So, you’ve decided to venture into the world of pay-per-click (PPC) advertising to boost your business’s visibility. Smart move! PPC can be a powerful way to get quick traffic and conversions. But here’s the catch: it can also drain your budget if it’s not done right. This is where a PPC expert comes in. But before you bring someone on board, you should know a few things.

Hiring a PPC expert is like hiring a guide for a jungle expedition – they need to know the terrain, the shortcuts, and, most importantly, how to avoid the quicksand. Let’s walk through what to consider before hiring a PPC expert, what to expect from them, and some red flags to watch out for.

Understand What a PPC Expert Actually Does

Before you dive into the hiring process, it’s essential to understand what exactly a PPC expert does. Their job is much more than just setting up a few Google Ads campaigns and hoping for the best. Here are some of the things a skilled PPC professional will handle:

  • Keyword Research: They’ll find the most relevant and cost-effective keywords for your campaigns.
  • Ad Creation: Crafting compelling and relevant ads that attract clicks.
  • Campaign Management: Setting up, monitoring, and optimizing campaigns to maximize ROI.
  • A/B Testing: Testing different versions of ads to see which ones perform better.
  • Budget Management: Ensuring your ad spend is optimized and doesn’t run wild.

Understanding the work of a PPC expert will help you identify the right candidate and set realistic expectations.

Define Your Goals & Budget

Before hiring anyone, you must have a clear idea of what you want to achieve with your PPC campaigns. Are you aiming to do any of the following?

  • Drive more traffic to your website
  • Generate leads
  • Increase sales
  • Promote a new product

Once you have defined your goals, you should set a realistic budget. PPC advertising isn’t a set-and-forget strategy, and it requires ongoing investment. You don’t need a huge budget to start, but having a clear idea of your financial limits will help you and your PPC expert work within those boundaries.

Know Which Platforms You Want to Advertise On

PPC isn’t just limited to Google Ads anymore. While Google Ads is the most popular platform, you can also run PPC campaigns on these platforms:

  • Bing Ads (Microsoft Advertising)
  • Facebook Ads
  • Instagram Ads
  • LinkedIn Ads
  • Amazon Ads

Each platform has its strengths depending on your business and target audience. For example, if you’re selling products directly to consumers, Facebook and Instagram might be better suited for you. But if you’re a B2B company, LinkedIn Ads could be more effective.

When interviewing PPC experts, you must ensure they have experience with the platforms that matter most for your business.

Ask About Their Experience & Specialization

When hiring a PPC expert, experience counts. Ask about their previous work and whether they specialize in certain industries or types of businesses. A PPC expert who has primarily worked with e-commerce businesses may have different strategies than someone who has focused on lead generation for service-based companies.

Here are some questions you can ask to gauge their experience:

  • Can you show me examples of campaigns you’ve managed?
  • What kind of results have you achieved for previous clients?
  • Are you more familiar with Google Ads, Facebook Ads, or other platforms?

A great PPC expert will have case studies or examples of past successes they can show you.

Look for Data-Driven Thinkers

Successful PPC campaigns are built on data. When hiring a PPC expert, you want someone who understands how to analyze data, identify trends, and make decisions based on the numbers.

Ask them how they approach performance analysis and what metrics they focus on. Common PPC metrics include the following:

  • Click-through rate (CTR)
  • Cost per click (CPC)
  • Conversion rate
  • Return on ad spend (ROAS)
  • Cost per acquisition (CPA)

A skilled PPC expert should be able to explain these metrics and how they relate to your goals. They should also be comfortable making adjustments based on data, whether that means changing ad copy, pausing low-performing campaigns, or reallocating the budget.

Beware of Overpromises

If a PPC expert guarantees you first-page rankings or promises to double your sales within a week, proceed with caution. PPC can deliver impressive results, but it’s not a magic bullet. It takes time, testing, and optimization to get campaigns performing at their best.

A trustworthy PPC expert will set realistic expectations and be transparent about the process. They’ll explain that while you may see some immediate results, the best campaigns evolve over time as data is collected and adjustments are made.

Understand How They Communicate

Communication is key when working with any freelancer or agency and PPC is no different. Make sure the PPC expert you’re hiring is someone who is transparent and communicates regularly. You’ll want to know the following:

  • How often will they send reports or updates?
  • Will you have regular meetings to discuss progress?
  • Are they open to explaining data in layman’s terms?

Some experts may rely heavily on data and jargon, which can be overwhelming if you’re not familiar with the terminology. It’s important to find someone who can break down the results and strategy in a way that makes sense to you.

Check for Certifications

While experience is essential, certifications can also demonstrate a level of competence and commitment. Most PPC platforms, like Google and Facebook, offer certification programs. Look for credentials like the following:

  • Google Ads Certified
  • Facebook Blueprint Certification
  • Microsoft Advertising Certified Professional

These certifications show that the PPC expert has a good understanding of how the platform works and is up-to-date with the latest changes.

Wrapping Up

Hiring a PPC expert can be a game-changer for your business, but it’s not a decision you want to rush into. Take the time to understand what they do, define your goals, and ask the right questions during the interview process. A great PPC expert won’t just manage your ads; they’ll help you grow your business strategically and sustainably.

So, are you ready to take the leap into PPC? With the right expert on your side, the sky’s the limit!