So you finally decided to go ahead and use pay-per-click advertising for your company. Now, your next dilemma would be to find the right person to handle such a task. While some people believe that anyone can easily handle your PPC account for you, in reality, it is not as easy as it seems. If you want your PPC efforts to pay off, you need to find someone who is not only well-versed in terms of pay-per-click must dos, but also someone who has traits that will help them succeed in what they are doing.
What are the traits that you need to look for in a PPC manager? What does it take to become a great PPC account manager? Here are some of the traits that you should be looking for:
They have to be tech and internet savvy – they are creating ads for your business on the web, so they should not only know their way around, but also know how to use the many different tools needed to create these ads quickly and effectively. They need to have above average Excel skills, can understand the most basic of tech jargon, and can also communicate these to clients who are not tech and internet savvy in layman’s terms. No, they do not need to be programmers (although this is an added bonus), but they do need to easily find their way around the internet.
They have to be proactive – for a PPC account manager to be considered proactive, they need to be on top of every update that Adwords rolls out, and finds out how these new features can be utilized to benefit your campaigns. A proactive PPC manager also knows when ads should be tweaked, when comparison tests should be run, and when to check competitors for updates.
They keep themselves updated – the internet is such an active place that changes occur every minute, every day. A great PPC manager knows how to keep themselves in the know by subscribing to the authorities in the industry, like Search Engine Land, MOZ, and Inside Adwords, to name a few. They check Google Adwords for updates frequently and read up on trends, in order to better handle the tasks on hand.
They are data driven – in order for a PPC manager to know just how well their ads are doing, and when changes need to be made to increase clickthrough rates as well as conversions, they need to be able to read the data that they can get from your accounts. They need to project and predict outcomes with the help of the charts and numbers they get from their tracking tools. They also need to make educated decisions with the help of the data they get, and for that to happen, they have to know how to enable data tracking tools from the onset.
They are innovative and intuitive – while this may seem like the opposite of data driven, it is not. It is actually complementary to being able to understand trends and movements with the use of PPC data. An intuitive PPC manager will know in their gut when certain tweaks will be more effective, when comparison tests will show the best data for their use, and when new ad trends should be utilized. They also need to know how to improvise and innovate to capture the attention of their target market, and to lure these away from your competitors.