Having managed Pay-Per-Click (PPC) campaigns for the last 15 years, I’ve gained a deep understanding of what it takes to maximize return on investment (ROI). Despite the abundance of educational resources to learn optimization tactics, I’ve found that there is simply no substitute for a few innate attributes that are developed and refined through experience. These characteristics often distinguish effective managers from the rest of the herd. They can make the required difference that enables a paid search initiative to serve as a foundation for commercial growth. Whether you’re looking to hire a PPC manager or choose a consultant, being able to identify these attributes will help achieve outstanding results. Let’s dive in.

1. Statistically-Minded

A top-notch PPC manager is obsessed the world of statistics. They have a natural affinity for tracking performance numbers, drawing actionable insights from data, and distinguishing between meaningful signals and irrelevant noise. Their numerical prowess allows them to quickly recall historical data and explain various metics in a way that’s easy to understand for stakeholders. Their ability to interpret and act on complex data trends gives them the ability to not just manage campaigns but evolve and improve them.

2. Trend Detection and Quick Reaction

The ability to spot trends that others might miss is a hallmark of a great PPC manager. They possess an eagle eye for the subtle signals for performance shifts, such as a dip in click-through rates driven by an impression spike or an increase in cost per click tied to a competitor’s entry. They don’t wait for things to spiral out of control. Instead, they identify the root causes and implement countermeasures, often before anyone else even notices there’s a problem. Whether it’s tweaking a bidding strategy or refining ad copy, they react with precision to keep campaigns on track.

3. A Knack for Aesthetics

While PPC managers don’t need to be designers, having an eye for aesthetics is invaluable. They understand what makes a landing page or banner ad visually appealing and can articulate these preferences to creatives. They anticipate what their target audience will find attractive and engaging, which is crucial for driving conversions. Their ability to blend aesthetic sensibility with data-driven insights ensures that every aspect of a campaign, from visuals to copy, resonates with the target consumers.

4. Open-Mindedness Towards Data

Assumptions can be costly. A great PPC manager remains open-minded, letting data guide their decisions. When collaborating with colleagues who may have differing opinions, they advocate for testing assumptions before drawing conclusions. This data-first approach not only leads to better campaign performance but also helps fosters a culture of letting metrics shape collaboration.

5. Deal-Oriented and Thrifty

An effective PPC manager absolutely loves getting more for less. They are always on the lookout for ways to stretch their budgets further to increase clicks or conversions at a lower cost. Their thrifty (and sometimes cheap) nature ensures that every dollar spent is optimized for maximum impact. These managers frequently deliver more impressive results without inflating the budget.

6. Exceptional Writing Skills

Words matter, especially in the digital world of character count limits and short attention spans. A great PPC manager is a skilled writer who can craft impactful ad copy and landing page content that conveys the main benefits of a product or service. They have a knack for stripping away unnecessary words and jargon, focusing on text that drives conversions. This creativity gives them the ability to craft concise and effective messaging that is an asset to the organization’s marketing efforts.

7. Competitive Spirit

You may already know that PPC is an auction-based system where one’s campaigns compete directly with those of other advertisers. A successful PPC manager embraces this competitive environment, thriving on the challenge of outdoing the competition. They find ways to not only stand out but also exploit the weaknesses of competitors. They may highlight the risks of choosing a competitor’s product or ask a potential customer thought provoking questions that emphasize their own product’s selling points. Ultimately, a great PPC manager is always looking to gain an edge.

8. Balancing Detail with the Bigger Picture

I would say that the single most important attribute (and the one that has helped me the most) has been the ability to be simultaneously detail-oriented and strategic. Great PPC managers understand and balance the importance of managing daily optimizations with a focus on long-term goals. This balance between short-term actions and long-term vision is crucial for sustainable, effective campaigns. Though there is always a temptation to pursue instant gratification, the best PPC managers know that success is a result of thoughtful planning and continuous improvement over the long haul.

Conclusion

Clearly the role of a PPC manager is complex. It requires a unique blend of analytical skills, creativity, and strategic thinking. Seeking out these key attributes—statistical acumen, trend detection, aesthetic sensibility, open-mindedness, thriftiness, writing prowess, a competitive spirit, and the ability to balance details with the bigger picture—will help you hire or identify a great PPC manager. When you do, you’ll almost guaranteed exceptional results.