Working in the PPC industry is incredibly rewarding, as you will usually be making a huge difference to both small and larger businesses (especially when you work in an agency). As paid media results are often quicker than organic marketing, this industry is much faster-paced and can also be competitive to get into, especially in higher roles. So, how do you get a job in PPC?
To get a job in PPC, the following factors and skills are incredibly beneficial:
PPC is the perfect mix of creativity and analytical processes and is a fast-paced industry using brand-new machine learning technologies to support advertiser growth. Working in an agency, such as Wildcat Digital, is a great way to begin your climb to the top of the PPC ladder.
Read on to discover tips and tricks when applying for a job in PPC, as well as your potential career path.
PPC falls under the overall “marketing” umbrella, so there is a lot of overlap in these skills. Even if paid advertising isn’t your background and you lack experience, you will find that the skills you may have already acquired will help massively. These skills could have come from a qualification or previous work. Examples of this skill set include:
Knowing where your users are joining the marketing funnel, (whether it’s at the top, middle, or bottom) is key to knowing how to capture these users’ attention, and how to retarget them. With previous digital marketing experience, you may also find it easier to look at the funnel more holistically, such as retargeting to users who came in through email or social media marketing.
Within PPC, it’s vital to know how users interact with landing pages. Conversion rate optimisation is a great skill to have, especially when you have the opportunity to implement quick wins. Identifying areas of frustration for users after they land through an ad can improve performance across the board.
A/B testing is a must in any kind of marketing position and is no different in PPC. Whether it’s ad copy, landing pages, placements or creative (the list is endless), it’s important to demonstrate your understanding of this core subject.
The ability to identify trends within your data is priceless. Data analysis is one of the most important skills in PPC as you need to showcase your decision making, as well as the effectiveness of your campaign. Working in PPC, you will, at some point, have to present your findings and your reasoning for making changes – having basic skills in data analysis will make this a breeze.
Two of the main paid advertising platforms, Google and Meta, have qualifications that you can work through and achieve to showcase your proficiency. When applying for PPC jobs, we’d recommend to stay on top of these certifications and redo them when necessary (some expire after 1 year). Not only do they teach you the basics (and more intermediate) of Google Ads and Meta Ads, but they also touch on broader topics such as data analysis and copywriting. The Google Skillshop Certifications are also free and a requirement for becoming a Google Partner.
If you love a bit of creativity but still want to apply logic and analysis in your line of work, then a job in PPC will be perfect for you. With the data that you have available and analysing trends in reports, you can plan creative campaigns to further improve performance.
For example, let’s say you’ve had a very broad targeting campaign live for a few months. Within the data you’ve found that women are more likely to click through to the landing page. This creates the opportunity for a brand new, women-targeted campaign with tailored creative and ad copy.
With privacy policies constantly being updated, algorithms changing and new machine learning, the world of PPC is always changing. It’s best to keep on top of it, but as there’s so much information, we recommend subscribing to a few PPC newsletters and connecting with industry professionals on LinkedIn. This way you can get all the information you need in advance without researching for hours about a new campaign type coming to Google Ads.
Some great newsletters that we love are:
Like any other marketing position, a job in PPC will have you working either in-house or in an agency. Not sure what you would prefer? Here are some pros and cons of both positions:
Agency:
Pros –
Cons –
In-House
Pros –
Cons –
When you start a job in PPC in an agency, you will be mainly helping Account Managers while you learn the basics and get to grips with the different platforms and campaign types. As you progress, you’ll be given your own dedicated accounts to manage and have the opportunity to develop your own strategy for big brands with even bigger budgets.
You will also eventually have the opportunity to specialise in different areas of PPC, such as Paid Search or Paid Social. There are also specialisations in different types of advertising on these platforms like Shopping, Video and Display.
Climbing higher on the ladder, you’ll have the potential to be handling huge accounts and leading a team of PPC Executives and Account Managers.
Based on statistics from Glassdoor, you’ll realistically be earning at the lower end of £20,000/year when you begin to work in PPC. Working up the ladder and Paid Search Specialists and Account Managers could potentially earn over £50,000/year.
Salaries will depend on the size of accounts that you manage, whether you work in an agency or in-house and the city you’re working in. Experience and specialisation will also see a higher rate of pay, such as specialising in Paid Socials or Paid Search.
If you’re active in the digital marketing space, you may have seen discussions about whether jobs in PPC and marketing will be non-existent in the future due to the advancements in AI.
We think (and although we may be biassed) that this is a really exciting time to join this industry. AI has the potential to aid our campaigns in so many ways rather than replace those who work in PPC.
Machine learning has been an important part of optimisation in Google Ads (and other paid advertising platforms) for quite a while. Responsive Search Ads, which were introduced in 2018, have relied on machine learning since their inception. More recently, automatically generated ad copy, audiences, placements and even AI-powered campaign types have been introduced.
The next few years will be an exciting time for those working in PPC. Google is looking to introduce AR shopping ads for fashion and beauty brands, further expanding the scope of PPC. Although nothing has been confirmed, we should also be seeing new campaign types that allow for more interaction between users and advertisers.
On the flipside, digital data privacy laws are getting tighter, so leveraging consumer data will be more difficult. This could result in a lower focus on demographic and interest analysis, and a greater emphasis on search trends and how users interact with ads and search patterns on a larger scale.
We are always looking for new talent here at Wildcat Digital. If you’re interested in PPC, apply for one of our vacancies today.
With us, you’ll get:
and so much more.
We are an award-winning digital marketing agency helping businesses punch above their weight online. Take a walk on the wild side and get in touch with us today.
Senior PPC Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
Senior PPC Account Manager
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Team Leader
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
PPC Team Leader
Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.
In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
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