Interview With Owen (PPC Executive)

1) Where were you born and raised? Also tell us something unique about yourself.

I was born and raised in the charming seaside town of Porthcawl, Wales. Here’s a quirky tidbit about my hometown: Porthcawl once beat Las Vegas to claim the Guinness World Record for the most Elvis impersonators gathered in one spot! So, while the King may have rocked Vegas, our little town gave him a run for his money with our own crowd of blue suede shoes!

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

My journey into marketing is a bit of a winding road! It started with a passion for philosophy, which I earned my Masters in from the University of Southampton in 2019. The creative and strategic thinking I used there sparked my interest in a career where I could blend both.

Just as I was trying to get a foothold in the marketing world, Covid hit! Pivoting, I became an English teacher for a couple of years, which honed my communication skills and adaptability. During that time, I dove into free courses from providers such as Google and SEMRush, equipping myself with digital marketing skills. Eventually I found my way back to the dynamic and ever-evolving world of digital marketing after securing a PPC Executive role at Conscious Solutions in Bristol.

3) What skills and industry do you specialize in?

I’m a specialist in PPC (Pay-Per-Click) advertising, with a focus on law firms. I thrive on the challenge of creating highly targeted campaigns that deliver results in the competitive legal industry. My expertise encompasses keyword research, ad copywriting, bid management, and performance analytics, ensuring that every click counts.

4) What is your best soft skill?

As alluded to earlier, I see my standout soft skill as lateral thinking. I love diving into challenges and coming up with innovative, out-of-the-box strategies to tackle any problems that arise. This not only helps me navigate complex situations but also drives me to consistently deliver fresh, effective results.

5) What softwares and tools do you use regularly?

Google Ads is my go-to platform for crafting highly targeted ad campaigns that capture the attention of potential clients. I meticulously select keywords, take time to design compelling ad copy, and manage bids to ensure maximum visibility and engagement.

LinkedIn Ads is another powerful tool I use; one that is particularly effective for reaching professional audiences. Its robust targeting capabilities allows law firms to connect with the right clients and industry professionals.

Google Analytics also provides me with invaluable insights into campaign performance; by allowing me to analyse user behaviour and conversion data.

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

I’m on a mission to master the nuances of Google’s AI tools, to stay ahead of the curve in the ever-evolving online privacy landscape. By staying at the forefront of AI advancements, I’m committed to moving with new innovations and continually adapting to a privacy-first digital marketing world.

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

The toughest challenge on my career path was battling imposter syndrome when I first ventured into the world of PPC. I constantly questioned my abilities and felt like I was out of my depth. As I dove deeper and committed to learning the ropes and honing my skills, I began to see the tangible results of my hard work. Positive feedback chipped away at my doubts, and transformed that initial uncertainty into a driving force for continuous growth and improvement.

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

The biggest mistakes I made, which I hope others can avoid, involved making hasty decisions to get instant results. Early in my career, I was quick to make sweeping changes to daily budgets and blindly follow every Google Recommendation, hoping for immediate improvements. This impulsive approach often led to more setbacks than successes.

Over time, I learned the value of patience, strategic planning, and data-driven adjustments. Now, I know that success in PPC requires a steady hand and a thoughtful, measured approach.

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

There's a host of industry experts on LinkedIn who's knowledgeable posts are invaluable. Tomasz Abbott-Wieczorek , Adriaan Dekker , Jamie Leckie , Bob Meijer and Miles McNair are just a few names that have been essential in improving my own industry knowledge. Their insights, strategies, and innovative approaches are a huge help in a constantly evolving digital landscape.

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

The driving forces behind my career journey have undeniably been the phenomenal team at Conscious Solutions. Since joining their ranks back in 2022, my colleagues and mentors have been nothing short of inspirational. Their unwavering patience, support, and expertise have shaped me into the professional I am today. They've not only fuelled my passion for digital marketing but also propelled me to new heights.

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

I'm currently undertaking the excellent Squared+ course, hosted by Avado. It's a fascinating look at the intricacies and developments of digital marketing. Its hands-on, practical approach to learning helps to equip me with the skills needed to address the digital landscape!

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

Stay open-minded and keep your finger on the pulse. Change is constant so it's important to embrace every twist and turn, because each shift is an opportunity to innovate and excel!

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

Patience is essential to success, whether in PPC or in life's grand challenges! Instant gratification can be tempting, and it's easy to get swept up in making rash decisions; but it's important to take a deep breath, stick to data-driven insights, and let it be your guiding light. Slow and steady wins the race!

14) Where can we find you?

You can find myself and Conscious Solutions on LinkedIn.

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