Pay-per-click advertising (PPC) is known to be the most constructive method of online marketing. It helps the company to have an edge over competitors by attracting valuable visitors to the site. It also plays an essential role in lead conversions.
“4 out of 10 marketers are willing to expand their PPC budget.”
Hence, digital marketing agencies will certainly require digital marketing professionals, including people having expertise in the field of PPC management.
However, as useful as it may sound, to manage the task of PPC is another discussion. For that, a PPC manager should possess some qualities that are essential to be successful during a strict budget.
Following are 4 MUST HAVES of an efficient PPC manager.
- They are analytical:
PPC management is all about managing data, statistics, and facts. They are to be monitored in-depth to identify solutions for improvement and apply corrections. The process requires immense planning.
The analysed data is applied considering dynamic factors. It requires logical thinking to identify the loopholes based on data and reports and to derive results from it. A PPC manager requires an extensive analytical approach to every problem. Moreover, he must have a track of the investment made for getting each click to calculate ROI.
- They are methodical:
It’s an inseparable quality of a PPC manager as their key task is to measure PPC results periodically. They need to be well-versed with ROI, lead conversions, keywords, etc. to calculate the statistics and compare the growth or decline with the previous campaign.
A PPC manager might also be conducting multiple PPC campaigns, hence, he needs to be organized to differentiate each campaign.
- They are experts in the industry:
A PPC manager should be aware of the objectives of the campaign apart from managing statistics and measuring data. They must be equipped with the knowledge of the industry in order to plan and execute relevant campaigns.
He should consistently keep up with the industry trends and update himself by sharing information with other employees.
- They are good communicators:
A PPC manager needs to be skilled at communication. He has to share his opinions with others, communicate the campaign objectives and goals to colleagues in order to arrive at the same page. Secondly, he needs to cater to customer/client requirements where effective communication is the key.
He should be able to work independently as well as in a group as he might be managing a team conducting multiple PPC projects. Each of them has different strategies, keywords, target audience, client requirements, etc. Hence, a PPC manager needs to keep a sync of all factors with clear and crisp communication.
Apart from these, a PPC manager should also possess soft skills such as authenticity, flexibility and a positive attitude towards everything to accept the changes that may come across while running campaigns.
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