Blendrit Elezaj
Co-Founder
Working with paid marketing campaigns can be really tough. Putting them together in one thing but managing their success is a whole different ball game. PPC is one of the most widely used approaches to paid marketing campaigns. Oftentimes, working with PPC takes more than simple execution. This is where professionals can be a real game changer. In this article we’re going to walk you through choosing a PPC account manager that suits your businesses. We’ll cover key aspects and shine light into important details to consider.
Before we dive into choosing the perfect PPC manager for your business, let’s first refresh our memory and briefly go over what PPC campaigns are. In essence PPC is really simple. Advertisers will pay for every click they get. Reaching these clicks however is an art in itself. Businesses employ PPC due to its fast and result oriented nature. Differently from SEO, PPC campaigns provide businesses with tangible results and data, which help measure the success of the campaign.
Crafting a successful PPC campaign is all about designing the right approach to attract your target audience. That’s why adequately researching and exploring options is a crucial step. Let’s look at some of the more important aspects you must look at when crafting your PPC campaign.
You must create ads that cater to the needs of specific groups of people. This goes beyond employing factors like location and demographic. Even though PPC campaigns fall within paid advertisement you should still approach the creative side of it like any other form of marketing. Aim to create ads that are fun, engaging, and intriguing to your target audience.
Similarly to blog posts ads need keywords as well. Adding keywords helps your ads appear for specific searches, increasing the likelihood they will click them. That’s why it’s important to allocate enough time to properly conduct keyword research and understand the keywords you want your ads to be associated with. In other words, incorporating the right keywords will place your ads exactly where you want them to be.
Your website serves as the virtual front door to your business, shaping visitors’ first impressions and influencing their decision-making process. A well-designed and user-friendly website not only attracts traffic but also fosters trust and credibility, ultimately driving conversions and boosting revenue.
A PPC manager is someone who deals with all of the above mentioned duties and tasks. They are responsible from the get-go and work towards creating successful PPC campaigns that generate leads and conversions.
The success of a campaign is generally measured by the number of generated clicks. However, a good PPC manager does far more. They ensure that target audiences are reached and that website visitors become potential leads by addressing other important parts such as qualitative and highly-functional landing pages.
Let’s dive deeper into the role of PPC managers to better understand their work and why it’s important.
A PPC expert conducts thorough research processes to truly understand what works for a specific business. They analyze trends, assess the competition, and research proven paid ad campaigns to determine what works best and has potential for success.
Finding the right keywords is a big part of the PPC manager function. It’s where these managers evaluate and research keywords to find the most appropriate ones for a campaign. This process enables managers to then craft ad copy accordingly based on the keywords they’ve decided to use in the campaign.
Managers follow up the keyword research process with crafting compelling ad copy that is persuasive and tailored to the desired target audience. This is where managers lead in creating and iterating over ad content to address targets directly and propel them into clicking an ad. This is a really important step as it lays the foundation for further engagement with targets.
PPC managers continuously run tests to determine the success of their approach. They use A/B testing methodologies to assess the correct way forward. Managers use test insights to evaluate their direction, make adjustments, and decide on what brings the most success for their campaigns.
In addition to strategizing over compelling ads, PPC managers also focus on what comes after. By tracking conversion rates, managers make informed decisions and adjustments regarding ad campaigns. This allows them to tweak their approach for optimal results.
Choosing a PPC account manager is a big decision, which is you must closely analyze and take into account multiple factors. A PPC manager is someone who’s going to help your business grow so you definitely want to take your time with making a decision.
Let’s take a look at some of the most important aspects to consider when hiring a PPC specialist.
Running a campaign is something any experienced PPC manager can handle, but it’s those with exceptional analytical abilities who can really take your PPC efforts to the next level. They’re great with data and more than capable of using metrics to make calculated decisions. In addition, they apply their analytical approach in all stages of the PPC campaign.
A great PPC manager enjoys getting their hands in the mud. They’re fully well-versed in platforms such as Google, Facebook, and Microsoft ads and take joy in personally making tweaks and adjustments. In addition to being another skill, this also shows their willingness to participate in all areas of the PPC campaign even when they don’t need to.
PPC professionals do far more than just managing and establishing efficiency. They’re immersed in the creative part of the process and iterate proactively over ideas and approaches with the team. This showcases their ability to become adaptable to the business’ PPC needs.
The main goal of PPC managers is to generate clicks and website visits. However, it’s worth noting that the best PPC managers follow a goal driven approach. They set a specific number of clicks they want to achieve and put in the work to make it happen. This shows dedication and a structured approach to continuous motivation.
Astounding PPC managers make sure to complete the work without making a mess doing so. They have stellar organizational skills, structure workloads, abide by deadlines, and determine the path forward ahead of time to allow for smooth flowing PPC projects.
The best PPC managers make sure to take a thorough look at everything before launching a campaign. This enables them to determine any potential gaps, however small they might be, that could have an effect on the campaign’s success. This is truly a distinguishing trait between good and great PPC managers.
All in all, a great PPC manager is one that checks all of the above. You want to work with a manager that is well-equipped technically while also being a great communicator and outside the box thinker.
In conclusion, choosing the right PPC account manager for your business is a significant decision. A competent manager with strong analytical skills can greatly enhance your PPC efforts by making data-driven decisions.
Technical proficiency, especially in platforms like Google and Facebook ads, is crucial for effective campaign management. Moreover, creativity plays a vital role as PPC professionals need to constantly innovate and adapt strategies to meet business goals.
A mission-driven approach ensures that managers are focused on achieving specific objectives, such as generating clicks and website visits, while maintaining motivation and dedication. Organizational skills are also essential for managing workload efficiently and meeting deadlines.
Lastly, effective communication skills are paramount for a PPC manager to collaborate with team members, understand client needs, and convey campaign insights clearly. By carefully evaluating candidates based on these criteria, businesses can select a manager who will effectively drive their PPC campaigns towards success.
