Interview With Caterina (Senior Google Ads & PPC Specialist)

1) Where were you born and raised?

Also tell us something unique about yourself. Born and raised in Italy, I moved to Norway when I was 18 years old. I’m chronically Italian: I get very happy when I have a proper espresso, and I’m way too precise about what can be defined as Italian food (if you know any Italian, you’ll know what I mean). At the same time, I have been influenced by Norway, having spent 7 years of my life there. I still randomly use some Norwegian expressions even when I speak Italian (?j!), many of my friends are Norwegian, and a part of me will always be influenced by Norway.

2) What got you interested in marketing and what was your journey?

The things that got me curious during my bachelor's in Oslo were: 1. Statistics 2. Marketing 3. That mysterious thing called Growth Hacking So, I simply Googled 'Growth Hacking,' found a performance agency that offered it, and did an internship there.

3) What skills and industry do you specialize in?

In the agency, I increasingly leaned towards Google Ads. It felt like the perfect match: You have to be analytical and a bit of a nerd, with a passion for details, but also creative and persuasive. Now I do Google Ads for ecom and lead-gen clients.

4) What is your best soft skill?

I try to be good at listening, as I think it’s an underrated skill both in business and in life. I’m convinced that I can't do a good job if I don’t thoroughly listen to my clients and properly learn about their businesses, the problems they’re trying to solve, and the goals they want to achieve.

5) What softwares and tools do you use regularly?

Top of mind: ChatGPT4. I’m addicted. Other tools in my stack are: Scripts, Google Ads Editor, SEMRush, obviously Google Sheets, Google Keyword Planner, GA4 (unfortunately) and Microsoft To Do.

6) What are your goals for the next year and into the future?

Continuing to learn is top of mind. I’m excited to join the PPC Masterclass from PPC Mastery in January, as I’m excited to continue to spar and grow with amazing PPC freelancers I’ve met along the way.

7) What has been the hardest thing you dealt with in your career path?

Dealing with perfectionism. I think it can be a great asset in many cases, but not all the time. Now, I’ve learned to manage it, to prioritize, and to use it to my advantage in situations where it’s useful.

8) What is the biggest mistake you made that you want others to avoid?

Believing that freelancing would get lonesome, and that I couldn’t spar with others anymore about Google Ads. My technical discussions have only multiplied since I switched to freelancing.

9) Who are your favorite people in the industry that you follow?

There’s a lot! In random order:

Brad Geddes , Amy Hebdon , John Moran , Kirk Williams , Miles McNair , Denie Geertzen ?? , Thomas Eccel , Adriaan Dekker , Ruben Runneboom , ???? Floris de Schrijver , Arjan Schoorl , Amalia Fowler , Frederick Vallaeys , Navah Hopkins , Nils Rooijmans .

There are many more, but the list would be endless.

10) Who has had the biggest influence on your career to date?

My first PPC mentor, Christina Amundsen . We still nerd about PPC together.

11) What has been your favorite course that you taken and why?

Any course from the PPC Mastery PPC Hub. They’re detailed, thorough, and straight to the point.

12) What would you tell yourself or someone who is just starting out in marketing?

Don’t blindly trust Google’s advice.

13) If the entire world was listening to you, what would you have to say?

That’s an impossible question to answer, as everyone is different, and I don’t believe in universal advice. What works for one person might not work for another, just as what works wonders in some Google Ads accounts might not work in others. What I believe in though, is thinking with your own head, and tailor strategies only according to your own personal characteristics and needs, just as you would with a Google Ads account.

14) Where can we find you?

You can find me on LinkedIn. Follow me at: Caterina Mariani