PPC Snobs

PPC coaching and good ol' business advice

Everything You Need to Know About Hiring PPC Talent

When to hire an agency, consultant, freelancer or employee

Table of Contents

Part A - Hiring a PPC Professional

When it’s time to put your PPC engine in the hands of a professional:

  • You lack the expertise to setup technology and processes
  • You need a dedicated person to manage campaigns
  • Your budgets are too massive for one person to manage
  • You require a deeper level of measurement and analysis
  • Your growth or performance is stagnant and you need a refresh
  • You’re entering a new market or need localization
  • You website or landing page designer
  • You need a display and/or creative specialist
  • You need a video and/or YouTube specialist

Part B - Outsourcing vs. In-House

Choosing an Agency

Choose an agency when you lack expertise and/or need to outsource the PPC account management, but don’t have the time or resources to hire someone in-house. Agencies are generally a lower-cost option versus hiring a full-time PPC professional.

Some agencies offer full-service management, meaning that they can handle your entire PPC strategy from A-Z, while others only manage specific functions within PPC, such as only working within search or display, or e-commerce vs. lead generation.

When to use a Consultant

Use a consultant when you need an outside perspective or new set of eyeballs. Consultants are also good for a second opinion when there is stagnation in your growth or performance, and or uncertainty in the relationship with your current agency. 

Consultants are often short-term assignments, best for optimizing a process and/or training staff, and then handing the keys back to organization to manage in-house.

Looking for a Freelancer

Coming soon…

Hiring an Employee

Coming soon…

Part C - Growing Your Team

Channel Specialist

Search Engine Marketing (SEM) or Search Specialist is generally what comes to mind when people thing of hiring PPC. This is someone who deals mostly with search engines, such as Google and Bing. There’s often some cross over with Organic Search, which play by a different set of rules entirely.

This also includes other PPC mediums like paid social, video or affiliate marketing. There are also people who focus entirely on one platform, like Google Ads or Facebook Ads.

Paid Media Generalist

The Paid Media Specialist has a wider scope than the SEM Manager, Paid Social or any other channel specialist. PPC has traditionally been associated with search engines, but actually spans several channels and platforms, including display, video, social and app. 

The Paid Media Specialist is usually involved with 2 or several of these channels at once. They leverage multi-channel attribution tools to understand how paid channels are uniquely and jointly positioned to influence the various stages of the customer journey. They are generally one step removed from execution, and tend to lean on agencies, vendors, freelancers, and/or other forms of outsourcing to execute channel strategies.

Growth Hacker

The Growth Hacker has a mandate to quickly scale a business (usually at a reasonable ROI). Others are commissioned to quick capture market share (sometimes at the expense of short term ROI). They are often found in startup and scale-up organizations looking to grow from $0 to the $10M+ revenue category.

The Growth Hacker also has a wider scope than the channel specialist. They usually understand enough about each channel to launch a test strategy or at least source the right expertise. Their main value is in creating scalable processes for their organization while testing and finding success on new channels. They can work across paid and organic, but are most generally most effective when focused on one medium.

Performance Marketer

The Performance Marketer is there to drive efficiency in your PPC ad spend. They are passionate about improving the customer journey and enjoy optimizing conversion funnels. Their impact could mean saving millions in acquisition costs or adding millions to customer life time value.

The Performance Marketer understands the levers of conversion rate optimization. They build systems that enhance the way their organization leverages data, personalization and automation. They tend look at marketing from the bottom up, focusing on the operations, tactics and technology that move their KPIs.

Demand & Lead Generation

Coming soon…

eCommerce & Merchant Feeds

Coming soon…

Digital Marketing Manager

Description

Part D - Recruiting for PPC

Job Boards

Search Engine

Social Media

Freelancer Marketplace

Recruiter

Description

Startup Guide

Module 1: Discovery & Research

Module 3: Setup & Tracking