“…PPC is ever-changing, I have to keep current with industry trends while continuing to leverage new tools and industry best practices to boost efficiency of my campaigns.” – Thao Nguyen (Campaign Manager)
As a leader in data-driven online marketing solutions, VitalStorm understands that it takes more than just a talented workforce to drive success. The key to a vital company is a combination of exceptional people and a culture that supports and celebrates their contributions. From our day-to-day pursuit of marketing excellence, to our spirited company events and core value gatherings, we’ve fostered a community built on mutual trust and respect. To mark this accomplishment, we’ve begun a monthly blog focusing on our exceptional team and the roles they play in delivering success driven results to our clients in the service industry.
Our first profile is an interview with Thao Nguyen, one of the talented Campaign Managers on our Pay-Per-Click (PPC) team. PPC is one of the most important components of our company, providing a tailored marketing strategy that builds winning campaigns for our clients. Thao, who has been working as a Campaign Manager at VitalStorm since July 2015, is one of the reasons for the team’s continued success. Her previous job as an online marketing specialist helped prepare her for the unique challenges of this multifaceted position. A graduate from UTD with a BS in marketing, Thao is also the unofficial VitalStorm “event planner,” initiating parties and activities with engaging themes. Always approachable and a true team player, she is the ideal choice for our first company culture profile.
Could you briefly describe the function of the PPC department at VitalStorm and how your role as a CM works within that framework?
The PPC department is made up of several Campaign Managers that are responsible for ensuring all paid search deliverables are presented on time, are of a high quality and that all campaigns meet client objectives. As a Campaign Manager, my responsibilities include full implementation and management of PPC accounts in Google AdWords and Bing Ads for clients specializing in the home service industry. I focus on monitoring cost per lead, managing and strategizing a client’s budget and ensuring that monthly ad spend is on target.
What does a typical day as a CM entail?
The bulk of my day is spent on setting up and managing PPC campaigns. This includes updating negative keyword lists, continuous ad testing, researching competitors and monitoring campaign performance and reporting. One of my main priorities is optimizing campaigns in order to generate leads while maintaining a client’s budget. PPC is charged on a cost-per-click basis; which means whenever someone clicks on your ads, you pay for it. Therefore, I am always reviewing expensive, underperforming keywords and pausing them if necessary. In addition, I spend a lot of time analyzing key performance indicators such as cost per lead, spend, impressions, clicks, click-through-rates, average position, average cost-per-click as well as many other PPC metrics.
Has there been a change in the PPC landscape recently that has affected your job or department?
PPC is an ever-changing field. In my opinion, the biggest change in PPC so far in 2016 was Google’s expanded text ads. Expanded text ads include 2 headlines (up to 30 characters) and a description (up to 80 characters). Our team has been testing expanded text ads for several clients during the past few months and our accounts have seen improvement in click-through-rates and conversions. Like I said earlier, PPC is ever-changing. I have to keep current with industry trends while continuing to leverage new tools and industry best practices to boost the efficiency of my campaigns.
What is the relationship between the PPC team and the other departments at VitalStorm?
To create successful PPC campaigns, our team collaborates with the Creative Department on a daily basis. They create optimized landing pages with relative content and a clear call-to-action, tailored to specific queries. I also work closely with our Success Team, by analyzing data from each account to develop feedback and new opportunities for the client.
What do you personally bring to the office that would be considered unique?
I consider a company’s culture to be very important. I think it contributes to attracting and attaining great talent, as well as creating a fun, happy and exciting work environment. At VitalStorm we have themed days and we recently celebrated the kickoff of football season. It was a “tailgating” theme, and I brought in my giant Jenga set with me. ‘Till this day, the game set is in the office, and every once in a while, someone will walk by and pull a block; it’s an ongoing game until someone knocks it down. As long as the work is getting done, we can still have fun in the office!
If you would like to learn more about what Thao and her PPC Team can do for your company, contact us today to schedule an appointment.