This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.
“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto
It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.
We’ll delve into some data and commentary to explain why various traits are valued.
It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.
However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.
Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.
Here Are The Essential Skills
- Analytics.
- Creativity.
- Ad network knowledge.
- Willingness to test/learn.
- Culture fit.
Discrepancy Between Market Demands And Perceived Needs
I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.
Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.
However, relying solely on analytical prowess may overlook the importance of creativity.
Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.
Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.
The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.
Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.
Analytical Skills
Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.
While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.
These include:
- Customer relationship management (CRM) systems.
- Google Analytics 4 (GA4).
- Ecommerce platforms.
- Content management platforms (CMS).
Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.
While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).
Here are some takes from PPC experts on why analytics is the most important:
Screenshot from author, LinkedIn, April 2024
Screenshot from LinkedIn, April 2024
Screenshot from author, LinkedIn, April 2024Creativity
Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.
Clients are often tasked with providing creative materials due to cost or complexity constraints.
You’ll get a competitive edge if you have these skills:
- Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
- Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
- Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.
While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.
Here are some experts who value creativity:
Screenshot from author, LinkedIn, April 2024
Screenshot from author, LinkedIn, April 2024Ad Network Knowledge
Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.
Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.
If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.
Understanding auction dynamics and bidding strategies is crucial.
Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).
This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.
Knowing what to track and allocating appropriate budgets are key considerations.
Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.
Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.
Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.
It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.
Willingness To Test
Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.
Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.
While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.
Here is an expert who favors a willingness to test:
Screenshot from author, LinkedIn, April 2024Cultural Fit
Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.
Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.
Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.
Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.
Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.
Here are a few thoughts on cultural fit from polled experts:
Screenshot from author, LinkedIn, April 2024
Screenshot from author, LinkedIn, April 2024
Screenshot from author, LinkedIn, April 2024Final Thoughts
Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.
Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.
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More resources:
Featured Image: Paulo Bobita/Search Engine Journal
