In early 2013, I first encountered PPC platforms, and from there, step by step, I went through all the ins and outs of the field, staying up to date with everything that’s new and teaching others in turn. Although I’m nostalgic for the times when there was a Google Ads manual (a book of about 300 pages) that was only updated once every year or two, I much prefer the complexity and dynamism we have to deal with now. The challenges brought about by changes, although often viewed with skepticism, end up engaging you and developing you as a specialist in ways you never expected, and they also end up improving the results of performance campaigns in an increasingly competitive market.
After three years in an agency specialized in PPC with dozens of clients from various industries, I grew from an intern to a senior digital marketing specialist and coordinator, and then made a radical change and switched to the client side. I spent the next three years as part of a global team of specialists, where my responsibility was mainly to manage lead generation campaigns for the sale of B2B software products and services for MMO and enterprise clients. Focused on Asia and Australia, I learned to work with a record number of platforms: from Google Ads, Facebook Ads, and LinkedIn Ads, to Bing Ads, Twitter Ads, Baidu Ads, and Yahoo! JP. From the beginning, I placed great emphasis on the power of data, so I became very good friends with Google Analytics, Salesforce, Power BI, and others.
Returning to the agency environment opened up new horizons for me in terms of planning and coordinating paid media campaigns from strategy and creation to implementation and optimization of not just ad campaigns, but also publisher media. Involvement in verticals related to the Pay-Per-Click grew more and more, and in addition to these responsibilities, I led projects in SEO, conversion optimization, UI and UX. At Data Revolt, I joined as Head of Performance, the first manager brought in from outside, and I passed the milestone of 10 years of experience.