Pay per click (PPC) is an advertising method popular in the online world. It consists of companies paying a fee every time one of its ads is clicked. The ad can be located on top of a search result or other websites. This strategy allows businesses to buy visits to their sites instead of getting them organically. 

The most common is search engine advertising. Companies compete for advertiser places on top of the search results. Then, they only pay a fee if the user clicks their link. Depending on the search engine, the price can be less or more if the link is useful for what the user is looking for. 

Skills Needed

Anyone can become a PPC specialist, but they should learn the necessary skills to do their job successfully. For example, a PPC specialist that isn’t familiar with keywords and landing pages will make poor choices when designing the ad. And search engines charge more significant fees to ads that aren’t related to the search. Here are some of the things you should know:

Digital Marketing Basics

PPC is a digital marketing campaign. If you want to become a specialist, it will help if you at least are familiar with the basic concepts of digital marketing. Some of the things you should know are the different channels for marketing strategy. There are social media platforms, search engines, email marketing, in-app advertising, and many others. 

It will also help if you know the basic of SEO techniques, or at least how to choose keywords correctly for the PPC campaigns. It will mean that your ad will appear to people who are really interested in your product or service. You can check out some coding bootcamps online that have free resources to learn digital marketing basics.

One Network

PPC marketing is a very popular strategy that many companies use today. That’s why different networks offer this service, and software engineers are always looking for ways to improve algorithms and make them more useful. Some of these networks are Google Ads, Bing Ads, or Facebook ads. 

The most popular is Google Ads, which is no surprise because, in 2019, Google was responsible for almost 90 percent of global desktop search traffic. No matter what network you choose, try to concentrate your learning efforts on just one. It won’t mean anything if you are familiar with different platforms but don’t know how to take advantage of the full potential of any of them. 

Understand the Metrics

Another thing you will need to become a PPC specialist is some statistical skills. Part of creating a pay per click campaign is understanding the results and conversions you get from it, for example, if it really brought some revenue to the company. 

You will need to be able to read the metrics of each campaign and determine if it was successful and in what way it can improve. Understanding the statistics will help you make better decisions for the next campaign you design. 


Depending on the network you choose, your ad campaign will probably need to be visually appealing. It has to catch the attention of the user, so they click on your ad. You should have some basic understanding of design practices. That way, even if you’re not the one designing the ad, you will be able to give feedback to the person doing it. 

Also, part of your job is to understand what the user wants to create an ad that they will click on. If you have some design skills, you can give better suggestions and create visually attractive ads. 

You Can Get a Digital Marketing Certificate

Another option is to get a digital marketing certificate. You will learn everything you need to know to build successful marketing campaigns, including PPC. You will be a complete professional that can bring more to the table than just PPC strategies. And you can learn it pretty easily with a coding bootcamp in a few months. You can check out Career Karma, and compare different courses and choose one that focuses on PPC strategies. 

In Summary

To start your career as a PPC specialist, you have to gain the necessary skills. First, you should have some digital marketing basics. That way, you can create PPC strategies that integrate with other campaigns smoothly. 

And you can also specialize in one network like Google Ads, learn to understand the metrics, and know a little bit about good design practices. Finally, you can also become a full digital marketer and PPC specialist with a coding bootcamp.

Marco de Groen

Marco de Groen

A flying Dutchman who is Graphic Designer  Multimedia Designer | Webdesigner | Blogger | Illustrator | Infographics | Social Media | Brand Manager | Branding | Owner/Founder Asian Customs and The Daily Roar and Blackstone Design

One Comment

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.