Skills required for Google Ads Manager and how to assess them

8 fundamental Google Ads Manager skills and traits

The best skills for Google Ads Managers include Keyword Research, Ad Copywriting, Campaign Optimization, Data Analysis, Budget Management, Audience Targeting, A/B Testing and Conversion Tracking.

Let’s dive into the details by examining the 8 essential skills of a Google Ads Manager.

Keyword Research

Keyword research is the backbone of any successful Google Ads campaign. As a Google Ads Manager, you need to identify the right keywords that potential customers are using to find products or services. This involves analyzing search volume, competition, and relevance to ensure your ads reach the right audience.

Check out our guide for a comprehensive list of interview questions.

Ad Copywriting

Crafting compelling ad copy is crucial for capturing the attention of users and driving clicks. A Google Ads Manager must write concise and persuasive text that highlights the unique selling points of the product or service, while also including relevant keywords to improve ad relevance and quality score.

Campaign Optimization

Campaign optimization involves continuously monitoring and adjusting your Google Ads campaigns to improve performance. This includes tweaking bids, adjusting targeting settings, and testing different ad variations to maximize return on investment. A Google Ads Manager must be adept at analyzing data to make informed decisions.

Data Analysis

Data analysis is key to understanding the performance of your Google Ads campaigns. A Google Ads Manager needs to interpret metrics such as click-through rates, conversion rates, and cost per acquisition to identify trends and areas for improvement. This skill helps in making data-driven decisions to enhance campaign effectiveness.

For more insights, check out our guide to writing a Data Analyst Job Description.

Budget Management

Managing budgets effectively is essential to ensure that advertising spend is optimized for the best results. A Google Ads Manager must allocate budgets across campaigns and adjust spending based on performance metrics to ensure that the advertising goals are met without overspending.

Audience Targeting

Audience targeting involves defining and reaching the right audience for your ads. A Google Ads Manager uses demographic, geographic, and behavioral data to create targeted campaigns that resonate with specific user segments, increasing the likelihood of conversions.

Check out our guide for a comprehensive list of interview questions.

A/B Testing

A/B testing is a method used to compare two versions of an ad to determine which performs better. A Google Ads Manager conducts these tests to optimize ad elements such as headlines, descriptions, and calls to action, ensuring that the most effective version is used in campaigns.

Conversion Tracking

Conversion tracking is the process of measuring the actions users take after interacting with your ads. A Google Ads Manager sets up and monitors conversion tracking to assess the effectiveness of campaigns in driving desired actions, such as purchases or sign-ups.

7 secondary Google Ads Manager skills and traits

The best skills for Google Ads Managers include Competitor Analysis, Landing Page Optimization, Remarketing Strategies, Ad Extensions, Quality Score Improvement, Google Analytics and Bid Management.

Let’s dive into the details by examining the 7 secondary skills of a Google Ads Manager.

Competitor Analysis

Understanding what competitors are doing in the Google Ads space can provide valuable insights. A Google Ads Manager conducts competitor analysis to identify gaps and opportunities, helping to refine strategies and stay ahead in the market.

Landing Page Optimization

Optimizing landing pages is crucial for improving conversion rates. A Google Ads Manager works with web developers and designers to ensure that landing pages are aligned with ad messaging and provide a seamless user experience.

Remarketing Strategies

Remarketing involves targeting users who have previously interacted with your website or ads. A Google Ads Manager develops remarketing strategies to re-engage these users, increasing the chances of conversion by keeping the brand top-of-mind.

Ad Extensions

Ad extensions provide additional information and options to users, enhancing the visibility and effectiveness of ads. A Google Ads Manager utilizes various ad extensions, such as site links and callouts, to improve ad performance and user engagement.

Quality Score Improvement

Improving the quality score of ads can lead to better ad placements and lower costs. A Google Ads Manager focuses on enhancing ad relevance, expected click-through rate, and landing page experience to boost quality scores.

Google Analytics

Google Analytics is a powerful tool for tracking and analyzing website traffic. A Google Ads Manager uses it to gain insights into user behavior, helping to refine ad strategies and improve campaign performance.

Bid Management

Bid management involves setting and adjusting bids for keywords to achieve the best possible ad position at the lowest cost. A Google Ads Manager uses automated tools and manual adjustments to optimize bids based on performance data.

How to assess Google Ads Manager skills and traits

Assessing the skills and traits of a Google Ads Manager is more than just looking at their resume. It's about understanding how well they can handle the full spectrum of tasks required to successfully manage and optimize digital advertising campaigns.

From keyword research to conversion tracking, each skill plays a critical role in the effectiveness of a campaign. To truly assess these skills, you need a method that goes beyond interviews and resumes. This is where practical assessments come into play.

Using Adaface assessments, you can evaluate a candidate's proficiency in areas like ad copywriting, campaign optimization, and data analysis. These tests provide real-world tasks that showcase a candidate's ability to manage budgets, target the right audience, and conduct A/B testing effectively. By integrating these assessments into your hiring process, you can achieve a 2x improvement in the quality of your hires. For more details on setting up these assessments, visit Adaface.

Let’s look at how to assess Google Ads Manager skills with these 6 talent assessments.

PPC Assessment Test

Our PPC Assessment Test evaluates a candidate's proficiency in managing pay-per-click advertising campaigns, focusing on aspects like keyword research, ad copywriting, and campaign optimization.

The test assesses their understanding of digital marketing strategies, budget management, and analytics to optimize online advertising efforts.

Successful candidates demonstrate a strong ability to track conversions, analyze campaign performance, and optimize ads for maximum ROI.

Copywriting Skills Test

Our Copywriting Skills Test measures a candidate's command over the English language, focusing on grammar, vocabulary, and the ability to create engaging content.

This test evaluates skills in headline and subheading creation, SEO writing, and understanding audience targeting, crucial for effective copywriting.

Candidates who score well are adept at writing for various formats and mediums, maintaining brand voice, and optimizing content through A/B testing.

Digital Marketing Test

The Digital Marketing Test assesses a candidate's skills in SEO, SEM, and social media marketing, essential for effective digital marketing strategies.

It challenges candidates with real-life scenarios in Google Paid Ads, email marketing, and mobile marketing to evaluate their practical skills and analytical abilities.

High-scoring individuals excel in utilizing Google Analytics and social media analytics to drive marketing decisions and campaign improvements.

Data Analysis Test

Our Data Analysis Test is designed to evaluate a candidate's ability to analyze and interpret data, using tools like SQL and Excel.

The test covers data modeling, statistical analysis, and the use of data queries to uncover insights from complex datasets.

Candidates proficient in these areas can effectively handle data operations, predict outcomes, and provide actionable business insights.

Financial & Excel Modeling Test

The Financial & Excel Modeling Test assesses a candidate's expertise in financial forecasting, reporting, and analysis using Excel.

This test evaluates their knowledge in financial statements, cash flow management, and risk analysis, alongside advanced Excel functions.

Skilled candidates are able to construct detailed financial models, perform asset valuation, and analyze stock and financial risks effectively.

A/B Testing Test

Our A/B Testing Test evaluates a candidate's understanding of A/B testing methodologies and data-driven decision-making.

The test assesses their ability to design experiments, analyze test results, and apply statistical analysis to optimize web applications.

Proficient candidates can effectively integrate A/B testing tools and techniques to enhance user experience and conversion rates.

Summary: The 8 key Google Ads Manager skills and how to test for them

Google Ads Manager skills FAQs

What skills are necessary for effective keyword research in a Google Ads Manager role?

Keyword research requires analytical skills to evaluate search trends and user intent. Familiarity with tools like Google Keyword Planner is important for identifying relevant keywords that align with business goals.

How can recruiters assess a candidate's ability in ad copywriting for Google Ads?

Assess ad copywriting skills by reviewing samples of the candidate's previous ad campaigns. Focus on creativity, clarity, and the ability to write compelling calls-to-action that align with the campaign's objectives.

What are the key components of campaign optimization for a Google Ads Manager?

Campaign optimization involves adjusting bids, refining target audiences, and testing different ad elements. Look for experience in improving campaign performance metrics like click-through rates and conversion rates.

How important is data analysis in managing Google Ads, and how can it be assessed?

Data analysis is key to interpreting campaign performance and making informed decisions. Evaluate a candidate's proficiency by discussing how they use data to drive strategy and solve problems.

What should recruiters look for when evaluating skills in budget management for Google Ads?

Check for a candidate's ability to allocate budgets effectively across campaigns, adjust spending based on performance, and achieve maximum ROI. Discuss past experiences where they managed budgets successfully.

How can a recruiter determine if a candidate is skilled in audience targeting for Google Ads?

Look for understanding of different targeting options within Google Ads, such as demographic, geographic, and behavioral targeting. Candidates should demonstrate how they've effectively reached target audiences in past campaigns.

What does effective A/B testing in Google Ads entail, and how can this skill be assessed?

Effective A/B testing involves comparing different versions of ads to determine which performs better. Assess this skill by asking candidates to describe A/B testing processes they've implemented and the outcomes.

How can conversion tracking expertise be evaluated in candidates for a Google Ads Manager position?

Evaluate expertise in conversion tracking by discussing how candidates have set up and interpreted conversion tracking in past roles to measure and optimize campaign success.