How long have you been working in PPC?
I’ve officially been in PPC since 2016 — wow. I actually had to go back to my LinkedIn to do the math, and it hit me that I’ve been doing this for years.
How did you get started in PPC?
I didn’t grow up dreaming about keywords and conversions — I fell into this world by trying everything first except PPC. In college, I bounced from Business (nope) to Communications with a marketing focus (finally, yes). Digital marketing felt like the space where you could work anywhere and actually make an impact, so I leaned in.
I tried TV, then landed my first job doing traditional marketing — designing graphics, newsletters, all the old-school stuff. It was fine, but it wasn’t the fast-paced, “let’s actually test things and grow” environment I wanted. So I jumped into paid search.
Thank God an agency took a chance on me and trained me on Google Ads. I made a checklist, taught myself what I could, and shoutout to Matt Keevan for getting me up to speed. Turns out PPC was fun, constantly changing, and never stale — and I genuinely enjoyed helping businesses grow. I even went home for the holidays one year, like, “Wow… I actually love what I do.”
And the full-circle moment? Matt and I work together again now at SearchLab Digital. Wild.
If you went to college or university, what did you study? If not college, do you have any other degrees or certifications?
I went to the University of New Hampshire. I actually started at the Whittemore School of Business — now the Peter T. Paul School — and realized pretty quickly that it wasn’t for me. I ended up switching and graduating with a Bachelor of Arts in Communications with a focus in Business Marketing, which ended up being the perfect foundation for the career I have now.
What was your first job that involved PPC?
My first PPC job was at a small agency called Charles River Interactive. I started off doing the basics, writing ad copy and pulling keywords. Honestly, I felt like the PPC machine. I was cranking out monthly reports, analyzing performance, writing the summaries, and packaging everything so the account manager could present it to the client onsite or in the office.
It was a lot of behind-the-scenes work, but it taught me how to really read an account, understand performance shifts, and tell the story behind the numbers — which became the foundation of everything I do now.
What is your current position and how long have you been in it?
I’ve been at my current company for 3 years as a Team Lead, and I create my own content on PPC Real Talk.
What kinds of things do you currently handle or manage in PPC?
For right now, I manage high-spending clients and help my team with onboarding, reviewing account builds, and checking accounts. I make sure we’re always delivering our best work to help clients reach their goals.
Has your career path had any hiccups or nontraditional aspects that you’d like to share?
Yeah, my career path hasn’t been totally linear. In the beginning, it was a struggle to find the right company, the right people, and the right pay. I eventually landed at WordStream, which met pretty much all my needs at the time. I loved working there, but then the company got bought, and things changed. Change can be good, but at that moment, it wasn’t what I was looking for.
I also worked in-house for a bit, which was fine, but it just wasn’t my vibe. Then I went for a position at a smaller company and, for the first time ever, got let go. It really hit my pride hard. I almost quit PPC altogether because it made me question if I was any good at my job. I’m the type of person who hates letting people down — my mindset is always, if you succeed, I succeed.
Luckily, Matt Keevan reached out, saying that he and Mark Irvine thought I’d be perfect for a position they had available. If it weren’t for them reaching out, I honestly might have ended up in a completely different career. That moment really reminded me how important timing, mentors, and support are in this industry.
What are you most proud of in your PPC career?
I have to thank Navah Hopkins for this one. We worked together at WordStream, and she once told me she thought I would be great at speaking at conferences. At the time, I looked at her like she was crazy — I just didn’t see it in myself.
Fast forward four years, and here I am on stage at SEMpdx Engage Marketing Conference 2024 talking about Performance Max, and then at HeroConf in San Diego. I even called my best friend crying because I never in my life imagined doing something like that. So seriously, thank you, Navah — you saw something in me I didn’t, and I’ll always be grateful for that push.
What, if anything, do you wish you could “do over” in your PPC career?
Not a damn thing. I’ve met some of the most amazing people in this career, and while it keeps me on my toes with all the constant, annoying changes, I think we secretly thrive on it. I truly love what I do.
Is it frustrating and sometimes makes me want to throw a childish tantrum? Absolutely. But at the end of the day, I get to help someone grow their dreams, their business, their career — whatever it is. I’m also constantly learning and teaching. PPC brings out the best version of me about 15% of the time… but honestly, the rest of the time, I’m pretty damn happy.
If you could give advice to someone either considering or just starting out in PPC, what would that be?
It’s okay to make mistakes — you will make them. The key is to learn from them and grow. This industry is always changing, so be ready to try, fail, and try again. Don’t be afraid to ask for help and share what you learn along the way.
Are you interested in speaking opportunities? If so, what topics are your jam?
Absolutely! I don’t think we talk enough about our mistakes, so I love sharing the ones I’ve made, the ones my team has made, or maybe even the ones the client had a hand in — and, of course, how we solved them. I actually did a podcast with Anu Adegbola where we chatted about PPC mistakes, and I loved it.
Another topic I’d dig into is how we overthink account and campaign builds. Honestly, it usually takes me longer to plan the structure than actually building it, and by the time I’m done, I’m like, “Why did I make this so complicated?” — classic PPC overthink.
Anything else you’d like to share?
I’m so grateful to be part of a community that’s always working to lift people up and bring awareness to the amazing women and minorities who have driven change and growth in this industry. It’s inspiring to see the impact we can have when we support each other and celebrate diverse voices.
Where can people find you to connect?
LinkedIn: https://www.linkedin.com/in/susan-yen/
Facebook: https://www.facebook.com/profile.php?id=61582024435728
Twitter: @sueforPPC
Blogs: https://ppcrealtalk.com/blog-2/