PPC contextual advertising specialist: who they are and what tasks they perform
Contextual advertising, or PPC (Pay-Per-Click), refers to all the ads that appear when viewing videos on various websites, as well as during Google searches. The main goal is to attract as many users to the site as possible, meaning contextual advertising primarily influences traffic.
There are many different PPC advertising formats available today, but they can all be categorized by content: text, image, and video.
Who is a PPC contextual advertising specialist?
Having understood contextual advertising, you can understand who a PPC specialist is. This person always has their finger on the pulse, constantly develops, and generates creative ideas and messages for future advertising.
Professional PPC Manager:
- works with various specialized Google programs and knows which tool to use and for what purpose;
- understands the basics of website usability;
- selects semantics and highlights keywords;
- knows how to write effective slogans and advertising text;
- confidently adapt advertising in search engines;
- knows what remarketing is and what its benefits are;
- creates media budgets and calculates return on investment;
- knows how to analyze results.
Perhaps the biggest challenge in this profession is balancing the limitations of search algorithms and creating brilliant and effective advertising that appeals not only to the buyer but also to the end user.
However, working as a PPC specialist also has benefits that many marketers today choose this aspect of internet marketing:
- Continuous development and dynamic work. You only need to wait a week or two to see the first results of your efforts. It's enough to analyze a few months and advertising campaigns to understand whether your strategy is truly effective;
- Assistance in developing various business areas. A professional creator can choose any direction for their work. This could be energy, construction, retail, IT, or even the public sector. The reward for high-quality work is a sense of belonging to truly important areas of human life and development;
- Demand generation among users. Decomposition of demand among users. Ads launched by PPC gurus influence a large number of people. As a result, this is how user habits are formed.
What are the responsibilities of a contextual advertising specialist?
On the one hand, Nick's entire PPC work is focused on Google Ads and Google Analytics. But in reality, the list of tasks the specialist faces on a daily basis is much broader. The primary goal of every online advertising manager is to increase website traffic, meaning attracting as many potential customers as possible who are likely to make a purchase.
Someone who does contextual advertising does the following work:
- creates a strategy for launching contextual advertising;
- selects keywords that are most relevant to the product being promoted;
- Submits a list of creative titles and announcements;
- he looks for the most suitable illustrations for each ad;
- It analyzes advertising performance and constantly works to increase conversions;
- creates reports;
- creates media budgets and media plans.
Often, an online advertising specialist must possess the skills of a traditional marketer to ensure a fully integrated approach to their work. These responsibilities, including competitor analysis, target audience analysis and characterization, and marketing strategy development, are integrated or separate, and form part of a corporate contextual advertising strategy.
To sum it up, a PPC specialist does everything to reduce the cost of clicks, drive traffic to the site, make targeted actions for their client and, thus, increase conversions.
What should a strong PPC specialist know and do?
From the creator's daily to-do list, you can guess that his skills far exceed his ability to create an advertising campaign.
As we mentioned above, a contextual advertising specialist understands specialized programs. These include:
- Google Ads (formerly Google Adwords) is an online service used to display contextual advertising in the Google search engine, advertising platforms, YouTube, etc.
- Google Analytics is a website and mobile app analytics program that allows you to track your landing page quality and conversions.
- Google Key Planner is a keyword planner program for advertising.
- Google Tag Manager is an application for working with HTML tags on a website. You can read more about it in our article.
- Google AdSense is another contextual advertising service, but it differs from Google Ads in that ads are automatically published on thematically relevant web pages.
In addition to mastering all of these programs, a professional contextual advertising specialist must test and analyze various advertising options on a daily basis, experimenting with audiences, advanced targeting, and creatives.
A contextual advertising specialist requires a combination of analytical thinking and creativity, as well as continuous learning and personal development. Therefore, if you're determined to begin your journey to understanding contextual advertising, be prepared to invest considerable time, effort, and energy in both theory and practice.
When you ask yourself, "How much does an advertising specialist earn?", remember that everything depends on professional skills and experience. Typically, there's a three-tiered scale for evaluating contextual advertising specialists: junior, mid-level, and senior. It's clear what these titles mean.
If contextual advertising seems too complex and confusing, but you still need to set up your ads, order a PPC advertising service and conduct a Google Ads audit at the KelyanMedia digital agency.
