{"id":685093,"date":"2025-08-14T19:05:15","date_gmt":"2025-08-14T16:05:15","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/"},"modified":"2025-08-14T19:05:15","modified_gmt":"2025-08-14T16:05:15","slug":"how-to-build-a-paid-media-team-in-the-ai-age","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/","title":{"rendered":"How to build a paid media team in the AI age"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3f3c521ca7c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3f3c521ca7c\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/#Most_hiring_checklists_are_stuck_in_2017_Heres_how_to_spot_marketers_who_can_outpace_algorithms_and_rivals_alike\" >Most hiring checklists are stuck in 2017. Here\u2019s how to spot marketers who can outpace algorithms and rivals alike.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/#Ambition_to_learn\" >Ambition to learn<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/#Curiosity_with_a_big_dose_of_skepticism\" >Curiosity with a big dose of skepticism<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/#Experience_%E2%80%93_but_not_rigidity\" >Experience \u2013 but not rigidity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/#Clear_empathetic_communication\" >Clear, empathetic communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/#Creativity_in_a_vacuum\" >Creativity in a vacuum<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-build-a-paid-media-team-in-the-ai-age\/#Wrapping_up\" >Wrapping up<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Most_hiring_checklists_are_stuck_in_2017_Heres_how_to_spot_marketers_who_can_outpace_algorithms_and_rivals_alike\"><\/span>Most hiring checklists are stuck in 2017. Here\u2019s how to spot marketers who can outpace algorithms and rivals alike.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Single-channel experts? Getting left behind by most (non-enterprise) marketing teams.<\/p>\n<p>Hiring for experience only? There\u2019s more to the top-tier marketer these days.<\/p>\n<p>Analytical vs. creative? There\u2019s room for both, but the scale is tipping toward creativity.<\/p>\n<p>Whether you\u2019re building a PPC team for an agency \u2013 a big part of my job \u2013 or for an in-house team, your <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach should reflect the rise of AI.<\/p>\n<p>That means factoring in changes in bidding algorithms, LLMs, and creative tools.<\/p>\n<p>If you\u2019re still hiring like it\u2019s 2017, you\u2019re leaving your competitors room to gain at your expense.<\/p>\n<p>This article tackles the attributes I\u2019m looking to hire for in the AI age \u2013 and why I\u2019m prioritizing those attributes over what I might have looked for pre-Performance Max, Advantage+, and ChatGPT.<\/p>\n<h2 id=\"ambition-to-learn\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ambition_to_learn\"><\/span>Ambition to learn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As recently as three or four years ago, I considered hiring candidates for my performance marketing team who specialized in a single channel (usually paid search).\u00a0<\/p>\n<p>Today, I can\u2019t conceive of doing that.<\/p>\n<p>AI isn\u2019t just LLMs.\u00a0It\u2019s been steadily infiltrating ad campaigns across all major platforms for years.<\/p>\n<p>In the process, it has erased many of the advantages that advanced, channel-specific marketers once had.<\/p>\n<p>These days, it\u2019s much more impactful to take a holistic view of multi-channel campaigns than it is to carve out a bit more performance by, say, splitting out an ad group.\u00a0<\/p>\n<p>In other words, marketers who focus on users and their journey \u2013 no matter where that journey happens \u2013 are better positioned to succeed than those stuck in a channel silo.<\/p>\n<p>Yes, keeping up with one channel\u2019s updates, betas, and reporting features can be a full-time job.<\/p>\n<p>And specific channel expertise can still be valuable for keeping the whole team informed.<\/p>\n<p>But marketers who aren\u2019t devoting part of their time to gain <strong>at least<\/strong> fluency on all relevant channels are throwing up a big red flag.<\/p>\n<p><strong><em>Dig deeper: How to build a high-performing paid search team<\/em><\/strong><\/p>\n<h2 id=\"curiosity-with-a-big-dose-of-skepticism\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Curiosity_with_a_big_dose_of_skepticism\"><\/span>Curiosity with a big dose of skepticism<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We all know people who treat access to emerging AI tools like new birthday presents, but there are plenty of cautionary tales that come with eager over-adoption.\u00a0<\/p>\n<p>Approach each new tool with healthy skepticism \u2013 just as you would with \u201chelpful advice\u201d from Google reps \u2013 and ask targeted questions to understand how it works.<\/p>\n<ul class=\"wp-block-list\">\n<li>What data is it pulling from?\u00a0<\/li>\n<li>What model is it built on?\u00a0<\/li>\n<li>Is it incorporating all the variables you might encounter in your accounts?\u00a0<\/li>\n<li>Does it just look pretty, or is it built on a solid base that will enable all kinds of growth permutations?<\/li>\n<\/ul>\n<p>One of the things we\u2019re telling clients right now, no matter how impressive a tool looks at first glance, is to avoid long contract commitments.\u00a0<\/p>\n<p>At the rate AI is evolving, a year-long contract for any tool will probably look like a poor investment in a few months as competitors emerge with better <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>, lower pricing, or both.\u00a0<\/p>\n<h2 id=\"experience-but-not-rigidity\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Experience_%E2%80%93_but_not_rigidity\"><\/span>Experience \u2013 but not rigidity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes, experience absolutely matters, but it can also lead to stubborn over-reliance on methods and techniques that may now be outdated.<\/p>\n<p>Applicants who demonstrate experience that informs their marketing fundamentals <strong>and<\/strong><em> <\/em>a willingness to adapt to conditions as they change offer a great combination.\u00a0<\/p>\n<p>However, I have encountered applicants who have plenty of experience but also resist change when that change diverges from their demonstrated strengths.<\/p>\n<p>In other words, if experience is something you have to un-train, the applicant might not be a good fit for a team with big growth goals.<\/p>\n<p><strong><em>Dig deeper: 5 undervalued skills to complement PPC management<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"clear-empathetic-communication\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Clear_empathetic_communication\"><\/span>Clear, empathetic communication<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This has always been important, but today it\u2019s also a counter to the flood of bot-produced content and interactions taking over the industry.<\/p>\n<p>Think spammy LinkedIn comments, automated live chats, and AI-generated meeting minutes replacing real, well-taken notes from an actual attendee.\u00a0<\/p>\n<p>In an agency, the ability to understand and anticipate client needs \u2013 from a business perspective and the personal perspective of main client contacts \u2013 is fundamental to great partnerships.\u00a0<\/p>\n<p>I won\u2019t leave it to AI to address those needs with thoughtful, thorough communication and by adapting things like account KPIs to fit changing business scenarios.<\/p>\n<p>The same applies in-house: empathy and strong communication between teammates and managers are essential for building successful, high-functioning teams.<\/p>\n<h2 id=\"creativity-in-a-vacuum\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creativity_in_a_vacuum\"><\/span>Creativity in a vacuum<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Optimization is never easy.<\/p>\n<p>Analytical skills, years of experience, critical thinking, and many other elements go into recognizing opportunities to drive more scale and performance.\u00a0<\/p>\n<p>But for many people, optimizing an existing campaign is less of a challenge than coming up with something from scratch.<\/p>\n<p>This takes me back to the point about channel specialization.\u00a0<\/p>\n<p>A candidate with deep paid search experience but little exposure to paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> hasn\u2019t proven they can develop creative concepts.<\/p>\n<p>That skill is absolutely essential on platforms like Meta, TikTok, and even LinkedIn.<\/p>\n<p>Even if you\u2019re at an agency and working with in-house creative resources, you need to be more prescriptive than \u201ccome up with ad creative.\u201d\u00a0<\/p>\n<p>One key to unlocking growth is ideating a variety of themes to test \u2013 not just running A\/B tests on small elements like background color.<\/p>\n<p>This approach helps you uncover fresh insights into what\u2019s resonating with your ICP.<\/p>\n<p><strong><em>Dig deeper: 7 power moves to accelerate your PPC career<\/em><\/strong><\/p>\n<h2 id=\"wrapping-up\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Wrapping_up\"><\/span>Wrapping up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Apply the same healthy skepticism to your own hiring decisions.<\/p>\n<p>Thanks to ChatGPT and similar tools, I\u2019m seeing more applicants with experience in engineering prompts for LLMs than actually running ad accounts.<\/p>\n<p>For example, I might get solid work on an interview project like \u201cDocument your approach to the following scenario,\u201d only to get blank stares when I ask follow-up questions.<\/p>\n<p>Prompt engineering is valuable, but without foundational marketing skills, adaptability, and creativity, a candidate will struggle to succeed in today\u2019s market.<\/p>\n<p>At this point, I assume AI has a hand in much of the content I review from applicants.<\/p>\n<p>It\u2019s up to the interviewee to prove they have the experience and strategic skills to actually do the job.<\/p>\n<p>We\u2019re not hiring based on what worked yesterday \u2013 we\u2019re building a team of marketers ready for what\u2019s next.<\/p>\n<p>In a time of rapid change, those who combine foundational marketing skills with curiosity, creativity, and adaptability won\u2019t just thrive \u2013 they\u2019ll help shape the future of the field.<\/p>\n<p><strong><em>Dig deeper: ChatGPT for PPC: 17 strategic prompts you can use today<\/em><\/strong><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/paid-media-team-ai-age-460694\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Most hiring checklists are stuck in 2017. Here\u2019s how to spot marketers who can outpace algorithms and rivals alike. Single-channel experts? Getting left behind by most (non-enterprise) marketing teams. Hiring for experience only? There\u2019s more to the top-tier marketer these days. Analytical vs. creative? There\u2019s room for both, but the scale is tipping toward creativity&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":685094,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/08\/How-to-build-a-paid-media-team-in-the-AI-age.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-685093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/685093","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=685093"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/685093\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/685094"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=685093"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=685093"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=685093"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}