Your Guide to Hiring a PPC Specialist

What is PPC (Pay Per Click) Marketing?

Pay per click marketing is a way to generate traffic, awareness or new leads and sales from the major ad platforms. These include Google Ads, Meta Ads (Facebook & Instagram) and LinkedIn Ads among others. Each of these platforms have their advantages depending on what your goals are.

Why use a PPC Specialist?

There are a few different strategies to managing your Pay Per Click Marketing campaigns:

  • Hire an in-house person or team
  • Hire a Marketing agency
  • Hire a PPC Freelancer

Each of these options have their advantages which usually depends on the size and complexity of your campaign.

ppc specialist

Pro-Tips: When you are looking for someone to manage your PPC Campaign, be sure to state what type of campaign you want managed and check the candidate's specific expertise. There is a big difference between managing an E-commerce Pay Per Click campaign and managing a campaign to generate leads or sell your company's services. Most of the ads posted for PPC talent don't make this distinction.

Additionally, it is beneficial to hire a PPC specialist who has a Meta Blueprint certification. This certification demonstrates their expertise in various areas, such as digital marketing, and shows that they are knowledgeable about how to use Meta's platforms, such as Facebook, to advertise to a specific audience.

PPC specialists optimize their campaigns by expanding the reach of their campaign through the addition of relevant keywords, like Google AdWords, and by adding negative keywords for terms that are determined to be irrelevant or non-converting.

They also split their Ad Groups to create more targeted ad text and landing pages, and modify calls-to-action (CTAs) of landing pages as part of their PPC campaign management strategy. PPC specialists can implement these changes themselves, while others may rely on team members with complementary skill sets. A crucial aspect of their strategy is the effective execution of landing page design for web development.

PPC skills play a vital role in the success of a PPC specialist, as they need to have strong copywriting abilities to create compelling and convincing advertising copy for digital marketing campaigns. Effective copywriting can also help them create a PPC ad with a call to action that encourages people to click on it.

Managing your PPC campaigns in-house:

A good Pay Per Click marketing person will cost between $65k to $100k or more per year in salary plus benefits. For this to be a viable and cost effective solution, your company should have a sizable monthly ad budget north of $25k per month. Otherwise, you're overpaying to run in-house campaigns. There a few other issues to consider when managing internal PPC campaigns:

  • Fixed vs Variable Costs - Employing in-house talent translates to a fixed cost while working with an agency or PPC freelancer can be more flexible. Out of pocket expenses are only dependent on the length of a campaign and agreed upon fees.
  • Hiring expertise - if your Marketing Director is not well versed in PPC Campaign management then it is unlikely they will be successful at hiring in-house talent. This can get expensive, not only in terms of payroll costs but also in wasted ad spends should new-hires fail to manage your campaign properly.

Hiring a Marketing Agency:

Hiring a marketing agency can get expensive fast. Most agencies charge between $180 to over $200 per hour for their services. If you can find an agency that specializes in your industry, that would be a big advantage. Agencies that specialize often charge a percentage of your ad budget which typically comes out to 10% - 15% of an ad spend to manage your campaigns.

Drawbacks of this approach: While you may be impressed by an Agency's sales team, there is no telling who they will assign to manage your account. You may hire a top tier agency but end up with a Junior Account Manager overseeing your account. Pay Per Click Management is not an area of expertise left to the most junior employees within an Agency.

Hiring a PPC Specialist:

A PPC Specialist is usually the best value in managing your ad campaigns in the United States. When you compare hiring a first-rate PPC specialist who has years of experience on the agency side and who also saves you a substantial amount of money, it makes the most sense to contract that Specialist versus hiring an Agency or someone in-house. Pay Per Click freelancers usually charge anywhere from $65 to $125 an hour depending on the niche market and the level of expertise required. Regardless of the pricing structure, my ultimate goal is to deliver exceptional value and results for my clients. I am committed to maximizing their return on investment and helping them achieve their business goals through strategic PPC and Google Ads consulting.

How Do PPC Specialists Charge for Their Work?

Most Pay Per Click experts use one of the following models:

  1. Hourly Rate: Suitable for short-term or flexible projects.
  2. Fixed Price: Common for specific, well-defined projects.
  3. Performance-Based: Tied to the success metrics of your Pay Per Click campaigns.

What to Look for in a PPC Specialist?

When searching for a Pay Per Click consultant, consider these key attributes:

  1. Proven Track Record: Look for a portfolio showcasing successful campaigns.
  2. Expertise in Diverse Platforms: A well-rounded Pay Per Click expert should be proficient not just in Google Ads, but across various Pay Per Click platforms.
  3. Analytical Skills: Choose someone with strong analytical abilities to interpret data and adjust strategies accordingly.
  4. Communication: A good freelancer communicates clearly and keeps you informed about your campaign’s progress.
PPC consultant
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What Does a PPC Specialist Do?

A PPC Specialist, also known as a PPC manager, is a professional skilled in managing and optimizing online advertising campaigns, primarily focusing on paid search ads. Their primary responsibility is to ensure that the advertising campaigns they manage are effective, efficient, and yield a significant return on investment. Here's an in-depth look at what a PPC expert, or PPC manager, typically does in the field of PPC marketing. PPC specialists often work at digital marketing agencies, managing campaigns for multiple clients. You can also find PPC specialists working for a company or as freelance digital marketing professionals. Some PPC specialists focus on a single ad platform, while others use PPC management software to view campaign data from multiple platforms in a single dashboard. PPC campaigns take a solid three months to show results, and your PPC manager should exhibit impeccable time management to optimize your efforts. Minutes—even seconds—matter in the world of PPC advertising. A specialist should have clear timelines for A/B testing and time management to efficiently accomplish tasks like trend research, bid adjustments, reporting, and more. They also monitor a PPC campaign on a daily basis to evaluate campaign performance and identify areas of improvement.

  1. Keyword Research: The foundation of PPC advertising is keyword research. PPC Specialists identify the most relevant and profitable keywords for ad campaigns. This involves analyzing search trends, understanding audience search behaviors, and identifying high-value keywords that potential customers use when searching for products or services.
  2. Campaign Creation and Management: PPC Specialists set up and manage advertising campaigns on platforms like Google Ads, Bing Ads, and social media advertising on platforms such as Facebook, Instagram, TikTok, etc. This involves creating ad groups, writing ad copy, and setting up targeting parameters. PPC Specialists ensure the ads are reaching the right audience, at the right time, and on the right platform.
  3. Budget Management: Managing any advertising budget effectively is crucial. PPC Specialists allocate budgets across different campaigns and keywords, ensuring that spend is optimized for the best possible return. They adjust bids to maximize the visibility of ads while maintaining a positive ROI.
  4. Landing Page Optimization: The success of a Pay Per Click campaign is not just about the ad; the landing page plays a significant role too. PPC Specialists often work with web designers and developers to optimize landing pages. This ensures that once a user clicks on an ad, they land on a page that is relevant, user-friendly, and optimized for conversions.
  5. Analytics and Reporting: Monitoring the performance of campaigns is a key responsibility. PPC Specialists use tools like Google Analytics to track key metrics such as click-through rates (CTR), conversion rates, and cost-per-acquisition (CPA). PPC Specialists analyze this data to make informed decisions and provide detailed reports to stakeholders or clients.
  6. Testing and Optimization: Continuous testing and optimization are vital to the success of a campaign. PPC Specialists conduct A/B testing on various elements of their campaigns, continually reviewing ad copy, landing pages, and calls to action (CTAs). This helps in refining strategies and improving campaign performance over time.
  7. Staying Updated with Industry Trends: The digital advertising landscape is always evolving. PPC Specialists must stay updated with the latest trends, advertising platform updates, and best digital marketing practices to ensure their strategies remain effective.

A PPC Specialist plays a critical role in digital marketing by managing and optimizing paid advertising campaigns. They combine skills in marketing, analytics, and creativity to drive traffic, generate leads, and increase sales for businesses through effective paid search strategies.

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