PPC specialist in contextual advertising: who is it and what tasks does he perform
Contextual advertising or PPC (Pay-Per-Click) are all those ads that appear when watching videos on different sites, as well as when searching on Google. The main goal is to attract as many users to the site as possible, that is, contextual advertising mainly affects traffic.
There are many different PPC advertising formats available today, but they can all be categorized by content: text, image, and video.
PPC contextual advertising specialist - who is it?
Having figured out what contextual advertising is, you can understand who a PPC specialist is. This is a person who always keeps his finger on the pulse, never stops developing and generates creatives and messages for future advertising in his head.
Professional PPC Manager:
- works in 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 will appeal 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 to focus on this aspect of internet marketing:
- continuous development and dynamic work. You need to wait a week or two to get the first results of your work. It is enough to analyze several months and advertising campaigns to understand whether your strategy is really effective;
- assistance in developing various business areas. A professional creator can choose any direction for his work. It can be energy, construction, retail, IT or even the public sector. As a reward for high-quality work, a sense of belonging to truly important areas of life and development of humanity appears;
- demand generation among users.demand decomposition 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, all of PPC Nick's work is focused on GoogleAds and Google Analytics. But in reality, the list of tasks that a specialist faces on a daily basis is much broader. The main goal of every online advertising manager is to increase traffic to the site, that is, to attract 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 ad performance and continuously works to increase conversions;
- creates reports;
- creates media budgets and media plans.
Often, an online advertising specialist must have the skills of a classic marketer to ensure a 100% integrated approach to their work. These responsibilities between them, competitor analysis, target audience analysis and create a portrait, creating a marketing strategy, comprehensive or separate, as part of a corporate contextual advertising strategy there is a plan.
To sum it up, a PPC specialist does everything to reduce the cost of clicks, go to the site, make targeted actions for his 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 ad campaign.
As we wrote above, a contextual advertising specialist understands specialized programs. They 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 is a combination of analytical thinking and creativity, as well as continuous learning and personal improvement. Therefore, if you are determined to start your journey to understanding contextual advertising, be prepared to spend a lot of time, effort and energy on theory and practice.
When you ask yourself the question: "How much does an advertising specialist earn?", Remember that everything depends on professional skills and experience. As a rule, there is a three-stage scale for evaluating a contextual advertising specialist: junior, middle and senior. It is clear what these names mean.
And if the work of contextual advertising seems too complicated and unclear to you, but you still have to set up advertising, order the PPC advertising service and conduct an audit of the Google Ads advertising company in the digital agency KelyanMedia.
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