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What Does a PPC Specialist Do? A Complete Guide

James Smith



PPC Specialist

Are you interested in making $2 for every $1 you spend on advertising? PPC marketing is the perfect place to start

The question is, do you have the time to invest in a PPC marketing strategy yourself? If not, you’ll need to hire a marketing specialist who can create your campaigns and make them profitable. Keep reading to learn what a PPC is and how a specialist can help.

What Is PPC?

Before you can understand what a PPC specialist does, you need to be able to answer the question, “what is PPC advertising?”

PPC advertising is the process of paying for clicks on a website. Advertising platforms have a network of websites that sign up to show ads. As an ad buyer, you bid on this ad space and get an ad spot whenever you win the bid.

Most PPC companies allow you to filter your ad buys to specific websites and customer demographics. Once you have your demographics, you can create targeted ad campaigns for those groups and optimize your messaging as you get more data from your marketing campaign.

What Does a PPC Specialist Do?

A PPC specialist is the person responsible for running paid advertising campaigns. They spend their days developing strategy, analyzing data, and implementing campaigns. Below is a closer look at the whole process.

Customer Research

You can’t expect a profitable ad campaign that appeals to everyone. The chances are that your products and services only appeal to a subset of people. That’s who you need to target with your PPC campaign.

A PPC specialist in a PPC management company will look at your customer demographics and create audience personas. They will use this persona to create all the content in their ad.

This likely won’t stop with one persona, either. A specialist will create separate ads for each type of customer you have. Doing this will allow you to create multiple ad campaigns that reach a wider audience.

Keyword Research

You don’t want your ads to show up to everyone on the internet. The only thing you’ll do in this case is waste money.

Keyword research will help a specialist narrow down the audience for your ads. They’ll look at the most commonly searched for terms for your industry. You can use the terms that best relate to your products to create more targeted ad campaigns.

Once your specialist has a keyword list, they can create a landing page tailored to their list. This landing page will help acquire more customers by providing solutions to the problems that searchers are facing.


You can’t just put generic text in your PPC advertisements and expect people to click. You have to speak to a problem that people have and provide a solution. Copywriting is the magic that makes that happen.

Copywriting is the process of creating ad headlines, descriptions, and imagery. It uses the research already complete to create a compelling reason for someone to click an ad.

Most specialists today focus on headlines and descriptions for Google ads. The copywriting process typically involves creating several versions of headlines and adding them all to a campaign.

Once your ads are live, the goal is to figure out which headline leads to the most conversions. Once you have this information, the copywriting process moves to the refining process. You change a few words in your headline, test your changes, and figure out which one provides the best return on your money.

Data Analysis

The job of a PPC specialist isn’t complete once your ads are up and running. The chances are that your campaigns won’t be profitable in the beginning. If you want your ads to make money, you need to analyze the data from your PPC campaign.

To get the data you need for analysis, your PPC provider will install a tracking program on your website. This software will analyze the people who visit your website to figure out where they came from.

You do track success by setting up goal pages. These pages are assigned a dollar value and will trigger when a visitor lands on them. They can be anything from a checkout page on an eCommerce store to a confirmation page for an email newsletter.

Your tracking script will know when a visitor from your campaign lands on a goal page. It will keep track of this information, so you know how much money each ad version you run makes. With this information, you can figure out which ads are worth optimizing and which ones are worth abandoning.


Whether you work with an in-house PPC specialist or with one from a management company, your business can’t afford to keep investing in ads if you don’t know that they are working. Excellent reporting will provide this information to you.

You should receive clear reports that detail every ad campaign running and how they’re performing. Ideally, you should have a high-level overview and the ability to dig down as deep as you wish. This flexibility means you can spend little time looking at your results or spend a lot of time examing each aspect of your marketing campaigns.

You’ll need to talk with your provider to go over how your report is done. Ensure anyone you work with can clearly communicate what they’re doing for you and how well their work performs.

Invest in PPC for Your Company Today

You can’t always rely on organic growth for business growth. If you don’t have a way to market your company to new people, you run the risk of your business stalling. Invest in a PPC specialist today, so you have a way to keep driving new customers to your company.

Are you looking for more business marketing tips? Read our latest posts to discover our best advice.

James Smith is the writer for Munchkin Press. He is a young American writer from California and is currently traveling around the world. He has a passion for helping people and motivates others.

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