You know how basically every website these days gives you a popup that says something along the lines of “ads enable us to make content, so please allow them”? Have you ever wondered how that worked?
Well, there is something called “paying per click” and something called “paying per thousand”. These refer to the ads placed on websites, and how many people view them, and how many people actually interact with them. It might sound a bit confusing, and you may be wondering how exactly you can manage this marketing strategy. With the help of people from ADV Digital Marketing, we have put together this handy little guide to help you understand exactly that.
So what is PPC?
PPC is the acronym for pay-per-click, which some people also call cost-per-click. Marketing based on the idea of PPC relies on users interacting with advertisements. In a nutshell, the process looks like this:
You pick a platform, create an advert, and run that advert on that platform. This gets displayed to a relevant target audience, and whenever a user does something with the ad, you get charged for it. The most basic interaction that you will want is, obviously, the ad taking the user to your own website when they click on it.
However, it is also possible to specify other click actions, such as viewing videos, leaving impressions, marking the advert as “interesting” to look it up later, and so on. With all these possibilities, a PPC approach can really make your business skyrocket.
People who otherwise may never have noticed you will now have your brand flashed right in front of their eyes. You can make huge strides in your brand awareness campaigns, lead generation, and conversion rates. Check out this useful article for some comprehensive insight into the PPC phenomenon.
What does a PPC manager do, though?
In short, everything related to your pay-per-click campaign. They will be managing all the phases of the plan. This includes coming up with a strategy, designing a campaign, implementing all the steps, analyzing how the ads perform, and taking care of all related SEO along the way.
They should be able to properly research your necessary keywords. After all, the way people search for services and products is the cornerstone of online business. For this reason, do not be surprised if your campaign manager suggests changing the keywords every once in a while. You have to be able to keep pace with the trends, and if some search terms are not really bringing you good results, swapping them out is a no-brainer. You can find an awesome guide on general keyword research here: https://www.wikihow.com/Do-Keyword-Research
In addition to that, you want your PPC person to design, implement, and maintain an awesome landing page. This will be the first thing anybody sees after they click on your ad, after all. Since a visitor will not be camping on this page forever, you want to ensure that it will be striking and effective, but also nice and friendly. You want a landing page that is strong and persuasive. That means you want an employee who can carry that intention out.
What skills should you look for in a PPC Campaign Manager?
A PPC expert’s day is just like an elaborate theater piece. They will have to juggle various tasks and roles, meaning they have to have a wide spectrum of skills and they need to be brilliant at all of them. Creative thinking and problem solving are two obvious essentials. Here is what else you should look for in your ideal campaign management candidate.
Time management and organizational skills. Well, duh. The tasks this position faces tend to be infuriatingly time-consuming, so it is essential to be able to make the most out of the workday. Researching trends and competitors, keeping track of campaign stats, predicting the rise and fall of trends… you are looking to hire a master strategist. Do not settle for less.
Creative thinking is something we already mentioned. Writing alluring copy and making visuals that pop out at people requires a certain type of artistry. A good manager will know to maximize the tiny ad space (or will hire a designer to maximize it). They will also know how to get innovative with using emotional leverage, including the infamous “fear of missing out”.
Analytical capacity is right up there with the previous one. After all, all the creative solutions in the world are useless if applied to the wrong aspect of the problem. Therefore, good PPC management demands excellent situational processing. The campaign manager needs to always follow the numbers, to always keep a close eye on the stats. This way the campaign itself will noticeably improve.
In addition to all of the above, your go-to pay-per-click mastermind would need to display some other, more obvious skills. These include effective and timely communication, understanding the end users and their wants and needs, and being able to successfully adapt to them in real time. Being curious, happy to learn new tricks of the trade, and being willing to try them out in impromptu live scenarios are also always big bonuses.
With this, you should have some idea of what a PPC management service would cover and what great effects it can have for you and your business. If you think this marketing format might work well for your company, professional values, and goals, why not give it a go?
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