France, has been here nearly 21 years. I manage paid media and growth at a luxury travel company called Zicasso. I also serve as the VP of the Paid Search Association. I’ve managed over $1B in digital ad spent in my career across numerous accounts of all shapes and sizes. I have worked at or with startups, small and medium companies, enterprises, and agencies. I have an amazing 8 year old daughter, Olivia, and she is not impressed with me being here today
as a Digital Paid Media & Growth Manager • I setup and run accounts in Google Ads, Microsoft Ads, Meta, Reddit, Pinterest, StackAdapt and various other platforms • I set the strategies and manage the budgets and optimize…. a lot! • I create and adjust campaigns as needed based on performance, goals, and any other variables including testing schedules or events • I keep up-to-date on the latest in the ever-changing digital marketing landscape • I report on progress and performance to the leadership team on a weekly basis • I work with the creative team, the analytics team, and the rest of the marketing team and executive team
startup, small or large company • Fewer brands or accounts to manage • Slower pace, less exposure to a variety of things • Typically a bit more stable and fewer meetings • Requires most people to wear many hats, and cover many specialties Agency • Typically part of a larger team • Likely to be more specialized into one specific piece of digital marketing • Fast paced most of the time, requiring a lot of juggling • Way too many meetings • More exposure, working on lots of accounts simultaneously unless on an enterprise client I work here
a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked. Paid Social Paid social works by allowing businesses to create and run targeted social media ads on various social media channels. Content Marketing Strategic approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and engage a specific audience, ultimately driving profitable customer action The practice of orienting your website to rank higher on a search engine results page (SERP) so that you receive more traffic This now also includes Generative Engine Optimization (GEO) to help optimize content and sites for generative AI search engines Search Engine Optimization Today’s focus NEW
(PPC) advertising, is a digital marketing strategy where businesses pay to have their ads displayed prominently on search engine results pages (SERPs) like Google (or Bing), with the cost incurred only when a user clicks on the ad.
bad landing pages - Fix a bad business plan - Can’t fix a bad sales process - Be set and forgotten about - Guarantee success and profitable returns - Fix a bad product or service PPC Can: - Be deployed relatively quickly - Can help generate traffic, business leads and/or drive sales - Can help advertise across text ads, video and/or display ads - Capture demand in real-time
dem o sign-up or form 2 M arketing Qualified Leads Does this lead m atch the Ideal Custom er Profile (ICP)? 3 Sales Qualified Leads Does it fit the profile for the sales team ? 4 Closed Deals H ello $$$$
AdWords launches Google acquires Urchin, rebrands it as Google Analytics Google Ads launches conversion tracking Urchin launches javascript tags to collect and display web data 2020 Google launches Google Analytics 4
truck booking service and had a tight budget • Temperatures drop in the winter time making it hard to use trucks • Client didn’t have any previous winter strategies and had just accepted that Q4 is just super slow for their revenue • In Q4 of 2023, the client had a return on ad spend (ROAS) of only 300% (for every $100 spent, they generated $300 in revenue)
data, by city state to find out what areas have had repeat success historically • Used AI prompts in chatGPT to run those locations against the National average temperature to find out if they were above or below the average • Found out that 82% of all of their winter revenue came from locations above the National average temperature
strategies • Created 2 tiers of locations, the primary ones that had a lot of historical success and secondary one for prospecting • Allocated most of the budget to the primary ones to try and max out success while still saving some for prospecting and growth • Final results: Their return-on-ad-spend (ROAS) went from 300% to 2,000%+
own customers and website visitors, such as purchase history, website interactions, email engagement, and demographics, without relying on external sources or data providers Third-Party Audiences Curated data sets made of specific segments collected and aggregated by data intelligence companies Example: rock music fans, romance book enthusiasts, taco lovers
like Hotjar, Mouseflow, Microsoft Clarity, or SessionStack, we can see how people interact with websites and web pages: • How far they scroll down pages • Where they click or hover • We can use this data to optimize the pages and content to increase conversion rates
changing and we must always monitor and adapt. Using a series of tools like Semrush, SpyFu, and a few others, we’re able to get access to some competitor data that can help inform strategic decisions. It’s not always super accurate however…
our client’s campaigns or website. Everything from messaging, bidding strategies, to call-to-action buttons to landing page formats, or different image sizes or videos. The goal is to formulate a hypothesis and then let the accrued data tell us the story. Testing new platforms could also be in scope.
accelerate keyword research or ad copy generation Custom GTPs You can create your own custom GPTs to accomplish a variety of things AI Can Summarize Things Call notes? Emails? Meetings? AI can digest and summarize it all and even guide decision making AI can facilitate customer or audience research or media planning Research
subscription you can build your own GPTs You could have them do nearly anything. I build my own to help me generate responsive search ads for Google Ads which feature: 15 headlines of up to 30 characters each 4 descriptions of up to 90 characters each I feed it a destination URL and a few sample keywords and it runs with it Paid Search Ad RSA Copy Creator v2.2 https://chatgpt.com/g/g-6744f16b46a881919d3a5ee4 befb77bf-paid-search-ad-rsa-copy-creator-v1-52
Claude or even DeepSeek, there’s plenty of options to help accomplish all kinds of things. Examples include: Tailoring the messaging and tone to specific audiences. Someone living in Paris might be looking for something very different than someone in London. Tailoring to cultural (or other) differences is always the best approach when possible. Just remember that broad prompts will result in very generic results; more specific ones will unlock real creativity. Tip: if you’re happy with your results after a few prompts, ask AI what the prompt should have been all along to help achieve those results Other examples of uses case include building your own GPT that can match a persona. Example: a very skeptical reader. You could build that custom GPT and feed it your articles and have it provide highly critical feedback. Another example: a fact-checking reader. You could - again - feed it your content and have it check any and all facts to validate everything prior to publishing anything. The options are nearly limitless…
work tomorrow, or in the future • Maintaining a good - not necessarily large - network is critical to long term career success • Always try to keep up with the ever-changing landscape • Don’t be afraid to try and fail; you’ll learn from it either way • Always be curious and try to get to the bottom of the why
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