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Job description

A PPC (Pay-per-click) executive is responsible for managing and executing a company's PPC advertising campaigns. Their tasks include keyword research, ad copywriting, bid management, campaign optimisation, and performance analysis to achieve advertising goals such as lead generation, sales, or website traffic.

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Career overview
  • Knowledge of Google AdWords platform, including AdWords Editor, AdWords Scripts, and Google Analytics.
  • Experience with social performance marketing channels to include, Facebook Ads, Instagram Ads, Twitter, LinkedIn, Amazon Advertising and YouTube Ads.
  • Ability to research and analyse keywords, target audiences, and competitor strategies.
  • Understanding of bidding strategies, including manual and automated bidding, and the ability to optimize bids to achieve performance goals.
  • Ability to create and optimise effective ad copy, including headlines, descriptions, and calls-to-action.
  • Knowledge of ad targeting, including geographic, demographic, and contextual targeting, and the ability to optimise campaigns for maximum performance.
  • Understanding of conversion tracking, including the ability to set up and analyse conversion tracking data.
  • Proficiency in using data visualisation tools to create and analyze reports, including visualising trends, identifying opportunities, and making data-driven decisions.
  • Understanding of search engine optimisation (SEO) and how to integrate SEO and AdWords strategies for optimal results.
  • Ability to manage large scale campaigns, including budget allocation, bidding, and performance optimization.
  • Excellent written and verbal communication skills, with the ability to present complex information in a clear and concise manner.
  • Strong attention to detail and accuracy, with the ability to spot and correct errors.
  • Ability to continuously learn and stay up-to-date with the latest industry trends, techniques, and technologies.
Key skills and personal attributes
  • Analytical mindset & data-driven approach.
  • Knowledge of PPC advertising platforms, strategies, and tactics.
  • Excellent attention to detail and organisational skills.
  • Good communication and interpersonal skills.
  • Strong problem-solving skills.
  • Ability to work in a fast-paced and dynamic environment.
  • Continual learning and adaptation to industry changes and updates.
  • Experience with tracking, analyzing, and optimising campaigns.
  • Knowledge of online marketing, SEO, and customer behavior.
  • Effective time management and prioritisation skills.
Relevant marketing qualifications
  1. A degree in marketing, business, or a related field
  2. 1-2 years of experience in a marketing assistant or coordinator role
  3. Detail oriented, able to follow through and meet deadlines
  4. Strong analytical and problem-solving skills
Career path

The skills required to excel at a PPC role include strong analytical and research capabilities. The natural progression within the PPC team is detailed below but the skills would transfer well to a marketing analyst or the analysis and segmentation of data required for CRM based jobs.

Entry-level PPC specialist: focus on learning the basics of PPC advertising, such as creating and launching campaigns, monitoring and analyzing performance, and making optimizations.

Junior PPC executive: take on more responsibility for managing campaigns and making strategy decisions, with a focus on meeting or exceeding performance goals.

Senior PPC executive: lead and manage a team of PPC specialists, work closely with other departments, such as sales and product development, to align PPC efforts with overall business goals.

PPC manager: oversee the overall PPC strategy for a company or department, make high-level decisions, and collaborate with other marketing and business leaders to drive success.

Director of PPC: responsible for the company's entire digital advertising efforts, including PPC, and for achieving company-wide marketing and revenue goals.

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