In today’s paid search environment, the ability to build powerful and proficient PPC teams is paramount.
Paid search teams require a blend of PPC expertise, data analysis, communication skills and team collaboration.
This article explores how to build a paid search team that aligns with your organization’s objectives and delivers outstanding results for your brand or clients. It also includes expert advice from agency leaders and owners on what they prioritize when hiring.
Why you should care about building a strong paid search teamPaid search is a critical component of many advertisers’ marketing budgets.
When paid ads underperform, or strategies are misaligned, the repercussions for a business can be significant.
Therefore, assembling the right team ensures that paid search strategies align with marketing goals and drive business success.
The skillset for paid search managers is evolvingManaging paid search campaigns used to start with bidding on keywords, but today’s PPC landscape demands much more specialization and knowledge outside of the platforms.
Mastery of bid strategies, AI, platform updates and various campaign types, from Performance Max to YouTube, is essential.
Paid search managers must proficiently structure campaigns and organize ad groups, keywords and ads within each campaign type.
Different industries prioritize various metrics. For example, brick-and-mortar stores may emphasize tracking store visits, while lead generation specialists should be familiar with platforms like HubSpot.
For paid search managers, focusing on specific industries or budget sizes can be more effective than broad experience.
Each business variance demands unique expertise, making specialization in paid search necessary because of the nuances of each industry, conversion focus and budget size.
Experienced paid search managers vs. new talent: Insights from the experts Anthony Higman, CEO at Adsquire, specializing in legal PPCHigman’s perspective emphasizes that seasoned candidates might struggle to adapt to new methodologies. Instead, focusing on candidates fresh out of college or with less experience offers opportunities to mold them into ideal team members.
Brianna Deboever, paid search manager at OptidgeDeboever’s experience highlights the value of hiring individuals eager to learn and adaptable, even if they lack extensive experience. Fresh graduates or newer professionals often bring curiosity, creativity and a willingness to embrace new strategies.
Ameet Khabra, owner at Hop Skip MediaKhabra’s perspective underscores the value of experienced talent in delivering immediate impact and maintaining high standards of service.
While it may come at a higher cost, the expertise and quality control they bring can be invaluable.
Additionally, she points out that this is a strategic choice because her agency is focusing on a potential gap in the market: the client experience.
She believes that senior paid search managers are more experienced in discussing business outcomes and long-term strategies and her agency welcomes these challenging conversations.
Dig deeper: Becoming a world-class PPC ad buyer: 8 key lessons
Why your PPC team’s structure mattersThe team’s structure profoundly shapes the skills that an agency or brand can proficiently employ.
While the list of skills above can look overwhelming, every individual may not possess every listed skill.
This understanding allows for a more balanced and dynamic team where each member contributes unique strengths in creative problem-solving, ad platform proficiency, strategic thinking or analytical capabilities.
By leveraging the varied expertise of each team member, the collective can achieve superior outcomes and continuous growth for ad campaigns.
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Business email address Subscribe Processing... Steps for creating an effective paid search teamBuilding a high-performing paid search team starts with a plan.
While roles and responsibilities may differ across teams, here are some common duties that often align with titles.
Subject matter expertWhen assembling a high-performing paid search team, remember that not every member needs to meet every job requirement to succeed.
Dig deeper: 5 essential PPC skills every agency pro must have
How PPC teams work togetherRemote work has changed the way brands and agencies work as a team.
Employees often participate in multiple teams, leveraging different skills to contribute effectively across different contexts.
For instance, someone might be on a cross-functional team, collaborating with colleagues from paid search, SEO and paid social departments to complete a project.
All these individuals are likely to be part of a self-managed team, taking on tasks autonomously.
Additionally, they could be involved in a virtual team, using tools like Microsoft Teams or Zoom to coordinate with remote colleagues globally.
This multi-team involvement enhances the growth of companies by exposing individual contributors to different working styles and perspectives.
This approach maximizes results for brands and clients, offering teams greater flexibility in work location and scheduling.
Tips for successful hiring and job postingFinding the right talent for your paid search team isn’t just about filling a position – it’s a strategic skill that can significantly impact your team’s performance and overall success.
Job postingsAvoid seeking a “PPC unicorn” and focus on core competencies. Job postings in 2024 still seek individuals to handle everything for a low salary, which benefits no one, including the new hire.
Value well-rounded individualsCandidates with a strong understanding of PPC principles and the ability to learn new platforms. Prioritizing personality and a willingness to learn in hiring can be more beneficial than focusing solely on PPC skills, which can be taught.
Set realistic expectationsAvoid demanding unrealistic workloads or 24/7 availability. In today’s world of constant connection, this message is crucial.
Many agencies, under financial strain, are pushing employees to overwork, leading to alarmingly high burnout rates in our industry. Addressing this issue early in the hiring process is imperative.
Be flexible when it comes to experience levelSome agencies and brands prefer to cultivate in-house talent. However, the choice isn’t black and white. Numerous experienced candidates can make an immediate impact or seamlessly fit into consulting and business development roles while also offering high-level strategy.
Your view on AI is now a factor when building a teamHiring individuals who can adeptly navigate AI without feeling threatened is crucial for building a forward-thinking paid search team.
Understanding that AI is a powerful tool designed to augment human capabilities, not replace them, is helpful.
Teams should confidently leverage AI to automate repetitive tasks, optimize campaign strategies and extract actionable insights from data.
However, they should not prioritize AI without thorough consideration and proper fact-checking.
A team composed of both AI skeptics and enthusiasts offers a valuable advantage by providing diverse perspectives.
Building a PPC dream team starts with a strategyIn paid search marketing, building a high-performing team is crucial for brands and agencies.
The debate between hiring experienced professionals versus nurturing new talent reflects varying strategies in the industry.
Ultimately, successful team building in paid search marketing requires aligning individual strengths with organizational goals, fostering continuous learning and embracing technology while prioritizing human insight and creativity.
By following these principles, agencies and brands can build resilient, forward-thinking teams that drive sustained success in the ever-evolving paid search industry.
Dig deeper: How to set and manage PPC expectations for teams and stakeholders