Who is a PPC Expert and What Are His Responsibilities 

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The SEM expert (Search Engine Marketing Expert) in our area Lahore, known as a PPC expert (Pay Per Click Expert), is one of the figures with the most relevance and demand within Digital Marketing. He is the one who plans, designs, and runs your Google Ads (formerly known as Google Adwords) campaigns. But the market is already demanding increasingly specialized SEM / PPC profiles and with very specific skills, that's why we want you to know the projection you can have if you are really interested in SEM /PPC.

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SEM or Search Engine Marketing

One of the profiles that we will see is that of an SEM Specialist (whom you may also call a PPC Expert), who executes the strategy, and that of an SEM Manager, who develops it. But, there is more world apart from these specializations.

 

There are SEM professionals who dedicate their work to Search Engine Marketing on Google, Bing, or Yahoo, however, in other cases, it would be better to speak of PPC specialists since their tasks also include Social Ads on Facebook, Twitter, or Linkedin. In simple words, every PPC Expert is necessarily an SEM Specialist (because he takes care of your Google Ads as well as ads on Social Media), but every SEM Specialist is not necessarily a PPC Expert (because his focus is only on Google Ads). However, in our everyday language, we usually mean the same for both terminologies.

 

Programmatic ad-buying specialists and ad managers on Google's DoubleClick platform have also emerged lately. Let's see what each of them consists of and the importance they will have in the labor market.

 

 

AS PPC Expert

It is the most common SEM profession, usually focused on Google Ads. The day to day of a SEM Specialist goes through:

 

• Analysis of campaigns early in the day

• Optimization of cost per click or CPC

• The implementation of the strategy defined by the SEM Manager or the Marketing Director

• Improve the Quality Score of your Google Ads

 

The PPC Expert optimizes paid advertising primarily on the Google Search Network. That is, it manages the ads that appear when a user searches Google or Google Search Partners.

 

It also optimizes the Google Display Network ads that appear while the user is browsing one of the web pages that make up their network, which, forms 90% of all Web sites. The SEM Specialist / PPC Expert works to achieve the goal of generating conversions for lead generation or e-commerce sales. In the retail sector, it manages Google Shopping ads.

 

There are more specialized SEM Specialists in managing larger budgets, for which agile management and synthesis capacity will be required, and others for more limited budgets, which require a more exhaustive analysis and greater capacity for the precision of return on investment. The main qualities they must have are:

 

Data-Driven 

Results-oriented

Can-do attitude

Google Adwords Certified

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AS SEM Manager

Also called the SEM Coordinator, it develops the SEM strategy taking into account elements such as structure, keywords, their matches, announcements, CPCs, and budgets.

 

In a client-agency work structure, he is within the final client and in an In-house work structure, he leads a team of SEMs within the company. The SEM Manager also manages his staff and can supervise search engine marketing or Social Ads.

 

PPC Expert is a professional in SEM and Social Ads, especially on Facebook, given the importance that the social network has gained as an advertising platform for its great segmentation options.

 

Also of course Instagram, which is managed by Facebook as it is owned by the company. The person responsible for Social Ads must be distinguished from the Community Manager, since the former manage paid advertising on a social network, while the latter performs content and communication tasks on it.

 

The Social Ads specialist also performs his tasks on Twitter Ads and Linkedin. You can also manage the PPC in social networks as a Community manager, but in that case, it is not so common that you also manage the SEM.

 

Being a good PPC Specialist requires flexibility because in Social Ads you find the user with a different conversion intent than SEM. In social networks, you address potential clients or prospects because they are consulting their networks when they see your ad, while in SEM you address the core users or the heart of your target audience since they are at a time when they are looking for and therefore thinking about your product.

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AS Programmatic Specialist

This professional buys advertising in real time (Real Time Bidding or RTB) on specialized platforms to offer impressions to those who bid the most for them. In programmatic advertising, those who advertise, buy audiences and not spaces as in offline advertising.

 

It is based on the storage of large amounts of data or Big Data to segment the target and show them advertising.

 

AS DoubleClick Specialist

He is the person who manages this Google tool where advertisers can find all kinds of solutions to follow and carry out each step that makes up online advertising. It is made up of:

 

DoubleClick for Publishers (DFP)

DoubleClick Search (DS)

(DRM) DoubleClick Rich Media

DoubleClick Floodlight

DoubleClick Ad Exchange

(DCS) DoubleClick Studio

DoubleClick for Advertisers or Campaign Manager (DCM)

DoubleClick Bid Manager (DBM)

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