In the fast growing industry of search engine marketing, it is difficult for employers to hire and keep the experienced paid search professionals as they are both expensive and short in demand. While moving quickly from companies to companies, PPC specialists may find themselves having issues on adaptations.
PPC specialists with 2 years of experience who work for PPC agencies are likely to move to either traditional ad agencies or the client-side (aka the in-house paid search team). It is because most ad agencies and client-sides are able to easily offer 15% – 20% salary increase with a lateral move.
With the continuous improvements of algorithms and features in the PPC search engine platforms, paid search is a high-pace tactic and high-detailed profession with tight deadlines. It can also become repetitive and tedious when they are asked to manage hundreds of thousands of keywords on a daily basis. It certainly does not help when there is no definite career path ahead of the paid search specialists.
However, moving to the client-side will require the PPC specialists to adapt to profound changes including tempo, culture and locale. Moving to the traditional ad agency side will mean search is just a small part of the entire business and even the most experienced PPC specialists may be left out of strategic business planning.
One of the better options for the employers is to bring up your own PPC talents with no experience. With the help and systematic training of an experienced PPC specialist or a PPC manager, 3 – 6 months should be adequate.
For keeping the top PPC specialists, employers can promote them to more significant positions to head a team of PPC campaign specialists. Promoting them to search engine marketing managers will be another option should their knowledge qualify for the job. The latter option will allow them to oversee and manage the overall online marketing activities including both SEO and PPC.