PPC Strategist:
A PPC (Pay-Per-Click) Strategist is responsible for managing and optimizing paid online advertising campaigns to drive targeted traffic, increase conversions, and maximize return on investment (ROI). Here's an overview of their key responsibilities:
1. Campaign Planning and Strategy Development
Develop comprehensive PPC strategies aligned with business goals.
Conduct market and competitor analysis to identify opportunities.
Establish KPIs and benchmarks for campaigns (e.g., CTR, CPC, CPA, ROAS).
2. Campaign Setup and Management
Create, manage, and optimize PPC campaigns on platforms like Google Ads, Bing Ads, and social media (Facebook, Instagram, LinkedIn).
Develop ad copy, select keywords, and design ad creatives.
Perform audience targeting and segmentation for better campaign focus.
3. Keyword Research and Analysis
Perform in-depth keyword research to identify high-value search terms.
Use tools like Google Keyword Planner, SEMrush, or Ahrefs for analysis.
Continuously refine keyword lists to maximize ad performance.
4. Performance Monitoring and Reporting
Monitor and analyze campaign performance, adjusting bids and budgets as necessary.
Generate detailed reports on campaign performance, providing insights and recommendations.
Use analytics tools (e.g., Google Analytics) to track conversions, traffic, and other metrics.
5. Ad Optimization
Conduct A/B testing on ad copy, landing pages, and other variables.
Optimize campaigns for higher click-through rates (CTR), lower cost-per-click (CPC), and better conversion rates.
Utilize automation and scripts to enhance campaign efficiency.
6. Budget Management
Allocate and manage ad spend to ensure campaigns stay within budget.
Track budget pacing and make adjustments to maximize ROI.
7. Landing Page Optimization
Collaborate with designers and developers to create high-converting landing pages.
Ensure landing pages are optimized for user experience (UX) and conversions.
8. Stay Updated on Industry Trends
Keep up-to-date with the latest trends in PPC advertising, algorithm updates, and platform changes.
Adapt strategies based on new industry best practices and technological advancements.
9. Client Communication
Provide regular updates and performance reviews to clients.
Offer recommendations for improving campaign effectiveness, exploring new opportunities and ensuring we meet campaign goals.
10. Compliance and Best Practices
Ensure all PPC campaigns comply with platform-specific guidelines and policies.
Follow industry best practices to maintain quality and relevance in ads.
Minimum Requirements:
3+ years of PPC experience
Proven experience creating, managing and optimizing Google Ads, Bing Ads, and social media (Facebook, Instagram, LinkedIn) campaigns
Excellent oral and written communication skills
Strong experience producing reports and explaining them to clients
Well-organized and efficient, with good time management and prioritization skills.
A strong understanding of all aspects of PPC and Paid Social including account set-up, management, and reporting
Comfortable working independently and managing a portfolio of clients
Charismatic, approachable, and warm manner - great with clients and colleagues
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