What are the Pre-requisites required to select a good CPC advertising Manager?

Here are some of the core skills: 1) Critical Thinking -- Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems. 2) Coordination -- Adjusting actions in relation to others' actions. 3) Active Learning -- Understanding the implications of new information for both current and future problem-solving and decision-making. 4) Reading Comprehension -- Understanding written sentences and paragraphs in work related documents. 5) Writing -- Communicating effectively in writing as appropriate for the needs of the audience. 6) Speaking -- Talking to others to convey information effectively. 7) Judgment and Decision Making -- Considering the relative costs and benefits of potential actions to choose the most appropriate one. 8) Time Management -- Managing one's own time and the time of others. 9) Persuasion -- Persuading others to change their minds or behavior. 10) Negotiation -- Bringing others together and trying to reconcile differences. 11) Active Listening -- Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate. 12) Learning Strategies -- Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things. 13) Management of Personnel Resources -- Motivating, developing, and directing people as they work, identifying the best people for the job. 14) Monitoring -- Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action. 15) Management of Financial Resources -- Determining how money will be spent to get the work done, and accounting for these expenditures. 16) Operations Analysis -- Analyzing needs and product requirements to create a design. 17) Complex Problem Solving -- Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions. 18) Instructing -- Teaching others how to do something, and transfer knowledge. 19) Social Perceptiveness -- Being aware of others' reactions and understanding why they react as they do. 20) Service Orientation -- Actively looking for ways to help people. 21) Mathematics & Statistics -- Using quantitative approach to solve problems. 22) Quality Control Analysis -- Conducting tests and inspections of products, services, or processes to evaluate quality or performance

Lots of experience & hard work A lot of CPC decision making can come from experience alone. Someone without a lot of experience can do some hard work, maybe by reading articles like these http://sproutsocial.com/insights/2012/09/facebook-advertising-types/ Give them a business objective & ask them to come up with the optimum budget allocation mix. You will separate the men from the boys (or women from the girls for that matter) You will also come across a lot of experienced campaigners who never got their hands dirty. They have typically worked on large accounts where "Account managers" at Google/Facebook have done all the ground work. Ask them the basics. "How do you go about doing keyword research?" (Adsense) or "Give me 5 reasons why a Facebook ad can get rejected" What I'm essentially suggesting is to ask questions that each of the groups is not expecting to be asked.