What is a PPC Manager?

A PPC Manager (Pay-Per-Click Manager) is a digital marketing professional who specializes in managing, executing, and optimizing online advertising campaigns that operate on a pay-per-click model. This means that advertisers pay a fee each time their ad is clicked. PPC Managers work with platforms like Google Ads, Bing Ads, and social media advertising to drive targeted traffic to websites, enhance brand visibility, and generate leads or sales.

Why Might a Company Need a PPC Manager?

- Expertise: PPC campaigns require a deep understanding of keyword research, ad copywriting, bid management, and data analysis. A PPC Manager brings this expertise to ensure campaigns are effective and efficient.

- Time Savings: Managing PPC campaigns can be time-consuming. Hiring a PPC Manager allows businesses to focus on other aspects of their operations while the expert handles the advertising campaigns.

- Cost Efficiency: A skilled PPC Manager can optimize campaigns to get the best return on ad spend (ROAS), ensuring that the budget is used effectively.

- Performance Monitoring: PPC Managers continuously monitor and adjust campaigns to align with evolving market trends and business objectives.

Who Might Be Interested in Choosing the Right PPC Manager?

- Business Owners: They want to ensure their advertising budget is spent wisely and that their campaigns are driving results.

- Marketing Managers: They need to oversee various marketing strategies and ensure that PPC is integrated effectively.

- Startup Founders: They might be looking to quickly gain visibility and drive traffic to their new business.

- Digital Marketing Agencies: They need to provide expert PPC management services to their clients.

- E-commerce Companies: They rely heavily on online advertising to drive sales and need effective PPC campaigns to reach potential customers.

Selecting the Best PPC Manager for Business Managers

Choosing the right PPC manager is crucial for the success of a PPC campaign and achieving long-term business goals. This decision can significantly impact your business, either driving it to great success with new loyal customers and targeted leads or leading to costly campaigns with minimal results.

When managing a PPC campaign, it is important to understand that it involves two main stages: building/developing and managing/sustaining. Typically, business managers looking to hire a PPC manager are either outsourcing an existing PPC campaign or starting a new one. As a PPC manager, your first step is to understand the campaign's purpose:

- What is the business manager's long-term goal?

- What product or service are we trying to promote?

- Who is our target audience, and what do they expect from us?

Answering these questions will help outline the initial development stage of the campaign. Step two, which involves managing and sustaining the campaign, is detailed in another article I wrote.

There is a significant difference in expertise required for these two stages. In stage one, a PPC manager focuses on using keywords and text ads to build a strong foundation for a product or service, ensuring it is well-defined for a specific audience. Many PPC managers excel in this area. However, this does not necessarily mean they are the best choice for stage two, especially if they have not yet fully grasped the differences between these stages.

2. Assessing Agency Candidates

By the time you reach this stage, you should have a shortlist of potential agencies to manage your campaign.

How did you compile this list?

If your list is made up of referrals from friends and colleagues, cold calling, or marketers reaching out to you, it's time to start from square one. Even if some referrals seem promising, it's essential to approach the selection process with a fresh perspective.

Understand that selecting a PPC management agency can be akin to running a small-scale PPC campaign. This shouldn't make you apprehensive, but just as you wouldn't hire just anyone for any job, you should be meticulous in vetting potential agencies.

Initial pitches from agencies often involve a brief period where they learn about your business before returning with a broad and somewhat generic strategy. During this phase, remember not to disclose any sensitive or internal data. Instead, focus on understanding their approach, experience, and how tailored their solutions are to your specific needs.

2.1. Reviewing Experience and Expertise

Begin by thoroughly understanding the professional's qualifications and experience. Ensure that the manager has a proven track record in creating and optimizing PPC campaigns.

A successful manager’s accumulated knowledge and skills in the PPC field are crucial. Many PPC managers have transitioned from roles in SEO, IT, or marketing. This diverse background provides them with a broad understanding of the online marketplace and unique insights into specific campaign goals. It also means that while some managers may not have direct PPC experience, they may possess a natural talent or passion for PPC and are looking to transition into it as a viable career option.

It's important to determine whether the PPC manager has experience with your type of business. For larger campaigns, the marketplace and business demands can vary, requiring unique advertising models.

For example, an eCommerce store might benefit from a Shopping Campaign, whereas a local service provider could achieve better results with a high-reaching local campaign. Therefore, an eCommerce store owner should seek a candidate experienced in managing shopping campaigns.

Past experience is often the most telling factor in determining if a PPC manager is suitable. Always ask for examples of past successes or problems they have solved and relate them to your business.

Practical Guide for Reviewing PPC Manager Experience

CriteriaQuestions to AskNotesQualificationsDo they have certifications (e.g., Google Ads, Bing Ads)?Look for relevant certifications and continuous learning efforts.ExperienceHow many years of experience do they have in PPC management?Ensure they have a solid track record.Industry ExpertiseHave they worked with businesses similar to yours?Preferably, they should have experience in your industry.Success StoriesCan they provide case studies or examples of successful campaigns?Look for tangible results and ROI in their past work.Technical SkillsAre they proficient with PPC tools and platforms?Check their expertise with Google Ads, Bing Ads, and others.Strategy DevelopmentHow do they approach creating and optimizing campaigns?Understand their strategic thinking and adaptability.AdaptabilityHow do they stay updated with industry trends and changes?Continuous learning and adaptability are key.CommunicationHow do they communicate progress and results?Clear and regular communication is crucial for collaboration.ReferencesCan they provide references from previous clients?Validate their credibility through client testimonials.

2.2. Evaluating Performance Metrics

Defining performance metrics is crucial because these are the yardsticks for success. If you are unable to quantify success, evaluating the potential of a PPC company becomes challenging. By keeping a clear vision of the PPC campaign model, you can associate specific KPIs with different phases of the campaign.

It's essential to define the success yardstick for each KPI, which helps segregate good metrics from bad ones. Good metrics measure the success of the campaign phase. For instance, to measure keyword quality, you can associate KPIs like reduced average CPC (Cost Per Click) and increased CTR (Click-Through Rate).

To measure increased sales due to better keywords, you can link an increase in sales with an increase in projected revenue. Here, projected revenue serves as the KPI for measuring the success of the keyword phase. This is an example of a good metric. Bad metrics, on the other hand, usually ask irrelevant questions, cause data segregation, and provide unclear results.

For example, comparing traffic from two different sources by implementing a session variable to differentiate visitors might result in skewed traffic data. This is a bad metric since it creates ambiguity in the data. Source comparison is not a good metric without accountability for increased sales. Always weigh the value of each metric against the cost and time required to implement it.

Practical Guide for Evaluating PPC Performance Metrics

CriteriaGood MetricBad MetricNotesKeyword QualityReduced average CPC, increased CTRIrrelevant session variablesFocus on direct impacts of keywords on campaign success.Sales MeasurementIncreased sales, projected revenueOverlapping results without sales accountabilityEnsure clear linkage between sales and revenue increases.Traffic SourcesConsistent traffic data, quality leadsAmbiguous traffic comparisonClear data sources and accurate traffic attribution.Conversion RatesIncreased conversions, improved ROIUnclear conversion pathsTrack and optimize conversion funnels.Ad PerformanceHigher ad engagement, lower bounce ratesMixed metrics without clarityMeasure direct engagement and user interaction with ads.

2.3. How to Analyze PPC Manager's Case Studies and Success Stories

Radhika Sarraf, of Hire Quotient, a purpose-driven HR Tech firm from Singapore, emphasizes the importance of analyzing both case studies and success stories. It is crucial to dig deeper than simply looking at the 'end result' of any given account.

Often, the most successful PPC managers produce good results on accounts that were set up for failure due to factors such as inappropriate market fit for PPC, overly expensive products, or lack of proper research. In such cases, the PPC manager may have done excellent work but ended up with bad results.

By examining these case studies of failure, you can determine the types of management suitable for different market levels. You can decide whether to employ a manager with a solid track record, possibly after considering a second manager following a failed account. Over time, a successful manager will achieve more results with less effort and trial and error compared to a less experienced counterpart.

This decision depends on the financial situation and long-term goals of the business. Step four addresses this very point.

Practical Guide for Analyzing PPC Manager's Case Studies and Success Stories

CriteriaQuestions to AskNotesUnderstanding FailuresWhat were the challenges faced in the failed account?Identify external factors that influenced results.Approach to ChallengesHow did the PPC manager address and attempt to overcome these challenges?Evaluate the manager's problem-solving skills.Experience and Track RecordDoes the manager have a solid track record of success in similar markets?Look for consistent performance in relevant industries.AdaptabilityHow adaptable was the manager in adjusting strategies during the campaign?Flexibility in approach is crucial for long-term success.TransparencyWas the manager transparent about the results and the reasons behind them?Honest communication is key for a trustworthy relationship.Continuous ImprovementWhat steps did the manager take to learn from the failures?Continuous learning and improvement are essential traits.Client FeedbackCan the manager provide testimonials or feedback from clients?Validate their performance with real-world client experiences.

3. Determining PPC Manager Compatibility and Fit

It is almost guaranteed that a wrong decision will be taken by appointing the wrong person, whether it's employing someone to work for your company or using a particular service. A common belief is that there is no way to measure a wrong decision against a right one. However, in terms of service providers, this is not true.

The key to success is measuring the characteristics of the individuals and then comparing those same characteristics when seeking a specific service. If the values match, good results can be expected. A good PPC Manager will also approach the customer and explain this.

Their goal is for the service to be a success, enabling both parties to work together with the right level of support. Therefore, don't be afraid to ask questions and ensure the right fit is there. A significant hurdle can be the way questions are asked. Both parties may be hesitant to avoid offending the other, leading to unclear answers.

The PPC Manager can counter this by proactively approaching the customer to clear the air on these issues. By selecting the right PPC Manager, the working relationship can be successful.

Practical Guide for Determining PPC Manager Compatibility and Fit

CriteriaQuestions to AskNotesValues and EthicsDoes the manager's values align with your company's values?Ensure ethical alignment for a harmonious relationship.Communication StyleHow does the manager prefer to communicate and report progress?Look for clear, consistent, and transparent communication.Cultural FitDoes the manager understand and respect your company culture?Cultural alignment is crucial for smooth collaboration.FlexibilityHow adaptable is the manager to changes and feedback?Flexibility ensures better handling of evolving projects.Proactive ApproachDoes the manager take initiative in addressing issues and providing solutions?Proactivity indicates a strong commitment to success.Support LevelWhat level of support can you expect from the manager?Ensure the manager can provide the necessary support.Conflict ResolutionHow does the manager handle conflicts or misunderstandings?Effective conflict resolution is key for long-term success.ReferencesCan the manager provide references from previous clients?Validate their performance and fit through client feedback.

3.1. Assessing Communication Skills

When evaluating a PPC manager, consider their communication skills critically. Here are key questions to satisfy:

- Is the agency accessible?

- Can the person meet deadlines?

- Does the potential manager have good project management skills?

It's essential to determine if the person can effectively communicate a well-thought-out plan for success. A PPC manager should have a strong understanding of traffic trends. If the PPC manager cannot articulate a plan for capturing market share and incremental volume at the expense of competitors, you should question the project plan.

An effective PPC campaign is not about launching a large list of keywords all at once. Instead, it involves a continuous process of learning, testing, measuring, and optimizing. A PPC manager should consistently focus on improving your campaign, even if you are more concerned with SEO and organic search.

A good PPC manager will embed analytics into everything they do. It is important for them to communicate their results effectively, formalizing different reports and metrics they deem important for your campaign. For higher-level executives or clients with PPC experience, the manager must be able to translate results into terms relevant to the customer's understanding.

Ensure that the potential PPC manager understands the role of PPC in the customer value sales cycle. They must communicate how they plan to target both higher-level information seekers and bottom-level buyers looking for specific products to buy.

Practical Guide for Assessing PPC Manager's Communication Skills

CriteriaQuestions to AskNotesAccessibilityIs the agency or manager easily accessible and responsive?Ensure timely communication and availability.Deadline ManagementCan the manager meet deadlines consistently?Punctuality is crucial for campaign success.Project Management SkillsDoes the manager have strong project management skills?Effective organization and planning are key.Communication ClarityCan the manager clearly communicate their plan for success?Look for clear articulation of strategies and goals.Analytical SkillsDoes the manager embed analytics into their work?Ensure data-driven decision-making.Reporting and MetricsHow does the manager report results and metrics?Formalized and relevant reporting is essential.AdaptabilityCan the manager translate results for different audiences?Adaptable communication for various stakeholders.Strategic TargetingHow does the manager plan to target different customer segments?Comprehensive targeting strategy for various buyer personas.

3.2. Evaluating Cultural Alignment

Many business managers assume that an agency hired to handle PPC initiatives will also engage in a fair amount of SEO, claiming it is "necessary" to support PPC programs. However, this is often not the case, as some highly experienced and effective PPC managers may not be conversant in SEO.

Some PPC managers believe that a major reason for failure occurs when clicks from qualified prospects are directed to poor landing pages. This results in a failure to convert and harms the PPC program, as visitors are less likely to click similar ads in the future. See resources for an insightful article by Tim Ash on landing page optimization. These examples highlight how varied beliefs can be, emphasizing the importance of in-depth discussions on how the PPC manager views the different components of a PPC program.

If there are specific requirements or beliefs held, it's crucial to determine if potential PPC management candidates are in agreement. One effective way to evaluate which agency emphasizes PPC over SEO is by examining whether a significant portion of their web pages are found through PPC ads on major search engines like Google. Success in their own PPC efforts indicates that they can achieve similar results for you.

Different companies operate in different ways due to varying constraints. For instance, Google does not allow bidding on the keyword "Google" and various misspellings and pluralizations of it, which can be an issue for a company with a brand name that's also a keyword. Additionally, some companies have experienced personalities that are challenging to satisfy.

It's essential to know if the PPC manager believes an ad campaign is worthwhile and feasible, as this may determine their level of dedication to the project.

Practical Guide for Evaluating PPC Manager's Cultural Alignment

CriteriaQuestions to AskNotesSEO KnowledgeIs the manager well-versed in both PPC and SEO?Ensure they meet your specific needs regarding SEO support.Landing Page OptimizationHow does the manager handle poor landing pages and conversion issues?Evaluate their approach to improving landing page performance.Belief AlignmentDo the manager's beliefs align with your company's PPC program components?Align on key components for harmonious collaboration.PPC vs. SEO EmphasisHow does the agency balance PPC and SEO efforts?Check their own PPC success as an indicator of their expertise.Handling ConstraintsHow does the manager navigate industry-specific constraints?Assess their problem-solving skills in challenging scenarios.Dedication to ProjectsHow dedicated is the manager to achieving campaign goals?Determine their commitment to your project's success.Client CommunicationHow does the manager communicate their strategies and results?Clear and effective communication is key for alignment.Case Studies and ExamplesCan the manager provide relevant case studies and success stories?Look for examples that demonstrate cultural alignment.

3.3. Considering PPC Manager Work Style and Approach

When evaluating a PPC manager, it's essential to consider their work style and approach. Factual details will help you determine this. Key topics to cover include how often and in what detail they will report to clients.

The level of control you can have over the PPC account can vary greatly depending on the manager's approach. Some clients prefer to be involved in campaign creation and the setup process, while others want the manager to take full control and only inform them when specific tasks are completed. https://speed.cy/ppc-management/selecting-ppc-manager-for-business-managers