Question

Topic: SEO/SEM

When To Justify Hiring A Ppc Analyst

Posted by Anonymous on 1/12/2010 at 3:37 PM ET 250 Points
I manage a PPC campaign that runs in excess of 250k/month in spend. We have hundreds of campaigns and landing pages, tens of thousands of keywords and thousands of ads.

I'm finding myself overwhelmed with all of the tasks needed to run the campaign efficiently and the mountain of data we're gathering is going untapped.

At what point do you justify hiring a PPC Analyst? One person can only do so much and we're potentially leaving money on the table by not exploiting opportunities.

I've searched job postings for PPC analysts but I'm finding most involve the actual campaign management not just data analysis. I thought PPC analysts were more common but that appears not to be the case.

my questions are,

1. At what point do you justify hiring a PPC analysts?
2. Can anyone provide sample job descriptions?

Thanks in advance!
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RESPONSES

  • Posted on 1/12/2010 at 3:40 PM Member
    Have you consider hiring an agency to assist? I ask because even as an agency, it can be difficult to find seasoned PPC folks who also understand usability and analytics to give you the full analyst package.

    And yes, $250k/month is a huge spend to manage by yourself. For accounts that large, I normally have at least two people or more working on them.
  • Posted by thecynicalmarketer on 1/12/2010 at 3:56 PM Accepted
    Congratulations to you on two counts - for properly managing your PPC campaigns with the needed amount of customization, and also for staying focused on driving marketing ROI.

    I was faced with a similar dilemma a few years ago at a spend level far below where you are at and this is what I learned. Getting the right person is critical. Every candidate claims to have experience and success, but few have the desired strengths in analytics and data management combined with equal strengths on the creative side. I think both are needed to truly master multiple integrated PPC campaigns.

    My results were very positive. My PPC analyst paid for themselves several times over at a level that was 1/2 of yours (and we thought we were already doing great). The person we brought in drove a 20%+ gain in conversions, so we were able to cut the total PPC budget (direct spend + their total compensation) while still driving more high quality leads for our sales team. For you the threshold would be even lower because of your large spend. BTW, we let the candidate know that if we could not demonstrate positive ROI, the position would be eliminated which provided a little extra incentive.

    I have a job description but don’t want to post it. You can email me at thecynicalmarketer@gmail.com

    All the best, John
  • Posted on 1/12/2010 at 4:15 PM Moderator
    I think thecynicalmarketer got it exactly right: Getting the right person is critical. If you get the right person, you can justify hiring an analyst immediately. If you get the wrong person, the expense will never be justified.
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