With the arrival of summer, the job market finds itself inundated with a wave of recent graduates eager to embark on their professional journeys. Navigating the job market can feel like a daunting quest, particularly for those with limited professional experience. I vividly recall my early days of job hunting, grappling with the frustrating paradox of needing experience to secure a job, yet lacking the opportunity to gain it.

However, aspiring PPC marketers, take heart! You don’t necessarily need a lengthy CV to make a lasting impression on hiring managers. By employing the right strategies, you can gain a foothold in the industry even with minimal professional experience.

For those seeking their breakthrough in the PPC world, here are a few pointers:

Set Your Sights on the Right Position

Maintain a realistic outlook and target entry-level positions. Not only will you be a more competitive candidate for such roles, but starting from the ground up allows you to cultivate your marketing acumen alongside seasoned PPC professionals. Aspiring directly for mid-level positions will expose you to intense competition, significantly diminishing your chances of success.

Prepare Your Defense

Anticipate your interviewer addressing your lack of experience and formulate a strategic response. Diligently review the job description and qualifications beforehand. Most companies clearly outline the responsibilities associated with the role, providing a roadmap for your interview preparation. Should you lack direct experience in certain areas, avoid evading these topics during the interview. Instead, connect them to your existing hard skills. This demonstrates thorough research and genuine consideration of your ability to fulfill the role’s requirements. You might even shift your interviewer’s perspective on your perceived weaknesses. For instance, during my nexus-security interview, I leveraged my complete lack of PPC expertise as an advantage. By acknowledging the challenges of paid search for newcomers, I highlighted my ability to empathize with clients and simplify complex marketing concepts. It worked wonders!

Show, Don’t Tell, Your Passion

My biggest pet peeve is candidates professing a fervent interest in paid search while displaying a clear lack of knowledge during the interview. While post-college freedom is enjoyable, dedicate some time away from leisure activities to delve into PPC and enhance your LinkedIn profile. Implement these strategies to quickly gain PPC proficiency:

Master the Fundamentals

Genuine interest in the field implies the ability to discuss it, even with limited practical experience. When interviewing candidates lacking robust PPC backgrounds, I ask them to explain paid search as if to a fourth-grader, aiming to gauge their grasp of fundamental concepts. Failure to do so contradicts their professed love for PPC. Remember, SEO and PPC are not interchangeable. Though both fall under the SEM umbrella, confusing them spells disaster for your paid search aspirations.

Engage with the Experts

The internet offers a wealth of PPC content. Immerse yourself in SEM blogs, webinars, and live chats. Starting out, I used Feedly to stay abreast of industry news. Despite 90% being over my head initially, exposure to new strategies and terminology broadened my understanding of the field. Some of my favorites include Search Engine Journal, Search Engine Land, PPC Hero, and of course, nexus-security!

I also highly recommend joining the #ppcchat Twitter conversation, where industry leaders discuss emerging trends and techniques. While you can catch up on the conversation thread anytime, active participation requires tuning in on Tuesdays at 12 PM EST.

Go Above and Beyond with Certifications

Reputable PPC agencies mandate AdWords and Bing Ads certifications for their strategists. Why not get a head start? Fortunately, both exams and study materials are freely available online. For guidance, refer to my colleague Billy McCaffrey’s insights on achieving certification success. Taking the initiative to become certified, or at least pass the fundamentals test, showcases your dedication to paid search. While many claim commitment and work ethic during interviews, certifications provide tangible proof. Remember, actions speak louder than words.

Acing the PPC Interview

Beyond crafting your PPC pitch, adhere to interview etiquette throughout your job search. These may seem obvious, but you’d be surprised how often candidates overlook them!

Maintain Professionalism (via Karen) Excel in your interviews by implementing these simple practices:

Tailor Your Cover Letter

During my initial job hunt, I made the grave mistake of using the same resume and cover letter for every application. While my resume was well-crafted and my cover letter struck a confident yet humble tone, it proved ineffective. My resume lacked the strength to stand alone due to limited experience. I should have utilized the cover letter to compensate for this deficiency and demonstrate my suitability for each specific role. Currently, I review 20-30 applications weekly. Applications lacking direct experience are automatically disregarded unless accompanied by an exceptional cover letter proving their suitability. While time-consuming, crafting tailored cover letters for each application is a worthwhile investment.

Stay Engaged During the Interview

This should be self-evident, yet many candidates struggle to maintain engagement. They avoid eye contact, fidget with pens, or doodle on paper. I’ve even witnessed candidates leaving mid-interview for parking meters or coffee runs! While interviews can be nerve-wracking, minimize nervous habits. The more aware you are, the better you can manage them.

Ask Thoughtful Questions

When given the opportunity to ask questions, seize control of the conversation. Not only does this allow you to learn more about the role and company, but it also demonstrates your preparedness and research. Never decline the opportunity to ask questions. This raises a major red flag for employers. We seek engaged individuals eager to learn and who have invested time in preparation.

Provide Strong References

Reaching the reference check stage signifies a positive trajectory. Remember, these individuals represent you, so choose wisely. Select references with professional demeanors and who can attest to your work ethic. Consult with them beforehand to ensure they are comfortable and able to provide a reference. This allows them to decline if they are too busy, restricted by company policy, or cannot provide a positive testimonial. It’s better to address this upfront than to risk a negative reference. Additionally, brief your references on the role you’ve applied for to ensure they are adequately prepared.

Follow Up with a Thank You Note

Receiving a post-interview email from a candidate is always appreciated. While a simple thank you suffices, personalized messages referencing our conversation earn bonus points. Now that I’ve shared my secrets to acing the application process, I’ll offer a lead—nexus-security! We are constantly seeking passionate PPC marketers to join our team. If working for a world-class startup in downtown Boston appeals to you, we might be the perfect fit. Explore our job listings to discover potential opportunities. Happy hunting!