Luke Godwin has been working as a PPC Manager at Passion for almost five years now – so it’s safe to say he’s an expert when it comes to PPC. Here are his top tips for budding pay per click managers.
How to Manage PPC Campaigns
Throughout the years, I’ve realised there are some universal pay per click similarities whether you’re working in a PPC agency, the digital marketing world or somewhere else entirely. From skill sets and useful tools to personality traits, here are some things I think just about every PPC Manager will find useful.
First of all, you want to know exactly what your job entails, especially if you’re just beginning your career. On the whole, you will be in charge of:
- Launching and optimising PPC campaigns
- Overseeing search platform accounts
- Monitoring budgets
- Producing useful management reports
- Tracking KPIs
- Devising growth strategies
It’s also helpful to be comfortable with the main principles of search engine marketing and search engine optimisation.
PPC management tools
Secondly, you’ll want to be aware of what PPC tools you’ll be using. Some that I find to be the most vital are:
- Google Analytics
- Google Adwords
- Google Ads Editor
- Bing Ads
- Keyword research tools such as SEMrush
If you aren’t well versed in these tools, I recommend you take a tutorial or class and get to know them. If you already know them well, make sure you are constantly checking for any updates and re-familiarising yourself whenever necessary.
Tips from a PPC Account Manager
Now that you know what the job entails, you can focus on whether or not you’ll be right for the role – after all, not every career is suitable for every person.
What kind of person are you?
Being a PPC Manager is an incredibly fulfilling job – however, you definitely have to be the right kind of person working within the right kind of team. For example, I’m very analytical and enjoy working with numbers and data, whereas other members of my team prefer the more strategical aspects of a PPC role. When we work together we’re stronger than we would be alone because we’re all able to focus on the areas where we excel and easily obtain support in other areas.
Traits that make for a good PPC manager are:
- Strong organisational skills
- An analytical mind
- Being good with numbers
- The ability to quickly react to unforeseen situations
- High engagement
- Curiosity – Why is a user behaving in a certain way? What can I do to make a difference?
A day in the life
When I get to work each day, the first thing I do is check all of my current accounts, including gauging spend levels, conversion volumes and overall efficiency. If anything seems amiss, I look into it further to see why that’s the case and then fix it however seems best. While this may sound like a simple task, sometimes it can keep me busy from when I sit down at my desk in the morning to when I head home in the evening.
This goes back to my earlier points about curiosity, engagement and reactivity. You have to be engaged enough to notice anything that’s out of place, curious enough to properly look into it and reactive enough to remedy a situation you may not have been expecting – such as what to do if your best-selling product suddenly goes out of stock.
Being a PPC Manager is a great job. It constantly keeps you on your toes, meaning you never have to worry about getting bored. As with all digital marketing roles, it’s constantly evolving, meaning you’re always learning new things and staying up to date with the latest trends. I may be biased, but if you fit the criteria I’ve listed above, I most definitely recommend a career in PPC.
Do You Want to Become a PPC Account Manager?
Here at Passion, we’re always looking for talented individuals to join our ever-growing team. If you think you’ve got what it takes, check out our list of current job openings or email us at firstname.lastname@example.org telling us why we should hire you. We look forward to hearing from you!