PAY-PER-CLICK (PPC) MANAGER

Role Blueprint

Pay-Per-Click Marketing is the most efficient and effective way to get your brand and company to reach a wider range of audience quickly. This type of marketing can pave the way for your organic marketing campaigns and strategies once you have earned the trust of your initial leads.

TOPICS

Why Hire a Pay-Per-Click (PPC) Manager?

The key to successfully growing your business online is to understand your customers and how they navigate your digital paraphernalia. By having a deeper understanding of this, you can subtly persuade people to engage with your content more and ideally lead to becoming loyal customers who regularly purchase your products and advocate for your services to their friends and family.

A Pay-Per-Click Manager will make things easy for you by being constantly updated on what your customers are talking about on social media about you and your company. They help you develop a plan and strategies to maintain your digital platforms in such a way that it would lead to generating leads and tracking your performance to optimise your search engine rankings.

Pay-Per-Click Manager Direction and Priorities

Having a clear set of goals and objectives as well as a clear idea of your target market’s needs and wants are essential for any plan to become successful. Creating a buyer persona and establishing your team’s objectives sets a guideline to follow for our PPC campaigns and strategies. Understanding your customer and their tendencies and preferences would be best practice as you would want to tailor-fit your content and strategies to play up those tendencies and preferences.

We want your content to be relatable and memorable for your client. It should be valuable enough that they would voluntarily sign up to receive more content or purchase your product or service.

What is Pay-Per-Click Marketing

Pay-Per-Click Management is the process of managing and developing a company’s Pay-Per-Click advertisements.

It is used as a means to monitor and analyse paid ads and campaigns with the objective of increasing clickthrough rates, thereby, increasing the probability of lead conversions. There needs to be an in-depth understanding of the company’s customers to be able to determine the appropriate strategies to us. By keeping your customer’s interests in mind, you can curate content that would be more meaningful to customers and persuade them to become new leads.

Data Analysis and Reports

To develop your PPC strategies, it’s important to keep track of your media metrics and experiment. By trying out different ways you could persuade your customers to click that call-to-action button, you can measure the difference and compare the statistics. This is how you may be able to optimise your PPC campaigns and develop new strategies to cope with the changing trends and technology. The analysis of this data would also help the PPC Manager determine if the campaigns and strategies were effective and a good investment.

Trend Watching and Optimising SEO

Through tracking analytics and monitoring your social media, the PPC Manager would be able to determine what the rising trends are that revolve around your company and products or services. It would be ideal to utilise the information gathered about these trends to raise your company’s search engine rankings through SEO / SEM. These would all, in turn, help generate more brand awareness and traffic to the company’s digital marketing platforms. It would be the PPC Manager’s job now to develop strategies on how to increase clickthrough rates from there. 

Job Description of the Pay-Per-Click Manager

A Pay-Per-Click (PPC) Manager is an expert at overseeing and managing a company’s Pay-Per-Click advertising campaigns. This includes the planning, strategising, designing, implementation, SEO, and tracking of performance. It is a challenging role and highly sought after because it takes a unique skill set to optimise a PPC campaign. The PPC Manager needs to have an understanding of the psychology of language in PPC. They need to be able to determine the ways people think or react to your content to generate as many as possible click-throughs for your campaign. They need to get to know the company’s consumers and targets for your campaigns on a deeper level.

You engage with the Pay-Per-Click Manager as a part of the Digital Marketing Crew or hired as an independent marketer.

The duties and responsibilities are:

  • Maintaining communication with stakeholders to set direction and goals for your digital marketing plans
  • Prepare and manage Pay-Per-Click Campaigns
  • Monitoring budgets and allocating resources for paid search campaigns while overseeing the progress of the company’s digital accounts
  • Tracking KPIs and analysing the data to provide development reports to the stakeholders
  • Maintaining awareness of the latest SEM and PPC trends to develop account’s digital accounts accordingly
  • Collaborating with other departments and teams to maintain brand consistency or PPC campaign across different platforms
  • Oversee the development of audience targeting and keyword selection.
  • Assess progress, provide recommendations, and execute revamped strategies for PPC campaigns
  • Provide guidance to other key personnel on PPC marketing implementation

Pay-Per-Click Manager Hiring Qualifications

  • Degree in Digital Media, Marketing, or other relevant field
  • Excellent English communication and writing skills
  • Experience with Content Management Systems (i.e. WordPress)
  • Experience with Major Social Media Platforms
  • Sound knowledge of website and marketing analytics tools i.e. Google Analytics
  • Sound knowledge of Digital Marketing and SEO principles
  • Sound knowledge of XML and HTML
  • Proficiency in MS Office
  • Creative Problem-Solving Skills
  • Analytical mind with strong mathematical skills
  • Attention to detail

Where They Fit Into the Org Chart

Your Pay-Per-Click Manager works indirectly with your customers in a very subtle way. They collaborate with the rest of the digital marketing crew to create designs and content that would persuade customers to engage with the company actively. They use keyword analysis and monitor the media metrics to optimise how customers are reaching the business’ content. They use media analytics to understand the trends of your target market and find ways to use that and grow your brand by generating more engagement through Pay-Per-Click Marketing.

Measuring Performance

As a business owner who hired a virtual staff, you’re probably more interested in seeing results than knowing how things work. After all, this is one of the major reasons for outsourcing. The best way to make sure your money is well spent on your newly hired virtual staff is by measuring their performance in relation to your goals. Data analytics and social media metrics are a great way to set goals and benchmark actual performance against targets.

Setting your business goals for Pay-Per-Click Management

We know that keeping track of your Pay-Per-Click Manager’s progress is important, but how do you get started? Before anything else, it is vital to set measurable goals so you can gauge the effectiveness of your PPC Manager. We start by defining your business objectives.

What is your main objective for getting a Pay-Per-Click Manager?

  • Entice your customers to generate leads through Marketing campaigns that generate engagement or “clicks”
  • Create and maintain the budget for Pay-Per-Click Marketing Campaigns
  • Track and analyse performance metrics of digital platforms to create better-personalised marketing strategies

The main objectives are not limited to the goals above, nor are they limited to one. You and your company may have your own personal set of goals and objectives that, when aligned with the aforementioned objectives, will empower your whole business model even further. Sit down with your Pay-Per-Click Manager to discuss the specific objectives that you want to be accomplished and why. Having a clearer understanding of what your mission is as a brand would help your PPC Manager create a solid plan that’s aligned with your goals.

Key Performance Indicators

Once you have determined your main goal with your Pay-Per-Click Manager, your PPC Manager’s Key Performance Indicators will adapt to it. They should contain measurable values related to the efforts made for your marketing campaigns and strategy.

Example: Prepare and Manage Pay-Per-Click Campaigns

Although organic growth among your digital platforms is the most ideal, most Social Media site algorithms have changed over the course of the years to prefer paid advertisements and campaigns more. This is because of two things: Creating income for the platform and Building trust among their users. 

Nowadays, social media users have become discerning about the content they are consuming and are wary of their social media websites trying to sell them things. Because of that, Social Media platforms have become more careful about promoting sponsored posts by companies and individuals. This is where your Pay-Per-Click Manager comes in.

Your PPC Manager uses these paid advertisements and promotional campaigns to help boost your lead generation all the while building and maintaining trust among your existing client base and future customers. They will work in tandem with the rest of your Marketing team to make sure that your promotional materials and sign-up processes run smoothly and efficiently. The goal being, to make the sign-up process as painless and quick as possible for the client. For example, the PPC Manager can make sure that the minimum amount of information from the customer is required to sign up to receive your company’s content through e-mail on a regular basis. They can also ensure that the content your customers receive is catered towards their personal interests to keep them engaged and generate clicks through your E-mail Marketing.