If you’re reading this, chances are you’ve established your product on Amazon, and now you want to take it up a notch. Selling your product on Amazon requires a lot of work. Some of it is fun, and some of it probably not so much. More importantly, you might not want to do it all by yourself.
If you’re someone who’s doing everything by yourself - kudos for coming this far! Maybe you have outsourced this part to a specialized agency, or you have a team that’s working for you. There are many reasons why you’d want to have a person solely dedicated to managing your PPC campaigns, and we’re here to tell you some of them.
Although quite self-explanatory, let’s not leave any room for doubt - PPC or pay-per-click allows you to pay for your ad only when users click on it. If you’re a novice, we recommend you have a look at our introductory article to PPC.
Your ads can be displayed on top of a search engine result page, or in a sidebar. It’s a practical way to increase reach and get more views. With PPC you get to pay for a chance of conversion or acquisition - because that’s what you get when a user clicks on your ad. You save money on everyone who’s “just looking”.
It’s easy for the customer, they just get to click, but there’s so much more to PPC than you might think at first. Sure, you want to be visible, but your ad is no good unless there’s engagement. And for that to happen, you need a campaign, a strategy, and PPC is an amazing option. Making this happen calls for some genuine skills.
Just Another Day
Once you have your ad, you don’t just want to leave it hanging there, doing nothing. Regular optimization, monitoring, and comparisons are an absolute must if you want to earn. Here’s where a PPC expert comes into play. The basis of the job consists of strategy, design, keyword research, metrics tracking, ad creative, conversions optimization, and cross-team collaboration.
It’s a lot for one person, and that’s why that person needs to have skills that cover all these areas. Someone who is trained to do all these things will be more dedicated than someone who’s doing this “on the side”. Honestly, PPC isn’t something you can come to now and then. Full commitment is required if you want to yield results. A dedicated PPC expert doesn’t have much time to check out their social media or chit chat with colleagues, and here’s why.
- While others are enjoying their first cup of coffee in the kitchen, warming up for the day, PPC experts are checking emails and doing keyword research, planning their day, and optimizing strategies for clients.
- If you decide to hire an expert, expect to discusse active results, and brainstorm new campaigns daily.
- First lunch, then: content writing, optimizing landing page design, checking traffic metrics, bidding on keywords for ads, testing, tailoring funnel messaging. That lunch better be nutritious, because a lot is waiting to be handled.
- A valuable PPC expert always stays on track with the new trends in search engine algorithms and marketing. It’s a good time to prepare some coffee or an afternoon snack to enhance your focus.
- As the day began with checking up on everything, so does it end. Sharing ideas on possible improvement and having one last look at client’s accounts, before calling it a day.
Skills for Clicks
Now you’ve seen what the average workday in the life of a PPC expert looks like. You still might need more info to help you decide about the next step. If you’re still thinking of doing all this by yourself, grab a pen and get ready to check the list of necessary PPC skills:
Organization and time management.
Because the job is so demanding, it requires constant focus and almost extraordinary time management skills. With a lot of tasks to handle, a well-versed PPC expert would want to have a list by their side not to miss anything. Staying on top of trends and following the stats will require all their attention. Yes, they can have a lunch break, but there’s no time to idle.
If we had to explain PPC in one word, it would be - numbers. That’s what PPC is mainly about. An expert in the field needs to be able to make decisions based on numbers, to be passionate about data, and to have an analytical mindset. These are prerequisites for an entry-level position, making it a must skill for any higher level.
Yes, we just said it’s all about numbers, but that doesn’t mean creativity goes out the window. The success of the campaign will depend on the expert’s creative thinking. Writing an appealing copy in a limited space is part of the job, and that calls for ingenuity and a good understanding of language. An expert in the PPC field needs to be familiar with the psychology of language and to know which words evoke emotions and FOMO (fear of missing out) in users.
Digital marketing is an ever-changing field where nothing is set in stone, and changes await on every corner. A rigid attitude and clinging to one particular way, won’t cut it. A flexible approach and a willingness to change and adapt are qualities you want your PPC expert to have. When things don’t go as planned, the more they’re willing to adapt, the better it is.
We’ve already talked about the important role that language plays in a successful PPC campaign. But, it’s not only for your copy or content. A PPC specialist that takes pride in their skill, needs to be able to communicate successfully to clients and/or team members. Staying on top of a campaign, thoroughly explaining the process, and skillfully leading the campaign all depend on one’s language and communication capabilities.
Hopefully, by now you have a better picture of what a PPC expert does, and whether you can do it yourself or you need an expert. Do your research and make a good decision that will pay off in the long run. Hiring someone to do all your PPC work for you will give you more time to focus on other things you’re good at, or that your product requires. Running a PPC campaign is demanding and time-consuming. Leaving it to a professional might be the best thing you do for your product. Check out our completely free audit for your Amazon account.