Sofia Akritidou was nominated for a PPC spotlight profile by Tiffany Shears in February of 2022.
How long have you been working in PPC?
I have been working in PPC since 2017, back when exact match keywords were actually exact.
How did you get started in PPC?
I developed an interest in advertising while working at a Car Rental company in Cyprus where I was asked to set up their Instagram account and try promoting it and raising awareness. I had no idea at the time and a simple thing like this led me to decide to study Digital Marketing as I wanted to move abroad for a short time. So following my Masters degree I was inclined towards PPC because I like numbers and stats while combining these with creativity. As part of the degree I did an internship at a start-up company and that’s where I had my very first practical experience before getting a job at an agency.
If you went to college, what did you study? If not college, do you have any other degrees or certifications?
I have a bachelors degree on Hotel and Tourism Management and did a Masters on Digital Marketing as well.
What was your first job that involved PPC?
My actual first job was as a PPC Executive at an agency in 2017.
What is your current position and how long have you been in it?
Currently I work as a PPC Manager at Absolute Digital Media and I have been doing that for a little over a year now.
What kinds of things do you currently handle or manage in PPC?
I mainly work with lead gen clients and while in Absolute have specialised in B2B clients. My work includes Google Search/Display/Video/Shopping (only recently), Microsoft Ads and LinkedIn Ads.
Has your career path had any hiccups or nontraditional aspects that you’d like to share?
I think everyone faces some hiccups, but they all make us stronger and shape the professionals we end up to be. From working in a country as an International already is a challenge enough. I always had a self-doubt speaking English. One of the biggest challenges was to stand up for myself when I was not appreciated despite all the hard work I was providing.
What are you most proud of in your PPC career?
I will use the same story here. I’m proud of standing up for myself and moving to a more challenging role for me that involved lots of direct client interaction. I’m an introvert and stepping out of my comfort zone was big for me. Probably another proud moment was achieving to become a Digital Champion in Smart Bidding, a Google Partners’ award. Can I also add that I am getting a profile here? Among some of the very well established professionals in the PPC community.
What, if anything, do you wish you could “do over” in your PPC career?
Nothing really as I believe every decision I made through my path has shaped my current career.
If you could give advice to someone either considering or just starting out in PPC, what would that be?
Be curious and eager to test and learn new things. PPC is a very fast-paced profession and if you want to be successful you need to be on top of things. There is a lot of training material online and the best way to follow the trends is to follow professional in the community that are always sharing information and are eager to help.
Are you interested in speaking opportunities? If so, what topics are your jam?
To be honest I still don’t feel confident enough to do a public speech but it’s in my personal goals in the near future. However, I like to participate and answer any PPC questions every time I can or share my knowledge in different ways.
Where can people find you to connect (Twitter, LinkedIn, Facebook, etc.)?
Twitter: @SofiaAkritidou1
LinkedIn: https://www.linkedin.com/in/sofiaakritidou/