So when looking for new talent, unless you want to do the training yourself, you need to find candidates with prior experience. A quick scroll on LinkedIn or AngelList shows a common thread of agencies and companies looking for a “numbers-driven, passionate, creative and analytical individual with 3+ years of account management experience.” The problem is that any motivated marketing recruit will claim to have these skills. So what sets a candidate apart? 5 Skills That Differentiate You From Everyday PPC Marketing Top-notch PPC (pay-per-click) marketers need a diverse set of skills to conquer new opportunities,
roles and challenges in the digital realm. For me, a variety of abilities and a willingness to learn new skills on the job are some of the most valued characteristics of a potential candidate. I believe there are five seemingly unrelated PPC skills that really make up the Full-Stack PPC Marketer. Note : I'm not talking about Excel or Data Science, although those are important jewelry photo editing service Search Engine Land already has great content on Excel (sexy charts, combo charts, mini-series for research) and Data Science (similarities between PPC and Data Science, testing ads like a data scientist). Skill 1: Design We're all tired of the overused phrase “visually appealing ads,” but there's a reason it's repeated so often. Our content consumption behavior is becoming more visual than ever, so a
deep understanding of design helps your ad creatives stand out from the crowd. That said, you shouldn't expect your account managers to come up with shiny, eye-catching ads for every new customer, campaign, and product. You want someone who understands each platform's guidelines and is resourceful enough to apply best practices when it comes to color, sizing, and call-to-action (CTA) buttons. Often a screenshot of a landing page with a CTA button overlay does the job, but this may require a deep knowledge base and the ability to work with a design tool. Must-have design knowledge for PPC marketers: