We are a digital marketing firm that is looking to expand. We are currently seeking somebody who is well versed in pay-per-click advertising. What are some crucial 'must-knows' when trying to find a person to fill this role?
Well, the most basic answer is that you could look for certifications. However, that only takes you so far. Any PPC professional worth his/her salt also has experience with PPC management software (Kenshoo, Marin, Acquisio), etc. Ask what experience they have and what they like dislike. I have my favourites :) More over any good PPC expert has their own strategies for managing and structuring campaign. Ask what strategies they use. GIve sample cases and how they think. However, you really have to know what you are doing to hire well. I would suggest you get a PPC expert to do the interviewing and screening for you. Identify 2/3 good people and you hire one that you like for the personality fit.
Good Luck :)
I've just posted a response to something similar on another question, not sure if this is you?
I'll keep this answer a little more concise:
- You must know what platforms they have used and what platforms they haven't
- You must know the sectors they have worked in, and those they haven't
- You must know their high-level achievements and how the metrics they use to measure success
- You must know the lower, more tactical achievements they have made and how they have come up with tactcal ideas and deployed them
- You must know if they can write compelling ad copy for your industry
- You must know the budgets they have experience in working with
- You must know the aspects of PPC they want to improve and learn
- You must know whether they keep up to date with changes in PPC and if so, can they demonstrate how?
- You must know the ad campaigns they admire and why
- You must know what they consider to be the biggest opportunities and risks in PPC in the next year
- You must explain your goals for PPC with them, how you came to the decision you needed to invest in PPC and get some thoughts from them about how they would approach working with you, at least in the first couple of months.