5 Undervalued Skills to Complement PPC Management

In the world of digital marketing, professionals are constantly seeking ways to enhance their expertise and stay ahead of the curve. A popular question often posed is: If you could turn back time, what career path would you choose with the hindsight you have now? While it’s easier to look back and analyze past decisions, it’s significantly more challenging to look forward and identify the key skills that will be valuable in the years to come.

As a PPC specialist, honing a specific set of digital marketing skills is paramount to ensure you’re future-proofed in an increasingly competitive industry. While focusing on core competencies like Google Ads management is important, there are several other undervalued skills that will become increasingly important as the digital landscape evolves. Here, we delve into five skills that will significantly complement PPC management, giving you an edge in a fast-paced marketing world.

1. Creative Generation: The Heart of Advertising

It’s easy to think that creativity has taken a backseat to the technological advancements of recent years, particularly with the rise of AI-powered tools like Google Ads, ChatGPT, and Gemini. However, this shift in technology actually makes creativity more valuable than ever before. Creativity has always been the driving force behind successful advertising, and it will continue to hold that place at the core of your strategy.

As more businesses leverage AI tools to generate content at scale, there is an overwhelming amount of generic, uninspired material flooding the internet. PPC specialists now face the challenge of distinguishing their campaigns from this sea of mediocrity. A well-crafted ad, one that is engaging, unique, and thought-provoking, has the potential to capture the attention of your target audience in a way that machine-generated content simply can’t. This is where creative generation becomes invaluable.

In a world where search engine algorithms and AI may prioritize quantity over quality, the ability to produce smart and innovative content will set you apart. Whether it’s through striking visuals, compelling copy, or interactive formats, the skill of generating creative ideas that resonate with your audience will become a prized asset.

2. Conversion Rate Optimization (CRO): The Post-Click Secret to Success

While much of the focus in digital marketing tends to be on driving traffic and improving CTR (click-through rate), the real value often lies in what happens once a user clicks. This is where conversion rate optimization (CRO) comes into play. CRO focuses on maximizing the efficiency of your landing pages, funnels, and other post-click elements to increase conversions, whether that’s purchases, sign-ups, or other desired actions.

For many PPC specialists, the emphasis has historically been placed on the pre-click aspects of campaigns: targeting the right keywords, optimizing ads, and bidding strategies. However, this often leads to neglecting the crucial stage that follows the click. By optimizing your website or landing pages for higher conversion rates, you’re ensuring that the traffic you generate is being effectively converted into valuable business outcomes.

The value of CRO cannot be overstated. For example, consider an ecommerce website that is already driving significant traffic but is struggling to convert those visits into sales. Through targeted conversion rate optimization, improvements to the user experience, such as reducing cart abandonment, simplifying the checkout process, and enhancing the use of social proof like reviews, can lead to substantial revenue increases. Even small improvements in conversion rates can translate to massive long-term gains.

In fact, research shows that a modest improvement in conversion rates can have a profound impact on overall revenue. For instance, if a website with 100,000 monthly visitors and a £100 average order value (AOV) has a conversion rate of 5%, it generates £500,000 in monthly revenue. Through CRO, increasing the conversion rate to 6% and raising the AOV to £125 could boost revenue to £750,000—a £250,000 monthly increase. This, in turn, would amount to £3 million in additional annual revenue. Such results make it clear that CRO is an undervalued skill that no PPC campaign should be without.

3. Omnichannel Strategy: The Future of Integrated Marketing

A major trend emerging in digital marketing is the move away from siloed channel strategies to a more integrated, omnichannel approach. This is particularly relevant for PPC specialists, who often focus on a single channel—whether it’s Google Ads or social media ads. However, as consumer behavior continues to evolve, it’s becoming increasingly important to create a seamless experience across multiple touchpoints.

An omnichannel strategy ensures that your brand’s message remains consistent and cohesive, regardless of where a consumer interacts with it. This involves aligning strategies across various platforms—Google Ads, social media, email marketing, content marketing, and more. With marketing mix models becoming more prominent, businesses will require omnichannel specialists who can understand and implement strategies across multiple channels to ensure an integrated customer journey.

By adopting an omnichannel mindset, you can increase your client’s reach and impact. For instance, instead of viewing each channel as a standalone entity, you’ll begin to recognize how channels interconnect and influence one another. A successful omnichannel strategy can lead to better customer experiences, increased conversions, and, ultimately, a more effective marketing campaign.

4. Profit Optimization and Business Economics: Understanding the Bigger Picture

One of the most undervalued skills among PPC specialists is understanding business economics and how to integrate profit optimization into Google Ads campaigns. While return on ad spend (ROAS) has traditionally been a key metric for PPC performance, it’s becoming clear that relying solely on this figure can be misleading, especially in times of rising costs and increased competition.

To truly optimize campaigns and drive profitability, PPC specialists must develop a deep understanding of their clients’ business economics—such as cost of goods sold, shipping, and other expenses. Without this knowledge, it’s difficult to create campaigns that align with a business’s broader financial objectives. As Google Ads has evolved with more sophisticated tools, such as smart bidding and enhanced tracking, integrating profit-focused strategies will become increasingly important.

For example, a company may be generating high revenue from its ads but still operating at a loss because its ROAS targets were set without considering increasing product costs or shipping fees. By factoring in these economic considerations, you can help clients shift toward a profit-first approach, ensuring that their advertising efforts align with long-term business sustainability and growth.

5. Ecommerce Consultancy: Becoming a T-Shaped Specialist

In today’s competitive digital marketing landscape, PPC specialists who remain confined to a single area of expertise risk becoming obsolete. As automation and AI tools take on much of the tactical work, the demand for strategic thinkers who understand the broader business landscape is on the rise.

One way to future-proof your career is by becoming a T-shaped specialist—someone who combines deep expertise in one area, such as Google Ads, with a broader knowledge of related fields. For instance, mastering areas like conversion rate optimization (CRO), analytics, and ecommerce consultancy will allow you to provide greater value to clients.

Instead of solely focusing on CTR and bid adjustments, you’ll be able to identify issues that may not be immediately obvious within the Google Ads interface. For example, if a client’s ads are underperforming, you might realize that the problem isn’t the ad copy or keywords but an issue on the website itself, such as a faulty checkout widget or a slow page load time. By expanding your expertise to include ecommerce consultancy and CRO, you’ll be better positioned to diagnose problems and implement holistic solutions.

Conclusion

In an era where automation and AI tools are increasingly handling the tactical aspects of PPC management, the true value lies in diversifying your skill set. The five skills discussed—creative generation, conversion rate optimization, omnichannel strategy, profit optimization, and ecommerce consultancy—are not just future-proofing your career; they’re setting you up to offer unparalleled value in an ever-changing digital marketing landscape.

At Engage Coders, we specialize in crafting tailored digital marketing strategies that elevate your brand, drive targeted traffic, and boost conversions.

Contact us today for a free consultation and let’s grow your business together!