- November 26, 2020
Hiring a PPC Manager? This Is the Best Way to Evaluate PPC Expertise!
Did you know that PPC advertising can bring in 50% more in conversions than organic advertisements? Before you invest, it's vital that you have a PPC manager who will deliver results.
Are looking to hire a PPC manager? Not sure what to look for when hiring one?
In this article, explore what you can use to evaluate PPC managers, and decide if they’re the right fit for you. Read on for a complete and easy-to-digest breakdown you won’t want to miss to save you time and money!
How Do You Evaluate PPC Talent?
When you’re looking to test new digital marketing employees who are a possibility for your business, it’s not just about reading their resume and asking questions. You’ll want to do a real comparison of your work environment, and how that person will fit in.
If you’re a software company, you’ll want a PPC manager with software experience. You’ll need to make sure that they understand how to execute a plan that will deliver results for your company.
What Is a PPC Manager?
A strong PPC manager will do what’s called A/B Testing. This is where they’ll constantly split different ads to see what’s working, and what’s not. The benefit of this is, you can stop the ads that aren’t working, and put money toward the ads that are.
They’ll also do what’s called keyword analysis. Keyword analysis falls under SEO. SEO is search engine optimization (what people search for online).
They’ll also monitor what keywords are working and which aren’t. They’ll also do what’s called competitive analysis. This is where they’ll decide whether to bid on the same queries others are, or not.
Why Hire a PPC Manager?
They’ll help you increase conversions, and the results will pay for themselves. Whether you’re a new, small, or large firm, you can benefit from a PPC manager.
1. PPC Ad Editor
You can build campaigns fast using our PPC Ad Editor. It’ll allow the PPC manager to set up a campaign such as Google Ads. The platform lets them prove how they’ll organize and produce a Google Ads campaign showing the keywords, copy, and strategy used.
You can ensure that keywords and ad groups properly match. Also, that the PPC manager is using all extensions such as callouts, calls, structured snippets, and site links when they create a campaign.
This allows you to share their results with your team, see the work in the campaign, and give them feedback. The tools built in the PPC Ad Editor allow you to give the candidate edits and see what they say about your recommendations.
How it works:
First, you can add keywords, ads, ad groups, and campaigns with importing options for a Google Ad Editor CSV file. You’ll be able to have a preview of the campaigns that are easy to read and review. They even let you invite others to view it with a shareable URL, downloadable PDF, and email.
The PPC Ad Editor also tracks comments so you’ll be able to keep track of any changes. If you don’t like the current revisions, you’ll have the option to go back to the previous campaign look. Once complete, you can export it to Google Ads.
2. Sample Reports
Did you know that paid search ads are known to increase your brand’s awareness by 80%? Now that you’ve started your search for the ideal PPC manager, it’s time to put them to the test and see if they’re right for your company. You’ll give them a sample dataset that they’ll be able to analyze.
Compile a sample report, and ask the manager what they’d recommend based on the data they receive. They’ll begin to ask themselves questions such as what channels will need to be tested, and if there’s the right combination of retargeting and prospecting.
You can make it unique and include something that you’ll expect them to catch in the report. For example, you can place the same click numbers multiple times, or have the total be wrong.
If they don’t catch these minor errors, it doesn’t mean you shouldn’t hire them. It’s a way to decide how well their observation is, and if they’ll be the right fit for your company.
Past PPC Campaigns
At the same time, you can use past PPC campaigns instead of sample reports. Have them review the campaign data.
Tell them what you want the outcome to be, and whether the campaign was a success or not. After this, you can ask them what they will do to improve the strategy and make the results even better.
3. Give Potential Scenarios
When you’re interviewing them, it’s a good idea to ask what they’ll do in a particular scenario. Come up with a couple of different scenarios, and then ask them what they will do if this occurs while they’re the PPC manager at your company.
If you’re open to sharing your budget for the next year with your potential PPC manager, you can do a budgeting test. You’ll want them to sign a non-disclosure agreement before beginning, and have the document be read-only.
See what they think as far as plans to start, how much to spend on testing, and how to budget during this time. You’ll want a manager who will be able to scale your business fast without spending all of your money.
Questions To Ask?
There are different questions you’ll want to ask when you screen PPC employees. For example, you’ll want to find out their answer to how Ad Rank will affect cost-per-click? You’ll wind up paying the minimum amount that’s required to keep your ad position.
Besides questions regarding their ability to perform as a PPC manager, you’ll want to take a look at their qualifications, honesty, and reputation. Ask them for specific examples from their portfolio that’s similar to your company.
You can also ask them what keyword tools they use for their ads and why? There are various keyword tools with varying prices and levels.
You’ll also want to find out how they test ad copy. You’ll want to make sure that their content will align with your target audience.
What you say along with punctuation can change how your target audience perceives your ad. A great way to find out how they test ad copy is to ask them what they include in their test such as symbols, punctuation, pricing, calls-to-action, etc.
Evaluating a PPC Manager
Now that you’ve explored how to evaluate a PPC Manager, you should be well on your way to finding a high-quality person for your business. Are you ready to get started with creating reports to test your ssPPC managers but want to learn more? Schedule a demo today to see a walk-through of how it works, and how beneficial it really is to your business!
Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.