Melissa Liu was nominated in November 2021 by an anonymous nominator.
How long have you been working in PPC?
Just a little over 9 years :).
How did you get started in PPC?
Luckily, through a college friend, I met my now boss, who was hiring for his agency search team in New York. I went for an interview and got the offer on the spot!
If you went to college, what did you study? If not college, do you have any other degrees or certifications?
I studied marketing, specializing in advertising.
What was your first job that involved PPC?
My first job was a “search coordinator” at UM, in New York City, working in the health vertical.
What is your current position and how long have you been in it?
I am a Search Associate Media Director at RPA, and have been in the role for 1 year and 8 months.
What kinds of things do you currently handle or manage in PPC?
I lead and manage search strategy and execution for Honda Dealer Associations and Cedars-Sinai Hospital.
Has your career path had any hiccups or nontraditional aspects that you’d like to share?
I grew up in NYC, and started my agency career there, which I remember to be very cut throat. About 2 years into my PPC journey, I decided to pack up my bag, and move to New Zealand. I didn’t know anyone there. In that beautiful country, I led global search strategies for many international clients. 4 years later, I had a career crisis, and seriously thought search wasn’t for me. I packed my bags, once again, and traveled across Southeast Asia and South America. My dream at the time was to be an organic farmer, and I did that. I worked on an organic farm, and sold vegetables for over a year. Then, something magical happened. My love with PPC was rekindled and here I am, a passionate PPCer in LA, helping businesses grow, 1 click at a time.
What are you most proud of in your PPC career?
I am most proud of being able to mentor people and be helpful, or even just bringing some joy in their career.
What, if anything, do you wish you could “do over” in your PPC career?
Looking back, I definitely made a lot of mistakes and lots of “what if” moments, but I wouldn’t “do over” anything because I learned a lot from each experience.
If you could give advice to someone either considering or just starting out in PPC, what would that be?
Make sure you find a good boss/manager, they are so important in shaping your growth and cultivating thinking.
Are you interested in speaking opportunities? If so, what topics are your jam?
Yes! I would love to be a part of any speaking opportunities.
Topics I am an expert on include:
- Story telling with search metrics
- How to use search data to boost performance
- Writing killer ad copy
- How to integrate search with SEO
- How to develop great client relationship
Anything else you’d like to share?
I have been painting since elementary school. I sold over 30 pieces of artwork and participated in multiple art exhibits in New York.
I enjoy painting as a form of meditation, where the brush takes its course to reflect my inner world.
Sharing my gift with the world, I hope to inspire people, or simply brighten their mood with something nice to look at.
Where can people find you to connect (Twitter, LinkedIn, Facebook, etc.)?
Art profile: https://melissaliu.pb.gallery/