Wednesday, May 24, 2017

What To Look For In A PPC Intern

When it comes to hiring interns, the world of PPC is an interesting place. After all, while PPC is a widespread practice in the advertising world, it’s something that those in undergraduate programs don’t always have the most experience in executing. However, while the candidate pool isn’t nearly as large as other industries, that can actually be pretty beneficial to your hiring process.

Not only are those interested in paid advertising already invested in the practice, but they’re going to bring a wide mix of experience from their day-to-day usage of these platforms. These people are using social and digital media every day, so being up on the latest and greatest practices is a common trait, which may encourage a long term investment on their careers. However, finding the right candidate can be tough, which is why we’ve compiled a few essential qualities to look for in potential hires.

They Cover  Basics

It goes without saying that no matter what industry you’re in, it’s important to cover your bases in applying for a job. This includes making sure their cover letter and resume are error free and in pristine condition, as well as that they conduct themselves well for the interview. Additionally, the right candidate will not only employ an interest in the world of digital marketing, but will also have already found experiences to help them learn ins and outs of PPC advertising.

They Have Experience Over Just Education

When it comes to PPC and digital advertising, experience is everything. Quite simply, there are some things you can’t teach in school, which is important to note in the candidate vetting process. Some simple things you can address off the bat are certifications in programs like Google Analytics and AdWords. Additionally, any direct experience in digital marketing is, of course, a win. However, even if they don’t have that type of work under their belt, there’s still some great alternatives to be mindful of.

As the world of advertising can be one where candidates can translate their skills from a bunch of different areas, it’s good to view how their other occupations in and outside the industry can relate.

For example, someone that’s a great writer or journalist can bring an enormous amount of expertise in providing copy that is concise and captures a brand’s voice. Individuals who have run a social media accounts for a local business or nonprofit can bring a lot of insights to the table, as they’ve had experience liaising with business owners and meeting their social media demands. At the end of the day, we all want someone that has robust and relevant experience,  but don’t hesitate to be open-minded in terms of what others can bring to your firm as well.

They’re Up On Current Trends

If someone’s experience doesn’t exactly match your description, but they have an up-to-date understanding of current trends in PPC, they can still add value to your business. After all, as common PPC is across the board, this is still a pretty niche industry, so finding individuals who are passionate about analytics and digital growth is key to building out a sound PPC practice. 

One of the most vital aspects of the interview or vetting process is not only assessing their knowledge of terms, but also testing their real world application. For example, any candidate should have a strong understanding of the role of mobile devices in PPC campaigns, so offering  mobile strategy test scenarios will help you gain deeper insights into how they approach campaign management. Additionally, knowing how important standard advertising practices such as social proof come into consideration as well, as these are the foundation of any campaign, regardless if it’s using digital channels or not.

Finding The Right Fit

In assessing all the factors of your search, it’s important to keep an open mind in regards to bringing in new and varied candidates. Whether it’s someone who is an amazing copywriter who want’s to up their digital game, or a social media wizard looking to sharpen business acumen, be open to allowing a variety of individuals with distinct backgrounds grow into new roles. 

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