So why is Pay Per Click or PPC advertising so important? How does it help businesses reach their audience faster? Let’s get straight to business. About half the internet users who were directed to a retailer website via a paid link are more likely to make a purchase than those that arrived at that website using organically.
One-third of people prefer clicking on paid links because it is the most direct way of finding the answers to their queries. Nearly 90% of traffic generated by paid ads stops when you stop your paid ad campaigns and rely on organic marketing. Do you want more stats to understand how important paid ads are to your business?
Nearly 75% of businesses worldwide agree that PPC is a huge driver for their business. About 65% of businesses either already have or are planning to increase their PPC spending in the next six months. Business across the world spent in the range of $106 billion on search ads alone in 2019. Businesses that spent $1 on paid ads earned an average of $2 as a return.
These stats are proof enough. PPC is growing in popularity and preference every year. This is because it helps businesses to reach customers how, when, and where it wants to. They can either appear on a search engine, which is the best way of making people click on them, or on websites that are related to your business in one or the other way.
No wonder there is so much demand for qualified and experienced PPC analysts. The PPC world is growing increasingly competitive. Businesses are looking for professionals who can make the spending power they have while ensuring maximum return on whatever they are investing in. This is where a skilled PPC analyst, who understands the digital market as well as buying habits, can make the real difference.
The two most important things to look for when choosing a field for your career are job prospects and salary. If you aren’t paid well enough for the work you do and the difference you make to a company’s ROI, it is highly likely that you would look around for other options too before settling with one. Similarly, the job prospects tell you how that field is expected to do in the future and whether or not you should be worried about your job.
With a PPC analyst’s job, you don’t have to worry about either of these. So before we discuss PPC analyst salary in India, let’s find out how well these digital marketing professionals are paid in other countries like the US and UK.
PPC Analyst Global Salary Trends
The United States and the United Kingdom are amongst the biggest business markets in the world. Most, if not all, of the businesses in these two countries, have an online presence, which is why PPC and digital marketing are so important for them. Businesses in these countries depend more on digital marketing to bring them business than they do on any other means. A big part of their total market budget, as a result, goes into digital marketing. This trend points towards good pay for PPC analysts. Let’s see.
The average salary of a PPC analyst in the US is around $47,344 per annum. However, the range of pay for roles associated with PPC falls between $37,000 and $98,000 per annum. Such a difference in the lower and upper limits can be explained by the availability of different roles for professionals who are skilled in PPC.
So you could start your journey as a PPC analyst and then occupy other positions depending on your experience – PPC specialist, marketing manager, director of marketing, and others. So as you can see, there are opportunities aplenty to grow as a PPC professional. However, you need to make sure that you continue to upskill yourself. If you don’t learn, you can’t expect to grow. Your career will become stagnant.
The average base salary of a PPC analyst in the UK is around 27,137 pounds per annum. It could go up to 30,000 pounds per annum and even beyond that, depending on your experience, skills, and location. London pays its PPC analysts the highest salaries and has the most job vacancies as well. Let us now see what India pays its PPC analysts.
PPC Analyst Salary in India
The average base salary of a PPC analyst in India is around Rs 2,85,000 per annum, which includes Rs 20,000 in bonuses. Your pay as a PPC analyst can go up to Rs 6,04,000 per annum depending on the years you have spent in digital marketing, how good you are with running PPC campaigns, and what your track record shows in terms of the ROI you can deliver with a particular marketing budget.
You can even be paid in the range of Rs 1,76,000 per annum if you don’t have relevant experience, have just started your career in paid advertising, or have switched digital marketing fields. You need to realize that a company will trust you with its money that you are going to use in paid search campaigns only when it feels that you can use it bring them more traffic and eventually, more business.
As we already told you, the realm of paid search marketing is quite competitive. Businesses spending money on these ads need a promise of return. This is why the job of a PPC analyst becomes all the more important. As a PPC analyst, you are handling the paid advertising function for your employer, which is important as you are a part of something that’s associated with direct spending. Let us now figure out the difference PPC analyst pay for different locations.
PPC Analyst Salary: Based on the Location
You need to understand how these stats and trends play out. There are insights hiding in all the studies, surveys, and trends that we have shared with you. So the figures related to PPC analyst salary for different locations also have a lot hidden inside them. You need to understand that why does a particular location pays its PPC analysts more than others. And why is there so much difference in salaries for these locations? Let us first look at these figures.
So if you are working as a PPC analyst in Ahmedabad, you are likely to be paid around 26% higher salary than the average PPC analyst salary in India. Similarly, a PPC analyst in New Delhi is paid around 23% more than the national average. Pune is also in this list with 15% higher pay than the national average. There would be locations that would be paying their PPC analysts at par with the national average or even lower.
So what is behind this difference? The primary reason is the presence of digital marketing companies that provide PPC services. Another reason could be the number of clients that these companies are servicing. More clients asking for PPC service would mean the availability of more PPC analysts. The salary, however, can also change depending on the type and size of the company you are working with.
PPC Analyst Salary: Based on Skills
Additional skills will always pay you more. However, you need to know which skills are important for your job role and which aren’t. There is no point in investing time and money in acquiring skills that aren’t going to make a difference. You should instead put your focus on learning skills that can help you make the most of this opportunity.
Search engine marketing or SEM is one of the most sought after skills for PPC analysts. It can help you get a salary of around Rs 3,60,000 per annum, which is 26% higher than the average base salary. You can easily join an online course and learn the required skills to move ahead in your career.
Now there are other skills that are not as important. In other words, companies expect you to already have these skills, and they are not willing to pay you extra for these. Google AdWords, Google Analytics, and Pay-Per-Click analysis are some of the skills that you are expected to have as a PPC analyst.
As we alluded to earlier, your career as a PPC analyst won’t stop in that position. If you do well, you will have ample opportunities to move ahead and work in related job positions. Let us look at a few related job salaries. A digital marketing manager earns in the range of 2,18,000 per annum to Rs 1,000,000 per annum depending on experience and skill set. A digital marketing specialist, on the other hand, can make around Rs 1,72,000 per annum to Rs 6,82,000 per annum.
Other related job titles include search engine optimization or SEO analyst (Rs 1,17,000 per annum to Rs 4,25,000 per annum), digital marketing specialist (Rs 1,70,000 per annum to Rs 5,67,000 per annum), SEM specialist (Rs 2,20,000 per annum to Rs 6,00,000 per annum), SEO manager (Rs 2,60,000 per annum to Rs 1,000,000 per annum), marketing executive (Rs 1,50,000 per annum to Rs 5,44,000 per annum), and digital marketing associate (Rs 1,40,000 per annum to Rs 5,17,000 per annum).
Read: SEO Salary in India
Who does a PPC analyst do?
To begin with, let us discuss who a PPC analyst really is. Now the biggest job of a PPC analyst is to optimally utilize their employer’s or client’s budget in PPC marketing campaigns and bring in the expected return on investment. If you want to become a PPC specialist, you will need to show that your experience involves running such successful paid search campaigns.
A PPC analyst is unlike all the other digital marketers that we know of. Other marketing professionals need to have some knowledge of all the digital marketing areas. However, a PPC analyst needs to have in-depth knowledge of how PPC works and how it can be utilized to increase website traffic. We have listed down a few important responsibilities that a PPC analyst is required to fulfill:
- Design, create and manage paid search campaigns across different channels
- Keyword research and management for making bids work
- Bidding optimization for different areas, including keywords, demography, placement, geography, device, and more
- PPC account management – review expensive keywords that aren’t performing well, make sure that PPC campaigns are within a weekly and monthly budget, work towards maintaining Quality Score, and other metrics
- Write a concise and engaging copy for modifying call to action for different paid ads to ensure better conversion
- Track, analyze and present PPC campaign performance by preparing reports on a weekly and monthly basis
- Analyze key performance indicators – opportunities, trends, and objectives amongst others
- Stay up-to-date with PPC industry trends
PPC analyst skills
- Knowledge of Google AdWords, Good Analytics, Facebook Business, and other such tools
- Knowledge of Microsoft PowerPoint and Microsoft Excel
- Knowledge of how social media channels work for businesses
- Analytical skills
- Attention to detail
- Content creation and writing proficiency
- Research and problem-solving skills
- Communication skills
Also Read: Digital Marketing Salary in India
Paid search advertising or marketing is an integral part of every business’s marketing endeavors. Every business needs to make the best use of their marketing budget, especially when it comes to the money spent on PPC. This is why the role of a PPC analyst should never be undermined. If you are already a digital marketer and want to become a PPC analyst, you can look for online courses that can provide your specialist knowledge of the subject.
If you wish to explore and become an expert in Digital Marketing, check out MICA and upGrad’s Digital Marketing Certificate Program. Become an expert in social media marketing, content marketing, branding, marketing analysis, and PR.