How To Become a PPC Consultant (Salary, Skills and Steps)

By Indeed Editorial Team

Published March 17, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Digital media is an advertising channel that allows companies to promote their goods and services in a way that's compatible with the online marketplace and its consumers. PPC, or pay-per-click, consulting involves marketing professionals who provide clients with their advice and expertise for their digital advertising campaigns. If you're interested in a career as a PPC consultant, understanding the duties, skills and steps necessary for entering the field can be helpful in determining if this is the right field for you.

In this article, we define what a PPC consultant is, discuss what they do, list steps for entering the field and provide the current average salary and job outlook for the profession.

Related: What Is PPC Management? (Definition, Purpose and Benefits)

What is a PPC consultant?

A PPC consultant is a marketing professional who specializes in helping companies and organizations promote their goods and services by researching, planning and creating the most effective digital advertising campaigns possible. PPC consultants play an important role in the contemporary world of marketing, especially as digital advertising has significantly increased in relevance over the past few decades. PPC consultants are experience-based employees, meaning you don't need specific education credentials to enter the profession. A common expectation for PPC consultants is to earn specialized certifications in their field and use networking techniques to build their portfolio and clientele.

PPC consultants can work as internal employees at a marketing or advertising agency, where they provide consultations to the firm's various clients for their respective campaigns. It's also common for PPC consultants to work as internal employees at specific businesses or organizations, where they usually work as part of the company's marketing department and focus on creating digital advertising campaigns. PPC consultants can also work as independent freelancers, offering their services to paying clients for a specific project and time frame, usually under contract.

Related: 6 PPC Interview Questions and Sample Answers (With Tips)

What does a PPC consultant do?

Here are some of the typical primary duties of a PPC consultant:

  • Develop marketing strategy: The main responsibility of a PPC consultant is to develop a marketing strategy for a campaign or project. They may consider factors such as research, consumer data, search engine optimization and the goals of the client to ensure that their campaign reaches its target audience and brings in revenue.

  • Track campaign progress: PPC consultants spend a considerable amount of their time tracking the progress of their campaigns. They do this by collecting and analyzing data that provides insights on consumer behavior and whether the project met both the client's and the marketer's benchmarks.

  • Communicate with clients: Another important duty of a PPC consultant is to communicate with clients to ensure that they're satisfied with the direction and progress of the campaign throughout every step of the production process. PPC consultants may provide their clients with data and other insights regularly to demonstrate the progress of the campaign or pitch new ways to boost the project's success.

  • Modify campaigns: Optimization is another important component of working as a PPC consultant, as they constantly modify their campaigns based on data and consumer research. One of the main responsibilities of a PPC consultant is to ensure that their campaigns are functioning at the highest level possible, and they do this by constantly making adjustments based on various insights with the goal of making the campaign as successful as possible.

  • Search engine optimization (SEO): SEO is an important part of PPC consultations, as it's one of the main tools marketers use when crafting digital campaigns. This practice involves researching keywords to narrow down a list of terms that are likely to provide them with the most success when advertising to consumers, especially if they're targeting a specific group or demographic.

Related: PPC Tracking Metrics: Definition and Types

How to become a PPC consultant

If you're interested in starting a career as a PPC consultant, you may consider these steps:

1. Understand what PPC is

The first step in beginning your career as a pay-per-click consultant is to ensure that you have a full understanding of what PPC is and why it's useful in advertising. Consider doing your own independent research on the history and rise of PPC over the past few decades to better understand where the need for this new form of marketing came from and why companies value it so much. You can even contact a PPC professional through social media or a job searching site and ask them questions about what the profession entails and their advice or resources for starting a career in the field.

2. Take a copywriting course

Once you've gathered plenty of information regarding the PPC consultant profession and its role in the marketing and advertising industries, the next step is to enroll in a copywriting course to maximize your writing skills. Copywriting is an industry term that refers to any writing that has the purpose of reaching a specific population on behalf of a company or organization, usually for promotion or publicity reasons. Learning how to write copy can make a significant difference in the quality of your PPC work and reduce the need for your employer to spend funds on hiring freelance copywriters.

3. Get certified in PPC advertising

The next step in starting your career as a PPC consultant is to become certified in various PPC advertising platforms. Different social networking websites and popular search engines offer specific certification courses that train candidates in the processes, requirements and other elements of creating pay-per-click advertisements for their websites. With PPC certifications, you can have a better chance of finding work as a PPC consultant, as employers and clients may feel more comfortable bringing you onto their marketing teams if you have qualifications backed by industry credentials to promote your abilities.

4. Find an entry-level marketing position

After earning your various PPC certifications, consider researching different marketing and advertising firms in your area and cross-examining their open entry-level positions with your own credentials and qualifications. You can advertise your abilities and qualifications using job networking sites , where you can often connect with various employers, save job listings and keep track of the different offerings for each position, such as salary and benefits. An entry-level job in a marketing firm can provide you with worthwhile on-the-job experience in the industry and help you advance within your field.

5. Build your network

The final step in starting your career as a PPC consultant is to begin building your career network. You can do this by finding a mentor, which can be any person with experience in PPC or marketing in general, who has the time and resources to provide you with advice and career guidance.

Having a mentor is also a way to learn about new job opportunities and have an experienced marketing professional provide your prospective employers with a reference of the quality of your work. You can build your network even more by using job networking sites and social media to advertise your qualifications, credentials and enthusiasm for the field.

Related: Your Guide to Online Marketing: What It Is and How To Use It

PPC consultant skills

Here are some of the common skills a PPC consultant uses during their typical workday:

  • Communication: One of the major skills you'll likely need to succeed as a PPC consultant is the ability to communicate efficiently and effectively with your clients and colleagues. PPC consultants use communication skills when speaking with clients about campaigns, meeting with coworkers to brainstorm ideas and communicating the purpose and tone of the campaign itself.

  • Attention to detail: Attention to detail is another important skill to have as a PPC consultant, especially when analyzing minute differences in data analytics and consumer behaviors. PPC consultants use insights to make conclusions about how the consumer may react to their campaign, and paying close attention to these details can make a significant difference in the success of a campaign or project.

  • Creativity: It's important for PPC consultants to have a sense of creativity, especially when developing campaigns from the very start of the process. Several creative elements go into the work of a PPC consultant, including choosing color schemes, fonts, written content, tone and any other component that can make a consumer more or less likely to click on a banner advertisement.

  • Analytical thinking: Analytics play an important role in marketing, especially in pay-per-click advertising, which is why it's vital that a PPC consultant has a deep understanding of how data analytics work and how to apply those insights to their campaigns. PPC consultants dedicate considerable time to modifying and optimizing campaigns based on the analytical insights they've gathered.

  • Time management: Time management is an important skill for PPC consultants to have, especially if they're working on multiple campaigns or projects at one time. It's vital that a PPC consultant can meet all the wants and needs of their client within the time frame they've requested, as this can play a major part in the development of their reputation in the marketing and advertising industry.

  • Social network knowledge: Much of the work that PPC consultants create is exclusively for social networking sites, which is why it's necessary that they have extensive knowledge of how the various sites work and how to manage paid advertising campaigns. The requirements for a banner advertisement on one social media site may differ from another, so the PPC consultant requires extensive knowledge of each individual outlet.

  • Copywriting: Copywriting plays an important role in the development of successful campaigns, which is why PPC consultants can benefit substantially from knowing copywriting. This is especially true for PPC consultants who work as freelancers, as they're likely to be the ones responsible for creating copy for their PPC campaigns.

Salary and job outlook for PPC consultants

According to Indeed Salaries, the national average salary for a PPC consultant is approximately $58,796 per year, with common benefits of the job being the ability to work from home, family leave, health insurance and retirement plans. It's important to note that salaries can differ based on various circumstances, including location, experience level, employer and the state of the industry or economy.

The job outlook for PPC consultants may increase over the next 10 years. According to the Bureau of Labor Statistics, the overall employment for professionals in advertising, promotions and marketing has the propensity to grow by 10% between 2020 and 2030. The BLS also predicts an average of 31,100 job openings in the industry over the next decade, with many of these opportunities stemming from the rise of digital media and the increased demand for digital advertising.

Please note that none of the companies mentioned in this article are affiliated with Indeed.

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