Interview With Sophie Logan (Top 50 PPC Influencer 2023)

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

I was born and raised in Nottingham (UK) and I spent 4 years in Essex whilst studying at University. I'm a trained Pole Fitness instructor and taught for over 6 years! Whilst I don't teach anymore, I have so many happy memories including competing nationally and setting up the University of Essex Pole Dancing club.

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

I remember having to write a promotional piece for a fictional product at secondary school based on some target audience information and product specifications, and I absolutely loved it. I was also an avid eBay seller by the age of 14, so had got stuck into the concept of promoting a product online at a young age. From there I started to learn more about the concept of marketing through my A-Levels and decided to take a BSc in Management and Marketing.

I fell in love with the marketing side of the course and went on to achieve a MA in Advertising, Marketing and the Media. After graduating, my first role was as a Marketing Assistant at a local IT eCommerce business, where I got to experience lots of different disciplines including SEO, content creation, event management and the one which stuck, PPC.

3) What skills and industry do you specialize in?

I specialise in Lead Gen for B2B SaaS brands. It's quite niche, but I love the work!

4) What is your best soft skill?

I'm a HIGHLY organised person.

It a skill I've worked on since I was at University and I wanted to fit everything in - studying, working in retail, running a sports club, being on the sports committee, competing nationally, having a social life...

Whilst it does help me to be more efficient and effective, my friends do laugh when they see my calendar or look in my neatly arranged cupboards.

5) What softwares and tools do you use regularly?

Google Ads and Microsoft Advertising (preferably in the platforms, as my mind finds their Editors more difficult to navigate), GA4, Chat GPT, Looker Studio, Trello and Canva.

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

My main goal is to start experimenting more and testing out new strategies and features.

It's very easy to end up focusing on what you know and what you know works, that you don't push yourself to try something new.

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

I've had my fair share of experiences of being treated unreasonably, and sometimes cruelly, by an employer.

At the time these I felt trapped and helpless, and I do wish that I had the knowledge and strength I have now to have dealt with them differently. However I think it is important to make the hard times a learning experience and not to dwell too much on the past.

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

Burying my head when something isn't working and hoping it will get better. Unfortunately in 99% of cases, the issue isn't going to resolve itself.

Take the time to try and troubleshoot the issue, raise your concerns with a colleague or speak to your client and inform them of what is going on. There isn't always a clear solution for a problem, but don't let that deter you from digging down and finding one.

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

Now out of sheer fear of not mentioning anyone who rightly deserves to be mentioned here, my favourite people in the industry to follow are the ones I've met through PPC Chat . There are seriously too many people to mention!

Over the past few years I have made great friends through #PPCChat (both online and in-person), gained valuable advice and felt inspired and motivated even when things are rough.

These connections have opened up more opportunities then I ever thought possible, and I am so grateful for the community. I only wish that I got involved earlier on in my PPC career.

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

I know a lot of people say this, but I've worked with some fantastic people over the years. Even when the job or the business wasn't the right fit, I've made lifelong friends who continue to inspire me everyday with their integrity and passion.

There has also been colleagues and managers who were just passing moments in my career, but whose support, guidance and motivation helped me more than they'll ever know.

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

I've not taken any PPC courses (minus the obligatory Google Ads and Microsoft Advertising accreditations), but I do participate in as many conferences and events as possible.

Being able to learn from the experiences and insights of other PPC Specialists is an invaluable resource for my personal development, and a great way to keep up to date in areas I don't directly work in, such as B2C, eCommerce and SEO.

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

Work out what you enjoy in marketing and run with it! It doesn't matter if its something 'trendy' or 'cool' like TikTok advertising, or something less glamorous like B2B Lead Gen.

If it is something which you enjoy and are passionate about then thats the route you should go down.

Having a genuine interest and passion in what you do will get you a lot further in life than just choosing something which is popular.

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

Give as much as you receive.

Give credit to those who helped you achieve your goals.

Give yourself a break.

14) Where can we find you?

LinkedIn and Twitter/X : @marketingsoph.