A PPC Executive’s responsibilities will vary from organisation to organisation, but are likely to include:
Managing a company, or companies pay-per-click campaigns
Researching and planning keywords for effectiveness
Performing keyword analysis to identify strong keywords for campaigns
Monitoring the pay-per-click campaigns of competitors and recognising their successes
Analysing the ROI on all PPC campaigns, and maximising this ROI
Competent at A/b testing with pay-per-click, done to establish the best CTR
Allocating budget for remarketing and analysing ROI
Able to use Google Analytics
Creating reports on campaign success for upper management
Monitoring keyword bids and monthly budgets
Expected Skills & Qualifications
Candidates should express a keen willingness to work in the PPC field, and possess an enthusiasm for data management. Previous experience with managing pay-per-click campaigns is often a necessity. PPC Executives need a sound understanding of Google Analytics, Google AdWords and Bing Ads. Exemplary people skills will help set candidates apart, as with that comes the ability to efficiently communicate with clients and team members.
There are a number of core skills required for this role:
At least one year on the job experience
Account management skills
Recorded success of past PPC campaigns, preferably a portfolio
Solid knowledge of Google Adwords, preferably reinforced by a certification
Good working knowledge of Google Analytics
Enthusiasm for PPC
Clear reporting skills
Budget management skills
The average salary for a PPC Executive in the United Kingdom is currently just over £20,000 per year. The entry-level salary currently averages at just around £16,000 per year. More experienced candidates can hope to earn over £30,000 per year.
Natural progression within the PPC field would see an Executive make the transition into a managerial role. A skill-set acquired through PPC work can be transferred over to general digital marketing departments.