Job description

Working in the paid advertising team, the 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 optimizing campaigns against budgets.
  • Managing campaigns: The PPC Manager is responsible for monitoring and analyzing campaign performance data, making optimizations, 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.
  • Responsible for consistently achieving strong results against these metrics.
Key skills and personal attributes
  • Analytical mindset & data-driven approach.
  • Knowledge of PPC advertising platforms, strategies, and tactics.
  • Excellent attention to detail and organizational 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, analyzing, and optimizing campaigns.
  • Knowledge of online marketing, SEO, and customer behavior.
  • Effective time management and prioritization skills.
Relevant 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 organization.
  • 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 optimize 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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