Greg Holland was nominated by Liam Wade to have his profile raised in August of 2021.
How long have you been working in PPC?
Just over 4 years! Feels like 14 though…
How did you get started in PPC?
I started looking for something maths-y after uni, saw a nice little startup based in Nottingham called Impression who were looking for a data-driven person, to do something called “PPC”. Despite turning up soaking wet after getting stuck in a hurricane, Impression liked me and I’ve liked them ever since.
If you went to college, what did you study? If not college, do you have any other degrees or certifications?
I have a degree in Industrial Economics. Don’t ask me what that means, I can’t remember and spent most of the time doing marketing and maths subsidiaries. I also have most of the Google Ads qualifications, but I think we all know they don’t mean as much as Google wants you to think they do.
What was your first job that involved PPC?
The same I’m in now! I was a PPC Analyst at Impression, making dashboards and reports for clients I had never met! The first time I made a campaign it was for gym wear – it didn’t really do anything. I remember it fondly.
What is your current position and how long have you been in it?
Senior Paid Media Strategist, for around 6 months, but the same company for 4 years. This involves managing a wonderful team, and taking a more strategic role rather than day-to-day campaign builds and deliverables.
What kinds of things do you currently handle or manage in PPC?
Multi-channel strategy for big spenders, which generally includes Search, Shopping, Display and YouTube. Trying to link these up and achieve bottom line performance for clients across a number of industries, as well as managing a team and their portfolio of many more clients.
Has your career path had any hiccups or nontraditional aspects that you’d like to share?
Oh of course, can you work in PPC without having hiccups? Budgets that weren’t updated at the right time and spent too quickly, Facebook campaigns with lead forms that weren’t even collected. All a learning experience, right?
What are you most proud of in your PPC career?
A fair few to choose from I think. A personal triumph was doing the pitch deck in the car on the way to a client, and winning them, though that’s definitely not the way we manage things anymore…
My first full funnel YouTube campaigns with reports on the full value of awareness activity and it’s impact on other channels was something I’m particularly proud of, though. Nerdy, I know.
What, if anything, do you wish you could “do over” in your PPC career?
I wish I could go back and do a few pitches and forecasts again, be a bit more confident here and there, we’re the experts, after all!
If you could give advice to someone either considering or just starting out in PPC, what would that be?
Smart bidding is your friend! Don’t over forecast even if you know it’s what the stakeholder is wanted to see, or your life will be difficult.
Are you interested in speaking opportunities? If so, what topics are your jam?
Yes, YouTube and smart bidding strategy.
Anything else you’d like to share?
I had a nightmare that I put an extra 0 on the end of my budgets last night by accident. Was just a dream, phew.
Where can people find you to connect (Twitter, LinkedIn, Facebook, etc.)?