Skip to Content

What to Look for in a PPC Manager.

The author

Chris Rowett

Director of Performance

It is often remarked in our office that the PPC guys are an odd bunch, taking pleasure in solving Excel nightmares for the rest of the business and being overly competitive at Foosball. But what exactly makes a good PPC Manager? It is common for a client to look for traditional marketing skills, such as great copywriting and a desire to be intimately involved with the product.

It is often remarked in our office that the PPC guys are an odd bunch, taking pleasure in solving Excel nightmares for the rest of the business and being overly competitive at Foosball. But what exactly makes a good PPC Manager? It is common for a client to look for traditional marketing skills, such as great copywriting and a desire to be intimately involved with the product.

Whilst these are desirable, in PPC, they are not the key skills required.

Nerdy

The key differentiator of PPC, to most forms of advertising, is the transparency you get by being able to track every search.  This is the reason your PPC manager may look less like Don Draper, and more like Professor Frink. There is a wealth of data for every paid search campaign, regardless of how much tracking you have in place.  This is the home of a data analyst, not a traditional marketing manager.  At the most basic level, a good analyst can optimise to achieve the absolute maximum number of clicks from your keyword set.  This is similar to working out the most effective times to run a radio advert or the most effective channel to place your adverts, and it requires a numbers guy. Once you start adding conversion tracking, analytics tools, management tools, multiple goals, ecommerce, cross channel attribution and more, you definitely need a numbers guy! In terms of creative, PPC is quite basic. You have three lines in which to inform your audience that your website is a suitable destination given their search query.  This is a lot more straightforward than other forms of advertising.  A person says to you “I want a 42 inch plasma TV” and your job is to say “Why yes, we have those and you should have a look because we offer free delivery.” If that isn’t easy enough, the data driven world of PPC allows you to try a few different adverts and then tells you which one is best (but only if you are a clever analyst).

Competitive

If you are going to improve your results year on year, you want a PPC manager who never turns down a challenge. There is always more work that can be done to improve performance, and if your manager is competitive, then they will want to keep working for improvement, and not stop and admire the results.

Technical

It is now possible to track almost every thought your visitors have, so you’ll want your PPC manager to be proactively producing tracking code and implementation guides for your developers. This is so you can see that Mrs Wilkes didn’t buy her cat food online, but rang up to place the order instead.  More importantly your PPC manager can see that and raise the bids on “yummy cat food for Miss Tiddles.” So... Next time you are choosing your PPC manager, ignore the well-dressed marketing professionals with portfolios, and choose the person hunched over an Excel spreadsheet who didn’t notice you arrived.