A PPC (Pay-Per-Click) Executive manages online advertising campaigns, primarily on platforms like Google Ads and social media. Their main goal is to drive targeted traffic to a website or landing page while optimising ad spend to achieve the best return on investment (ROI). They create and manage ad campaigns, conduct keyword research, write ad copy, set bidding strategies, and continually analyse data to improve campaign performance. To remain effective, PPC Executives must also stay updated with platform changes and industry trends.
Hiring the right person for this role is crucial because their work directly impacts a company’s online visibility, lead generation, and revenue. Effective PPC management can significantly boost online presence, attract potential customers, and increase conversions. On the other hand, errors or inefficiencies in online advertising campaigns can result in wasted budget and missed opportunities. Finding someone with the right expertise to navigate the complexities of online advertising effectively is, therefore, essential.
Technical Skills to Look For on a PPC Executive’s CV
Professionals in this field rely on various technologies for analytics and tracking to monitor and optimise the performance of their advertising campaigns. Here are some common technologies and tools to look out for on CVs for this role.
Mastering digital advertising platforms is essential for PPC Executives across different industries. These platforms are the lifelines of online visibility and customer acquisition. Depending on the nature of your business, you might look for any of the following advertising platforms on a candidate’s CV:
- Google(formerly Google AdWords)
- X (formerly Twitter)
- Microsoft (formerly Bing ads)
Keyword research tools underpin successful advertising strategies, making them indispensable for all PPC Executives. They ensure precise audience targeting, which is critical for campaign effectiveness. Candidates may have proficiency in any of the following, popular platforms, but many more are available:
- Google Keyword Planner
- Moz Keyword Explorer
Understanding user behaviour and conversions through analytics tools is central to success in this job and relevant for all PPC Executives, regardless of industry. As well as the standard analytics available to digital marketers, applicants may also have experience using heatmaps and session recording tools, click-tracking software or call-tracking software.
Compelling ad creatives, designed with tools like Adobe Creative Suite or Canva, are essential for grabbing attention and driving clicks. Visual appeal is a universal requirement.
Effective budget allocation ensures the best return on ad spend, a cornerstone of PPC success. Budget management skills are crucial for all PPC Executives, especially for roles with budget responsibilities.
A/B testing for ad copy and landing pages is a practice that leads to continuous improvement and is valuable for PPC Executives, especially in competitive markets.
Ad extensions enhance ad visibility and click-through rates, offering a direct route to more leads. All PPC Executives should aim to improve ad performance through these extensions.
Ad policy compliance is non-negotiable to prevent costly repercussions. This skill is essential for all PPC Executives, as non-compliance can have severe consequences.
Soft Skills That Make the Best PPC Executives
Successful PPC Executives possess a combination of technical expertise and soft skills that enable them to excel in their roles. While many soft skills contribute to success in this role, the following are the ones that, when honed to an exceptional level, set the best candidates apart and contribute significantly to their ability to achieve outstanding results in this highly competitive field.
Exceptional PPC Executives excel in data analysis. They can dive deep into campaign metrics, extract valuable insights, and make data-driven decisions that drive exceptional results.
PPC campaigns often encounter challenges, and exceptional PPC Executives have a knack for quickly identifying issues and finding innovative solutions to optimise campaigns effectively.
Given the constantly changing digital advertising landscape, exceptional PPC Executives are adaptable and quick to embrace new strategies, platforms, and industry trends.
Exceptional PPC Executives think strategically and critically, continuously evaluating campaign performance and making adjustments that lead to better outcomes.
Exceptional attention to detail ensures that campaigns are meticulously managed, reducing the risk of costly errors and ensuring precision in ad targeting and messaging.
Exceptional PPC Executives are driven to outperform competitors and are willing to invest the effort to find innovative ways to gain a competitive edge.
Exceptional time management allows PPC Executives to juggle multiple campaigns and tasks efficiently, maximising productivity and campaign effectiveness.
For those working with clients, exceptional client management skills build trust, foster strong relationships, and lead to long-term partnerships. Client management skills are most useful to professionals working in an agency environment.
Exceptional communication skills ensure that campaign insights and recommendations are clearly and persuasively conveyed to clients or team members, facilitating better decision-making.
Upholding ethical standards in advertising is paramount. Exceptional PPC Executives adhere to ethical practices and compliance with advertising regulations, which builds trust with audiences and platforms.
Do PPC Execs Need a Degree?
Professionals in this field do not need a formal degree. What matters most are skills, certifications, experience, and a commitment to continuous learning. Specific skills in digital advertising, and industry certifications, like Google Ads or Facebook Blueprint, can be more valuable than a degree.
Practical experience, whether through internships, personal projects, or entry-level positions demonstrating successful campaigns, is crucial. In our experience, formal education takes a back seat to practical skills and proven performance in a field where results and expertise matter most.
Challenges Employers Face When Hiring PPC Executives
Given the specialist nature of the role and the competitive landscape of digital advertising, hiring for this role could be one of the biggest challenges in marketing recruitment. Some of the biggest challenges they may encounter include.
PPC Executives must be proficient in various technical aspects, such as campaign setup and management, keyword research, bid optimisation, and data analysis. Evaluating candidates’ abilities in these areas can be complex, especially since the landscape is highly specialised and platforms continually evolve.
Many employers seek candidates with specific certifications and practical experience in PPC advertising. Ensuring candidates possess the appropriate certifications and successfully manage campaigns can be challenging, particularly when hiring for mid to senior-level roles.
PPC Executives must balance creative skills (e.g., crafting ad copy and visuals) and analytical skills (e.g., data interpretation and optimisation). Identifying candidates who excel in both areas can be demanding, as individuals often lean more toward one skill set.
Once hired, retaining talented professionals in this field can be an ongoing challenge. Competitors frequently target PPC professionals, so employers must provide opportunities for skill development and career growth to keep them engaged.
How We Can Help
Securing the ideal candidate for this role who seamlessly integrates with your organisation’s objectives is paramount to achieving online advertising excellence. We are a distinguished IT and digital recruitment agency with the expertise to pinpoint the ideal match for your PPC needs. Here’s a glimpse into our approach and how we ensure your recruitment success.
Given our long-standing expertise in recruiting candidates for specialist technical positions, we possess an in-depth comprehension of the intricacies associated with these roles. Consequently, we are proficient in discerning individuals who embody PPC talent’s qualifications and potential.
We are familiar with the certifications and experience levels required for PPC roles. This means you can have confidence that we will meticulously vet candidates to ensure they possess the necessary certificates and evaluate their practical experience. Our commitment to this thorough assessment process will save you valuable time and effort during the candidate selection process.
We understand the nuanced skill set required for PPC success, including the balance between creativity and analytics. This understanding enables us to identify candidates with creative ad copy skills and analytical data-driven capabilities.
We maintain relationships with candidates who are not active job hunters but may be open to new opportunities. Nurturing these relationships can help our clients attract and retain top PPC talent by matching them with candidates interested in career growth and development.
We tap into our extensive networks to identify passive candidates who may not be actively searching for jobs. This proactive approach can help employers access talent that may not be visible through traditional job advertisements.
The information on this page is correct at the time of publication. However, as technology evolves so rapidly, the requirements of this role may change. For tailored hiring advice unique to your circumstances, please speak to our expert team of IT, Digital and Marketing recruiters.