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How to hire a PPC guy and judge properly
Im required to hire a PPC guy,
Im in general decent at hiring but idk about PPC how to evaluate out standers and after hire how to fine tune them to grow and make the results also grow
Ik about tech and business hires even sales no idea about Marketing-PPCHow do I evaluate if not just "results" then what else?
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1 Reply
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Are you looking to hire an employee or a freelancer/consultant?
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You want someone like me who has 12 years of agency experience and holds a leadership position. DM me.
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I always take the risk. 90 Day Trial. I set performnce goals and pledge to hit them. Otherwise, how can you really know what you’re paying for until it’s too late. Each account is unique, geos are unique, landing pages etc are unique and performance is unique. Someone can know what buttons to push in Google Ads to start campaigns, but have no idea at all how to really make you money, optimize your landing pages, optimize campaigns, properly test both etc.
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I guess you need to look at experience, explain your kpi’s and ask them how they would achieve or beat them.
Set a real company problem as a task related to ppc and ask them how they would solve it.
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So ideally they’ll have at least 2 years experience. Under that they’re still making mistakes that cost the business so get a more seasoned person to reduce the instances they do that in your business. It’s a field where a sneaky move by a rival in the ad auction could blow up your spend outside of work hours or weekends – I’ve been the instigator of that on more than one occasion. Easy to do, most don’t bother though.
They’ll spend time understanding the business first, various departments, who customers are and how they behave. If they jump in doing PPC stuff, they won’t cut it. PPC needs to absorb how the rest of the business works to truly work well.
Then they’ll put together a management or optimisation roadmap, including a period auditing the health of the Google Ads account which could be as quick as a few days or take longer depending on complexity.
Pay them what they’re worth, if they’re good. Or you’ll probably get them poached by a rival. $100k AUD ($70k USD) is fair for a large corporate here for a junior role so around that range if you’re US based?
Freelancers who spend part of a week on your PPC is the affordable option.
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I just published an article about this on my [blog](https://mysemstrategist.com/sem-insights-blog/f/need-to-outsource-google-ads-dont-get-duped?blogcategory=Google+Ads).
Honestly, there are SO many providers out there and most of them have zero business being inside a Google Ads account. Hire for a mix of value and skill, but knowing specific questions to ask can help weed out bad candidates.
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You get what you pay for and I’m surprised nobody else has mentioned this.
A PPC person with a lot of experience will command a high rate that they’re worth. Their CV/linkedin background should clearly show the number of years they were managing PPC and in what niches. They’ll be interviewing you, not the other way around as they can effectively work anywhere within reason.
If you want to hire an entry level for cost purposes, you need to ensure they are passionate about it and willing to learn and grow. And with that in mind you need to give them some breathing room too. You can’t expect results instantly. And when they do learn enough to get paid more, if you don’t increase their wage in tandem, they will leave and you’ll have to start again.
I personally would avoid a jack of all trades “digital marketer” if you are looking solely for PPC activity.
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A couple of things that come to mind:
1) There are a few typos/grammar issues on your website.
2) How have you determined that there is an actual need for your AI LLM marketing analytics service in the PPC industry? And why do you think that running PPC ads are an effective way to reach them?
3) You mentioned losing your cofounder a while back, is that all resolved now?
4) The AI LLM marketing analytics service you offer seems like it might be a tough standalone offering to sell—but might do great with the right integrations with tools that PPC companies have already deployed in their pipeline.
I specialize in Google Ads management, but when I take a client on, these are some of the things I might look at to ensure they’ll be fundamentally successful. I’ve often found that some small businesses/startups want to “run ads”, but what they really need is an entire marketing plan and rational evaluation of their potential place in the market.
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Tell them about your business and marketing challenges and ask them how they would approach it. A good candidate will wow you with his answer. The rest will give you generic buzzwords.
You don’t need to know about PPC to judge if they have the right thinking process.
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We do a lot of hiring for our agency and then we help external brands vet someone to do PPC in-house. One of the biggest things to look for is someone who takes action and can think through and problem solve. If you get someone with 1 year of experience or with 12 years of experience, you want that someone to take action and problem solve and have that be something they do naturally. This is a lot harder to teach for.
Part of attracting these people is a well written job description. I see a lot of brands over look the job description even though it is the main way to draw in the people you want to work in the company. Beyond that, where the job gets posted also has an impact on who will apply in the end. At least for us, I find LinkedIn Jobs to be a waste of time but if i post on my personal LinkedIn account, I get way better people applying when we hire.
From there, you can look at people who you think will work well within your company. Someone who shows a genuine interest in learning about the company, your goals and KPI and how you make revenue but more importantly profit. Make sure you ask each person you interview the same set of questions, so you can compare their answers against each other. We have about 30+ questions we can ask people to help us judge if they should even meet the team or get an offer letter. Trying to standardize your hiring for this role will pay off dividends down the line.
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Just see if they can get the machine to hit your roas or CPA targets. Nothing else really matters.
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Full time or agency?
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Case studies are bias. If they’ve been a career consultant then I wouldn’t exactly trust that either. Look for expierence across client, brands, agencies, freelance to show breadth of experience. Not just a lifelong consultant who’s talked to success but only been there for bits of it.
If you have someone knowledgeable in PPC bring them in and observe the conversation PPC people can just conversationally talk about campaigns and they’ll know if someone else gets it or not.
White label and ask real client questions and issues you have and see what you think of the answers. Trust your gut and give them a proficiency test / exercise to give you some examples of the work.
Overall it’s tough to judge but you can do it.
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There are tons of quality PPCers out there and in this forum. It usually comes down to fees. Clients with low budget tend to have trouble finding good talent because they don’t want to pay good PPCer market rates.
Rates are a pretty good indicator of skill level. Not always but usually.
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Know your realistic desired outcome and measure it. A realistic outcome form a PPC are not sales but usually a CTR %. It’s Pay Per Click, not Pay Per Sales.
This is the first step to understand.
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