped in case their performance drops off after the third month. But experts can show that they have substance by offering contracts with a short duration. This shows they’re confident with their skills and can sustain their results no matter how long.

2. Transparency

As a business, you have the right to transparency regardless of the aspect of your PPC campaign. Google advises its partners to tell you all associated costs and performance metrics of ad campaigns using their platform. That’s why your expert must give you complete administrative access over your Google AdWords account.

Without this, you’ll most likely get inaccurate numbers, whether it’s by accident or intention. Your chosen expert must give you transparency into each ad account, landing page, and costs. If they can’t promise that at the start, walk away and find a new partner.

3. Check their Track Record

Experts should have a proven track record when giving results to their clients. More than that, they must also have a consistent method of building their business. Their methods should be something similar to the ones they’ll use for yours.

Some unscrupulous experts out there that put up a fake front to cover their inadequacy. These are the ones that outsource help overseas while appearing as a one-man ensemble. Check their track record and see whether they’re consistent with what they project.

Get Your PPC Campaign Started Today!

These are things you should consider when looking for a good PPC specialist. Use this to start your search and get the best one around.

Do you need PPC services? You’ve got the experts right here! Don’t hesitate to contact us today and we’ll help you out.

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