Following on from last week's episode, Digital 22 PPC pros, Chris and Christian, discuss how to...
I thought I used to rock up early to the Digital 22 office to get my day started. That was until I saw Christian whizzing through the car park in his Peugeot at around 8am. Every time I saw his car and intentionally parked as close to it as possible, I was always thinking what on earth does he have on to be in so early?
I mean, I had a decent idea. I've worked with Chris, our Lead PPC Marketer, for long enough to get a general gist of what his role involves. Turns out a lot of people are in the same boat as me — not knowing what a PPC Manager does day-in, day-out.
We all know how valuable pay-per-click is as a marketing channel, so if you're wondering what a typical day looks like for a PPC Manager, hit the play button below to hear from the guys themselves.
Spoiler alert: They do quite a lot...
In episode three of the Paid Media Podcast, Chris and Christian run through what a PPC Manager does and how they go about their role, including the tools they use.
They discuss setting up campaigns, the research involved in their roles, conversion set-up, paid search optimisation — before rattling through what a typical day looks like for them.
Topics and research
The guys first run through the sectors they dive into when searching for topics and then explain what's involved in their research.
There's a fair bit involved, including:
- Keyword research
- Audience research
- Competitor analysis
- And more
Plus, there's a lot of sub-tasks included in each of these.
Paid search and paid optimisation
Two other key focus areas they have is when doing paid search optimisation and paid social optimisation, tweaking things when necessary to make sure every ad is running at its full potential.
Some of the tasks involved here include:
- Keyword bidding
- Test extensions
- Test ads
- Test demographics
- Test devices
- Test locations
- Test landing pages
- Plus loads more
Oh, you thought that was it? The guys discuss plenty more regarding what they do throughout their day. Here's a quick rundown of what else they discussed or hit play further below to tune into the audio version:
- Conversion action setup: Conversion tracking
- Campaign setup: Paid search and paid social builds
- Paid search optimisation and paid social optimisation: A/B testing audiences, placements and ads
- The tools they use, such as Google Ads
- And lots more
And that's just a taste of what a PPC Manager gets up to during their day. So when you're bringing in high-value leads and ROI, you should have a better idea of all the legwork that goes on behind the scenes to make it a reality.
Want to know what other marketing specialists get up to?
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