Unlock Your Potential: 5 Essential Skills to Elevate Your PPC Management Career

I often pose a thought-provoking question to friends and colleagues:
If you could go back 20 years with the knowledge you have now, what career choices would you make differently?
While reflecting on the past is easy, predicting the future and identifying skills that will gain significance over the next few years is much more challenging. Here are five undervalued marketing skills that will enhance your expertise and broaden your career opportunities in the coming years.

1. Creative Generation

Contrary to popular belief, creativity is not fading, especially with the rise of AI. In fact, the demand for intelligent, engaging, and unique creative content will be more valuable than ever. As AI tools like ChatGPT produce a plethora of average content, the ability to create exceptional and standout material will be crucial, particularly for brand building in crowded markets.
Moreover, advancements in technology will enable more individuals to create high-quality advertisements, pushing everyone to elevate their game.

2. Conversion Rate Optimization (CRO)

In PPC, there is often an overemphasis on pre-click metrics, while the critical post-click actions are frequently overlooked. CRO is one of the most underestimated skills in digital marketing. Many agencies focus solely on what happens before a user clicks, neglecting the significant value that CRO can bring to a business.
By optimizing conversion rates, businesses can see substantial revenue increases, as demonstrated by a case where a small adjustment led to a £250k annual improvement.

3. Omnichannel Approach

Marketing channels have historically functioned in silos, but the future is leaning towards a more integrated omnichannel strategy. With the rise of marketing mix models, we’re likely to see an increase in omnichannel specialists who ensure consistent messaging across various platforms. This holistic approach can enhance customer experience and drive better results across channels.

4. Profit Optimization and Business Economics

Understanding business economics is becoming increasingly vital. Many marketers remain fixated on arbitrary metrics like ROAS without considering the overarching business objectives. By combining knowledge of ecommerce economics with a profit-first mindset, marketers can transform from mere account managers to valuable business consultants, aligning PPC strategies with key business goals.

5. Ecommerce Consultancy

As a PPC specialist, expanding your skill set to include ecommerce consultancy can significantly increase your value. The shift towards strategic thinking in PPC management means that those who diversify their expertise will stand out. Understanding related fields like CRO and analytics will allow you to identify and resolve issues beyond just clicks and impressions, ultimately enhancing your effectiveness.

Grow Your Value

Whether you aim to become a T-shaped specialist or delve into other undervalued business services, broadening your expertise outside your core area will set you apart in an AI-driven world. The demand for versatile skill sets is growing, and being able to provide added value to your clients and company is crucial.