Building a strong paid search team is crucial for maximizing marketing impact. Whether you’re a brand or an agency, having a well-rounded team proficient in PPC, data analysis, and communication is essential. This guide explores how to construct a paid search team that aligns with your organization’s goals and delivers exceptional results while including insights from industry leaders on hiring the right talent.
Importance of a Strong Paid Search Team
Paid search plays a significant role in advertising budgets, and poorly executed strategies or underperforming ads can negatively impact a business. Therefore, building a team that ensures paid search efforts align with broader marketing goals and drive business success is crucial.
Evolving Skill Sets of Paid Search Managers
Paid search management has evolved beyond basic keyword bidding. Today’s managers must master complex bid strategies, AI tools, and a variety of campaign types across platforms like Google Ads and YouTube. Effective campaign structuring and specialization in specific industries or budget sizes are also critical. Each business has unique requirements, and specializing allows managers to navigate the nuances of different industries and conversion goals more effectively.
Experienced Managers vs. New Talent: Expert Insights
- Sudhir Kumar, CEO of Visualganj
Sudhir highlights the benefits of hiring fresh talent who can be molded to fit specific processes, particularly in niche areas like legal PPC. He emphasizes curiosity, creative problem-solving, and an entrepreneurial mindset. According to Higman, newer hires often bring fresh perspectives and adaptability, which are essential for dynamic PPC environments.
- Babulal Mandal, Paid Search Manager at Visualganj
Babulal values hiring enthusiastic newcomers who are eager to learn and adapt. He acknowledges that while it’s challenging to part ways with underperforming hires, it’s crucial for long-term agency success. Fresh graduates or less experienced professionals often bring a willingness to embrace new strategies and an inherent curiosity.
- Ameet Khabra, Owner of Hop Skip Media
Khabra’s perspective underscores the immediate value experienced professionals can bring. While they come at a higher cost and may challenge existing practices, their expertise in identifying and addressing campaign opportunities is invaluable. This strategic choice reflects her agency’s commitment to client advocacy and delivering high service standards.
Structuring Your PPC Team: A well-structured team is vital for leveraging diverse skills and achieving superior campaign outcomes. Essential roles include:
1. Subject Matter Expert: Provides deep platform knowledge and best practices. This could be an experienced manager, agency owner, or consultant.
2. Account Manager: Manages client relationships and coordinates with the team, often clarifying complex technical issues.
3. Project Manager: Ensures project tasks are completed on time and within budget, which is crucial for managing the increasing demand for diverse campaign assets.
4. Google Ads Manager: This position specializes in daily managing and optimizing Google Ads campaigns, making it ideal for those new to the field but ready to specialize.
5. Bing Ads Manager: Focuses on Bing Ads, often overlapping with the Google Ads Manager role.
6. Paid Social Manager: Manages paid social campaigns, requiring collaboration with the PPC team to optimize budget allocation and share insights.
7. Meta Ads Specialist: Expert in Meta platforms, working closely with the paid search team to integrate strategies.
8. Strategist: Develops overall paid search strategies, aligning campaigns with broader marketing objectives.
9. Data Analyst: Analyzes campaign data, creates reports, and identifies trends to optimize performance.
10. Tagging Specialist: Ensures accurate data collection through proper platform tag management.
Building an Effective Paid Search Team: Steps to Follow:
1. Define Roles and Responsibilities: Clearly outline each team member’s role and areas of expertise.
2. Hire Diverse Skill Sets: Look for team members with various skills and backgrounds to bring different perspectives.
3. Invest in Training: Keep the team updated with ongoing industry training.
4. Encourage Collaboration: Foster a culture of brainstorming and knowledge sharing.
How PPC Teams Collaborate:
With the rise of remote work, team collaboration has evolved. Effective PPC teams often work within various frameworks:
1. Cross-functional teams: Combine members from different departments to leverage diverse skills.
2. Self-Managed Teams: Operate autonomously, boosting motivation and efficiency.
3. Virtual Teams: Use digital tools to collaborate remotely.
4. Problem-Solving Teams: Address specific challenges within the campaign.
5. Project Teams: Plan and execute projects cohesively.
6. Operational Teams: Manage day-to-day campaign operations.
7. Innovation Teams: Focus on developing new ideas and strategies.
Members frequently participate in multiple teams, enhancing their exposure to different working styles and perspectives and contributing to overall team growth and success.
Remember these tips for Hiring and Job Posting:
Finding the right talent is crucial. Here are some key points to consider:
- Avoid Unrealistic Expectations: Focus on core competencies rather than seeking a “PPC unicorn” who can do everything for a low salary.
- Value Versatility: Prioritize candidates with strong PPC fundamentals and the ability to learn new platforms.
- Set Realistic Workloads: Avoid demanding unrealistic availability to prevent burnout.
- Be Flexible with Experience: Balance hiring experienced professionals who can make an immediate impact by nurturing new talent.
- Embrace AI: Build a team that views AI as a tool for enhancing human capabilities, not replacing them.
Conclusion:
Building a high-performing paid search team requires strategic planning and a balance of experience and fresh perspectives. Aligning individual strengths with organizational goals, fostering continuous learning, and embracing technology are essential for success. By following these principles, businesses can create resilient teams that drive sustained success in the ever-evolving world of paid search marketing.
