How To Be A Perfect PPC Manager

Updated March 4, 2025

Pay Per Click

Looking after your own, or other peoples, PPC accounts can be a daunting prospect. You can see the money trickling out of the account every day, and if you’re not instantly seeing results it can be a scary thing. So what does it take to be a good PPC manager? Do you have the right stuff?

Pillars of PPC

• Patience – PPC isn’t often fixed overnight. If you’re managing a new account it can take time to see results. A lot of campaigns are best to be set and forgotten. You can check the bids and the search terms report, but too much fiddling can interfere with the results
• Continually testing – However, to contradict what we’ve just said about ‘set and forget’, an important characteristic of a good PPC manager is inquisitiveness. The flexibility of the Google and Bing Ads platforms mean that you have an almost limitless list of things you can try, so you should try to test as many as possible. You don’t know what you’re missing out on until you’ve given it a go. So fiddle with when your ads show, test different callouts and try bid adjustments for different devices. But, when you do, make sure you leave each test for enough time to see if it brings results.
• Adaptable – One thing’s certain with Google Ads. The platform will change. Buttons will move, features will be added or removed. Nothing stays the same for very long. A good PPC manager will be able to deal with this, and perhaps even embrace it. Doing things “your way” might not always be the most efficient way, so you need to be open to learning new ways to do things. Because maybe the report you used last week doesn’t exist anymore.
• Always On the Ball – As mentioned above new features will often appear unannounced and a good PPC manager will be on the ball enough to notice these new features, and start testing them when they appear. A good way to do this is by following a few PPC related blogs (we like PPCHero) and Google/ Bing Ads on Twitter. That way you should be at least keeping up with your competition, if not slightly ahead of the curve.

The Four Cornerstones of a PPC Manager

The four characteristics described above are what makes a good PPC manager. PPC doesn’t stand still, so neither can the person who’s running your PPC campaigns. If you have a passion for continuous learning, and enjoy testing new things, then PPC could be the right niche for you.

Do you work with PPC? We’d love to hear what you think you need to succeed running pay per click ad campaigns on Google Ads or Bing Ads.