It took me quite a while to find my specialty, but when I did it felt as if all the stars had aligned. I quickly found myself in scenarios where I’m networking or catching up with old friends, and that question is finally dropped: “So, what do you do for work?”
“I’m a PPC Account Manager” – my answer is quickly met with a frenzy of oohs and aahs, with the occasional “huh, what’s that?”
Online advertising, especially in the last decade, has been rapidly gaining momentum. In 2019, an eMarketer report forecasted that digital media spend will account for more than half of our total global ad market . Today more than ever, it is crucial for a business to explore all aspects of digital marketing: be it social media, email & content advertising, or PPC. PPC, or pay-per-click advertising, is one of many advertising models that is based on paying a fee every time your ad is clicked on.
If you have no idea what I’m talking about, this article will highlight some of the main roles and responsibilities I carry out on a typical workday. Or perhaps you’ve recently joined the Paid Search train and are looking to develop your skills further. In that case, you’re in luck too, because I got some tips and tricks up my sleeve for you! So, let’s get started, shall we?
1) Account Upkeep & Optimization:
After downing about 3 cups of coffee in the morning, I go through my emails and move onto my first task of the day: checking on my clients’ accounts. I always compare this part of my day to the stock market. Ads can perform differently on each day based on various factors: competition, consumer behavior, keyword bid changes, or just an overall change in our economy. My role is to identify areas of high traffic and conversions for my clients, which entails good performance. Conversions could be any set of actions that a client deems valuable: like a purchase made off a website, or even filling out an inquiry form. It is then up to me to adjust bids, budgets, and other settings to capture this positive behavior.
This is also a good time to check for any developing trends, meaning if you are encountering the same results in one or more areas of your clients’ campaigns. It’s time to put on that detective hat and think of the following questions:
- Are there any external factors or news that may be impacting my audience’s behavior?
- Has my client done anything that could be negatively or positively affecting their business?
- Do the trends correlate with a certain business area of my client? Perhaps a service or product that is gaining popularity?
- If these trends are consistent and there is a clear goal my client is attempting to achieve, could I boost performance with the aid of automated bidding tools?
Spotting these signals and adjusting bids based on them could be the key to your client’s PPC strategy success. It also feeds into strategy adjustments that can be applied to their overall media mix.
The next crucial task would be to report and write on the performance I’ve observed for the past week, month, or even to wrap up the quarter. The role that paid search takes in a company’s strategy can often be significant, so it is vital to highlight wins and losses appropriately to your clients. In a nutshell, a great PPC performance report would comprise of the following:
- Top metrics and KPIs relevant to the client’s business. A good starting point is to include impressions, clicks, CTR, impression share, conversion rate, cost per conversion, total conversion value, & ROAS.
- Changes in the aforementioned metrics in comparison to its previous time period. It is also crucial to dig one level deeper and list what campaigns or ad groups you see these changes stemming from.
- Previous optimizations actioned, as well as new recommendations you are planning to carry out based on the observations you’ve made above.
3) Content-Writing & Build Work:
While it is essential for a PPC Manager to be analytical and data-driven, having a creative touch also comes in handy. Our roles are to always deliver fresh, exciting, & industry-forward content. Staying relevant also means that you should constantly test out new tricks. For instance, clever content-writing such as tying in keywords into your headlines and description has been proven to increase your CTR 68% of the time .
If you find yourself scratching your head as to where, to begin with, a new client, here are some tips I’ve picked up along the way:
- Do your homework! Scan the client’s website and existing social media accounts. Take note of the different types of products and services they offer. This will help you form an initial campaign structure.
- Identify the overall tone used by the client. Jot down any core beliefs or unique selling points you come across that you can later leverage in your ad copies. If you’re feeling inspired, you can even begin drafting up some taglines and descriptions that you can use in different ads interchangeably!
4) Learning, Development, & Training:
This one sounds like a cliché, but it’s always good to make room for learning something new. At Merkle MENA we’ve made it a habit to block out an hour of our time bi-weekly to watch a training video, take a certification exam, or even read an interesting blog post (like this one, am I right?!).
The world of digital advertising is a fast-paced, constantly evolving sector. While it is a fun obstacle to tackle, it can be daunting and challenging for many. That is why I’d encourage anyone in or interested in the field to stay on top of industry news. Here are some of my picks:
- Search Engine Land: https://searchengineland.com/
- The Moz Blog: https://moz.com/blog
- PPC Hero: https://www.ppchero.com/
- Wordstream: https://www.wordstream.com/blog
While those are the core tasks I would carry out in a day, there is much more to being a PPC Account Manager. I’d safely say that I never expect how each day will unfold, and that is part of what makes the job so special. Ultimately it is a balance of analytical, critical, and creative thinking combined with a constant curiosity towards consumers’ search behavior. It also helps if you have a pre-existing caffeine addiction.
 - Enberg, J., 2019. “Global Digital Ad Spending 2019”. eMarketer. https://www.emarketer.com/content/global-digital-ad-spending-2019
 – “Creative That Clicks: Optimizing Search Ad Copy To Increase Relevance”. 2016. Google. https://services.google.com/fh/files/misc/google-creative-that-clicks.pdf