Seven Years of Success: Ben's Inspiring Evolution in Digital Marketing

Recently, we had the privilege of celebrating the 7-year work anniversary of Ben Ikin , our Paid Search Manager. Since joining Pronto all those years ago, he's been a cornerstone of our company's journey, culture and growth.

To commemorate this significant milestone, we sat down with him to reflect on his remarkable tenure, delve into his experiences, and glean insights from his expertise.

Here's what Ben had to say:

What's your current job role?

"I'm the Paid Search Manager, so you'll find me looking after all things on AdWords and Bing."

Can you tell us about the journey that led you to Pronto?

"I joined Digital Associate, which later became Pronto, seven years ago, so I'm technically the first employee! I had just finished Sixth Form and knew I wanted to pursue an apprenticeship in Digital Marketing. I did well in Business Studies and really enjoyed Media Studies during Sixth Form, so Marketing felt like a perfect mix of the two. I also believed that gaining practical experience would be much more valuable than attending lectures. So, I joined Pronto on a one-year apprenticeship with Baltic Training and have been here ever since."

How has your role evolved since you first started with us?

"Initially, when I first joined, I was a Digital Marketing apprentice, and the company had just started. I was doing a wide range of jobs, including basic on- and off-page SEO, optimising page titles and descriptions, and setting up business profiles. I also got involved in creating new websites and email marketing for our clients. Towards the end of the apprenticeship, I realised I wanted to focus on AdWords and Paid Search. After making that decision, I started learning from Chris (Company Director) and doing my own out-of-hours training, which led me to my current role."

What do you enjoy most about your job?

"In terms of AdWords, I always really enjoy testing new campaign strategies or testing new channels, whether that be with YouTube Ads or experimenting with keyword match types & new landing pages. Anything where we're testing something for the first time and seeing what impact it's going to make on the account."

What’s been your biggest challenge?

"I would say the biggest challenge in my current role recently was becoming a manager. Initially, I never really thought management was something I wanted to pursue, as I always thought of myself as just a 'Google Ads Specialist.' However, it's actually been something I've found myself enjoying quite a bit, even if I was definitely making it up as I went for the first few weeks!

In terms of a more AdWords-specific challenge, the most difficult part when first learning AdWords is dealing with client campaigns that aren't performing well and feeling the pressure to turn things around. This can be quite overwhelming when you're young and new to PPC. However, as you grow your skills and gain more experience, these situations don't tend to affect you as much."

How do you feel your work has impacted Pronto's growth and success?

"I would like to think that the Google Ad campaigns have played a part in the company's growth, as over the last few years we've been able to scale our lead generation campaigns and bring on more clients consistently."

How do you maintain a work-life balance, and what do you enjoy doing outside of work?

"Outside of work, it's usually anything sports-related really, as I play 5-a-side football & squash a few times a week. I also enjoy being a bit of a film/tv nerd & gaming online with my friends."

What advice would you give to someone just starting out in their digital journey?

"I think if you're just starting out in Digital Marketing, I would say try and get a bit of an understanding of all the different channels from SEO, Paid Ads, Website Development, etc. That way you'll get a clearer idea of which channels/areas you want to specialise in. Also, there are a lot of transferable skills you'll pick up from doing that.

If I was just speaking to someone focused on Google Ads, I would say make sure you master the basics, as that will take you further than you think. As well as making sure you keep a close eye on your budgets, as at the end of the day, clients have got to trust that you will spend their money well."

What trends or changes in the industry are you most excited about?

"Google is constantly changing things with AdWords at the moment, from introducing consent mode to introducing newer campaign types such as Performance Max & Demand Gen, so it feels like there is always a lot to keep up with. But overall, I think YouTube Ads are going to grow a lot over the next few years, so that's quite exciting, as I think AdWords will shift more towards needing multiple campaign types to scale ad accounts."

Ben's journey is a remarkable example of how dedication, continuous learning, and adaptability can lead to professional success and personal fulfilment. His contributions have been crucial to our company’s growth, and his insights are super valuable for anyone starting out in digital marketing.

Ben, we thank you for all of your hard work and dedication over the years. You're a credit to yourself and the team!