Profile: Rachel, PPC & Paid Social Executive

Back in May 2023, we welcomed Rachel to Black Lab as a PPC and Paid Social Executive. Having embedded herself into our paid media team, it’s time to find out a bit more about her.

How did you first become interested in digital marketing, and what led you to pursue a career in PPC and paid social?

My passion for digital marketing started with my fascination with psychology and the art of decision-making. Eventually, my interest led me to marketing and how it influences our world. I began noticing ads and billboards and how marketing intertwines our everyday lives. One day, a friend asked for some help with their business. It was a fantastic experience; I learned so much and enjoyed every second of it. 

Can you share a bit about your background and how your previous experiences have shaped your role as a PPC executive?

During my 7-years in sales, I gained invaluable experience dealing with people, often hundreds a day. This experience has been so beneficial in helping me understand the decision-making process of potential customers. It has equipped me with the skills to approach digital marketing with a more human touch. Having a clear understanding of the audience is crucial, and my previous sales experience has enabled me to think from the customer’s perspective.

What attracted you to join Black Lab, and how has your experience been in the last six months?

I was immediately drawn to their office culture when I first came across Black Lab. Unlike any other workplace I’d been a part of, Black Lab truly values its employees and ensures that their opinions are not only heard but also considered. The company understands that work-life balance is crucial, and they ensure that their employees are rewarded for working hard while maintaining a healthy work-life balance. 

Can you walk us through a typical day as a PPC and paid social executive?

I start my day with a quick team huddle, where we discuss our schedule, offer support, and update each other on any important developments. Next, I check my project management software to review my daily tasks. It could be anything from optimising the ads, creating new ads, generating performance reports, and so much more. There are also one-off tasks, from setting up tracking on GA4 and Google Tag Manager to a LinkedIn campaign. Overall, my day is filled with exciting challenges that allow me to grow and learn as a PPC and paid social executive.

What strategies and techniques do you employ to optimise PPC campaigns and ensure successful paid social outcomes?

It’s essential to keep a close eye on metrics and analyse data effectively, but that’s just the tip of the iceberg. 

To stay ahead of the competition and truly connect with our target audience, I explore the latest trends and tools and get creative with my strategies. 

Research is the key to success, and whilst focusing on the needs and preferences of our audience, I can dig deep into keyword research and campaign analysis to make necessary adjustments. I conduct A/B tests to understand what motivates our audience to click and convert, and I always strive to improve our performance. 

With paid social, excellent ad copy and creative are a given, but the real challenge is serving those ads to the right people. Even if we have our audience figured out, we must keep testing and refining our approach. What works one week may not work the next, so we must be agile and adaptable. 

What challenges have you faced in your role, and how have you overcome them?

Adapting to constant change has been a challenge; staying ahead means continuous learning, which keeps me on my toes and excited. 

Another challenge I faced was finding the right balance between creativity and data-driven decisions. While creating visually appealing campaigns is an art, ensuring they perform well using a strategic blend of both is equally vital. 

How do you collaborate with other teams within Black Lab to ensure integrated digital marketing efforts?

Aside from systems such as Slack, morning huddles and client reviews, we host monthly knowledge-sharing sessions, which is really helpful!

We also have monthly retrospective meetings where everyone has a voice and can share their thoughts and feedback. We appreciate each other’s efforts through kudos cards and pat each other on the back for the little things. 

Digital marketing is a rapidly evolving field. How do you stay updated on industry trends and incorporate new strategies into your work?

One of my go-to tools is the Feedly app, which makes it easy to spot any new topics or trends relevant to my work. 

LinkedIn is also a valuable resource, mainly because it allows me to gain various perspectives on a given topic. I’m fortunate to work with some top experts, who frequently share insightful articles and ideas with the team.

To incorporate new strategies into my work, I put them into action by checking new ideas or techniques thoroughly and then gradually working to incorporate them into my campaigns. I closely monitor performance metrics throughout the process to see how well these strategies perform and adjust as needed. Ultimately, my goal is always to improve the effectiveness of my work and achieve the best possible results.

What key skills do you believe are essential for a successful PPC and paid social executive?

For me, the PPC and paid social scene is about having a strategic mind with a touch of creativity and a knack for reading the data. 

But it’s crucial not to lose sight of the human touch. 

If someone is looking to pursue a career in PPC and paid social, what advice would you give them based on your own experiences?

PPC is a dynamic field, and things can change rapidly. So, it’s essential to have an open mind and be prepared for anything that comes your way. Know that you will never stop evolving and learning.

Finally, you must be patient and persistent and celebrate small victories along the way. Success in PPC takes time, so staying resilient in the face of challenges and pushing forward is essential.