How long have you been working in PPC?
I’ve been working in Digital Marketing since I graduated in 2014.
Over the past 8 years I have worked both in-house and agency side, with over 6 years of them solely practicing PPC.
How did you get started in PPC?
My first role after I University was what introduced me to PPC. However, as a teenager I was absolutely obsessed with selling on eBay.
Looking back now it was probably a great introduction to PPC. It taught me the importance of using keywords in listing titles, all about the online auction process and the value of transparent product information. Whilst I don’t work on eCommerce now, the experience definitely got me interested into the prospect of selling online.
If you went to college or university, what did you study? If not college, do you have any other degrees or certifications?
I have a BSC in Management and Marketing and a MSc in Advertising, Marketing and the Media, both of which I obtained at The University of Essex.
What was your first job that involved PPC?
My first job out of Uni was as a Digital Marketing Assistant at an B2B IT retailer. In that role I got to try email marketing, event planning, content creation and PPC.
I really benefited from being able to try out different disciplines but it was working on PPC campaigns which I enjoyed the most.
What is your current position and how long have you been in it?
I am currently the Head of Paid Media at Victress Digital, a Paid and Social Media Agency based in Nottingham, UK.
It’s almost my one year anniversary of working at Victress full time, but I have been working part time with the agency since 2020.
What kinds of things do you currently handle or manage in PPC?
At Victress we predominantly work with SaaS and B2B brands, so my day to day work typically revolves around lead gen campaigns. I will forever be a champion of the power of Search Campaigns, but I’ve also found a love for Display Campaigns over the past few years.
Working with SaaS brands also leads me to work with other platforms such as Capterra, Quora and G2 too.
Has your career path had any hiccups or nontraditional aspects that you’d like to share?
I spent 2 years working for a charity which provides professional and accessible information and support to stroke survivors. It helped me to understand that the purpose of my role was to get the right solutions to the people who needed them and to provide them with a great experience from start to finish.
Everything I learnt in that role has made me a better PPC Specialist. It’s the reason why I work so hard with our clients to optimise their post click experience, understand the importance of speaking to a niche audience and feel determined to spend every penny as effectively as possible.
What are you most proud of in your PPC career?
In 2017 I attended HeroConf London and was blown away by every single talk I attended. I went back to the office brimming with ideas and a newfound interest in public speaking. And now this July I’m going to be speaking at HeroConf London. I’m so proud to be on the speaker list and can’t wait to deliver my deck!
What, if anything, do you wish you could “do over” in your PPC career?
I’ve not really got any major do-overs in mind. I try to positively accept any negative/mistakes in my career, as in the end I’m usually quite thankful for what they’ve led me to learn.
If you could give advice to someone either considering or just starting out in PPC, what would that be?
Don’t feel pressured to get into aspects or niches which are considered more ‘fun’ or ‘cool’. Find what part of PPC interests you the most and run with it.
Whilst lead gen may not always seem as exciting as B2C or eCommerce, it is an area which I love. I can appreciate the enthusiasm towards things like TikTok and Instagram ads but they just aren’t for me. I’ve not always got the most ‘exciting’ campaigns to talk about, but when I look at the value they generate for my clients, thats what fills me with pride.
Are you interested in speaking opportunities? If so, what topics are your jam?
I love the speaking to other PPC Specialists and sharing insights and tips that have helped me to achieve success for my clients.
SaaS, B2B and Lead Gen are my key topics, and I’m also a huge advocate of Microsoft Advertising too.
Anything else you’d like to share?
I’d like to give a massive shout out to the #PPCChat community. Over the past year you guys have helped me with account problems, given me inspiration for my account strategies and sometimes just given me some much needed reassurance. It’s so encouraging and beneficial to my day to day sanity to be able to communicate with such welcoming and supportive PPC Specialists.
Where can people find you to connect (Twitter, LinkedIn, Facebook, etc.)?