With so much going on, it’s difficult to understand the complexities of a digital marketing campaign and what all goes into the day-to-day operations — until now. We’re introducing a new Behind The Campaigns blog series to help our audience get to know the people who make G/O Digital what it is. In this six-part series, we’re delving into the intricacies of our strategy-specific roles at G/O.
We have many different specialists and subject-matter experts who run our clients’ campaigns here at G/O Digital. Our first specialist is Andrew Dellis, and he has been on the PPC fulfillment team at G/O Digital for five months. Andrew is based in our Phoenix office and is a born-and-raised Arizonan who loves sports, traveling and meeting new people. He also finds it fascinating to see how numbers affect the real world, whether it be in a PPC campaign or fantasy football team, which gives him the perfect mind-set for the search advertising world.
Andrew shared his insights into the digital marketing industry, what challenges he faces every single day and his advice for people entering into this fast-paced and ever-changing world.
I began the journey working in a Facebook program at another company on the sales side. From there, I developed a growing interest in digital marketing and made the decision to transfer to a marketing agency. Although the transition between companies and actual departments was not the easiest, being in search now made the switch worth it. As a PPC specialist, I have the opportunity to not only collaborate with clients to develop strategies, but I also carry out the behind-the-scenes work to implement those strategies..
First thing when getting in the office is checking email and looking at how accounts performed the day prior to make sure there are no "red flags" that need to be addressed. Those routines help me organize my day, and then there are a wide variety of tasks like working on budgets, writing ad copy and building new campaigns from the ground up — all along with client interactions. There is not a specific routine each day, so you need to roll with the punches and adapt to pressing tasks quickly.
Coming from a social background, people would ask about search and that sparked an interest in being part of that bigger industry. The search side is also more analytical from the data to working with numbers and having a strength in that made it seem more interesting.
The PPC department leverages people’s skill-sets and aligns each specialist to specific verticals to make them experts in that industry. In this current position, the specific verticals I work on are geared towards legal and retail clientele, with an emphasis in e-commerce.
Nowadays, everyone is always online or on their phones, so that is where everyone is looking. In order to drum up business you need to be seen by people, so being in touch with digital marketing gives your business visibility.
The fact that you are always learning and changing in the industry. Specifically here at G/O Digital, the culture and interaction with other departments is like no other and makes coming into work enjoyable.
Many people think that being a PPC specialist means you need to be extremely techy or a programmer, but it is actually more about taking marketing principles and applying them into the digital space. Although being technological is not a requirement, thinking in an analytical way is quite important and allows for campaigns to be optimized.
Because of the client interaction, my communication and being on the forefront of tasks has improved. Also, not being afraid to make mistakes because you learn a lot from them very quickly. In the digital space, technology is obviously crucial, and at G/O Digital, you can adapt to different technology and gain more expertise.
This industry is still on the newer side and will always be changing, so if you want to enter it, you need to be a lifelong learner and adaptive to advances in the industry.