Hiring a qualified individual to manage you PPC campaign is hiring someone to spend your money online. It is not just a question of will they make you money but one of will they cost you money. The PPC hiring decision is, therefore, a critical one. Fortunately, the PPC Marketing Guide has outlined 4 essential criteria that a candidate should have. Summarized, they are as follows:

Experienced - When reviewing the resume make sure that the person mentions what Pay Per Click sites he or she has managed. You also want to know for how long he or she has managed this account(s). Maintenance of an existing account is much easier than setting up an account from scratch, [...]

Self Motivated – Once you optimize your campaigns and get an acceptable ROI, their are many other areas that could use improvement. [...]

Analytical – You need someone that can plot trends in the marketplace, analyze each individual keyword for profitability and make sound estimates based on historical data. [...]

Terminology – People that are familiar with the industry will use industry related words in their resume, cover letter and in the interview. [...] If possible, involve someone that is familiar with the terminology in an interview.

An unsuccessful PPC campaign isn't just a questionf of lost sales; it is a questoins of squandered budgets. If you are having to make a hiring decision soon, you should probably consult the unabridged criteria for yourself.