Pay-per-click is one of the key skills that needs to be mastered
by those wanting to excel in the digital sector, according to our
Digital Destination research.
1.46 million people are currently employed in the digital
industries, and revenue for the sector is expected to increase by
90% next year, so we undertook research into the career paths of
digital professionals to discover the skilled people shaping the
Our findings revealed the majority of digital professionals cite
PPC in their top five skills, ahead of organic search, SEO and
Of the 150 successful digital professionals involved in the
research, 82 noted PPC as an essential skill, with just a few
professionals referring to organic search.
Earning on average double of their non-digital counterparts and
with the typical salary hitting over £66,000, we're not surprised
that more people are being attracted to a career in the digital
sector. But for many people the industry is a minefield of roles
requiring different skills, making it tricky for beginners to know
where to start.
There is a lot of budget spent on PPC in many digital marketing
campaigns, so it isn't surprising that the majority of marketers
cite this in the skill set. And it makes sense for this to be the
starting point for those wanting to progress a career in the
PPC marketing offers entrants to the digital marketing industry
commercial, analytical, and optimisation experience, all key facets
of a leading digital marketer's skill set.
If a jobseeker is trying to kick-start a career in digital
marketing and needs to gather important skills like PPC, like in
any industry, work experience is key. Luckily, because digital is a
relatively new industry, there are a lot of start-ups that welcome
help from interns. Getting in touch with a company directly or
through a college or university is the best way to gain skills
you'll need to demonstrate in your CV when you go for that first
job in digital marketing.
On the other hand, if someone is already working in marketing
and wants to throw themselves into the digital world, training is
out there to reskill or upskill. You know the basic principles of
marketing, but digital is different and it goes without saying that
there are new skills you will need to pick up.
The digital marketing landscape is transforming faster than
anyone could of anticipated and to keep up individuals are having
to expand their current digital repertoire and become experts in a
number of areas.