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7 Exclusive Ways To Convert Webinar Viewers Into Customers

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7 Exclusive Ways To Convert Webinar Viewers Into Customers

This post was sponsored by BigMarker. The opinions expressed in this article are the sponsor’s own.

Wish the time you spent on webinars was clearly reflected in your profit margin?

Want your dedicated webinar viewers to finally make a purchase?

Let’s turn your webinar experience into a successful profit machine.

What Is A Webinar?

A webinar is one of the best ways to convert interested clients into longtime customers.

In short, a webinar is a virtual, online experience in which speakers around the world can connect with a global audience within seconds.

This means that you can expand your brand on a global scale and convert shoppers from any location around the world.

By sharing insider tips, VIP knowledge, and exclusive how to’s, webinar hosts can:

  • Captivate an audience.
  • Increase brand awareness.
  • Generate sales and real revenue.

Webinars can help you grow your brand into a worldwide presence without leaving your office.

With these successful techniques, your business can convince and convert more viewers into customers within minutes.

So, if you’re not earning sales from your webinars, you’re missing major opportunities to grow your business.

Do Webinars Work?

Yes – your viewers are in the best position to take action and convert.

9 out of 10 B2B buyers say online content has a moderate to major effect on purchasing decisions.

Webinars can be a successful marketing tool because the people who watch them are planning to make an immediate change in their lives – you are their catalyst.

Webinars help ensure that a viewer’s successful conversion is with your company.

The key is using your webinar time to educate and impress your way to more sales.

Give your audience insider webinar content, exclusive treatment, and perfectly-timed conversion opportunities.

Take the step to convert your webinar audience into customers with these seven tips to give your viewers the VIP treatment that will drive real sales and profits.

1. Set The Stage: Create Perfectly-Timed, Highly-Personalized In-Webinar Offers

Build up your customer’s excitement and then launch your in-webinar offer.

Think about where each viewer may be in their buyer’s journey.

New viewers may need background information, while repeat watchers will be looking for problem-solving content.

Plan your content stories around each viewer’s need.

This makes your viewer feel like you really hear and understand their needs, which helps generate more sales.

For an added punch, remember, the more relevant and personalized an offer is, the more likely a user will convert.

Think of it this way.

Winning a customer is like sealing any other relationship – you need to prove your value to that person’s specific needs before asking them to buy your product.

Centering your content strategy around your product is the easiest way to achieve that.

Get started with these steps:

  1. Think about and create content for specific stages in the sales funnel.
  2. Think about and create content for different buyer personas.

Step 1: Create Content For Specific Stages In The Sales Funnel.

Brainstorm

First, brainstorm different topics that will be useful for different stages of customers, including brand new audiences and those who are deeper in the sales process.

Topic Research

Ask your sales and customer support teams for the questions they get most often from prospects in each stage of the sales process.

Then, create webinars, stories, and online content around those knowledge gaps at each level of the sales and marketing funnel.

Examples Of Top-Funnel Lead Content

Let’s say you’re planning a webinar for a new webinar software company.

Since potential viewers may have little or no knowledge about your product, these top-funnel leads need to learn what your product does and why it matters before they decide to consider a purchase.

A good webinar topic to cover to get new customers interested in your product would be “How Webinars Support Marketing” or “How Webinars Generate Leads.”

Examples Of Mid-Funnel Lead Content

Once your viewers have a basic understanding of your webinar product, mid-funnel leads will want to know how to use your product to solve specific problems.

Consider topics like, “How to Increase Audience Engagement At Your Webinars,” etc.

Besides attracting more viewers, this also helps you qualify your leads, which allows your reps to better personalize their messaging to each prospect – and convert more of them, too.

Step 2: Create Content For Different Buyer Personas

Once you have built a content framework around where a viewer may be in their buyer’s journey, it’s time to consider what each type of person in the journey needs.

Buyer personas can help you drill down to each viewer’s individual needs, making it easier to satisfy and convert them in your webinar.

Consider Who Is Watching Your Webinar: B2B

In a typical firm with 100 to 500 employees, an average of seven people are involved in most buying decisions.

To make a B2B deal, you’ll need to win most – if not all – of those people over.

Think about the type of questions that would be asked by:

  • Individual contributors and department leads.
  • Company leaders (CEO, CFO, COO).
  • Leaders of adjacent departments (marketing leads who work closely with sales & product leads).

Make it easier for viewers of your webinar’s sales pitch to communicate and convince their entire business to get on board.

How To Satisfy & Convert Each Persona

Creating tailored content and in-webinar answers for each viewer is easier than it sounds.

First, consider starting your webinar with information that the end-user will need.

Then, think about what their managers and business leaders may need to approve the purchase.

Make It Easy For Viewers To Get All Of Their Answers

Simply create downloadable handouts with frequently asked questions for each relevant persona, then include them in the webinar and/or follow-up email.

(Need help generating this kind of position-specific content? Ask people from your own company how they evaluate products and approach purchase decisions, then structure your content around those concerns.)

Step 3: Place In-Webinar CTAs That Naturally Show Up When Audiences Need Them To

Now that you have your downloadables and resources planned out, along with the flow of your webinar’s topic, it’s time to place your CTAs.

  1. Map out your webinar story to appeal to each type of viewer.
  2. Anticipate where your viewers may naturally have a question. Place a CTA to download resources that answer their questions.
  3. Decide where your viewers may naturally feel an impulse to buy or schedule a meeting. Place a CTA to connect with your sales team.

2. Become Your Prospect’s Divine Guide: Improve Conversions With Polls To See Who’s Ready To Buy

At any one time, only a small percentage of your audience is actively looking to buy your product.

So, how can you identify which of your attendees are ready to buy right away?

How can you show up as their hero instead of the cold-email salesman?

Asking poll questions during your webinar is the best way to learn about your audience’s buying intent and timelines.

With the information generated with polls, you can reduce the number of cold calls and customize the sales (or remarketing) experience.

Start with the following questions:

  1. How many people are at your company?
  2. For what purposes do you use [product/service]?
  3. How many teams in your company use [product/service]?
  4. Are you planning to increase your spend on [product/service] this year?

Once you generate this information, use integrations to push it to your CRM or MAS of choice.

Now, your sales team can use it to tailor their pitches for each prospect’s individual needs and questions.

3. Be Clear: Create Well-Crafted Calls-To-Action

By this point, your attendees should resonate with your content.

Your conversions should be increasing.

If they aren’t responding to your offers, it may be because your call-to-action message is not clear enough.

CTAs Should Be Need-Specific

If your call to action message isn’t specific enough, people may not know what you want them to do or why it matters.

So as you design your webinar, confirm that your offer tells people what action to take and why it matters.

CTAs Should Be Visibly Clear

If the offer itself is too small or blurry to be seen, viewers may ignore it.

Consider the screen size and other factors that may reduce the size or clarity of your in-webinar CTA.

CTAs Should Be Bright & Attention-Grabbing

Make your call-to-action offer brightly colored and big enough to draw attention.

Track Attribution, Test & Revise Your CTAs For Success

Anytime you make a change to the style of your CTAs:

  • Use your webinar platform’s analytics.
  • Track the performance of your offers and tweak copy/strategy as needed.

You may discover that your prospects might prefer webinars to ebooks or product demos.

You might see that more people click on a large, red CTA.

With this knowledge, you can further optimize your future lead nurturing efforts – and earn more customers.

4. Conversations Create Conversions: Involve Your Sales Team In The Webinar

Get your sales team to take over a Q&A at the end of your webinar.

They can speak directly to potential buyers and begin building relationships with them during the session.

This gives your brand major opportunities to increase conversions because your:

  • Sales teams will know which features to emphasize and which questions to anticipate.
  • Attendees have a personal connection when they receive a follow-up email from that rep.
  • Attendees are more likely to reach out and ask follow-up questions and advance further in the sales funnel.

(PS: If your sales reps can’t attend the session, have them send their top prospects a recording after the fact.)

5. Prioritize Your VIPs: Use Data To Qualify & Excite The Right Leads With A Post-Webinar Report

Use findings from your post-webinar report to better prioritize your new prospects.

Now, you can strategically reach out to sales-qualified leads instead of messaging the first 100 people on your list and hoping for the best.

Use Registration Responses To Prioritize Follow-Ups

On your registration form, ask attendees to provide their industry, company size, and/or job title.

This will help you segment your list and prioritize your outreach strategy accordingly.

So, if your sales team converts more marketing managers than they do event managers, they can reach out to the marketing managers first and place event managers on the backburner, etc.

Make Your Dedicated Viewers Feel Special

Your webinar reports should display your attendees’ engagement levels throughout the session.

You can see exactly which attendees were engaged for the longest amount of time and also see who was actively watching at each 5-minute interval of the session.

Use this to identify your most active participants and prioritize them during your follow-up campaign.

Use Q&A, Chat & Poll Responses To Discover Bottom-Funnel Prospects

Similar to engagement metrics, Q&A and poll activity reveals the most interested viewers in your audience.

But beyond that, most webinar reports show the transcript of each question, chat message, and poll response.

So if Suzy asked the host about integrations, her sales rep knows to mention integrations in the follow-up email.

The more you understand your audience’s needs, the more your team can meet those needs – and earn their business.

Connect & Serve Prospects Who Are Long-Time Engagers

The average B2B buyer consumes 13 pieces of a company’s content before making a purchase.

So, it’s important to consider each audience member’s past engagement with your brand, including website visits, content downloads, prior webinar attendance, and on-demand viewing activity.

High levels of activity indicate that the person finds your content valuable, making it more likely that they will become a customer.

6. Be There For Them Wherever They Are: Run Retargeting Campaigns For Previous Attendees

Using the behavioral data generated by your post-webinar reports, create retargeting campaigns for attendees at different stages of the sales funnel.

With inboxes becoming more cluttered than ever, retargeting helps you to continue communicating with leads without relying on email.

How To Create A Solid Post-Webinar Retarteging Campaign

In your ads, refer back to your webinar content and use it to reinforce your product’s value.

Create messages and calls to action that reflect each lead’s place in your sales funnel.

Better yet: The data generated by your webinar will help you tailor these appeals more precisely than ever.

7. Check-In Like Friends: Continue The Relationship

B2B buying decisions are made by committees and often take months to complete.

So it’s possible that your prospects just need more information – or time – to learn about your product before booking a meeting.

In that case, keep the door open by giving them more content.

This way, they can keep you top of mind while they move toward a decision.

Want to host engaging webinars, virtual, and hybrid events?

BigMarker is here to help: Contact us or schedule a demo to get started.


Image Credits

Featured Image: Image by BigMarker. Used with permission.




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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!

More resources:


Featured Image: Paulo Bobita/Search Engine Journal

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