How to Find and Hire the Best PPC Manager

How to hire a ppc manager is a crucial step for businesses looking to improve their online presence through effective digital advertising. In today’s competitive market, Pay-Per-Click (PPC) is not just a buzzword—it’s a powerful tool that can significantly boost your business’s visibility and profitability.

Here’s a quick guide to help you understand the essentials:

1. Identify Your Needs: Decide between an in-house expert, agency, or freelancer based on your budget and scope.
2. Write a Job Description: Clearly define the role and required skills, including expertise in platforms like Google Ads.
3. Assess Candidates: Look for analytical skills, experience with keyword research, and a proven track record.
4. Interview with Precision: Ask about past performance, ad copy testing, and certifications.
5. Make an Informed Choice: Choose the candidate who aligns best with your business goals and culture.

Hiring a PPC manager offers a range of benefits. They bring expertise in running cost-efficient campaigns, optimizing keywords, and providing actionable insights through detailed reporting. By entrusting this role to a professional, small and large businesses alike can enjoy increased leads, better customer acquisition costs, and more predictable growth.

I’m Luke Heinecke, passionate about all things digital marketing. As someone featured in numerous significant marketing publications, my insights on how to hire a ppc manager aim to simplify your hiring process and improve your PPC strategy.

What Does a PPC Manager Do?

A PPC manager is the person behind the curtain making sure your pay-per-click campaigns run smoothly and effectively. Let’s break down their key responsibilities:

Campaign Setup

The first step in any PPC campaign is setting it up. This involves selecting the right ad channels, whether that’s Google Ads, Facebook, or another platform. A PPC manager will also outline the strategic plan, which includes selecting a target audience, conducting keyword research, and writing compelling ad copy.

Ad Spend Management

Managing ad budgets is a crucial part of a PPC manager’s role. They plan, manage, and track the spending for each campaign. This ensures that the ad budget is used efficiently and stays within the limits set by the client or the company.

Keyword Research

Keywords are the backbone of PPC campaigns. A PPC manager conducts in-depth keyword research to identify the terms that potential customers are using. This involves using tools like Google Keyword Planner or Moz Keyword Explorer to find high-traffic and low-competition keywords.

Performance Analysis

Once the campaigns are live, a PPC manager doesn’t just sit back and relax. They continuously monitor performance to ensure the campaigns are meeting their goals. This includes analyzing metrics like click-through rates (CTR) and conversion rates to identify areas for improvement.

KPI Tracking

Key Performance Indicators (KPIs) are essential for measuring the success of PPC campaigns. A PPC manager tracks these metrics to ensure the campaigns are on track to meet their objectives. This might include daily, weekly, or monthly reports, depending on the campaign’s needs.

Reporting

Finally, a PPC manager provides detailed reports on campaign performance. These reports offer insights into what’s working and what isn’t, helping businesses make informed decisions about their digital marketing strategies. With platforms like AgencyAnalytics, generating these reports can be quick and customized to fit the client’s needs.

Employing a skilled PPC manager can lead to significant improvements in ad performance and return on investment. They are the experts who ensure your campaigns are not just running but thriving.

How to Hire a PPC Manager

Finding the right PPC manager can feel like a daunting task, but breaking it down into manageable steps can simplify the process. Here’s how to hire a PPC manager that fits your needs and budget.

Assess Your Needs

Before you start your search, it’s crucial to understand what you need from a PPC manager. Consider the following:

• In-House vs. Agency: Hiring in-house means having someone dedicated full-time to your company. They will be fully invested in your success and can easily collaborate with other teams. However, this comes with a higher salary and benefits package. Agencies, on the other hand, offer a dedicated team of experts but may come with higher fees and less flexibility.

• Freelancer vs. Full-Time: Freelancers offer flexibility and can be cost-effective, especially for smaller projects or startups. But they may not always be available when you need them. Full-time employees provide consistent support and deeper company integration but require a more substantial financial commitment.

• Budget Considerations: Determine how much you can afford to spend on PPC management. Consider both the salary or fees and additional costs like tools and software.

Where to Find PPC Managers

Once you’ve assessed your needs, it’s time to start looking for candidates. Here are some popular avenues:

• LinkedIn: A great platform for finding professionals. You can post job openings or search for candidates with relevant experience.

• Upwork: Ideal for finding freelancers. You can browse profiles, read reviews, and see their past work.

• Job Boards: Websites like Indeed and Glassdoor can help you reach a wide audience. Make sure to include detailed job descriptions to attract the right candidates.

• Networking and Referrals: Sometimes the best candidates come from word-of-mouth. Ask colleagues or industry contacts if they know any qualified PPC managers.

Questions to Ask During the Interview

Once you have a shortlist of candidates, it’s time to interview them. Here are some key questions to help you assess their fit for your company:

• Budget Management: “How do you manage and optimize ad spend to ensure maximum ROI?”

• Past Performance: “Can you share a case study or example of a successful PPC campaign you’ve managed?”

• Keyword Research: “What tools do you use for keyword research, and how do you select the right keywords for a campaign?”

• Ad Copy Testing: “How do you approach A/B testing for ad copy, and what have you learned from past tests?”

• Landing Page Optimization: “What factors do you consider when optimizing landing pages to improve conversion rates?”

• Certifications: “Do you have any certifications, such as Google Ads or Bing Ads, that demonstrate your expertise?”

Asking these questions will help you gauge the candidate’s experience and approach to PPC management. You want someone who not only has technical skills but also aligns with your company’s goals and values.

By following these steps, you can find a PPC manager who will help lift your digital marketing efforts and drive results.

Pros and Cons of Different Hiring Options

When considering how to hire a PPC manager, weigh the pros and cons of different hiring options. Each approach offers unique benefits and challenges, and understanding these can help you make the best choice for your business needs.

Hiring an Agency

Pros:

• Dedicated Team: Agencies provide a team of marketing experts who are vetted and held to high standards. This ensures reliable service, unaffected by individual absences like sickness or vacations. They often have established SOPs and processes to ensure smooth operations.

• Expertise and Accountability: With a dedicated team, you get access to specialists with extensive knowledge and experience. There’s always someone to address your concerns if things go wrong.

Cons:

• Higher Fees: Agencies typically charge more than individual freelancers or in-house hires. The cost can be a deciding factor, especially for smaller businesses with limited budgets.

• Less Flexibility: Agencies often have standardized ways of working, which might not always align with your organization’s operations. They may also require long-term contracts, limiting flexibility for changes or short-term projects.

Hiring a Freelancer

Pros:

• Cost-Effective: Freelancers can be more budget-friendly, as you pay only for the hours they work. This can be a significant advantage if you have limited resources.

• Flexibility: Freelancers are generally more adaptable and willing to adjust their work to fit your specific needs. They often work on a month-to-month basis, offering more freedom to change or end the engagement as needed.

Cons:

• Less Reliable: Without the backing of a team, freelancers may not always be available when you need them. There’s less security in the long term, and they might not respond to requests promptly.

• Generalist Approach: Freelancers might not have the same level of specialization as an agency. They could be generalists, which might not be ideal if you need focused expertise in specific areas.

Hiring In-House

Pros:

• Full-Time Dedication: An in-house PPC expert is exclusively dedicated to your company. They can integrate seamlessly with your team and provide consistent support and insights.

• Immediate Availability: Having someone on-site means they are available to answer questions and collaborate with your team whenever needed.

Cons:

• Higher Salary and Benefits: Hiring in-house comes with additional costs, such as salary, benefits, and payroll taxes. This can make it a more expensive option compared to freelancers.

• Limited Perspective: An in-house expert may not bring the same breadth of experience or outside perspective that an agency or freelancer might offer.

Each option has its own set of advantages and drawbacks. Your choice should align with your business goals, budget, and the level of expertise you require.

Common Costs and Payment Terms

When hiring a PPC manager, understanding the common costs and payment terms is crucial. These can vary significantly depending on whether you’re working with an agency, a freelancer, or hiring in-house. Let’s break down the key options you might encounter.

Hourly Rates

Hourly rates are a popular choice, especially when working with freelancers. This model provides flexibility, as you pay only for the actual hours worked. It’s a great option if you have a limited budget or need occasional support. Rates can vary widely based on the freelancer’s experience and location, with those in lower-cost regions often charging less.

Agencies may also offer hourly rates, but these are typically higher due to their structured processes and team expertise. However, you get the benefit of a dedicated team with a wide range of skills.

Retainer-Based Management

Retainer-based models are common with both agencies and freelancers. This approach involves paying a fixed monthly fee, which provides predictable costs and ensures ongoing service. It’s ideal if you need continuous PPC management without worrying about fluctuating expenses.

Agencies often prefer this model as it allows them to allocate resources efficiently. Freelancers offering retainer-based services can provide consistent support, making it easier to plan your marketing budget.

Percentage of Ad Spend

Another common model, especially with agencies, is charging a percentage of your ad spend. This aligns their interests with yours, as their earnings increase with your increased ad spend. It’s a good option if you expect your PPC budget to grow over time.

This model encourages agencies to optimize campaigns for the best results, as their compensation is directly tied to your ad budget. However, it’s important to ensure that the percentage aligns with your overall marketing goals and budget constraints.

When deciding how to hire a PPC manager, consider these payment models carefully. They each offer different benefits, and the right choice depends on your specific needs and budget.

Next, we’ll explore the top PPC experts to consider for your campaigns.

Frequently Asked Questions about Hiring a PPC Manager

How much does a PPC manager cost?

The cost of hiring a PPC manager can vary widely based on several factors, including their level of expertise, the complexity of your campaigns, and your preferred hiring model. Freelancers often charge hourly rates, which can range from $25 to over $100 per hour, depending on experience and location. Agencies might offer retainer-based pricing or charge a percentage of your ad spend. This percentage typically ranges from 10% to 20%. If you decide to hire in-house, expect to pay an annual salary, which can be anywhere from $50,000 to $120,000, plus benefits.

Should I hire a PPC agency?

Hiring a PPC agency can be a smart move if you need a team of experts to manage your campaigns. Agencies bring a wealth of experience and tools to the table, often resulting in higher ROI. They can handle everything from keyword research to ad spend management, freeing up your time to focus on other business areas. However, agencies may come with higher fees and less flexibility compared to freelancers. It’s important to weigh the pros and cons based on your budget and campaign needs.

What are the benefits of hiring a PPC expert?

Hiring a PPC expert offers several advantages. First, they bring specialized knowledge and experience, ensuring your campaigns are set up and managed effectively. An expert can help you target the right audience, choose the best keywords, and optimize ad copy for maximum impact. They track performance metrics like click-through rates and conversion costs, providing insights to refine your strategy. With a PPC expert, you can make data-driven decisions and achieve better results, ultimately leading to increased conversions and revenue.

Conclusion

Finding and hiring the right PPC manager is crucial for the success of your digital marketing efforts. A skilled PPC manager can significantly impact your ROI by optimizing ad spend, conducting thorough keyword research, and managing campaigns efficiently.

Key Points Recap:

1. Assess Your Needs: Decide between hiring in-house, a freelancer, or an agency. Each option has its own set of pros and cons, from cost to flexibility and expertise level.

2. Where to Find Candidates: Use platforms like LinkedIn, job boards, and networking for sourcing potential hires. Referrals can also lead you to qualified professionals.

3. Interview Questions: Focus on their experience with budget management, keyword research, and landing page optimization. Certifications and past performance are also critical areas to explore.

4. Cost Considerations: Understand the different pricing models, whether hourly, retainer-based, or percentage of ad spend, to align with your budget.

Importance of the Right Fit:

Choosing the right PPC manager isn’t just about skills—it’s about finding someone who aligns with your company’s goals and culture. The right fit can lead to a more effective working relationship and better campaign outcomes.

Linear Design’s Expertise:

At Linear Design, we specialize in creating custom PPC strategies that drive growth and profitability. With dedicated teams and real-time reporting, we ensure transparent and predictable results for our clients. Our focus on Google Ad management and A/B testing helps businesses achieve their marketing objectives efficiently.

For more information on how we can lift your PPC campaigns, visit our PPC Management services page.

In conclusion, investing the time and resources to find the right PPC manager can transform your marketing efforts. By following the outlined steps and considering your specific needs, you can make an informed decision that benefits your business in the long run.