Tell us a little about yourself!
I’m a Taylor Swift-loving mom to the spunkiest toddler you will ever meet. Likes: ice cream, Bravo, cooking, interior design. Dislikes: Nuts, mean people, Chick-fil-A being closed on Sundays. Zodiac sign: Leo, which is my justification for everything (I can’t help it, I’m a Leo!)
What’s your role at WorkReduce?
Associate Director, Paid Search. I help clients manage paid search and GDN campaigns to improve efficiencies and drive pipeline results.
How do you explain to your Mom what you do for a job?
I tell her, “You know when you search for something on Google and you see an ad pop up? That’s me, I run those ads.”
And, for some insider trading info, always use Incognito mode when shopping for gifts for someone who will use your same device. No pesky remarketing ads to ruin the surprise!
How does your work impact our business and our client’s businesses?
I drive pipeline leads for a global B2B company. My work helps find quality leads at efficient costs and helps my client better understand how to engage their target market.
After graduating from the University of North Texas with a B.A in Journalism, you launched your career as a freelance writer. What made you switch gears towards digital marketing?
I interned at a content marketing and PR firm in college and ended up working there when I graduated. I originally wrote mostly blog posts, but as the digital marketing landscape shifted, I focused more on conversion-focused writing. This led me to work more with the digital team, where I took on more roles encompassing paid search. The rest, as they say, is history.
What I love about working with you on our WorkReduce paid search campaigns is that you have a great understanding of integrated marketing, so I don’t feel like our search is run in a silo. Tell me how you like to approach a paid search campaign strategy?
It’s so important to understand how people’s search and research behavior has changed. There are so many ways to interact with a brand and be persuaded to respond, but one bad experience can ruin an entire relationship. Brand trust is so important on every touchpoint.
It’s also key that brands remember their target customer is not a clone. They have to account for multiple types of people and how they want to learn about and engage with the brand. I try to structure my campaigns in a way that makes sense for as many of types of users as possible, which also complies with the guidelines and restrictions ad serving platforms have. And then you watch and learn and adapt based on the data – you can never assume you know what’s best. Having an open mind and testing are two really important aspects.
How do you feel about a ‘set & forget’ approach to running a successful paid search campaign?
Horrible, frightening, yucky, I hate it! Especially with the ad platforms pushing so much automation, it’s the quickest way to waste someone else’s money.
What’s the craziest job you’ve done before, and what did it teach you?
Potty training a toddler. It’s teaching me patience (which is not my strong suit – I’m a Leo!).
What’s the best piece of advice you’ve been given?
Ask questions. When something seems overwhelming, focus on a small aspect and conquer that, then move on to the next piece. Break it down into bite size pieces and you can tackle it.