PPC Consultant 5 Must Haves
Usage of Pay Per Click Adverting is on a rise and
that has thrown lots of opportunities for all those who aspire to be
one of the best PPC Consultant. There are
many notions regarding what makes a good PPC consultant and one amongst
them is "I know Google Adwords well". I agree that one has to know the
tool very well but a good understanding of the tool is not enough. So
what are the attributes needed to be a good PPC Consultant;
PPC Consultant Must Have number 1:
One has to have very good understanding of
client's business. What are the products / services that are offered.
What sells and what doesn't. What is the profile of client's client
(read the person who is searching). What state of mind the searcher is
when he is typing a keyword. What is the sales cycle and how to get the
visitor to commit a purchase (or a desired action).
It may just help to actually role play the visitor
; type the keyword ; check what the advert is saying , go to the
landing page and ask a question that whether (as a visitor) you got
what you started searching for.
PPC Consultant Must Have number 2:
Analytical bend of mind
PPC is about collating data and analysing the
same. You get plethora of data regarding clicks / impressions, CTRs ,
CPCs, Conversions …… One has to have a knack to make sense out of it.
Why a particular advert is doing well and another is not. Can I use the
same similar message on other adverts. Why a particular page is
converting. Did it have an offer ? Does it have important product
"Above the fold". These questions need to be asked and answered using
PPC Consultant Must Have number 3:
Question the Data with Common Sense
This is just contrary to my previous point.
Sometimes Data may be misleading and one needs to question the outcome
with common Sense. The data interpretation may be completely different
for different verticals as well as the product. If a searcher is
searching for "Broadband" as a keyword then the chances that he is
looking to buy a Broadband and not for writing a thesis regarding
PPC Consultant Must Have
number 4: What's New? Tools / Techniques / Tricks
You have to keep yourself abreast with what's new.
How can various new products change the way you structure your
campaigns / landing page. Use as many tools as possible provided by the
program to get a good grip of the campaign performance. Subscribe to
blog post (Definitely That of Google Adwords Blog)
PPC Consultant Must Have number 5 :
Experiment and Calculated Risk Taking : Keep
experimenting. What was true yesterday may not be true today. Use
various landing pages, Adverts and note down the readings and analyse
why a particular change helped or didn't help.
I am sure experience makes a good PPC
Consultant over years. The complex accounts that you
handle gives you opportunities to enhance your skills.
I hope this article helped you and we are looking
forward for comments from you.
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The Broadplace Blog covers SEM topics. The recent
Blog Post provides the must haves of a PPC Consultant