Characteristics A Successful PPC Manager Should Have
PPC advertising is one of the most efficient forms of online marketing.
It is one of the fastest ways to drive qualified traffic to your website thus converting traffic into potential leads.
PPC has developed into a popular industry where small and large businesses depend on it because PPC here acts a driver of revenue and profit.
As a result of its remarkable growth and significant impact on organizations, the need for its management has also increased.
But not just anyone can manage a PPC campaign.
To run a successful PPC campaign, you need someone with an extensive set of skills and characteristics.
They develop strategies, make recommendations, administer and manage PPC campaigns for their clients.
So if you are looking forward to becoming a good PPC manager, make sure that you have the following characteristics.
Characteristics of a PPC Manager
In this ever-changing world of digital marketing, you need to be a proactive manager to be ahead of the game.
Online advertising is consistently seeing changes.
A proactive mind is that which is capable of thinking of different ways to solve a problem.
As new products and features are constantly emerging, you should be able to identify these changes and apply to the PPC campaign.
You need to keep yourself updated will all the PPC related updates.
You should know how to utilize the new features to your campaigns the moment they are rolled out so that you gain a competitive advantage from them.
As a proactive PPC manager, you should know how to manage your ads, when to run comparison tests and when to check competitors for updates.
A lack of proactivity leads to outdated accounts which are way behind when it comes to competitor analysis.
Being proactive will prevent you from having an inactive account and it will give you a competitive advantage of being ahead in the race.
Staying ahead of your competitors is a key to success when it comes to PPC management.
2. Analytical Thinking
PPC management is more than just impressions, clicks, and conversions.
There is an abundance of data available through engine interfaces.
Analytical thinking means recognizing figure based problems and conducting measures to solve them.
Analytical Thinking skills are a powerful thinking tool for better understanding of complex PPC problems.
You should closely monitor the data, figures, and statistics to make correct decisions and to recognize the potential for improvement.
You should also know how to interpret the data and convert it into a forceful communication with your client.
To become a successful PPC manager, you should know how to digest and reproduce the data into actionable reports.
If you can manipulate and analyze data to help boost the performance of the campaign, no wonder you are going to be a successful PPC account manager.
The ability to analyze data, draw conclusions and creating strategies according to the analysis makes a great PPC account manager different from the average ones.
3. Effective Communication Skills
Without an effective communication, the client and account manager relationship will collapse.
You should have effective communication skills because this job requires adequate and clear communication.
Clients are an important aspect of PPC management, so it is essential that you have strong communication skills to explain how your PPC strategies and management can drive improvements for your client’s business.
By exchanging views with others you will acquire knowledge that will help you to strengthen your relationship with clients and customers.
To understand the client’s needs you should have good communication skills so that you can set up the campaign and manage it accordingly.
You should be effective enough to communicate what PPC is, what is does and how is it going to benefit the client’s company.
You should be able to collaborate with other PPC managers and adjusts strategies to get better results.
To build strong trust and confident relationship with your clients, you should have effective communication with them.
Good communication skills are essentially important in the following areas:
- Know exactly how much information to give. Too much or too less information will result in chaos.
- Be responsive and proactive while communicating.
- Be able to explain complicated things in an easier way.
As a PPC account manager, you will have to manage a number of accounts at a given time.
“Being organized is being in control.”
This applies in the PPC management space.
If you are organized, all your campaigns will be in control and there will be less or probably no chances of confusion.
Leaving things for later results in discord of campaign harmony.
Organize your workload according to priorities.
You should not put off things for tomorrow which can be completed today.
So being organized becomes a necessity for you because your most important job is to track the results of your campaign over time.
As a PPC manager, you need to know the proper number of ROI, conversions, and other metrics so that you can compare your current status with your previous ones.
Without comparison, you can’t tell if your PPC campaigns are generating results or not. So here being organized becomes important.
Being organized includes:
- Prioritizing your campaigns.
- Signing up for and responding to alerts.
- Setting up your own alerts for emergency situations eg shortage of impressions.
- Regular analysis and testing of campaigns.
- Keeping track of big and small changes in the campaign.
- Having an organized to-do list.
5. Mathematical Skills
Of course, it does not mean that you should hold a Ph.D. degree in Applied or Advanced Mathematics.
But understanding the numerical trends is important to understand what is happening in the PPC account.
So it becomes really important for you to have mathematical skills to become an efficient PPC manager.
To analyze data, figures, and statistics in your day-to-day work, you should possess mathematical skills.
Having mathematical skills is important because it makes it easy for you to measure the performance of your PPC campaigns and make changes and improvements wherever required.
By interpreting the numbers correctly, you can boost the execution of your PPC accounts.
6. Data Driven
PPC data includes clicks, impressions, conversions, ROI and a lot of other metrics.
You need to become a data-oriented professional to read through all the available data and segregate that data which might help you in your PPC management.
When planning a PPC campaign you should know the effect of that campaign by analyzing it using the data.
To know how well your ads are doing and what changes you need to make to get more conversions, you should have the knowledge of reading the data.
Knowing how to project and predict outcomes from charts and graphs is also important.
Since PPC has an overabundance of data and sometimes the data is too much which can cause panic.
But if you are a data-driven PPC manager, you will know how to sort and use the data effectively.
Being familiar with the latest PPC trends is not enough, as a good PPC manager, you should be creative as well.
Only little can be written with a PPC ad as they have character limitations.
In spite of this character limitation, you should be well versed with creating provoking ads.
To make sure that your ads get more clicks, use your creativity to make more interesting and targeted ads that most searchers are likely to click.
Being a good PPC manager, you should know also connect with the audience by making emotional ads.
You should also be creative enough to look for opportunities that can get you ahead of your competitors.
8. Desire To Learn
PPC management is dynamic in nature, things keep on changing so there is always something to learn.
As an efficient PPC manager, you should be willing to know about the newest/latest trends in the world of PPC management.
You should possess the desire to learn more about PPC industry and see how can you make the best use of opportunities.
Being well-versed with the PPC industry trends is not only a good habit but also a requirement.
Therefore, to become a successful PPC Manager, you should be willing to learn and be passionate about learning.
If you are someone who sees PPC as your career then you are surely passionate about it.
If you include terms like ROI, CPC, CTR in your daily conversation, you are surely a passionate PPC manager.
So, to become a successful PPC manager, you should be passionate about online advertising especially PPC.
If you are passionate about PPC, even on your most hectic days you will love talking about it.
Another reason for being passionate about PPC is that it will voluntarily keep you engaged with the PPC industry.
10. Business Minded
Running a successful PPC campaign is more than just driving traffic for your clients.
Don’t just confine yourself to PPC campaigns, be business oriented.
It includes driving relevant traffic at the right time.
As a good PPC manager, you should understand more than just the marketing side of PPC and should have a full grasp of the PPC industry.
Apart from understanding the potential customers of your client, you should also understand the financial aspects of your client’s company as well.
Knowing which product of your client makes the most conversions and which product increases value can play a large role in the bidding strategies for your campaign.
We hope by now you must have noticed what characteristics you need to inculcate in yourself to become a successful PPC Manager.
Great PPC specialists are the ones who love PPC Industry and wants it to get better.
It is no longer your job to just sit around PPC campaigns, if you want your PPC Management system to be successful you must be versatile and have the above characteristics.
Also, ensure that these traits are enhanced and developed over time to make your PPC campaigns success a continuous process.
So to conclude, we would like to say that with the above characteristics you can take your PPC campaigns to a Whole New Level
Originally published at adstriangle.com on January 14, 2017.