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25 Creative Examples of About Us Pages

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25 Best About Us Page Examples On The Web

The About Us page of your website is an essential source of information for all who want to know more about your business.

About Us pages are where you showcase your history, what is unique about your work, your company’s values, and who you serve.

The design, written content, and visual or video elements together tell an important story about who you are and why you do it.

How can you make the most of this integral part of your marketing strategy?

In this article, you’ll learn what makes an exceptional About Us page.

You’ll find 25 examples of the best ones out there, too, to inspire your own About Us page design and content.

The Components Of A Great About Us Page

There isn’t a winning template to create a great About Us page. However, there are key components to make a convincing pitch with your brand story.

Your Mission

You don’t need to outright say, “our mission is ____,” but you should convey the mission of your business in your About Us copy. This is key for attracting talent, as well as leads that have Corporate Social Responsibility (CSR) goals.

Your Story (History)

Every business has an origin story worth telling, and usually, one that justifies why you even do business and have clients.

Some centennial enterprises have pages of content that can fit in this section, while startups can tell the story of how the company was born, its challenges, and its vision for the future.

Your Services (And Benefits)

Of course, you have a homepage and dedicated pages for your products, but summarizing your offerings on the About Us page is crucial to tie them in with brand values in your messaging.

Highlight the benefits and showcase what you do (and why it is unique).

Your Social Proof

Reviews, client logos, case studies, and results bring consistency to your About Us page. It’s what really proves what you are saying is real and the impact you can bring to future clients.

With these components in mind, you will have a framework from which to build an engaging and unique About Us page.

However, if you are looking for some inspiration, the 25 examples below will guide your creative process.

Screenshot from ToyFight, January 2022

ToyFight is an award-winning creative design agency.

You’ll find the About Page at the top of the menu under the Who section.

This page has a unique feel, thanks to the deconstructed action figures representing the founders, Leigh Whipday and Jonny Lander.

The great attention to detail and interactivity also reflect the company’s 16 years of experience.

To sum up, this page stands out by providing the perfect mix of fun and information.

Band About Us PageScreenshot from Band, January 2022

Band is a multidisciplinary creative studio based in the Pacific Northwest.

Their About Us page stands out by showcasing some of their unique and creative projects.

No number of words could hope to tell one of their potential clients nearly as much as these pictures can.

In this case, the 25 pictures featured on Band’s About Us page are worth much more than the 170 actual words you’ll read on the page.

The magical visuals and overall simple look and feel make this About Us page one of our top picks.

Anton & Irene About Us pageScreenshot from Anton & Irene, January 2022

This might be the most distinctive website we’ve come across.

Anton & Irene is a design agency based in Manhattan.

Why are they a distinctive web presence?

Because their page takes parallax scrolling to the next level.

The snowy effects, bold colors, and quirky visuals create a truly captivating experience.

Pierro Caron About Us pageScreenshot from Pierro Caron, January 2022

Pierro Caron is a French artisan sculptor.

Want to know our favorite part about his page?

The honesty.

Here is a man with great respect for wood and handcrafted sculptures that “tell a story and testify to the richness of one of our most precious resources.”

His website is light, easy to read, and filled with inspiring quotes and photos of his labors of love.

Blake Fili Suárez About Us pageScreenshot from Blake Fili Suárez, January 2022

Who doesn’t love a good bio?

Especially one that starts with “I was born in good ol’ Madison, Wisconsin. The son of a Librarian and a Researcher.”

It also goes on to tell you how he and his family survived Hurricane Andrew and how his sister was born that night.

Who is this guy?

Blake Fili Suárez is an illustrator and designer with a fantastic sense of humor.

His quirkiness comes through thanks to his humorous tone and goofy picture.

The page, while minimalist in design, offers a glimpse into Suárez’s colorful personality and his impressive block of work.

LessFilms About Us pageScreenshot from LessFIlms, January 2022

If you were a “super awesome” video business, what medium would you choose to show people what you do?

Video, of course.

LessFilms is a video production company based in Florida with clients and team members all over the world.

On their about page, you’ll find a humorous 50-second video along with a short list of facts summarizing their love for tacos, travel, and karate – a theme that certainly permeates most of the content on the website.

Doomtree About Us pageScreenshot from DoomTree, January 2022

DoomTree’s page starts off as a coming-of-age story about how “a mess of friends” built the record label that made them a household name in Minneapolis.

However, it’s really the audio and the visuals that got us hooked.

Why tell, when you can show, right?

Explore their About Us page to meet the crew, listen to their songs, and get the latest news.

Cupcakes and Cashmere About Us pageScreenshot from Cupcakes and Cashmere, January 2022

On this website’s main page you will find everything lifestyle-related – fashion, food, beauty, home decor, and more.

But it’s the About section that introduces you to the team that makes this website an endless source of inspiration.

The page introduces founder Emily Schuman, as well as her blog, books, and fashion collection.

Want to stay in touch?

No problem – the page also features useful links to her social media pages, as well as her online shop.

NOWNESS About Us pageScreenshot from NOWNESS, January 2022

NOWNESS is a video channel providing the best in global arts and culture.

Therefore, it’s only natural that their About Us page features a compilation of various videos they host.

The content’s diversity and the team’s curatorial expertise are another reason to keep you browsing.

To stay in line with their video-centric aesthetic, the text on their page is short and concise.

However, it still provides enough guidance for browsing the website and even contributing.

Access the awards section and see why NOWNESS is currently a powerhouse in online film and video.

MailChimp About Us pageScreenshot from Mailchimp, January 2022

Millions of people use Mailchimp every day to create, send, and track email newsletters.

That’s the clever part behind Mailchimp’s About Page.

It’s a great example of how to use such a page as a sort of pre-sales platform.

It’s simple, fun and effective, quite colorful, and displays a welcoming mix of diverseness.

Tate About Us pageScreenshot from Tate, January 2022

Tate’s About Us states that their mission is to “increase the public’s enjoyment of British art […] and international modern and contemporary art.”

So said, so done.

How come?

Because this page eases the journey for any reader seeking to take them up on their mission.

Scroll down to find out who they are, how to stay in touch, and everything in between.

Yellow Leaf Hammocks About Us pageScreenshot from Yellow Leaf Hammocks, January 2022

Yellow Leaf Hammocks is trying to save the world one hammock at a time.

Their goal is to break the cycle of extreme poverty by empowering local artisans in Thailand to earn a stable income.

The brand’s About Page is filled with uplifting stories of impeccable craftsmanship and tight-knit communities.

As a result, it’s just as inspiring as their devotion to sustainable change.

Eight Hour Day About Us pageScreenshot from Eight Hour Day, January 2022

You had me at “Well hello there.”

Well, that’s exactly how the About Us section of Eight Hour Day starts – a welcoming greeting.

For that reason, it also made us browse for more.

Why?

Because as much as you love good design and inspiring illustrations, you also want to meet the people that curate all the content for you.

Furthermore, it’s equally rewarding when you realize that they are just as eager to start a visual dialogue with you.

Nathan Strandberg and Katie Kirk are doing what makes them happy, and this is obvious throughout their page.

Lonely Planet About Us pageScreenshot from Lonely Planet, January 2022

You know you’re about to hop on a journey when a website’s About Us page tells you to “Just go.”

This is a website for travelers, so the layout is perfect for those eager to explore.

As you scroll down, you discover what Lonely Planet stands for, and their visual aid offers a preview of their services.

The perks?

You see everything in one go and decide for yourself what you take on your journey.

Will it be their apps, their printed guides, or their website?

In any case, every resource becomes an inexhaustible well of travel inspiration.

So, are you ready to go?

Gummisig About Us pageScreenshot from Gummisig, January 2022

Gummisig is a freelance web designer who likes to talk about himself in the third person.

He also makes great use of oversized text to bring attention to his work in a humorous manner.

Perhaps what’s striking about this page is that it introduces Gummisig’s portfolio, but also reflects his free spirit and commitment.

And while he mentions the household names he worked for in the past, he remains approachable and open to new collaborations.

Scroll down to discover his preferred action items.

Hint: He wants to know your secrets!

Perhaps the most striking feature behind this page is that it acts as a preface to the designer’s portfolio, mirroring his free spirit and a remarkable passion for design.

While he proudly states the companies he has worked for (IKEA is just one of the bigger names to pop up), he does so in a manner that is not boastful.

Amnesty International About Us pageScreenshot from Amnesty International, January 2022

Amnesty International is more than an NGO.

It is a global movement of more than 7 million people that are campaigning for a better world, where human rights are central.

It is no wonder that the pronoun we is prevalent throughout their page.

Filled with quotes, videos, and testimonials, their page makes you believe that you can hope for a better world. And they have the facts to prove it, too.

If you scroll down, you can access all their accomplishments on the road toward better social change.

After you understand their global footprint, you should also imagine – imagine the possibility of a world where human rights are at the center of discussion.

Good enough reason to stay in touch, no?

Chattanooga Renaissance Fund About Us pageScreenshot from Chattanooga Renaissance Fund, January 2022

The top part of the Chattanooga Renaissance Fund page aims to attract entrepreneurs into the Chattanooga area of Tennessee.

How?

By describing its history and the companies that already invested there, such as Amazon or Volkswagen, to name a few.

Which begs the question: What prompted these companies to move there?

Find out by reading more about the fund’s members and how they contributed to its growth.

This is especially reassuring because they are also here to help you.

Whether you’re a startup, investor, or third party, the page has a dedicated section for all its users.

All you have to do is prove that you want to turn ideas into existence.

DORÉ About Us pageScreenshot from DORÉ, January 2022

This website started off as a photography blog founded by Garance Doré.

Eventually, it became a place for inspiration with a growing team that’s eager to question everything.

Whether it is style, femininity, or modern dilemmas, no topic remains off limits.

Ready to contribute to the discussion? By all means, you are most welcome.

The team reads all your comments and is ready to turn your thoughts into their command.

Not sure where to start?

Scroll down to see their work in videos and use the pictures at the bottom to access their Instagram page.

Bulldog Skincare About Us pageScreenshot from Bulldog Skincare, January 2022

How can you convince men to delve into skincare?

You bring their best friend on their side – a dog.

Meet Bulldog Skincare, the company that aims to make skincare options dedicated to men readily available.

To have you sold, their About Us page greets you with the adorable mug of a bulldog.

This quickly becomes your guide to finding the products that will help you look and feel your best.

As you scroll down, you are growing familiar with the products and are slowly but surely befriending the brand itself and its values.

Their skincare is made from a mix of natural and carefully-selected man-made ingredients.

It’s also vegan and certified by Cruelty Free International.

Their page is so good, it’s no wonder they have a ‘Shop Now’ button every step of the way.

Don’t mind if I do.

Couro Azul About Us pageScreenshot from Couro Azul, January 2022

Navigating through Couro Azul’s About Us page is like a journey through the unknown.

The kind of journey that keeps you scrolling down for more.

The company makes leather upholstery for cars and trains, and its history and trajectory are equally fascinating.

In addition to the visual delight, the page is also interactive and engaging.

Why?

So that you can understand what the company values from a first browse: 100% in-house products.

Their certificate for ecologic distinction attests to their commitment to environmental best practices.

Girlboss About Us pageScreenshot from Girlboss, January 2022

The entire Girlboss website is simply inspiring.

The brand aims to redefine success for millennial women – by providing the tools and connections they need to own their futures.

Girlboss empowers them by providing the tools and connections they need to own their futures.

Furthermore, every bit of content you’ll find on this site oozes with passion, humor, and resourcefulness.

These key traits are sewn into the fabric of Girlboss’ global success.

Purple, Rock, Scissors About Us pageScreenshot from Purple, Rock, Scissors, January 2022

If you want people to understand your company’s values, then put them in bold black and white print – just like Purple, Rock, Scissors did.

Their entire website is a technological marvel.

With its quaint background animation, concise content, and creative visuals, this page is definitely an eye-catcher.

There’s also an openness about it that will unfailingly draw you in.

Mixd About Us pageScreenshot from Mixd, January 2022

It’s not often that you see an About page that puts so much emphasis on its “meet the team” section.

Each member is portrayed with a short description and an almost full-body shot, complete with their social media accounts.

Boasting big, bold elements and sharp colors, this page excels at making a great first impression.

6tematik About Us pageScreenshot from 6tematik, January 2022

There are many things we love about this website, but for brevity’s sake, we’ll narrow it down to two.

First, their main page is highly interactive.

The simple act of pushing a key or moving the mouse reveals a key piece of info about the brand. Because of that, it feels like watching a modern silent movie.

The second thing is the way 6tematik introduces us to its team.

Each member is portrayed by a minimalist caricature that is defined by one obvious trait. Some have long pink hair, others a bushy beard or big glasses.

These traits add a touch of personality to each member’s portrait, without giving too much away.

Big Cartel About Us pageScreenshot from Big Cartel, January 2022

Made by artists for artists, Big Cartel is an online platform that makes it easy to build and manage an online store.

The simple yet impactful mission statement and the candid employee photographs make this About page refreshingly different.

Each photo in the gallery is unique and personal.

As a result, you won’t find any staged or boring ID-badge-type photos – just a wonderful display of diversity.

Final Takeaways

After analyzing in detail the 25 examples of About Us pages in this article, these are the final takeaways to keep in mind when crafting yours:

Creativity makes your page stand out.

For many companies, the About Us page is just a formality to fill in the sitemap rather than convey a unique marketing message.

However, some brands go beyond, designing eye-catching imagery and writing humorous copy to stand out from the competition. You need to find your unique angle for your About Us page to actually be read.

Feature the people behind the brand.

Whether you are a solopreneur, a dynamic duo agency, or a full-blown global enterprise with hundreds of team members, letting people shine makes an engaging About Us page.

Some of the examples in this article (such as Big Cartel), feature headshots packed with personality, which convey brand values better than any words.

Tie in social proof with your social responsibility.

Showcase results, but also convey the difference your organization is bringing to the world.

Yellow Leaf Hammocks and Mailchimp are two examples from this article that feature on their About Us page how their products are changing their communities for the better.

More resources:


Featured Image: Naumova Marina/Shutterstock




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Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny

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Google's AI Overviews Go Viral, Draw Mainstream Media Scrutiny

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.



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New Google Search Ads Resemble AI Assistant App

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New Google Search Ads Resemble AI Assistant App

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

1716722762 15 New Google Search Ads Resemble AI Assistant App

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

1716722762 242 New Google Search Ads Resemble AI Assistant App

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

1716722762 187 New Google Search Ads Resemble AI Assistant App

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

1716722762 395 New Google Search Ads Resemble AI Assistant App

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

1716722762 588 New Google Search Ads Resemble AI Assistant App

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

1716722762 751 New Google Search Ads Resemble AI Assistant App

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

1716722762 929 New Google Search Ads Resemble AI Assistant App

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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How Do I Get A Job With A PPC Agency

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Conversion Tracking In PPC Campaigns

This month’s “Ask A PPC” question is particularly significant because the job market has been quite volatile.

“How do I get a job with a PPC agency when I have only worked in-house. What experience would they want?” – Karl Toronto

It’s understandable that people want to know which skills employers seek when hiring for a PPC team. There can be a disparity between what people think they need and what the market actually demands.

We’ll delve into some data and commentary to explain why various traits are valued.

It’s crucial to understand that the ideal candidates will be versatile and have an aptitude for all aspects of digital marketing.

However, no one can excel at everything, so leveraging your strengths or preferences is beneficial.

Ensure that you’re securing the best role for yourself while the company hiring you finds the best fit for them.

Here Are The Essential Skills

  • Analytics.
  • Creativity.
  • Ad network knowledge.
  • Willingness to test/learn.
  • Culture fit.

Discrepancy Between Market Demands And Perceived Needs

I conducted a poll on my LinkedIn to gauge the skills desired by current employers and practitioners.

Screenshot from author, LinkedIn, April 2024

Analytical skills emerged as the most sought-after trait. Employers seek individuals who can interpret numbers and discern the story behind them.

However, relying solely on analytical prowess may overlook the importance of creativity.

Creative skills are vital in today’s ad networks, especially emphasizing visual content like videos and campaign types that force visual content (Performace Max/Demand Gen). Neglecting creativity can hinder a company’s branding efforts.

Unexpectedly, ad network skills and cultural fit were deemed far less critical than analytical skills. Brands should prioritize team cohesion for long-term success, yet this aspect is often undervalued.

The disparity between job descriptions and actual skill requirements contributes to the difficulty in the job market.

Agencies that hire for how PPC used to work will be left wanting. Practitioners who only focus on popular skills instead of needed ones will be made obsolete by the privacy-first era obscuring data and AI owning creative.

Analytical Skills

Analytical abilities involve knowing where to find relevant data sources and understanding how they contribute to success.

While PPC historically relied on measurable outcomes, the landscape is evolving, necessitating adaptability in data analysis. Technical proficiency and strategic acumen are crucial for navigating different data sources.

These include:

  • Customer relationship management (CRM) systems.
  • Google Analytics 4 (GA4).
  • Ecommerce platforms.
  • Content management platforms (CMS).

Empathy for various ad channels improves your candidacy, and knowing how to work with post-click data will give you an edge over those who can only work with ad platform data.

While being highly technical isn’t required, having empathy for coding and scripts will give you a better chance to stay current with evolving data mechanics (especially as APIs become even more important for accessing data blocked by privacy-first regulations).

Here are some takes from PPC experts on why analytics is the most important:

A screenshot of a LinkedIn comment by Georgi Zayakov, who describes himself as analytical Screenshot from author, LinkedIn, April 2024
A LinkedIn post by Kathryn B., a paid media specialist at a PPC agencyScreenshot from LinkedIn, April 2024
Screenshot of a LinkedIn post by Nikolaos B., discussing how marketers must become data-savvyScreenshot from author, LinkedIn, April 2024

Creativity

Creativity is essential for crafting compelling ad content, yet many PPC agencies struggle in this area.

Clients are often tasked with providing creative materials due to cost or complexity constraints.

You’ll get a competitive edge if you have these skills:

  • Video Editing: With the rise of PMax, as well as many ad networks leaning heavily into connected TV, having video editing chops will be a huge asset for any team. If you’re not comfortable using conventional editing tools, AI tools like Descript are a great way to take on those tasks.
  • Graphic Design: No matter the ad network your potential employer is hiring for, you will need some ability to design static images. Whether you use stock photos or AI-generated images or come up with the creative yourself, the days of purely text ads are over. Tools like Canva can help bridge the gap for less technical designers, but don’t discount ad network AI.
  • Content Creation: While the first two categories leaned toward visual content, written content is still important (i.e., most ad formats include some text). Having the ability to understand how diverse audiences prefer to be addressed while respecting the specific requirements of each format is a great skill to hone.

While some roles may prioritize analytics or ad network knowledge, emphasizing creative abilities can distinguish you during the hiring process.

Here are some experts who value creativity:

A screenshot of a LinkedIn post by Erik PetersonScreenshot from author, LinkedIn, April 2024
A screenshot of a Linkedin post by Amy HebdonScreenshot from author, LinkedIn, April 2024

Ad Network Knowledge

Ad network expertise is valuable, but adaptability is paramount as platforms evolve rapidly.

Some agencies will have specialists, while others hire folks they expect to be passable at every network they service. It’s important to understand what workflow will enable you to succeed.

If you’re happy working with all platforms, then don’t shy away from it. However, if you do better in focusing on one aspect of PPC, that’s totally valid. Just know it might limit your ability to get hired into smaller “familyesque” agencies.

Understanding auction dynamics and bidding strategies is crucial.

Many of us who entered the industry when manual bidding was more popular have an unfair advantage over those who came in during the Smart Bidding era (i.e., anything from 2020).

This is because manual bidding requires you to think about the mechanics of each ad platform’s auction and how you could use those mechanics to your advantage in building account structure.

Knowing what to track and allocating appropriate budgets are key considerations.

Understanding that some networks require more conversions than others to run (e.g., Meta Ads’ 50 in a 7-day period vs. Google Ads’ 15 in a 30-day period) should influence what you choose to track, as well as how you report the data.

Additionally, if you are under or over budget, you’ll set yourself up to fail. Knowing which channels require a big investment upfront and what the breaking point for each network is (either on underspending or spending too much) is critical.

Awareness of potential pitfalls, such as false positives or negatives, enhances campaign effectiveness. For example, it’s important to know how to check if automatically applying recommendations is on and what tasks it’s on for.

It’s worth noting that none of the experts who chimed in on the poll made a clear case for ad network knowledge specifically.

Willingness To Test

Success in PPC requires openness to experimentation and a willingness to adapt. While this wasn’t one of the criteria in the poll, it was one of the most popular traits experts look for in hiring.

Perfectionism can hinder progress in a fast-changing environment. Testing new ideas and embracing failure as an opportunity for growth are essential.

While analytical skills aid in test design, empathy and creativity are equally vital for devising effective experiments.

Here is an expert who favors a willingness to test:

Screenshot of a social media post by Mike RhodesScreenshot from author, LinkedIn, April 2024

Cultural Fit

Cultural alignment with an agency fosters productivity and job satisfaction. However, you can only achieve that by being honest with yourself about what you want and the mechanics of how you work.

Agencies demand intense effort and collaboration, making compatibility with colleagues crucial.

Anyone looking to make the shift from in-house to agency needs to be prepared for a much faster pace of work and a lot more agency.

Open communication with leadership regarding preferred management and learning styles will ensure a positive working relationship.

Respect for peers and a supportive atmosphere contribute to a fulfilling work environment.

Here are a few thoughts on cultural fit from polled experts:

The image shows a LinkedIn post by David Zebrout containing text discussing the importance of integrating PPC network knowledge with intertimed optimizations in generating profitable growth.Screenshot from author, LinkedIn, April 2024
LinkedIn post by Lisa Erschbamer discussing the importance of cultural fit and individual personality in team dynamics for effective performance at a PPC Agency.Screenshot from author, LinkedIn, April 2024
A screenshot of a LinkedIn post by Aaron Davies discussing the importance of cultural fit, individual skills, and team communication in marketing for a PPC agency. The post has reactions and a question comment by NavahScreenshot from author, LinkedIn, April 2024

Final Thoughts

Navigating the current job market can be challenging, but understanding industry needs and honing relevant skills increases your chances of success.

Balancing technical proficiency with creativity and cultural fit is essential for thriving in a PPC role. By aligning with market demands and showcasing your strengths, you can secure rewarding opportunities in the field.

Have a question you’d like us to address? Fill out the form!

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Featured Image: Paulo Bobita/Search Engine Journal

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