A short Q&A on working in PPC from a friend in the field.
What is the main purpose of your role?
I am responsible for planning, optimising, implementing and analysing paid search engine marketing activities.
What do you do in a typical day?
Campaign implementation, budget management, performance optimisation, keyword research (discovery and expansion), review and editing of creative copy (titles and descriptions), adjust bids strategies & negative keywording. It is important to stay current with new advances in search engine marketing and the competitive landscape.
What skills and/or qualifications do you need to do your job?
Strong maths skills, Google Adwords certification.
How did you get into digital media/marketing?
I studied Digital & Lens Media at university and after graduating I set about finding employment within the advertising sector. I started of at a small niche agency as a Marketing Exec and eventually moved into the Digital Team as a PPC Executive. I moved to a large full service agency as a Senior Search Executive before arriving at my role now as SEM Manager at a music company.
What are the career prospects?
Progressing to Head and further to Director of SEM, in-house or at an advertising agency.
What advice would you give to someone looking to follow your path?
Graduate level Search Exec roles are great for learning the fundamentals of search. Research search advertising prior to applying for jobs and brush up on your maths skills. Enthusiasm is key in interviews. Smaller agencies are a great place to start as a less busy environment aids faster learning.