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.
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 plans 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 data & analytics team, the sales team, and the rest of the marketing team and executive team • I design and build new campaigns specific to certain initiatives • I analyze loads of data, and segment it as needed to leverage in platforms
Can be working for a startup, small or large company Agency • Typically part of a larger team • Likely to be more specialized into one specific piece of digital marketing • Fewer brands or accounts to manage • Slower pace, less exposure to a variety of things • Fast paced most of the time, requiring a lot of juggling • Typically a bit more stable and fewer meetings • Way too many meetings • More exposure, working on lots of accounts simultaneously unless on an enterprise client • Requires most people to wear many hats, and cover many specialties
Marketing Paid Search Paid Social PPC or pay-per-click is a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked. Paid social works by allowing businesses to create and run targeted social media ads on various social media channels. Content Marketing Search Engine Optimization 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 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.
- 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 - Attack the funnel from the top to the bottom as needed - - Fix 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 Be effective without supporting data
4 H lo el $$ $$ ed os Cl s De al ed pr Le te ofi am le ad f s ? or th e sa le s e th s le Sa Do in es g Cu th Qu st is l al om ea ifi er d m ed Pr at Le ofi ch ad le th (IC e s I d P) e ? al 2 ar ke t Le al ad de co n s m ta o ct si ; t gn yp -u ic p al or ly fo fro rm m iti 1 In Revenue Pipeline Stages
truck booking service and had a tight budget • Temperatures drop in the winter time making it hard to rent food trucks in many parts of the country • 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 cities/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 in late fall through winter • 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 Results: Their return-on-ad-spend (ROAS) went from 300% to 2,000%+
from its own customers and website visitors, such as purchase history, website interactions, email engagement, and demographics, without relying on external sources or data providers Curated data sets made of specific segments collected and aggregated by data intelligence companies Example: people trying to buy an exotic car, romance book enthusiasts, taco lovers, people looking to travel to a specific city or country
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.
where a company stores customer information-such as contact details, purchase history, and past communications-in one shared place. Practicing good data collection and hygiene can make your marketing efforts more seamless and robust depending on what is being collected and how complete the data is.
can help accelerate keyword research or ad copy generation You can create your own custom GPTs to accomplish a variety of things AI Can Summarize Things Research 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
It is an open-source standard created by Anthropic in late 2024 that gives AI models a universal way to connect to external data sources, tools, and workflows.
on Discord, Slack, LinkedIn Podcasts Industry Websites Artificial Intelligence prompts Local and online conferences & events YouTube • UMB’s Venture Development Center ◦ https://www.umb.edu/vdc/ ▪ Wheatley Hall, 3rd Floor
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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