The compensated search world continues to grow and develop at an extraordinary rate. Machine studying and automation are changing the way the paid search professional operates. Accounts managers must be more customer service- and business-oriented than ever before.
Being strategically proficient is no longer an extravagance — it’ s a necessity.
The challenge pay-per-click (PPC) professionals and their managers encounter today is identifying the primary skills needed to successfully manage compensated search in an ever-more-complex business atmosphere and ensuring that a strong training program is in place that enables the PAY PER CLICK professional to meet those challenges.
Today’ s PPC professional must be very adept at proactively locating solutions to complex problems.
I’ ve seen a distinct change in client expectations. 5 years ago, clients used to be impressed by our own account manager’ s ability to “ pull the levers” within an accounts; the bar for success was technical proficiency. Clients now expect the particular PPC experts they engage with to be tactical whizzes , which means just being tactically proficient is no longer enough.
The new client expectation is that their particular account manager is someone who knows the big picture, the big business issue that needs to be solved, and knows using the right set of PPC tactics, equipment and machine learning in a tactical way. That talent needs to result in meeting performance goals and rapidly identifying and seizing upon new growth possibilities .
In addition to having superior technical skills, the PAY PER CLICK professional must also possess finely fine-tined soft skills needed to communicate the way they fit into the organization’ s huge picture, the impact of their function and how their use of PPC can be solving the big business problem available.
In the ever-growing combat to justify PPC spend and get more budget, the PPC expert must communicate on a simple degree to clients and stakeholders exactly what PPC is and how it’ t making a material impact on their company.
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