The PPC director is a specialist in digital marketing who initiates, manages, and improves PPC campaigns. The most effective PPC managers use several PPC channels, handle large budgets for advertising, and analyze data using a high level of expertise.
A good pay-per-click (PPC) manager can help transform your ads to get serious leads, clicks as well as revenue. Choosing a company with a strong blend of expertise, knowledge, and know-how in the field is important. If not, you could have a leaking pipeline and a wasted advertising budget.
We had a chat about the topic with Angela Cuadros HawkSEM’s recruitment strategist, who concentrates her recruiting strategies around the development of relationships. She provides insider information on the qualities that make a great PPC manager, the most important qualities to be looking for, and the best way to gauge the impact of their efforts. the benefits of hiring Managed PPC Ad Campaign Services extend far beyond the mere management of advertising efforts.
What exactly is a PPC manager?
PPC managers are PPC director who is specialist in marketing and manages all the advertising activities that are associated with PPC campaigns, such as innovative design and audience targeting, as well as metrics monitoring and optimization. They typically work for full-service digital advertising firms (like ours) and as freelancers or consultants or in-house for different brands’ Marketing teams.
Certain PPC managers specialize in specific search engines’ PPC channels (like Google Ads and Bing Ads) and others concentrate specifically on Social media PPC channels (like Facebook Ads or Instagram Ads). However, Cuadros states that the most effective managers focus on strategies that encompass the full spectrum of PPC channels:
“[What sets apart a great PPC manager is] an omnichannel and growth-marketing approach to accounts,” Cuadros explains. Cuadros. “Not just looking at immediate PPC results but also how these results can help with long-term business growth.”
She also states that the most knowledgeable PPC managers exhibit the following traits:
Sector: Experience with a variety of different industries instead of only one (finance education, finance, tech retail, finance — just look at the diverse clients of HawkSEM.)
Model of business: DTC/e-commerce Lead generation for B2B B2C lead generation enterprise accounts
Marketing strategies for the digital age: Versed in implementing adaptable strategies that constantly adapt and implement the latest and most effective methods of digital marketing
Budgets: Erfahrungen with different budgets of different sizes There are many challenges for a $1,000 budget as opposed to a $1 million per month budget.
So, what would a typical day of a PPC manager take on?
PPC manager Description of the job and technical abilities
Consider all the elements that go into your Google Ads (previously Google AdWords) campaign. You set up the account structure and A/B-test different page layouts, and then spend hours doing keyword research. What do you know? That’s just the tip of the bucket for PPC Managers.
What are the usual responsibilities involved?
Study and refer to the keywords
PPC managers research the audience to find relevant search terms, and then create high-intent keyword lists according to. In addition, they need to find negative keywords so that they are not used in their campaigns and also avoid wasted PPC advertising.
Once a PPC manager has a list of keywords to use, they’ll try out various keyword combinations as well as bid adjustments on every campaign.
The majority of PPC management teams have access to and use search engine optimization (SEO) tools such as Semrush as well as Ahrefs to find keywords that have the potential for conversion through indicators like competition, volume in the market, difficulty, and intent.
Campaigns to audit
What was the outcome of that promotion for your company?
The PPC manager’s job is to be aware of all the data right from the first click to the last. They’ll review your brand’s current ads to find out the most effective and ineffective ones.
Control campaigns
Campaign management involves setting up as well as the expansion and enhancement of new and existing campaigns. PPC managers don’t create PPC accounts for a single campaign and then call it an hour.
Many ads and campaigns are running in a single channel. From bid adjustments to intelligent bids and audience targeting, to monitoring metrics campaigns need a lot of organization and attention from a PPC manager.
A/B testing campaigns
A/B testing is an essential element to be a part of this PPC world. It is the process of testing of two ads using one alternative component, such as the use of a different word, landing page visual, or bid.
PPC managers are aware of what they should test what to test, how long they should test it, and the best way to convert the results of A/B testing into valuable information that will guide the strategy of your brand’s advertising campaign.
Write a compelling ad copy
PPC campaigns don’t have to be just about conversions and clicks (though this is the aim). The way to be successful is with a well-crafted tagline and description. They’re also often referred to as your most sought-after advertising copy.
PPC managers must make use of the research of their audience, their marketing expertise as well as their writing skills to write compelling ad copy that draws attention to the audience and motivates them to go further through the funnel.
Optimize landing pages and images for ads
Landing pages help you take your viewers from intrigued to transformed. It’s an art. You require highly persuasive ad copy, paired with the appropriate branding images, graphics, and lead forms to make it work.
According to HubSpot, the 10% mark is a great measure of conversion rates. What do you do if you had an experienced PPC partner to help you?
HawkSEM clients have greater conversion rates which amount to approximately 4.5X ROI across all of our campaigns. Take a look at our partnership in conjunction with California State University – Northridge in which we nearly doubled the rate of conversion.
Track conversions and improve the rate of conversion
Imagine your advertisement in the form of a piggy bank. Every click can be compared to throwing in a penny and all of them add up. However, it’s the conversions the PPC manager truly cares about.
They’ll carefully track conversions and devise an overall marketing strategy that focuses on optimizing conversion rates. This is the process of improving the conversion rate of your ads over time.
Keywords, A/B tests, audience research, and tracking results also? That’s quite a list. How much will cost you?
PPC manager payment
The typical PPC director’s pay is around $68k within the U.S. That’s the amount you’ll get for an entry-level PPC manager when you hire one within the company.
If you take a look at people with years of experience or specialized campaign knowledge, this figure could be upwards of as high as $110,000 per year.
The drawback of employing in-house? There’s no need to pay for the results This means that the possibility of a drop in performance will not affect your pay. This is the reason why partnering with a PPC agency such as HawkSEM is the best option. But what is it that makes an agency a good option?
Cuadros insists it’s more about making the most of resources and time:
“An agency is more likely to already have the appropriate resources to manage PPC efforts, like keyword research tools, automation tools, reporting platforms, etc.,” Cuadros says. Cuadros.
“Agencies also may have more time and resources to invest in continuous education to maintain best practices than a sole person could find on their own.”
How can you ensure you get the most value for your investment when working with a PPC manager?
What are the factors to take into consideration when you are hiring a PPC manager?
It’s time to get your advertising campaigns back in order. We’ll now discuss the steps to identify PPC professionals who check all the boxes.
PPC manager capability
You’ll need the PPC manager to be experienced. It’s not a stretch to say that they must know about the biggest players such as Google Ads and Microsoft Advertising. Ideally, they are also proficient in Google Analytics, Google Search Console, and Merchant Center.
For some companies, knowing Customer Relationship Management (CRM) as well as marketing devices (like Salesforce and HubSpot) is also crucial. Expertise in Microsoft Excel and Google Sheets isn’t required, but having knowing the basics of these tools will help.
Are there professional qualifications?
Let’s say that one PPC manager candidate holds an undergraduate degree in digital marketing and the other holds six months of boot camp experience. Is the former more appropriate to be used instead?
It’s not always According to Cuadros:
“Schooling is not required but a degree may be a positive indicator of the candidate’s character. Many universities offer boot camps for digital marketing which are a beneficial experience to consider even if a candidate hasn’t earned a bachelor’s degree.” Cuadros explains. Cuadros.
The most effective education on the PPC channel is from the people who run the channel. Cuadros advises to search for specific certifications that are platform-specific over general qualifications:
“Certifications such as Google Ads and Meta Blueprint and Meta Blueprint, etc. are an excellent way to confirm that candidates have hands-on experiences with the PPC platform of their choice,” explains Cuadros. “It’s a good idea to look for certifications that come directly from the ad platforms as they are more challenging to attain.”
You know what? HawkSEM is a Google Premier Partner and Meta Business Partner.
The proof could be an ingredient, however knowledge is the chef’s seal of approval.
Demonstrated relevant experiences and results
The credentials are a good overview of the theory however, when it comes to executing ad campaigns, experience is essential. How can a PPC marketing manager determine how to market to an online audience, handle a budget of a million dollars, or choose the best job fields on LinkedIn?
Achieving success with PPC is focused on outcomes and you need someone who can deliver these results. Ideally, the PPC manager should support your strategy by providing statistics and testimonials, as well as other evidence that shows previous success for their customers. So, you can be sure that your investment is in the proper hands.
An excellent way to evaluate performance and results is to look at the PPC Agency’s past case studies. For what kind of metrics to look for, Cuadros says saved marketing dollars are the most important.
“While growth in clicks and leads is valuable, the best PPC managers speak in results and talk of their successes in lowering cost per click (CPC), increasing return on ad spend (ROAS), etc,” Cuadros says. Cuadros.
If you’re an eCommerce brand then you may want to consider hiring a PPC manager who increased ROAS for their swimsuit-related online store.
If you’re a B2B SaaS company, you should look for outcomes such as a reduction in costs per purchase (CPA) by 80 percent for a business that sells enterprise-management SaaS.
The numbers must demonstrate an ROI that is worth it. Why wouldn’t you want to see the same thing for the results of your ad campaigns? Cuadros continues:
“Look for someone who has experience dealing with budgets that are large that are in the thousands, as well as know-how with the most effective advertising platforms that your company can reap the greatest benefit by (an agent can assist to figure this out! )” Cuadros says. Cuadros.
Let’s take a take a look at the link between the credentials and the results of the skills.
PPC manager expertise
We’ve already touched on some of the technical skills that PPC managers require for success (like keyword research, A/B testing, and specialized knowledge from Google Ads). But, is the soft capabilities that make all the difference.
Here are some qualities HawkSEM is looking for in our PPC candidates for the role of strategist:
Analytical skills, with the accent on data
The most effective PPC managers are analytical and problem solvers who think in terms of numbers. These qualities are essential in this field because the more meticulous your PPC manager is more likely they will fail (or repeat the same mistakes).
Cuadros states that the PPC manager must be able to analyze and present reports on performance in a way that is digestible. This could be in the form of concise, easy-to-read summaries, report dashboards, or clear charts to gauge the performance.
At HawkSEM Performance analysis makes up our bread and butter. Head baker?
ConversionIQ is our exclusive proprietary technology that gathers thousands of data on audience and campaign information across all your PPC and other channels to give you real-time information. Each HawkSEM client is granted access to ConversionIQ’s analytics dashboards, making measuring ROI a piece of cake.
Strong organization expertise
PPC campaigns, as well as digital marketing generally, have several moving components. Proficient professionals know that the most effective campaigns are analyzed, tested, and tweaked again.
As a result, it is important to ensure that the person who manages your search advertisements is well organized. The ability to keep track of the changes they’ve made, particularly major ones, is essential.
It is possible to create calendar reminders for 2 weeks one month, three months, etc to stay in touch with any changes that happen following each campaign launch.
If you’re getting constant responses such as “Oh right, I forgot we discussed that,” or “Whoops, meant to send that earlier!,” it’s possible to talk about your PPC manager about their organizational process and if it is in line with the expectations you have.
Communication expertise
Communication is crucial in all aspects of business. Your PPC manager shouldn’t be any less important. Communication is particularly important when it comes to this job, regardless of whether you’re working with a person inside the agency or in an office.
Your manager must not just be an excellent speaker, but also well-written. Cuadros believes that having experience creating compelling advertising copy is essential for an effective PPC manager. If you do not have it, you could most likely be able to expect a low click-through rate or, even worse, negative perceptions of your company’s image.
Imagine you were reading an advertisement with multiple errors and poor grammar you probably would not click it. Additionally, you may avoid this company because you view it are unprofessional.
Questions to a PPC manager
You’ve compiled a good list of companies that have experience in a specific niche and proven ROI. Super! Now it’s time to test them.
Along with Cuadros, We compiled the top HawkSEM questions to ask prospective PPC managers:
What industry sectors did you work with? If you’re an e-commerce business and the candidate focuses on Fintechs? They could be a viable candidate however PPC managers who have experience in your field will be a better fit and more aligned.
What kinds of campaigns are you familiar with using (Google Search Display Network, Shopping Video Performance Max)? Consider the formats that your brand employs and ensure that your PPC Manager candidate is expert with them.
What budgets per month are you comfortable with managing? This is an important question because big budgets for advertising can quickly diminish for an inexperienced PPC manager. Candidates should be familiar with budgets that are similar to your own.
What’s a recent alteration in Google Ads (for example) you are either a fan or not? This shows if they’re up-to-date with the most recent changes.
What are your methods of communication? Think meetings in teams or emails and regular phone calls how often? It is important to ensure that you are communicating in a manner that is consistent with your expectations and in line.
Which tools will you employ to keep your organization in order? Do you or your PPC manager make use of Excel’s frequent touch-base meetings project management software or a combination of both? Learn how to prevent things from slipping through gaps.
Do you monitor and analyze information, and determine your success? Look for KPIs like ROAS and conversion rates and benchmarks for success that are aligned with your objectives.
The red flags to watch out for when hiring PPC managers
Are you impressed by what you hear during the interview? It’s easy for you to be filled with excitement when you hear that a candidate will promise an increase of 500% on your ROAS. They have the know-how in the field and campaign expertise, don’t they?
But not so fast.
Cuadros states that if something seems too appealing to be true It could be:
“One of the most common red flags in the PPC industry is the over-promising. Although PPC marketing is a fast digital marketing technique in comparison to SEO such as SEO but it’s not 100% reliable and the results may not be as good for all businesses,” explains Cuadros.
“Fluctuations happen and it’s important not to overestimate the ROI you may provide your client or employer.”
Some other warning signs include:
Brief stints at different companies: This shows that the PPC manager may not have invested the time to grow by collaborating with clients’ brands’ marketing strategies and campaigns.
Case studies that are limited and references: Credentials, as well as work experiences, can only be as powerful as the results that a PPC manager can provide.
Inconsistency: Do you know the PPC manager’s plan of action or what they are thinking about when they plan a campaign? You must be confident about how they convey their actions to you.
So what’s Green Flag equivalent to? Realistic results. HawkSEM guarantees these results through our thorough reviews of prospective clients to ensure that we have set the correct expectations.
The divest
Like any partnership, whether professional or personal one, it may take some time to locate the perfect person. However, once you’ve established what you should be looking for in a PPC manager, you’ll be able to identify the ideal person to represent your brand and goals for business.
It is important to keep in mind the non-negotiables like evidence-based results that demonstrate ROI Experience with budgets like yours, as well as expert knowledge of data.
Your customers are waiting for you to capture and convert them using professional PPC campaign management company administration services.