Hiring a great PPC Specialist – 10 interview questions to ask

When you're looking to enhance your digital marketing efforts, finding the perfect PPC (Pay-Per-Click) Specialist is paramount. These specialists, sometimes known as PPC experts or media buyer consultants, play a critical role in crafting campaigns that drive results. To ensure you make the right choice, it's essential to ask the right questions during the interview process.

We understand that the hiring process can be a challenging and resource-intensive task. Sometimes, a single interview doesn't provide the comprehensive insights you need to make a confident decision. At GrowthBuddy, we've established a thorough 5-stage interview process before shortlisting candidates for a business. This multi-stage approach helps us ensure that we put forward only the highest-quality candidates for your consideration.

Here are some questions you could use to evaluate a PPC Specialist's expertise:

Foundational level

Can you explain the core components of a successful PPC campaign, including ad groups, keywords, and ad copy?

• Strong Response: The consultant would outline the importance of ad groups for organising ads, the role of relevant keywords in targeting the right audience, and the significance of compelling ad copy to engage users. They could also mention the need for ongoing optimisation.

• Weak Response: The candidate briefly describes these components but lacks depth by failing to emphasise their interrelation.

How do you ensure that a PPC campaign stays within its budget while maximising click-through rates and conversions?

• Strong Response: The consultant would discuss strategies such as bid adjustments, ad scheduling, and the use of negative keywords. They would emphasise continuous monitoring and adjustments to maintain a balanced budget.

• Weak Response: The candidate may provide one or two budget control techniques without elaborating on their implementation or correlation.

Can you share your experience with A/B testing in PPC advertising and how it has impacted campaign performance?

• Strong Response: The consultant can provide specific examples of A/B tests conducted, their goals, what was tested (e.g., ad copy, landing pages), and how the results influenced decision-making and improved campaign performance.

• Weak Response: The candidate may acknowledge A/B testing but lacks practical examples or detailed outcomes, indicating limited hands-on experience.

Intermediate level

Describe your approach to keyword research. How do you identify high-performing keywords and their match types for a campaign?

• Strong Response: The consultant delves into advanced keyword research tools, methodologies, and the importance of understanding match types. They can provide insights into long-tail keywords and competitor analysis.

• Weak Response: The candidate might focus on basic keyword research techniques and overlook the significance of match types or advanced keyword strategies.

In the context of PPC, how do you address ad fatigue and maintain ad relevance over time?

• Strong Response: The consultant can outline strategies for ad rotation, A/B testing, and periodic ad copy refresh. They also emphasise the continuous monitoring of key performance indicators to detect ad fatigue early.

• Weak Response: The candidate briefly mentions ad rotation without discussing its implementation or the importance of KPIs in combating ad fatigue.

Can you explain the concept of Quality Score in Google Ads and how it affects ad rank and costs?

• Strong Response: The consultant can provide a comprehensive explanation of Quality Score, discussing its components (CTR, ad relevance, landing page experience) and how it influences ad position and costs.

• Weak Response: The candidate provides a vague understanding of Quality Score or its implications in PPC campaigns.

Advanced level

How do you approach multi-channel marketing strategies, integrating PPC with other digital marketing channels for a holistic approach?

• Strong Response: The consultant showcases the ability to create integrated marketing strategies, highlighting how PPC complements SEO, social media, and email marketing. They also provide examples of cross-channel synergies.

• Weak Response: The candidate is unable to provide specific examples of synergistic campaigns or explain their significance.

Share your experience with advanced bid management tools or platforms. How do you leverage them to optimise campaigns effectively?

• Strong Response: The consultant discusses the use of advanced bid management tools, detailing how they facilitate bid optimisation, budget allocation, and campaign performance analysis.

• Weak Response: The candidate indicates limited experience with advanced bid management tools or provides a basic understanding of their role in PPC optimisation.

Can you discuss the impact of privacy regulations, such as GDPR and the CCPA, on PPC advertising and how you ensure compliance in your campaigns?

• Strong Response: The consultant can demonstrate a clear understanding of privacy regulations, provide examples of compliant campaign adjustments, and discuss strategies to protect user data.

• Weak Response: The candidate lacks awareness of privacy regulations or offers insufficient strategies for ensuring compliance in PPC campaigns.

How do you measure the lifetime value (LTV) of PPC-generated leads or customers, and how does this metric influence your campaign strategies?

• Strong Response: The consultant can provide a detailed explanation of LTV measurement methods, discuss its integration with CRM systems, and show how it informs long-term PPC strategies.

• Weak Response: The candidate fails to recognise the importance of LTV measurement or its strategic role in PPC campaigns, indicating a gap in strategic thinking.