How to Hire a PPC Specialist: A Step-by-Step Guide for Recruiters

As a recruiter, you're tasked with finding the right PPC specialist who can drive results and maximize ROI for your company's digital advertising campaigns. However, many hiring managers overlook the importance of technical skills assessment and cultural fit when bringing on a PPC expert. The key is to look beyond just experience and certifications to find someone who can truly elevate your paid search strategy.

This comprehensive guide will walk you through the entire process of hiring a top-notch PPC specialist, from writing an effective job description to conducting skills-based interviews. We'll also cover how to use pre-employment screening tests to evaluate candidates' PPC skills objectively.

Table of contents

Why Hire a PPC Specialist?

A PPC Specialist can significantly boost your online advertising efforts. They manage pay-per-click campaigns across platforms like Google Ads and social media, ensuring your budget is spent wisely and your ads reach the right audience.

Consider hiring a PPC Specialist if you're struggling with:

• Low ROI on your current ad spend
• Difficulty in scaling your online advertising
• Lack of expertise in creating targeted ad campaigns

Before committing to a full-time hire, assess your needs and budget. For smaller projects or to test the waters, you might start with a freelance PPC Specialist. As your advertising needs grow, bringing on a dedicated in-house expert can provide long-term value and consistent campaign management.

What Does a PPC Specialist Do?

A PPC (Pay-Per-Click) Specialist manages and optimizes online advertising campaigns to drive targeted traffic and conversions. They work with platforms like Google Ads, Bing Ads, and social media advertising to create, monitor, and refine paid search campaigns for businesses.

The day-to-day responsibilities of a PPC Specialist include:

• Researching and selecting keywords for ad campaigns
• Creating compelling ad copy and landing pages
• Setting up and managing campaign budgets
• Analyzing campaign performance and ROI
• Adjusting bids and targeting options for optimal results
• Staying updated on industry trends and platform changes
• Reporting on campaign performance to clients or stakeholders

A successful PPC Specialist possesses a mix of technical and creative skills to effectively manage digital advertising campaigns and drive business growth.

PPC Specialist Hiring Process

Hiring a skilled PPC Specialist is crucial for driving successful paid advertising campaigns. The process typically takes 4-6 weeks, depending on the number of candidates and rounds involved.

• Define the PPC Specialist job description and post it on relevant job boards.

• Review resumes and shortlist candidates based on qualifications and experience.

• Conduct PPC Specialist interview questions and skill assessments to evaluate technical expertise.

• Interview top candidates to assess cultural fit and soft skills.

• Extend an offer to the most suitable candidate.

While the timeline may vary, following a structured hiring process ensures you find the right PPC Specialist for your organization's needs.

Key Skills and Qualifications for Hiring a PPC Specialist

When hiring a PPC Specialist, it's important to create a candidate profile that aligns with your company's unique needs. Many recruiters often overlook specific skill sets or prioritize qualifications that may not be necessary for their specific environment.

To avoid this common mistake, it’s essential to clearly distinguish between required skills and preferred qualifications. Here are some popular skills and qualifications to consider when building your candidate profile:

How to write a PPC Specialist job description?

Once you have a candidate profile ready, the next step is to capture that information in the job description to attract the right candidates. A well-crafted job description communicates your expectations and piques interest among prospective hires.

• Highlight key responsibilities: Clearly outline the main tasks and objectives of the PPC Specialist role. Explain how their work will contribute to the organization's success, possibly through generating leads or increasing sales.

• Balance technical skills with soft skills: While it's important to specify technical expertise, such as experience with Google Ads or keyword research tools, don't forget to mention necessary soft skills. Attributes like analytical thinking and collaboration can be just as important in this role.

• Showcase your company's unique offerings: What sets your company apart? Whether it's innovative campaigns, a dynamic team, or opportunities for professional growth, sharing these elements can attract top talent. Make sure to portray your company's culture and values to resonate with candidates.

10 Platforms to Hire PPC Specialists

Now that you have a well-crafted job description, the next step is to list it on various job platforms to reach potential candidates. Choosing the right platforms depends on whether you need full-time, freelance, or remote PPC specialists, and each platform offers unique advantages to cater to these specific needs.

LinkedIn Jobs

Ideal for finding full-time PPC specialists with professional profiles. Allows for targeted searches and direct outreach to potential candidates.

Indeed

Large job board with a wide range of PPC specialist positions. Good for posting job descriptions and reaching a broad audience of candidates.

Glassdoor Jobs

Offers job listings along with company reviews, which can attract PPC specialists looking for specific company cultures or benefits.

Beyond the initial platforms, consider Upwork and Fiverr for freelance talent, offering flexibility and a broad range of pricing options. FlexJobs and We Work Remotely are excellent for remote positions, catering to those who prefer non-traditional work environments. For startup-focused hiring, AngelList Jobs is a great choice. If you need top-tier freelancers for high-stakes projects, Toptal provides a rigorously vetted talent pool. Lastly, the PPC Hero Job Board is a specialized resource, perfect for connecting with experienced PPC professionals. If you're exploring how to use pre-employment assessments during your hiring process, learn more here.

How to Screen PPC Specialist Resumes: Keywords to Look For

Resume screening helps you sift through a large pool of applicants and focus only on those who truly match your needs. With PPC Specialist roles, this step is crucial to save time and resources, allowing you to focus on candidates who can genuinely deliver value.

When manually screening resumes, focus on the primary and secondary keywords related to the role. Look for terms like Google Ads, Bing Ads, and PPC campaign management. Such keywords are indications that the candidate has the foundational skills necessary for success in PPC roles. For more tailored insights, refer to this guide on PPC Specialist interview questions.

You can also leverage AI-driven tools to expedite the screening process. By using AI LLMs, you can input specific keywords you're seeking, and the AI can highlight resumes that match these terms, letting you focus your attention on the most promising candidates. Online assessment platforms can integrate these tools for a seamless experience.

TASK: Screen resumes to match job description for PPC Specialist role

INPUT: Resumes

OUTPUT: For each resume, provide following information:
- Email id 
- Name
- Matching keywords
- Score (out of 10 based on keywords matched)
- Recommendation (detailed recommendation of whether to shortlist this candidate or not)
- Shortlist (Yes, No or Maybe)

RULES:
- If you are unsure about a candidate's fit, put the candidate as Maybe instead of No
- Keep recommendation crisp and to the point.

KEYWORDS DATA:
- Core Skills (Google Ads, Bing Ads, PPC campaign management)
- Tools (SEMrush, SpyFu, Google Analytics)
- Secondary Skills (A/B testing, conversion rate optimization)

Recommended skills tests for PPC Specialists

Skills tests are an effective way to evaluate PPC Specialists beyond their resumes. They help assess practical knowledge and abilities critical for success in paid advertising campaigns. Here are five key tests we recommend for screening PPC Specialists:

PPC Advertising Test: This PPC Advertising test evaluates a candidate's proficiency in managing pay-per-click campaigns across various platforms. It covers bid strategies, keyword research, and ad copy optimization.

Google Ads Test: The Google Ads test focuses on assessing skills specific to Google's advertising platform. It covers campaign setup, targeting options, and performance optimization techniques.

Digital Marketing Test: A broader Digital Marketing test can help gauge a candidate's overall marketing knowledge. This is useful for PPC Specialists who need to integrate their campaigns with other digital marketing efforts.

SEO Assessment Test: While not directly related to PPC, an SEO Assessment test can be valuable. It helps identify candidates who understand the interplay between paid and organic search strategies.

Google Analytics Test: The Google Analytics test assesses a candidate's ability to measure and analyze campaign performance. This skill is crucial for optimizing PPC efforts and reporting results to stakeholders.

How to structure interview stage for hiring PPC Specialists?

After candidates pass the initial skills tests, the next step is to conduct technical interviews to evaluate their hard skills in-depth. While skills tests are useful for filtering out unfit candidates, interviews help identify those best suited for the role by assessing their practical knowledge and problem-solving abilities. This stage is crucial in determining the candidate's true expertise and fit for the position.

Consider asking the following questions in your PPC Specialist interviews to gauge their competency: 1) How do you optimize a Google Ads campaign for better ROI? This reveals their strategic thinking. 2) What metrics do you prioritize when analyzing PPC performance? Understanding data analysis is key. 3) Can you describe a challenging PPC project and how you handled it? This assesses troubleshooting ability. 4) How do you stay updated with Google Ads changes? Shows their commitment to continuous learning. 5) What tools do you use for keyword research and why? Their response will highlight their familiarity with industry-standard tools.

How Much Does It Cost to Hire a PPC Specialist?

The cost to hire a PPC Specialist can vary widely depending on the location and experience level. In the United States, salaries range from about $40,596 to $98,543 annually, with an average of $67,151. In cities like Toronto, Canada, specialists can earn an average of CAD 69,951, while in places like the Philippines, the range can go from PHP 575,000 to PHP 865,000 per year.

PPC Specialist Salary in the United States

The average salary for a PPC Specialist in the United States is approximately $67,151 per year. Salaries can range from about $40,596 at the lower end to $98,543 for more experienced professionals. Locations like Tampa, FL, and San Diego, CA, show varying averages, with Tampa averaging around $89,300 and San Diego at approximately $81,248.

PPC Specialist Salary in the United Kingdom

The average salary for PPC Specialists in the UK ranges from £25,000 to £50,000 per year. Entry-level positions typically start around £20,000, while experienced specialists can earn up to £70,000 or more in senior roles.

Factors affecting PPC Specialist salaries include location, experience, and industry. London-based roles often offer higher salaries compared to other regions. As demand for digital marketing expertise grows, skilled PPC Specialists can expect competitive compensation packages.

PPC Specialist Salary in the Philippines

Hiring a PPC Specialist in the Philippines comes with a wide range of salary expectations depending on the location. In major cities like Quezon City and Muntinlupa, the median salary can range from PHP 850,000 to PHP 865,000 per year. Meanwhile, in other areas such as Davao City and Taguig, the median salary for a PPC Specialist is around PHP 575,000 to PHP 630,000 annually. These figures highlight the regional differences in the job market across the country.

PPC Specialist Salary in Canada

PPC Specialists in Canada earn an average salary of CAD 56,024 per year. The salary range typically falls between CAD 41,090 and CAD 72,694, with variations based on location, experience, and company size.

Toronto offers the highest average salary at CAD 69,951, followed by Ottawa at CAD 76,250. In contrast, Vancouver and Montreal provide more modest salaries, averaging around CAD 52,569 and CAD 55,375 respectively.

What's the difference between a PPC Specialist and a PPC Manager?

Many people in the digital marketing world often confuse PPC Specialists and PPC Managers due to their overlapping skills in pay-per-click advertising. However, these roles have distinct differences in terms of experience, responsibilities, and strategic involvement.

PPC Specialists are typically entry to mid-level professionals who focus on campaign execution and optimization. They handle tasks like keyword research, ad creation, and bid management. Their analytical skills are intermediate, and they primarily work with platforms like Google Ads and Bing Ads.

On the other hand, PPC Managers are senior-level professionals who develop strategies and lead teams. They're responsible for budget allocation, team management, and client relations. PPC Managers possess advanced analytical skills and are proficient in multiple advertising platforms and analytics tools.

In terms of decision-making, PPC Specialists make tactical decisions, while PPC Managers make strategic ones. Specialists create and interpret reports, whereas Managers develop KPIs and present to stakeholders. Lastly, Specialists are individual contributors, while Managers lead teams.

Hiring the Best PPC Specialists

We've explored why hiring a PPC Specialist is important, what they do, and the steps involved in the hiring process. From crafting a precise job description to recognizing key skills and qualifications, each step plays a crucial role in finding the right candidate. Platforms for hiring and methods to screen resumes were also discussed as part of an effective recruitment strategy.

Ultimately, the key takeaway is the importance of using well-defined job descriptions and specific skills tests to enhance your hiring process. Utilizing assessments such as the PPC Advertising Test can significantly help in identifying the right talent. By focusing on these aspects, you can ensure that you hire a PPC Specialist who meets your organization's needs.

FAQs