Building a successful paid search team is crucial in today’s advertising landscape. In order to achieve optimal performance and drive business success, organizations must assemble a team that possesses the right blend of skills and expertise. This article explores the importance of building a strong paid search team and provides insights from industry experts on the hiring process.
Paid search is a critical component of many advertisers’ marketing budgets. When paid ads underperform or strategies are misaligned, the consequences for a business can be significant. Therefore, it is essential to assemble the right team that can ensure paid search strategies align with marketing goals and deliver outstanding results.
The skillset for paid search managers is evolving. It is no longer sufficient to simply bid on keywords. Today’s PPC landscape demands specialization and knowledge beyond just the platforms. Mastery of bid strategies, AI, platform updates, and various campaign types is essential. Paid search managers must also be proficient in structuring campaigns, organizing ad groups, keywords, and ads within each campaign type. Different industries prioritize different metrics, so it is important for paid search managers to focus on specific industries or budget sizes to be more effective.
When it comes to hiring, there are differing opinions on whether experienced paid search managers or new talent are the best fit for a team. Some experts argue that fresh slates with potential or newer account managers who are more lead-gen focused and align with the agency’s processes are preferred. They emphasize traits such as curiosity, creative problem-solving, an entrepreneurial mindset, the ability to drive hard conversions, and honesty. On the other hand, some experts believe that hiring someone who is more experienced brings immediate value and ensures that clients are getting the best possible service and results.
The structure of a PPC team is also important in determining its effectiveness. The team’s structure should include individuals with proficiency in data analysis, team collaboration, marketing knowledge, adaptability, communication skills, creativity, PPC expertise, and platform knowledge. Each team member contributes unique strengths, and by leveraging their varied expertise, the team can achieve superior outcomes and continuous growth for ad campaigns.
To build an effective paid search team, it is important to define roles and responsibilities, look for diverse skill sets, invest in training, and encourage collaboration. Typical roles within a PPC team include subject matter experts, account managers, project managers, Google Ads managers, Bing Ads managers, paid social managers, Meta Ads specialists, strategists, data analysts, and tagging specialists. Not every member needs to meet every job requirement to succeed, as the collective expertise of the team can contribute to overall success.
PPC teams work together in various ways, including cross-functional teams, self-managed teams, virtual teams, problem-solving teams, project teams, operational teams, and innovation teams. Employees often participate in multiple teams, which enhances the growth of companies by exposing individual contributors to different working styles and perspectives.
When it comes to hiring and job postings, it is important to avoid seeking a “PPC unicorn” and focus on core competencies. Hiring well-rounded individuals with a strong understanding of PPC principles and the ability to learn new platforms can be more beneficial than focusing solely on PPC skills. Setting realistic expectations and being flexible when it comes to experience level are also important factors. Additionally, hiring individuals who can navigate AI without feeling threatened is crucial for building a forward-thinking paid search team.
Building a successful paid search team requires a strategic approach. By aligning individual strengths with organizational goals, fostering continuous learning, embracing technology while prioritizing human insight and creativity, agencies and brands can build resilient, forward-thinking teams that drive sustained success in the ever-evolving paid search industry.
