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Job description

Working in the paid advertising team, the PPC manager role is a higher-level position with more experience in PPC advertising.

Generally responsible for managing a team of PPC Executives and overseeing the overall strategy and implementation of PPC campaigns.

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Career overview
  • Responsible for creating and executing PPC campaigns that align with the business goals and target audience. This involves researching keywords, writing ad copy, setting bids, and determining budgets.
  • The PPC Manager will be responsible for budgeting ad spend and optimising campaigns against budgets.
  • Managing campaigns: The PPC Manager is responsible for monitoring and analyzing campaign performance data, making optimisations, and ensuring that campaigns are running effectively and efficiently.
  • Managing a team of analysts or PPC executives, including training, personal development, motivating the team and maintaining consistent results.
  • Staying up-to-date with industry trends and innovations in PPC advertising and to be able to apply this knowledge to improve campaign performance.

The PPC manager will be responsible for the return on investment of various campaigns and will measure success by looking at the number of metrics including:

  • Conversions (actions taken by users) divided by the number of clicks on ads.
  • Cost-per-click (CPC): The average amount spent for each click on an ad.
  • Return on ad spend (ROAS): The return generated from advertising spend, calculated as revenue divided by ad spend.
  • Click-through rate (CTR): The ratio of clicks on an ad to the number of times the ad was shown.
  • Quality Score: A metric used by search engines to measure the relevance and usefulness of an ad, affecting its visibility and cost.
Key skills and personal attributes
  • Analytical mindset & data-driven approach.
  • Knowledge of PPC advertising platforms, strategies, and tactics.
  • Excellent attention to detail and organisational skills.
  • Good communication and interpersonal skills.
  • Strong problem-solving skills.
  • Ability to work in a fast-paced and dynamic environment.
  • Continual learning and adaptation to industry changes and updates.
  • Experience with tracking, analysing, and optimising campaigns.
  • Knowledge of online marketing, SEO, and customer behavior.
  • Effective time management and prioritisation skills.
Relevant experience and marketing qualifications
  1. A degree in marketing, business, or a related field
  2. 3-4 years of experience in a PPC role
  3. Detail oriented, able to follow through and meet deadlines
  4. Good soft skills with the ability to lead a team.
  5. Strong analytical and problem-solving skills
Career path

A PPC (Pay-Per-Click) Manager typically has several career path options within the digital marketing industry, including:

  • Senior Digital Marketing Manager: Advancement to a senior role within the same company or moving to a larger organisation.
  • Digital Marketing Director: Overseeing the overall digital marketing strategy, including PPC campaigns.
  • Starting your own digital marketing agency focused on PPC services.
  • Marketing Automation Specialist: Implementing marketing automation solutions to streamline and optimise PPC campaigns at consultant level.
  • Data Analytics Manager: Using data analytics to inform PPC strategy and decision-making.
  • E-commerce Marketing Manager: Focusing on PPC campaigns specific to e-commerce businesses.
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