Not sure what red (or green) signals to look for when recruiting in the SEM industry? Using this approach, ensure that you choose genuine specialists.
Hello, my colleagues in the search industry.
I hope this post might provide you with some relief for a few minutes by reminding you that not all parts of your search engine marketing (SEM) accounts are the same and so require different metrics.
Those who follow, follow, and/or troll my Twitter account have seen me trashing Pmax, Auto-Apply Recommendations, and Google Analytics 4 on #ppcchat (GA4).
(This is on top of my regular rants about the New York Jets and social commentary on the Real Housewives franchises.)
But, after 17+ years in the SEM sector, I can no longer remain silent on an issue that has bothered me for a long time: how to distinguish between genuine SEM marketers and the dime-a-dozen hacks that also exist.
To be clear, I am not a "guru" (which I despise), nor am I the finest thing since sliced bread in the SEM sector.
But I've been around long enough to recognize what it takes to establish a successful SEM team, as well as those that are likely lacking in abilities and will bring you more misery than they will benefit you.
"But why should I listen to you, Jon?"
What qualifies me to tell you what you should look for in a SEM team (or even an individual) is subjective.
I consider myself relatively qualified to offer advice, having worked in search marketing for 65% of the industry's existence (as an independent consultant and at some of the biggest agencies in the world). I've given presentations at industry conferences, authored articles (including this one), and even won some honors (even a trophy, see the 9-year-old one below).
When I initially started in the sector as an intern (before being employed full-time in 2005), there were only around 50 agencies in the United States performing this sort of work (and marketing it).
In 2022, there will be at least eight agencies, various in-house operations, and more than a dozen freelancers/consultants in the small Connecticut town where I reside.
As a result, demand has increased, as have skill sets. And with it, the number of operations/people in the industry performing the bare minimum has decreased (or even less).
What Kind of SEM Professional Should I Hire?
There are various variations here depending on your scenario. You typically take one of three paths (there are more, but they are extremely rarer), with overlap and distinctions between them.
- In-House: A company/business, W2 employee that manages the SEM program within the company's walls.
- Freelancer/Consultant: A person who runs SEM campaigns for a firm but is not an employee. A 1099 employee is occasionally used (or just an individual you pay out of pocket, no judgment here).
- A independent firm that provides marketing services hired out to handle a company's SEM operation.
Once you've decided which of the three you want to hire for, you must decide how much experience you need (in years, not "trial by fire" experience, though that should also be considered).
Beginner's Level
Typically, they are fresh out of high school or college and have no prior industry experience.
Important: Never hire someone at this level if you're searching for a freelancer or consultant.
Only use them if you're putting together an in-house team or expanding your agency staff.
Level Junior
Some hands-on experience, generally less than two years. This is most likely their second or third job in the sector.
Disclaimer: I do not advocate that anyone hire inexperienced freelancers. However, there are a few needles in the haystack every now and again.
Again, I only advocate recruiting at this level if you're putting together an in-house team or expanding your agency staff.
Middle Level
This typically represents a broad range of experience, ranging from 2 to 10 years, with the majority of it being hands-on.
Nota bene: These are frequently terrific recruits regardless of the business, and they generally have the greatest hands-on experience at this stage in their career.
Senior Position
This title is frequently attributed to those who have been in the space for more than 8 years. The majority of their experience has been hands-on, but they frequently provide excellent strategic advice as well.
Note: A fantastic hiring for any organization, but especially for freelancers/consultants.
Veteran Status
The saltiest group in the room. I'd say this normally begins around 12+ years in the profession, and these people have seen a lot.
Nota bene: Excellent rental for any operation. Although they are likely to be the most costly freelancers/consultants, everyone should be able to communicate with them.
What Skills Should They Have If I'm Putting Together A Team/Operation?
Once again, there are various variables to consider. But here's what you should know (this does not apply to freelancers/consultants):
A college degree is desirable but not required in this day and age.
If you must have a degree, look for those in Marketing, Management, Digital Advertising, Finance, Economics, Data Science, or Math.
Excel abilities
Anyone who wishes to work with or for you must be able to do a VLookup, Pivot Table, =SUM, =LEN, and Concatenate at the very least. Conditional formatting is advantageous.
If they can't perform them for you as an agency or in-house, they probably aren't for you.
I suggest Maven Analytics to anyone trying to improve their skills: it's a wonderful analytics and Excel teaching organization operated by an Excel guru named Chris Dutton.
Knows How To Balance A Checkbook
This may seem unconnected and strange, but if you can't effectively budget a checkbook, you can't properly pace an ad budget.
The ability to think outside of the box
You may just hire them for SEM, but they should be able to consider how it influences and is influenced by other media and analytics - and how that understanding might be beneficial to one another.
Organized
Someone who demonstrates proficiency in note-taking and/or project management.
Certifications
They are free to get, and anyone who can demonstrate they have at least the Google and Bing search certificates (I still hate to call it Microsoft) is fantastic.
It already reduces liability for you because it demonstrates that they have at the very least completed the fundamental training.
Cross-Media Skill Sets Are a Significant Advantage
Paid social and self-serve programmatic are quite similar to SEM; if someone is familiar with them, they are frequently good skilled recruits.
What Should I Look For (Or Avoid) When Hiring An Agency Or A Freelancer?
Part of it is determined by the size and style of your firm, but here is some reliable advice: Ensure that the team/individuals working on your firm have current certifications in search at the very least (analytics, video, display, and Facebook are also great).
If an agency pushes certification beyond a remark on their website, buyer beware: they are "you should at the absolute least have this" statements, not selling points.
Freelancers and consultants should have them, but if they flaunt them as opposed to an agency, you can be more tolerant.
Having certificates does not make you the greatest organization out there, but if an agency or freelancer does not have them, it indicates that they have not done the very least - and their knowledge may be called into doubt.
It is an advantage if an agency (and rarely a freelancer) is a Bing Elite or Select Partner and/or a Google Premier Partner (unusual to have one without the other).
These organizations will get more direct access to dedicated search engine reps as well as other beneficial advantages such as beta testing.
These are often not available to single-person consultants and freelancers. It's not a knock against them, but having one is a benefit.
Consider their onboarding strategy. This should be a 30-day, 60-day, and 90-day game plan that is presented to you when they pitch you. If they don't have one, responsibility is rapidly lost. Check references.
It may appear archaic, but if you're going to spend a lot of money to a company to handle your advertising budget, you should make sure they have current or previous pleased clients.
Some agencies were just hacking operations throughout the years; customers who hired them never verified references and now saw no return on their investment.
Although it should go without saying, many fall for it: Avoid businesses or persons that promise the world for a low price without logic or rationale, or if the offer appears too good to be true.
Many stores have done this throughout the years, from overpromising and underdelivering to lying and misrepresenting themselves. Several people have been apprehended, sued, and/or charged with federal crimes.
Avoid any organization that is not open about or prepared to reveal its start-up and continuing quality assurance processes.
In our sector, things happen; a reactive and continuous proactive QA procedure can save headaches and money. I would avoid a store if they are unwilling to share theirs.
What Should I Look for and Avoid When Hiring Internally?
In-house operations are ultimately determined by the level of individual desired.
The entry-level requirements are modest. Just be certain that they can:
- Consider feedback.
- Maintain a positive mindset.
- You don't have an ego.
- Excel is a skill.
If you're looking to hire at a higher level, check for:
- Someone who remains put for a while rather than changing jobs (not applicable to those in the junior level). If they have difficult-to-explain reasons for repeated job changes, putting effort into onboarding them may be futile if they become bored or dissatisfied.
- Those who are not in pursuit of the money. This is a rather simple task.
- At least four years of experience as a freelancer/consultant or in an agency. These people have been in the trenches, either working alone or for an agency. If you can find someone with this level of expertise, they are generally fantastic long-term workers with a diverse range of hard and soft skills. Expect to pay a premium for them.
- Those having a lot of "hands-on" keyboard experience. Even at the senior or experienced level, you want to know they can confidently take over and operate things in an emergency.
What Red Flags Should I Be Aware Of?
The red flags of serious avoidance are increasing by the day.
However, locating them and/or identifying them becomes more difficult and will require some of your own research. Some of them are personal preferences, but you get the idea:
- Anyone who describes oneself as a "guru". This is more of a personal matter, but making such a strong statement generally comes with a certain amount of ego.
- Anyone who is confused about the distinctions and tactics between SEM and SEO. They frequently prey on little businesses or naïve individuals.
- Anyone who refuses to grant you access to your accounts. Confirm in writing that you want admin access if you are paying the bill directly.
- There are several SEM groups on social media, and many of them feature members who make ambiguous and/or unrealistic assertions in order to attract new clients. For example, "I boosted ROI 10,000% with one secret move," or "I enhanced ROI 10,000% with one secret move." These businesses are frequently con artists.
- Any organization that emphasizes their Google Ads expertise but not their Bing expertise. The platforms are similar, and any reputable advertiser who does this for US audiences will be familiar with both. Many people claim they've never done it since no one uses Bing. Those are the folks you should avoid at all costs.
- Operations/individuals who drastically reduce their rates: What you pay for is what you get.
- Any operation that refuses to provide a report, strategy, or change log.
There are plenty others, but these are the most typical challenges I encounter in the sector.
Methods of Billing
Today, the three most frequent charging types are commission, hourly/FTE, and retainer.
- Those that work on commission: If their concentration is on how much you spend rather than how well you accomplish, this is a warning indicator. Budgets are always being slashed; if they don't like it, they should go.
- Hourly/FTE: If they don't offer you an hourly estimate up front and just do it when invoicing, move away; they will steal your time.
- Retainer: If they are not providing you with a breakdown of how they spend their time, or if the retainer surpasses 18% of the media spend, and you are not seeing changes in the change log, walk away.
So, what does all of this mean?
Now that I've truly terrified you, keep in mind that, while there are some terrible jerks in this field, there are also many incredible individuals.
It is all about doing your homework before hiring someone rather than simply agreeing to a fee.
Also, please ensure that they are familiar with Excel.
Thank You For Reading This Article, Good Luck
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