Is there a place for this new unit to sit within the business?
Paid search is marketing and this new team should not report to the General Manager, Finance Director or Head of IT. It needs to sit within a larger marketing unit working on bringing the brand and campaigns to life.
Remember that paid search is not only a great acquisition driver but also a capture channel for other media. This new unit should report into someone who understands the medium and can manage a team with a skill-set different from their own.
So hopefully, if you’re thinking of bringing paid search in-house, you’ve considered these criteria and you’re ready to start building your new team. The key mistake many still make at this point though is in the interview process.
If you don’t know the interview questions to ask, how can you sort the wheat from the chaff? Is your external or internal recruiter suitably skilled to conduct a technical interview? Can you talk build templates, bid modifiers, match stacking or RLSA? If not, you need help in recruiting the right team.
A final and very important point for you to remember is this: just because they’ve got the right blue-chip companies on their CV doesn’t mean they have the right skills.