Whether you’re a seasoned search marketer or looking to land your first job in PPC, navigating the application process can be daunting. With the current downturn in the job market, the PPC industry hasn’t been immune to corporate and agency layoffs. During my recent job search, I focused exclusively on PPC-specific roles, both in-house and agency. Below, I’ve compiled a list of essential tips and thought-provoking questions to help you prepare for your next PPC interview.
Getting Started
Leverage Job Aggregators Wisely
When searching for positions on job aggregators like Indeed or ZipRecruiter, always cross-reference the listings by visiting the company’s official website and career page. Job aggregators can sometimes lag in syncing with live updates on company career pages, meaning that a job you see on an aggregator may no longer be available. Verifying the listing on the company’s site ensures you’re applying for roles that are actually open.
Get Involved in the PPC Community
Joining a professional organization or community focused on PPC can be incredibly beneficial. Not only does this connect you with others in the industry, but it also puts you in the loop for job postings that might not be publicly advertised yet. Hiring managers often share job openings within these trusted communities before broadening the search to the general public. Being active in these circles can give you a competitive edge, as you’ll be among the first to know about new opportunities. Apart from of course our wonderful & active PPC Live community (just click that WhatsApp symbol at the bottom right of your screen), here are our top choices you should look into:
- PPCChat Slack group
- Paid Search Association
- Women in Tech SEO (which includes a paid media channel on their slack)
Agency vs. In-House: What’s the Difference?
When applying for PPC roles, it’s important to understand the key differences between agency and in-house positions:
Agency Roles
Hiring managers for agencies typically look for candidates with a broad range of experience. They value versatility and the ability to handle accounts across various industries and platforms. This means you’ll need to demonstrate your ability to adapt strategies to fit different client needs and industry requirements. If you’ve worked with multiple industries, highlight this experience to show your adaptability and wide-ranging knowledge.
In-House Roles
In-house positions, on the other hand, often require deep expertise in a specific industry. Hiring managers are looking for candidates who can bring specialized knowledge to the table, allowing them to hit the ground running with targeted strategies. If you have experience in a particular niche, be sure to emphasize this in your application and during the interview process.
What Do Employers Expect?
Educational Background and Relevant Experience
Most PPC roles require either a degree in marketing, communications, or a related field, or 2-3 years of relevant experience. But what exactly counts as relevant experience? This could include internships, freelance work, or any role where you’ve managed PPC campaigns, even if it wasn’t your primary responsibility. The key is to demonstrate your understanding of PPC principles and your ability to apply them effectively.
Entry-Level vs. Seasoned Professionals
For entry-level roles, employers are often looking for candidates who show potential and a willingness to learn. Even if you don’t have extensive experience, you can stand out by showing a solid grasp of PPC fundamentals and a passion for the field. For more seasoned roles, employers expect a track record of success—be ready to discuss specific campaigns you’ve managed, the challenges you faced, and how you overcame them to achieve your goals.
Key Interview Questions to Prepare For
Here are some examples of key questions you might encounter in a PPC interview:
- Are you a “Max Clicks” kind of person, or do you prefer tCPA?
Be prepared to discuss your preferred bidding strategy and the reasoning behind it. This shows your understanding of different strategies and when to apply them.
- Which metrics do you consider when measuring success?
Employers want to know what KPIs you prioritize. Whether it’s CTR, conversion rate, ROAS, or something else, be ready to explain why those metrics matter and how they align with business goals.
- Can you take me through your process for auditing an account?
Walk them through the steps you take when auditing a PPC account. This question assesses your attention to detail, your understanding of key metrics, and your ability to optimize performance.
- How do you stay up-to-date with the latest PPC news?
The PPC industry is constantly evolving, and employers want to know that you’re keeping pace. Mention specific blogs, forums, or industry publications you follow, and perhaps discuss a recent change in the industry and how you’ve adapted to it.
Also check out the Top PPC Job Interview Questions
What to do if you are still struggling with job hunting
We also asked the PPC Live community about the Dos and Don’ts of job hunting and we got some very helpful advice.
Dos
Ian Benjamin, Managing Director of Digital Excec Recruitment:
If possible customise your CV for each role the best you can for roles of interest don’t assume that cos you can do one thing that the employers knows you can do something else. Follow & engage with key people at employers/agencies of interest on LinkedIn, follow them first, engage with their content add value, comments etc before sending a connection request so that they are aware of you.
Update your LinkedIn attach your CV to your LinkedIn Target employers that are of interest to you not just go for the job, Target employers similar to where you worked previously as there might be similarities and you will have sector knowledge.
Offer to do a trial, offer to work on a freelance basis for a week or a few weeks so tat eth get to know you and also the quality of your work Upskill in your spare time, learn new things
– Tailor your CV and covering letter for the job you are applying for EVERY time.
– Research the company
– look at the Glassdoor reviews, check who works (worked) there on LinkedIn to ensure they don’t have a high turnover of staff, try and get an idea of the culture
– Follow up with the company if you don’t hear back and engage with them on social media to stand out – Connect with the MD/ head of department on LinkedIn
– Speak to companies you’d love to work with and send them your CV anyways, you never know, if you make a good impression and you’ve contacted them at the right time, there may be an opportunity there!
Menachem Ani, Founder of JXT Group:
Communication is everything: Be engaging, use proper grammar, and be prompt and concise. Do research and ask detailed questions.
Charley Brennand, Founder of The PPC Academy & PPC Practitioner :
Accept that you can’t understand EVERYTHING in ppc before you actually do it in reality. As much as theory is important and there’s such a need for it as well as there being a world of incredible resources out there – nothing builds your experience and knowledge the way hands on work does. So DO get stuck in when you feel you have more to learn.
Don’ts
Ian:
Do not panic, it’s not you its the market & the same for everyone. It’s not you, it’s just the market, so don’t panic, I’m a recruiter in the digital space and the last 18 months has been the worst I have ever seen it to land a new role, fewer roles, loads & loads of people are looking so employers have a load of choice from entry level all the way up to senior roles and there is always less senior roles in the good times let alone these bleak times
Chloe:
– Blindly apply for jobs, do your research
– Make sloppy mistakes from not double and triple checking your applications (remember this is your potential employers first impression of you)
– Apply for something that is clearly for those who need to be able to work hybrid within a certain commutable location, when you don’t
Menachem:
Make it about yourself! It should be about the collective good.
Charley:
Conversely – don’t wait to be an expert to start. Take on free work for friends or colleagues. Ask to shadow a friend. Be prepared to give up time for free in order to learn – do not be scared of making mistakes, mistakes are the cornerstone to learning and nothing teaches you faster. Do not expect to have “mastered” ppc in X number of years. It’s a dark art, always changing because of the platforms we work on controlling the ever moving goalposts.
A big one – DO NOT expect an experts wage for an entry level job, despite the hysteria of the skills gap and how in demand the skill set is, you still need to learn your trade. And part of that is appreciating the company have to invest heavily in you (whether that’s the company, the team or your manager) that needs to up skill you before you can be left to work unaided.
Conclusion
The PPC job market can be competitive, especially in today’s economic climate. However, by staying informed, being strategic in your job search, and preparing thoroughly for interviews, you can significantly increase your chances of landing the role you want. Remember to leverage your community, emphasize the right experiences, and demonstrate your expertise during interviews. Good luck!
