PPC expert

Whether you’re a B2B or B2C business, pay-per-click (PPC) advertising should be one of your primary digital marketing methods. As the top three paid ads get 46% of clicks, it’s crucial to have a PPC expert looking after your advertising campaigns.

What does a PPC expert do?

PPC experts are highly sought after and for a good reason. Their role requires several different skills, such as:

  • Strategy
  • Analysis
  • Research
  • Technical expertise
  • Communication
  • Organisation
  • Time management
  • Creativity

A PPC expert creates a plan for managing PPC campaigns. They will then design and implement campaigns, optimise them for search engines and analyse their performance.

A specialist must be proficient in keyword research and testing. Their expertise will ensure that they use the best performing keywords to get results. They must also keep up with SEO trends, understand Google’s algorithms and react quickly to reductions in website traffic, which algorithm changes may bring about.

Knowing their customers and the technology they use is also essential, as is making sure visitors complete a desired call-to-action (CTA).

Why should you hire a PPC expert?

If you’re a business owner or manager with no paid search experience, you will save yourself a great deal of time and money by hiring an expert in PPC. An underperforming campaign can be a costly exercise which doesn’t deliver results or add value to your business. A high-performing campaign can add significantly to your bottom line.

Paying for a professional will save you money in the long run. Experts in PPC will usually deliver better results than self-managed campaigns, thanks to the breadth of their knowledge and industry experience.

Even if you are experienced in paid search, you may not have time to manage your PPC ads when your business grows. It is a labour-intensive job that a PPC specialist will do quickly and efficiently. They will also provide you with meaningful reports and insight to help you with strategic decision making.

PPC may increase in importance as your company grows, and you may need someone with specialist skills to manage this branch of your marketing. The execution of a campaign can be complicated and requires financial acumen, experience and knowledge of search sites.

What should you consider before hiring a PPC expert?

You’ll want to make sure you choose the right PPC expert for your business. If you’re a start-up, an in-house position may not be financially viable. In this instance, hiring an agency or freelancer on a short-term basis may be your best option.

Employing someone vs outsourcing

Outsourcing to an agency should give you access to a team of qualified consultants with experience across all ad platforms. An in-house PPC person may not have the same breadth of knowledge that an agency does.

You won’t be reliant on one person, so, if whoever is working on your campaign is ill, someone else can take over. However, an employee will have an in-depth knowledge of your business and customers you need to manage a successful paid search campaign.

Your budget

Your budget will help determine the PPC support you need. If your budget is modest, rather than employing an in-house PPC expert or an agency on a retainer basis, you could pay for a one-off project. An agency will set up a campaign for you and show you how to run it. You can then use that knowledge to manage your future campaigns.

The tools you need

If you’re starting, you probably won’t need a complex system to manage your paid search. As you increase the number of campaigns, you may want to invest in software that can help you become more efficient.

An agency will usually use several bid and campaign management tools which help reduce the time it takes to run large campaigns.

Measurements of success

Defining what you want out of your PPC campaigns will help you decide what kind of PPC expert to use. It will also help keep them accountable and allow you to evaluate progress.

What questions can you ask in the interview?

As well as generic interview questions such as ‘tell me a bit about yourself (or your agency)’, also ask PPC specific questions. Testing the interviewee’s knowledge will reassure you they have the requisite experience to run your campaigns.

What certifications do you (or your consultants) have?

Someone who is Google AdWord certified should be knowledgeable enough to manage your ad campaigns.

Do you use search term reports?

As well as keywords, you need to know the phrases people use to search for something on Google. These are known as search terms. The person you’re interviewing should tell you they use them to identify what does and doesn’t convert. They should also mention adding negative keywords to improve the quality of search terms from your ads.

How will you improve our Google Quality Score?

Here, you’re looking for your interviewee to talk about the critical components of Google’s Quality Score. These include keywords, click-through rates, ad text relevance and landing page quality. They may also mention negative keywords, long-tail keywords and testing ad copy.

What methods do you use to track conversions?

A PPC specialist should define what your company classifies as a conversion and track it. Conversions may come from:

  • Website contact forms
  • Click to call – from the call button in the ad
  • Website click to call – when someone clicks on an ad through to your website, then calls you from your website
  • E-Commerce order – when someone buys something from your site

What PPC management tools would you recommend and why?

Someone experienced in PPC will have used tools which automate some elements of ad campaigns and allow real-time advertising. They may talk about the software helping to increase revenue or real-time ad tracking to gauge the effectiveness of keywords.

Can you tell me about your previous successes?

An agency should offer to provide you with testimonials or case studies as evidence of their previous work. An interviewee for a job in your company should talk you through a previous campaign and its results.

Hiring a PPC agency

Employing an in-house PPC expert may not be part of your marketing strategy. If you’re looking to hire a marketing agency proficient in paid search, contact Simply Media. Our insight and expertise will help you create ads with high conversion rates and generate new customers.