Pay per click (PPC) management has undergone a major evolution over the past few years. Now, “new” opportunities for PPC are everywhere; this makes it tough to break into the PPC job market. Equally difficult, is finding a service provider and team that is out “in front of” these new developments. That is, unless one has knowledge of all of these technologies.
With that in mind, what are those new opportunities? First, let’s identity the “old” opportunities. When PPCwas in its infancy, the only tasks a PPC manager was charged with were:
- Advert testing
- Competitor Analysis
- Keyword Optimization
- Landing Page Optimization
Fast forward to 2012, when the PPC manager now finds himself:
- Doing landing page optimization and usability testing
- Performing ad testing with ad extension optimization
- Reporting and optimization with attribution
- Doing Facebook, Twitter and LinkedIn advertising
- Doing display advertising
- Performing conversion funnel analysis
- Doing SEO input
Don’t recognize a few of those terms? Here are their definitions:
Remarketing may not sound like a PPC task, but it is. That’s because it is the highest converting form of display network advertising, but because it is hosted in Google Adwords. While a basic remarketing campaign can be set up in a matter of minutes, a truly effective remarketing campaign may take longer to launch. Remarketing code can be placed on category, sub category, product and checkout pages, making it more likely to encourage conversions on the site.
Landing Page Optimization & Usability Testing
Sometimes, PPC managers decrease the cost per click in order to increase clients’ traffic. But sending traffic to a site that fails to convert customers can be harder than increasing the traffic for the baseline rate. That’s why landing page conversion optimization can help. A good landing page gives a user all the desired information at first glance. Landing pages that ask, “What are you looking for?” and “How much are you willing to pay for it?” (or some version thereof) are examples of “getting to the point”; this is what landing page optimization is about. Users are not merely on the site; they’re converting, too.
Reporting and Optimization with Attribution
PPC managers used to have to report and optimize their accounts based on the last click. But now, attribution tools and easily accessed multi-channel funnels allows for easy reporting, quick optimization and attribution that is insightful and accurate. You can even track phone calls made to the client, all the way down to the keyword level! Now more than ever, PPC managers have something of serious value to sell.
Pay per click is not what it used to be, and that’s a very good thing. PPC managers have more tools than ever at their disposal, making their service more worthwhile than it has ever been.