6 Career Opportunities with PPC Certifications

Written bydmglogin

Published on 31 Aug, 2023

Digital Marketing has become the fastest-growing division in the world. According to some facts, “In 2015, digital ad spending is estimated at a whopping $170 billion, which is growing at an incredible rate of 13%.”

Businesses of different sizes, scales, and categories are using PPC to drive more traffic and convert it into increased sales and revenues. The enhancement of PPC by companies has opened new career options for students and employees.

Different PPC Career Paths which can be joined by the candidates are as follows –

PPC Executive –

Pay-per-click refers to paid advertising over the Internet. It is usually done via Google AdWords or Bing Ads. Promoters have to pay the fee every time whenever their adverts are clicked. PPC executives use their skills to advise on how to increase the PPC campaign results.

If you are a PPC executive you can work from home, both in the marketing area and in an organization or in a specialist PPC or digital agency.


  • Creating and planning a variety of PPC campaigns across different digital channels
  • Making recommendations on existing campaigns and how to optimize them
  • Writing appealing adverts
  • Proof-reading
  • Making imaginative suggestions for the advert templates
  • Managing accounts of clients
  • Business development
  • Detailed analysis of campaigns
  • Presenting data and reports


  • A good understanding of PPC in the wider area of digital marketing
  • Knowledge of Microsoft Excel
  • Data manipulation
  • Strong analytical skills
  • A good level of mathematical ability
  • To think creatively
  • Ability to think strategically
  • Develop innovative marketing strategies
  • Creative writing skills
  • Presenting information to a range of audiences
  • Strong relationship-building skills
  • Excellent communication skills
  • Handy with tools such as Google AdWords

2. PPC Account Manager –

The PPC Account Manager has to work within the campaign performance team. The manager will also be responsible for daily bid management. They also handle the optimization of paid search campaigns across all the networks and Google channels.


  • Able to perform effectively paid search strategies
  • Optimize various PPC campaigns
  • Detailed keyword selection and audience targeting
  • Monitoring the budget
  • Adjust bids to gain better ROI
  • Track the KPIs to assess the performance
  • Write attractive copy for adverts
  • Suggest new campaigns across various channels
  • Reduce the risk of click fraud
  • Keep updates on PPC and SEM trends


  • A handful of experience in data analysis and reporting
  • Knowledge of SEO and digital marketing concepts
  • Knowledge of multiple platforms
  • Experience with analytics tools such as – Google Analytics, Tableau, WebTrends etc.
  • Proficient in MS Office
  • Great communication skills
  • Analytical thinking
  • Strong math skills

PPC Professionals –

PPC Professionals is seeking a Freelance PPC/SEM Analyst to work on a short-term project for an international travel company. The contract period may range from 30 days to 120 days. The ideal candidate will flourish in an entrepreneurial and non-layered environment. We’re looking for someone who is driven, very intelligent, proactive, detail-oriented, and personable with a can-do attitude and who can multi-task several projects and tasks related to search engine marketing.


  • Manage multiple AdWords Campaigns and Accounts, specifically to perform replication tasks without error across multiple accounts and campaigns
  • Track Click-through rates and identify areas for improvement
  • Write and test the efficiency of paid search text ads
  • Make ad decisions based on what the data trends are dictating
  • Develop and continually expand keyword lists
  • Work with Google AdWords, Bing Ads, Excel, and Google Docs


  • Communication (Verbal communication, written communication, Willingness to ask questions, the ability to listen.)
  • Analytical Thinking
  • Experience in Search Engine Marketing (SEM) and Paid Search (PPC)
  • Proficiency in MS Excel, PowerPoint, and Word
  • Experience with website analysis using a variety of analytics tools including Google Analytics as well as internal reporting tools
  • Experience working with popular PPC ad platforms (AdWords, Yahoo, Bing)
  • AdWords / Bing certification a plus

PPC Analyst –

The duties of a PPC Analyst are not different compared to the PPC executive but the pressure of responsibilities increases. A PPC analyst must have the eagerness to experiment with new things and be successful with them. The PPC analyst knows what is relevant, what is working, and what is not.


• Generating reports for Google AdWords, Yahoo, Bing, and all the other different search platforms
• Research for test partnerships with new PPC vendors
• Making strategic PPC campaign recommendations
• Monitor and administer reports
• Manage and maintain large keyword lists
• Provide execute strategies for display network, campaign structuring, targeting, keyword opportunities, and other aspects of paid search
• Communication and team management for the project


  • Understanding of Microsoft Office and other relevant software
  • Continuous monitoring of all the data, figures, and statistics
  • Good communication skills
  • Be updated with all the changes
  • Good organizational skills
  • Need strong mathematics skills
  • Set your goals at the beginning

SEM Executive –

SEM Specialists are also recognized as search marketing strategists, they work on behalf of companies. The main aim of SEM executives is to make the website appear in the top results of search engines and other channels.


  • Planned SEO strategy
  • Work towards organic search optimization and
  • ROI maximization
  • Regular keywords research
  • Monitoring the redirects, click rate, bounce rate, and other aspects
  • Identify better and right audiences
  • Identify problems and implement solutions
  • Suggest improvements to the existing process
  • Productivity optimization
  • Stay updated with all the latest SEO and digital marketing trends


  • Experience with different testing metrics such as – A/B testing
  • Experience with HTML, CSS, & JavaScript
  • Analyze data and provide all sorts of recommendations
  • Critical thinking and problem-solving skills
  • Good management skills especially time-managing skills
  • Great interpersonal and communication skills

6. Google AdWords Manager –

AdWords manager manages the campaign, performance, and advertising expenses, and improves the overall result. A talented, AdWords manager help organizations in accomplishing all the advertising goals within a budget and the desired timeline.


  • Sets pay-per-click advertising campaigns on different channels.
  • Conducts keyword research
  • Creates Adwords Ads and makes them run on Google Search, Google Display, and other resources
  • Tests different ads
  • Manages the bids
  • Report on how many times visitors clicked on your ad, which ad was clicked etc
  • Target all the landing pages for each of your Adwords Ad Groups.


  • Organization and Time Management
  • Analytical thinking
  • Passion for his goals
  • Technical knowledge
  • Creativity beyond the campaigns
  • Understanding of campaigns and tools required
  • Willingness to adapt to the changes & imply them in various campaigns
  • Attitude to Try new things and learn from them to make campaigns better.

Conclusion –

As you can see most of the skills and job responsibilities are similar to each other but it varies from agency to agency. However, the core of these job profiles is the same which is to generate maximum leads with minimum expense. And you can choose your career path in any of the fields mentioned above. You can be a PPC specialist, SEM executive, and whatnot!

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