PPC Job Description

PPC job responsibilities.

PPC, or pay-per-click advertising, is the field of buying advertisements that are displayed on the results pages of the major search engines. Companies and individuals bid for the right to display their advertisements based on different search engine queries in an attempt to drive targeted web traffic toward their website, products and services. A job description for PPC includes several core elements with which every practitioner must be experienced.

Keyword Research

For any PPC job description, keyword research will be one of the primary components. Keyword research is crucial to the success of a pay-per-click advertising campaign because it will enable an individual or company to target individual search words or phrases related to their company, product or services. Long-tail keywords, those which contain three or more words, are particularly valued, since they deliver more targeted traffic while simultaneously facing less competition.

Bidding Strategies

Different companies and different campaigns will require different bidding strategies. Pay-per-click advertising is not just about spending the most money to get the highest ranking. More commonly, there are other strategies that are more important for the PPC practitioner in order to make the most out of the advertising budget. Examples of intelligent bidding strategies include bidding for mid-level spots that cost less money and targeting the top spot for less popular but cheaper keywords.

Landing Page Construction

The landing page of any website or blog is the particular page that an individual first reaches after clicking on either a PPC ad or an organically displayed search engine listing. Landing page construction and design is very important for pay-per-click advertising. It's not enough to have a well-researched and targeted advertisement, you must also have a highly specific landing page that matches the advertisement so you can convert the visitor into a prospect or a customer. Any job description for a PPC job will place emphasis on landing page design and deployment.

Campaign Testing and Optimization

PPC campaigns must be constantly evaluated, tested and optimized. Writing different advertisements, testing different keywords and bidding strategies, and designing different landing pages are all examples of testing and optimizing a PPC campaign. Constant evaluation is also imperative because pay-per-click advertising is not done within a vacuum. Not only are you and your company always evaluating and optimizing, but so is the competition, and the market is always moving as well. Therefore strategies and techniques must be carefully and frequently examined.

Results Pages vs. Network Ads

Pay-per-click advertising is primarily associated with advertisements that are displayed on the results pages of search engines after an individual makes a search. However, equally as large and important are network advertisements that are displayed on the websites of other individuals and companies. One major search engine, for example, has a massive network of websites in a program through which PPC ads may be bid for and placed. It's not unusual for PPC campaigns to include ads for both the results pages within the search engines and the network of website publishers as well.

References

• PPC Job Listings
• What is Pay Per Click?