Are you in Pay Per Click (PPC) advertising? Or maybe you are looking to start a job in PPC.
If that’s right, you may be wondering how best to research the PPC jobs market. Well, you’re in the right place!
This article provides extensive info on the PPC and wider digital marketing job sector. We also made sure to focus only on legit companies in the UK.
We’ve spent years inside the industry and have now created a reliable PPC jobs platform for job seekers and employers. We’ve covered everything from entry-level jobs to tips for PPC experts.
Take a closer look at the categories below to find the information you need and begin the next step in your PPC journey…
About PPC
If you’re new to PPC, you may be wondering what the term PPC actually means.
It’s simple:
PPC stands for Pay Per Click. It refers exclusively to paid search advertising – the process of utilizing a marketing budget to purchase ads with search engines that generate traffic and profit for the business.
The idea is to maximize Return on Investment (ROI). That means generating the most sales from clicks, at the lowest cost per click.
In other words, making your boss or client money!
But what does working in PPC mean exactly? What types of positions are there?
Well.
Prepare to discover a whole new world.
Types of PPC Jobs
There are many different jobs that fall under the PPC banner or make use of PPC and other marketing skills. Knowing the types of jobs out there will help you find a role that suits you. It will also allow you to tailor your CV to the market.
So, if you are a beginner:
Beginners usually start in junior SEM jobs as part of a team, following instructions from the experts. Only after several years of experience will you be trusted with managing campaigns by yourself.
SEM/PPC specialist jobs are available as follows:
- employment with a company in an internal position,
- an agency that is contracted to manage PPC for multiple firms
- or be freelance, offering your skills to as many clients as you can manage.
So, let’s get down to it…Here are the types of pay per click marketing jobs you can specialize in:
Paid Search Marketing Jobs (SEM Specialists /PPC Strategist)
You may encounter Paid Search marketing jobs as SEM specialists, PPC strategists, PPC Adwords expert or similar terms, but they all typically want the same essential competencies.
Core Skills and Responsibilities:
- Expertise in marketing and advertising a business’s website via search engines like Google and Yahoo.
- Creating and managing multiple PPC campaigns and ad copies.
- Crunching data and producing reports for monitoring purposes.
The more experienced you are the more responsibility you will be given over budgets for numerous PPC strategist jobs.
Search Marketing Specialists may also be expected to have a firm understanding of organic Search Engine Optimisation (SEO). Businesses want to be able to generate regular traffic alongside paid search.
Of course, that’s not all you might be expected to do…
Display Advertising Specialist
A specialist in display advertising goes beyond the paid search and into the advertising, displayed on individual websites.
You know those banners at the top or side of most websites? That’s display ads.
Effective display advertising is usually based around the niche or subject of the website. It usually entices specific users to click on it, although you can also target high traffic sites that have a broader audience.
It can involve everything from basic text ads to video ads. As a specialist, you may specialize in some or all forms of display advertising.
This is where your amateur YouTube video editing skills might come in handy!
Core Skills and Responsibilities:
- Launching and managing campaigns
- Deciding which sites to advertise on
- Continually monitoring and optimizing campaigns based on costs and click-through rates (CTR)
- Effectively communicating with management
And it doesn’t end there – if you like Facebook and Twitter you might also consider a career in social media:
Social Media Advertising and Promotion Specialist
Experts in social media advertising are sometimes called paid social specialists.
You’re probably wondering what their job consists of.
We have the answer:
Core Skills and Responsibilities:
- Understanding of how to run paid and organic social media campaigns
- Leading social advertising platforms like Facebook Ads and Twitter Ads
- Targeting users based on interests and demographics
- Spotting influencers in the appropriate niche
- Launching cost-effective campaigns with them
You may or may not be involved in the running of your client’s broader social media strategy and day to day profiles. However, you must understand how your work integrates with them.
You might specialize in certain platforms, such as Instagram marketing – which is much more image-centric and tailors itself to paid product placements and influencer campaigns. If that’s the case you should tailor your job searches to Instagram marketing jobs… or the platform you’re currently working on. Social media marketing jobs are on the rise. Big firms routinely take people straight out of university with marketing, PR and journalism degrees to work in social media marketing.
Now you know what people mean when they say they’re in social media.
Retargeting Specialist
Retargeting (sometimes called remarketing) is a specialized concept within digital advertising. It’s the process of showing ads and targeting only those users who have already interacted with your client’s or business’ website or adverts already.
We’ve all been there – looked at a product on one website and then it suddenly starts appearing everywhere.
Core Skills and Responsibilities:
- Targeting an audience to generate leads and/or sales
- Analytical thinking
- Strong understanding of PPC, display advertising, and social media platforms
The idea is that by targeting this audience, you are reaching people that are already interested and likely to generate a lead or sale. You can target them with relevant offers that appeal directly to them. Or you can prompt them to complete an action they may have already started – like shopping or registering for a website.
Retargeting specialists know how to dig down into the data to find such users, then make use of the appropriate tools.
Retargeting can happen across PPC, display advertising, and social media platforms.
Programmatic Advertising Jobs
Programmatic advertising is the process of using automation tools and data analysis to buy digital advertising automatically based on the expert parameters you have set.
In other words, doing automated PPC.
Core Skills and Responsibilities:
- Use of automation tools
- Experience with leading ad platforms
- Data analysis
- SEO best practices
- Campaign management
In today’s marketplace, a lot of digital advertising is already programmatic. It means that you choose your platform (e.g. Google Ads), select your keywords or who to target, set a budget, and launch the campaign with their in-house management tools. Publishers might not even be aware of who is advertising at any particular time. Bids can be made in real-time, based on who is viewing the site.
This is quite different from arranging a campaign manually. When you do it manually, you have to deal with a handful of publishers based on some averaged metrics provided to you in an ‘advertiser’s kit’ for example.
But how do you become an expert?
An expert in programmatic advertising will know how to make use of the leading ad platforms and their varying degrees of automation, but will also know how to use their own or their clients’ bespoke tools as well.
Paid Search Analyst
Can you get paid just for analyzing PPC campaigns?
The short answer is yes.
But that obviously is not enough.
You’re probably wondering what skills do you need in order to be successful in this.
Wonder no more:
Core Skills and Responsibilities:
- Expertise in monitoring and optimizing paid search campaigns
- Collaboration with the marketing team
- Analyze the data from campaigns
- Utilize web analytics to make informed decisions
- Sourcing new keywords, benchmarking, tracking conversions, tweaking the campaigns
- Present the data and making suggestions
They may need to work within preset ROIs and budgets, and meet targets. Or, they are trusted, to manage these themselves within reason.
PPC experts tend to be well-rounded but an analyst may excel on the technical side of things.
But, what if you’re the opposite?
What if you’re a copywriter?
Ad Copywriters / Sales Copywriters
Those who are less technical or data-minded may prefer to create ad copy and sales copy for website landing pages or even the ad campaigns themselves. Your job is to entice customers with words, make them interested in the product and generate actions – clicks, leads or straight-up sales.
Core Skills and Responsibilities:
- Creating ad and sales copies
- Broad understanding of digital marketing, traditional marketing, SEO, and social media
- Understanding of layout and structure of a webpage or advertisement
The tone and style of the copy are based on your client’s requirements – you might be given a lot of freedom or you might need to follow a guideline.
Ultimately it’s your flair for words that will push you forward in this job.
Now let’s talk about PPC Branding Specialists.
PPC Branding Specialists
A PPC branding specialist has an oversight role, ensuring all PPC campaigns include a company or client’s desired branding.
In simple terms, wherever you see McDonald’s you see the golden M arch logo. It should be the same in PPC.
Experts in PPC branding will, therefore, need skills in traditional branding and the digital side of PPC.
Their skills and responsibilities include:
Core Skills and Responsibilities:
- Ensuring all PPC campaigns are focused on branding
- Retargeting users already familiar with the brand
- Increasing brand awareness
- Bidding on generic terms related to the niche as well as on branded keywords and terms
Now that we figured that out, let’s move to PPC managers.
What exactly are they?
PPC Manager
Do you want to reach the top of the PPC pyramid? We’ll you’re nearly there if you’re applying for PPC manager roles.
This makes you the person in charge.
So… what have you got to do?
Core Skills and Responsibilities:
- Management of multiple campaigns
- Delegate tasks among PPC teams of experts and juniors
The scope of PPC manager jobs will depend on the size of the company and its structure. In general, they are senior PPC specialists with several years of experience and have the vision and skill to lead and guide the overall strategy.
They might also be brought in to a PPC Project Management role to lead a specific project,- like the seasonal campaign in the run-up to Christmas. Later they move on to another firm or just another in-house project.
You might be thinking:
“But, I’m not an expert yet”
Then this next section is for you…
Entry-Level PPC Jobs
If you are looking to start your career in Pay Per Click / Paid Search or one of the above specializations, you will usually have to begin with an entry-level PPC job.
What do you need to qualify for that?
Well, more often than not – a university degree.
You could be part of a PPC team taking instructions from a manager, or something related – junior search engine marketing role before branching out, for example. PPC project management jobs come after at least 5 years of experience.
Here’s the deal:
Ways to get Entry-level PPC Jobs
Some firms seek out entry-level PPC assistants with the express purpose of training you for the job. Technical skills and experience are not required. However, they will usually choose candidates who are analytical and show a basic understanding of the role.
✩Top Tip✩: Even if you don’t have formal qualifications, demonstrating self-taught skills can go a long way. Perhaps you run your own blog and are a web analytics specialist? Or you have promoted your content successfully with Facebook ads?
Let’s dig a little deeper about what you require…
Requirements for a Beginner to get a PPC Job
Graduates may come with degrees related to marketing, maths, science, engineering, business, or IT. They need to have some basic skills and be able to demonstrate they’re eager to learn new ones.
Good News: There are other routes – it’s not the end if you don’t have a degree.
You can also gain entry into the field with an HND or foundation qualifications in relevant subjects. As with many professions, the willingness to do unpaid work placements will help you gain experience and skills. Most employers offering long-term paid roles value highly any type of relevant experience. Doing this while you study will help you transition into the paid workplace much quicker.
That being said, digital marketing is still a fast-growing industry. So you may be able to find non-traditional routes into a PPC job.
✩Top Tip✩: Job postings will always give a detailed outline of your day to day task. You may want to take a sample of these and spend a few weeks tailoring your skills, knowledge, and CV, so you stand a better chance at getting a job when you do apply. The internet has a wealth of information on PPC which you can utilize to broaden your knowledge.
Is the PPC Job Right for Me?
At this stage, you may be wondering if it’s right for you.
Let us help.
If you are a beginner, make sure you are only applying for entry-level positions. Don’t go for competitive intermediate roles, even if you have taught yourself some of the foundation skills.
PPC jobs require a unique mix of skills and qualities. You should keep them in mind when deciding if the job is right for you.
We’re talking about things like:
- Are you analytical and systematic in your approach to data?
You need to be able to look at the results of campaigns. You have to be able to see where they can be improved, test multiple ideas and decide on the best approach. - But, are you also creative and a good communicator?
You need to be able to match the data with copy and inspiring campaigns to entice real customers. Communicating well with your team members and clients is also vital.
✩Top Tip✩: You can get certified with large platforms like Google Ads and Bing Ads without the backing of a company or agency. The courses are available for free online. Nothing shows initiative and enthusiasm for the job more than already being certified when you apply for a position.
Note: See below for more on requirements
Freelance PPC Jobs
Are you one of those people who prefer to work from home?
Then, read on to learn more about how PPC accommodates this!
An increasingly popular option for experienced PPC specialists and the less experienced alike is to take on freelance PPC jobs. This means becoming self-employed and marketing your expertise to the pool of clients on online freelancer sites and job boards. The types of jobs available and the amount you will be paid typically depend on your experience, certifications, and verifiable skills.
You’re probably thinking the door is shut if you’re a newbie, but that’s not the case!
While those who have been doing PPC for years will get the best and higher-paying freelance gigs, the freelancer economy does make room for those just starting out. If you have some basic skills and are willing to work for less in order to build up your reputation, freelancing might be the way to go.
As a freelancer, you must have a lot of self-discipline. You’ll need to juggle multiple clients at any given time while having the wherewithal to find and negotiate with new clients when former projects are completed.
What’s more, you might even be able to work from home with a permanent contract!
Work from Home PPC Jobs
Freelance PPC analysts will invariably work from home and liaise with their clients online. However agencies and companies also commonly hire PPC analysts and consultants to work remotely as well. The major difference is that you will still be classed as employed.
This role is ideal for those who have family commitments, illness, or other reasons why traveling to an office is difficult. You can keep your employer and team updated via email, video conferencing and other technology.
These types of PPC jobs will be listed as ‘remote PPC jobs’ or ‘home-based’. Keep in mind that they come with a slightly lower salary to reflect your lack of travel costs.
Requirements for PPC
PPC Skills
If you want to be successful at PPC there are a number of skills you need to learn. You must also rely on a few personal qualities.
We’ve already seen some of them, sure.
But here’s what you really need to know before sending off that application:
And how about a shiny certificate?
PPC Certifications
Nothing says more than you ‘can do the job’ than a certificate proving it.
There is no one single certification you can take for PPC that all employers will recognize. Some big agencies and companies will not consider you at all without a degree, even if you do also have a lot of the basic skills and qualities outlined earlier.
So how do you get that important piece of paper?
Here’s a closer look at the degrees, diplomas, and certifications you can get to progress with a career in PPC:
Digital Marketing Degrees
The great news is that many UK universities are now running digital marketing degree programs. Degrees that overlap with business, PR, or broader marketing subjects also include some form of PPC training during the course. This will put you in a great position to apply for entry-level PPC jobs when you graduate. You’ll be even more valuable if you do PPC related work placements during your degree.
Unis offering such degrees include: Anglia Ruskin, Birmingham City, Portsmouth, Northampton, Loughborough, Robert Gordon Aberdeen, DeMontford, Chichester, Falmouth, Pearson Business School, Central Lancashire, Huddersfield, Hertfordshire, Chester, Cardiff Metropolitan, Derby, Sheffield Hallam, Leeds Trinity, York St John, Wales Trinity Saint David, Canterbury Christ Church, Greenwich, and Sunderland.
As you probably know, universities will often change their course each year. Make sure to take a look at the prospectus of your favorite Uni to see if they offer a digital marketing degree or at least a course with some overlap.
But my degree isn’t in marketing!
Degrees in mathematics, science, engineering, business, or IT also show transferable skills and will be looked at favorably.
BTEC HNC/HND/Foundation Qualifications
As well as university degrees, increasingly common qualifications in the UK are the various levels of BTECs, governed by the Business and Technology Education Council, sometimes called foundation qualifications. They are tailored more towards vocational, practical, and business-related jobs, rather than the academic side of a typical university degree.
For the purposes of PPC you will want to aim for courses in advertising and marketing, digital marketing, or business as a whole. They won’t quote carry the weight of a Bachelors’s Degree, true. But if you hone in on digital marketing and have other skills you can still get your foot in the door.
Third-Party Online PPC Courses
The internet offers a wealth of free and paid courses in digital marketing and PPC. Sadly, these are not necessarily recognized formally by employers, even if you do get a ‘certificate’ at the end of it.
Beware:
There’s no harm in taking such courses in order to learn the basics. That is if they are reasonably charged and have good legitimate reviews, of course. but we cannot vouch for any particular course that is not part of the formal UK education system or recognized with the industry.
The handful of exceptions that are beginning to be recognized by the industry include the Digital Marketing Institute, Chartered Institute of Marketing, and Institute of Data and Marketing.
They offer diploma courses or similar, for fewer fees than those at a university. And they do look good on your CV if you’re targeting digital marketing and PPC jobs!
Google Ads Certification
What’s cooler than being certified by Google?
Now branded as Google Skillshop, the search giant continues to provide free certifications and all of the required study material for areas such as:
- Google Ads (formerly Adwords)
- Google Marketing
- Analytics
- My Business
- Ad Manager
- AdMob
- Authorized Buyer
- Waze Ads.
Some of these are relevant to PPC, so if you become certified you will know how to run successful campaigns using Google.
Google Analytics
Analytics can be a big part of PPC and even if your agency doesn’t use it. Having this qualification will still demonstrate that you have an analytical mind and can pick up and use tools easily. It mostly focuses on analyzing data and conversion optimization. Most PPC employers need at least one good conversion tracking specialist.
Bing Ads
Getting certified by Bing makes you a Bing Ads Accredited Professional. This puts you in a good position to start managing PPC your clients or employer through Bing- which still has millions of desktop search users that you can’t reach through Google.
You must receive 80% or higher to pass and the certification stands for one year. After it expires, it is time to re-take the test. That way you remain up to date with the changes to their platform. The big plus is that there’s no time limit to finishing their course – you can pause and come back at any time.
Yahoo Certification
You can also now get certified in the Yahoo platforms DSP Roll and Gemini, doing native advertising and search or both together. Again, the exam is free to take and all the learning materials are online. You have to retake the test each year to remain relevant.
BrightRoll DSP
The video ad system is worth it if you want to specialize in display advertising. You will need to set up campaigns, optimize them, and create custom reports while following through their scenarios. There is also a multiple-choice questionnaire.
Facebook Blueprint
Do you want to be a Facebook ad expert?
Social media is now well and truly part of the PPC world. So, to impress employers and clients you might as well get certified with the largest social network out there, Facebook. Their Blueprint program which includes certifications on Facebook Advertising Core Competencies, Facebook Buying Professional, or Facebook Planning Professional.
Unlike others, this exam currently costs $150, so make sure you are serious and make time to study.
Twitter Flight School
Here you can learn and take tests related to Twitter’s advertising platform. The best path to take for PPC professionals is Marketing Leadership, which includes 5 main modules. Their resource library is free to download to prep you for their program.
How to Get a PPC Intern job
Internships are usually aimed at young people still in or just out of education that need experience and to develop their skills on the job. They are also helpful for people looking to completely change their career.
But, what are they?
Internships are often unpaid but some also come with entry-level equivalent pay, and many interns that do well are offered a more permanent position.
If you can get a job, then it’s definitely worth it!
PPC internships can range from a few weeks to a full year. They will have you working as a junior in the team, following instructions, learning on the job, possibly taking formal certifications, and gradually being given more responsibility.
✩Top Tip✩: Don’t limit your search just to PPC! There are broader digital marketing internships that may or may not include PPC as part of the job. This will still look good on your CV and help you progress into PPC specialization down the road.
Your PPC Portfolio
All job seekers should keep a portfolio of their work to show future employers. This should include evidence of campaigns you have worked on, the success you’ve had, challenges overcome, and positive feedback from clients and employers.
Freelancers are in a good position because you can show off your current portfolio of campaigns. However, it’s best not to reveal any private information or commercial secrets.
PPC Jobs Salaries
PPC Expert salary range:
You can earn between £18,000 and £50,000 per year in your career as a PPC specialist.
PPC salaries depend on your past successes and your seniority or time spent in the industry. Employers and clients will pay more to those who prove they can bring results.
Junior PPC salary range:
Entry-level and junior PPC salary averages range between £18,000 and £25,000.
They can jump to £40,000 for those with five years of experience and success under their belt.
What do PPC Managers make?
PPC managers or other senior PPC specialists leading large teams, at big firms, can command up to £50,000 – which is at the top end of the salary chart.
Typical Career Path
Step 1 > Bachelors or Foundation Degree
Step 2 > Internship and Work Experience
Step 3 > PPC Certifications
Step 4 > Entry-level PPC assistant
Step 5 > PPC Professional
Step 6 > PPC Manager or Executive
Tips for PPC Experts
Stay Up to Date
In order to grow in the PPC marketing jobs world, you need to be open to learning and enthusiastic about new challenges.
There are always new tools and features that change the way your job is done. Are you up to date with Google’s responsive text ads? Do you recognize the rapid speed at which PPC is becoming more automated?
How to Grow Your Career
In the beginning, as a PPC assistant or other junior PPC position, you will usually develop your skills across a range of campaigns and related digital marketing projects. You will have experienced managers by your side, to help you navigate those waters. In the meantime:
- Earn any required certifications if you haven’t done this on your own time
- Show initiative and understanding in order to be trusted with more freedom to manage your own projects
Progression takes time.
You will gradually get more chances to share your ideas regarding design, ad copy, and implementation. Later you will be entrusted with managing entire campaigns. This won’t happen, however, without great communication skills and the ability to work in a team. You will need to be able to liaise with managers, stakeholders, and external clients. Eventually, it may be your task to bring in new business and make your pitch.
PPC managers and team leaders are those who can oversee and guide small and large teams, and set the vision for the future.
PPC Interview Questions Preparation
So, you’ve been called for that dream PPC job interview and are eager to impress.
You’re probably anxious too. What are they going to ask? Here are some of the common questions interviewers might ask and how you can be ready to wow them with your PPC knowledge.
Note: Every interview is different. The best candidates have basic PPC skills and have thoroughly researched the company and the advertised role.
Q1) Explain PPC to someone who has no idea what it is.
This can often stump candidates who have spent days studying the jargon. It’s actually a test of true understanding. If you can explain PPC to a layman then you really do know what you’re talking about. No one wants to hear you parroting what you’ve read while studying.
Q2) Why is PPC the job for you?
There will be ample time in most interviews to demonstrate your work and the interviewer will have already seen your CV. An interviewer asking why the job is for you lets you expound on your personal qualities and skills. You may have done some good work. Don’t shy away from explaining HOW you did this and what obstacles you overcame?
Q3) You’re missing this skill, that experience, or a certification.
It is common to be asked about areas that are lacking in your CV. To tackle this, don’t lie or try to bolster your skills when they really don’t exist. Use this as an opportunity to emphasize the areas you are strong in and where you’re eager to improve. If you have experience in other professions how might this uniquely benefit the PPC team? Perhaps you are good at content writing?
Q4) What is Google Ads and why do we use it?
This and other variations give you the chance to explain a broad range of PPC knowledge. Think more along the lines of how Google Ads benefits clients, how campaigns work, and why it’s a good platform to use. You don’t need the generic history of Google.
Q5) What is CTR and how is it calculated?
This is one of the questions that you could be called on to explain. In this case, CTR is Click-Through Rate and is the percentage of users that have seen an ad, who follow through and click on it.
Q6) How is Quality Score Calculated?
This could be applied to Google or Bing, but you need to explain how your keywords, ad text, and landing page relevance affect the score these platforms give your ads. This, in turn, impacts your campaign cost and success.
The Best UK Cities for PPC Jobs
You can find PPC jobs wherever there are businesses. That means that most cities and towns usually have at least one agency that has internal PPC departments as part of their marketing. However, some cities have more opportunities than others.
London PPC Jobs
London by far has the most PPC jobs available and pays the highest salaries to employees. That’s due to the cost of living. You may find yourself with one of many medium to large digital marketing agencies. Or you might be part of the marketing department for a medium to a large company.
Manchester PPC Jobs
In the UK Manchester is the second-largest hub for PPC jobs, offering many senior and manager roles. They are offering junior and entry-level positions as well. Manchester is a good choice for those that do not wish to live in London during their PPC career.
PPC jobs are also widely available in Birmingham, Bolton, Bradford, Yorkshire, and Newcastle.
Ireland PPC Jobs
Dublin is the primary city of PPC jobs in Ireland. These tend to fall within broader digital marketing roles, along with SEO and content production.
Using our years of experience in PPC, we know what employers are looking for and what jobs future employees want – that’s why we’re the trusted source in finding the right PPC jobs for you!