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How to Supercharge Your Career in PPC
Daniel Gilbert | CEO
https://www.linkedin.com/in/danielgilbert1/
Daniel Gilbert
Founder and CEO of Brainlabs
Superpowers in building teams and
...
https://www.linkedin.com/in/danielgilbert1/
Let’s shake things up!
https://www.linkedin.com/in/danielgilbert1/
Once you know what career success really
means to you, then you can set powerf...
https://www.linkedin.com/in/danielgilbert1/
Let’s do it!
What does career success mean to you?
https://www.linkedin.com/in/danielgilbert1/
Before we begin...
Why will you commit?
https://www.linkedin.com/in/danielgilbert1/
What, Why, How, Where?
https://www.linkedin.com/in/danielgilbert1/
Where will you achieve your goals?
1
When your role is not
supporting you achi...
https://www.linkedin.com/in/danielgilbert1/
Where: in-house vs agency
Wider range of marketing exposure
Collaboration acro...
https://www.linkedin.com/in/danielgilbert1/
Aspire Salary Survey
https://www.linkedin.com/in/danielgilbert1/
There are hundreds of potential paths
https://www.linkedin.com/in/danielgilbert1/
What are the (unwritten) rules of the game?
1. More people (successfully) mana...
https://www.linkedin.com/in/danielgilbert1/
Superhero tips for winning the game
Always think at least
two steps ahead
Beco...
https://www.linkedin.com/in/danielgilbert1/
Tip #1
Become
indispensable
https://www.linkedin.com/in/danielgilbert1/
Tip #1
Become an indispensable team
member
https://www.linkedin.com/in/danielgilbert1/
Experimenting with chickens
https://www.linkedin.com/in/danielgilbert1/
Candidate scorecards
Technical
implementation
60
Communication skills 95
Organ...
https://www.linkedin.com/in/danielgilbert1/
Find and develop your superpowers
Help others succeed
Be honest with yourself ...
https://www.linkedin.com/in/danielgilbert1/
Become the “go-to” for something, anything!
https://www.linkedin.com/in/danielgilbert1/
PPC Account Managers - ideas
Excel
Scripts
Martech
Tracking & Tagging
Data ana...
https://www.linkedin.com/in/danielgilbert1/
Build your knowledge around strengths
https://www.linkedin.com/in/danielgilbert1/
Go to the best conferences and conventions
https://www.linkedin.com/in/danielgilbert1/
Twins Day Festival, Twinsburg, OH
https://www.linkedin.com/in/danielgilbert1/
Elvis Festival
https://www.linkedin.com/in/danielgilbert1/
Go to the best conferences
https://www.linkedin.com/in/danielgilbert1/
Worild Toilet Summit, Singapore
https://www.linkedin.com/in/danielgilbert1/
Go to the best conferences
https://www.linkedin.com/in/danielgilbert1/
Skills at different levels
CMO / Agency
Director
Digital Marketing
Director
Di...
https://www.linkedin.com/in/danielgilbert1/
Tip #2
Always think at least
two steps ahead
https://www.linkedin.com/in/danielgilbert1/
Where will you achieve your goals?
1
When your role is not
supporting you achi...
https://www.linkedin.com/in/danielgilbert1/
90% of PPC Manager tasks from today will be extinct within 3 years
Already (be...
https://www.linkedin.com/in/danielgilbert1/
Farewell, Account Executives!
Photoshopped. For visualisation only.
https://www.linkedin.com/in/danielgilbert1/
Get on board the automation train - learn the language of logic
https://www.linkedin.com/in/danielgilbert1/
Technical feasibility of automation
McKinsey report (2016)
% of time spent on ...
https://www.linkedin.com/in/danielgilbert1/
Don’t fear, you’re in the right industry
Note: includes advertising that appea...
https://www.linkedin.com/in/danielgilbert1/
Paid search advertising expenditure worldwide 2015-2017 (in billion U.S dollar...
https://www.linkedin.com/in/danielgilbert1/
1. Define what success looks like for you
2. Set goals
3. Find your ‘why’
4. P...
https://www.linkedin.com/in/danielgilbert1/
Enjoy the journey
You can train your brain to focus on the bright side.
It’s h...
Have a stunning HeroConf 2018!
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Keynote: How to Supercharge Your PPC Career

Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.

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Keynote: How to Supercharge Your PPC Career

  1. 1. How to Supercharge Your Career in PPC Daniel Gilbert | CEO
  2. 2. https://www.linkedin.com/in/danielgilbert1/ Daniel Gilbert Founder and CEO of Brainlabs Superpowers in building teams and careers Has grown Brainlabs from 1 to 200 people in 6 years Named #1 in PPC Hero’s Most Influential PPC Experts in the World list (2018) Connect with me on Linkedin:
  3. 3. https://www.linkedin.com/in/danielgilbert1/ Let’s shake things up!
  4. 4. https://www.linkedin.com/in/danielgilbert1/ Once you know what career success really means to you, then you can set powerful goals.
  5. 5. https://www.linkedin.com/in/danielgilbert1/ Let’s do it! What does career success mean to you?
  6. 6. https://www.linkedin.com/in/danielgilbert1/ Before we begin... Why will you commit?
  7. 7. https://www.linkedin.com/in/danielgilbert1/ What, Why, How, Where?
  8. 8. https://www.linkedin.com/in/danielgilbert1/ Where will you achieve your goals? 1 When your role is not supporting you achieve your goals… Move roles or make more use of your role 2 3 When your company is not supporting you achieve your goals… When your role and company are supporting you achieve your goals… Pause, decide the right time to move on. Be a good leaver. Don’t sit back and wait for your goal to come to you.
  9. 9. https://www.linkedin.com/in/danielgilbert1/ Where: in-house vs agency Wider range of marketing exposure Collaboration across departments Commercial exposure Agency management Cross-channel knowledge Breadth of skills Leadership skills Deep vertical & commercial understanding Detailed technical knowledge Variety of clients = platform expertise Team communication skills Client Management Resource management Agency commercial understanding Leadership skills (at scale) Strategic understanding In-house Agency Junior Senior
  10. 10. https://www.linkedin.com/in/danielgilbert1/ Aspire Salary Survey
  11. 11. https://www.linkedin.com/in/danielgilbert1/ There are hundreds of potential paths
  12. 12. https://www.linkedin.com/in/danielgilbert1/ What are the (unwritten) rules of the game? 1. More people (successfully) managed 2. More revenue (successfully) managed
  13. 13. https://www.linkedin.com/in/danielgilbert1/ Superhero tips for winning the game Always think at least two steps ahead Become indispensable
  14. 14. https://www.linkedin.com/in/danielgilbert1/ Tip #1 Become indispensable
  15. 15. https://www.linkedin.com/in/danielgilbert1/ Tip #1 Become an indispensable team member
  16. 16. https://www.linkedin.com/in/danielgilbert1/ Experimenting with chickens
  17. 17. https://www.linkedin.com/in/danielgilbert1/ Candidate scorecards Technical implementation 60 Communication skills 95 Organisation 76 Leadership 38 Strategy 97 Cross-channel understanding 72 Technical implementation 82 Communication skills 62 Organisation 93 Leadership 75 Strategy 35 Cross-channel understanding 35 Technical implementation 65 Communication skills 65 Organisation 65 Leadership 65 Strategy 65 Cross-channel understanding 65 Candidate 1 Candidate 2 Candidate 3
  18. 18. https://www.linkedin.com/in/danielgilbert1/ Find and develop your superpowers Help others succeed Be honest with yourself Craft your perfect role Define and plan
  19. 19. https://www.linkedin.com/in/danielgilbert1/ Become the “go-to” for something, anything!
  20. 20. https://www.linkedin.com/in/danielgilbert1/ PPC Account Managers - ideas Excel Scripts Martech Tracking & Tagging Data analysis Business understanding Vertical knowledge Testing strategies Campaign setups Pitching Client entertainment Agency marketplace knowledge Market relationships Resource allocation
  21. 21. https://www.linkedin.com/in/danielgilbert1/ Build your knowledge around strengths
  22. 22. https://www.linkedin.com/in/danielgilbert1/ Go to the best conferences and conventions
  23. 23. https://www.linkedin.com/in/danielgilbert1/ Twins Day Festival, Twinsburg, OH
  24. 24. https://www.linkedin.com/in/danielgilbert1/ Elvis Festival
  25. 25. https://www.linkedin.com/in/danielgilbert1/ Go to the best conferences
  26. 26. https://www.linkedin.com/in/danielgilbert1/ Worild Toilet Summit, Singapore
  27. 27. https://www.linkedin.com/in/danielgilbert1/ Go to the best conferences
  28. 28. https://www.linkedin.com/in/danielgilbert1/ Skills at different levels CMO / Agency Director Digital Marketing Director Digital Marketing Manager PPC Manager PPC Executive Mass communication skills In-depth channel knowledge Cross-channel knowledge Inspirational attitude Growth mindset Teamwork Positivity In-depth channel knowledge Communication skills Growth mindset Teamwork Positivity Cross-channel knowledge Inspirational attitude Communication skills Growth mindset Teamwork Positivity Communication skills Platform knowledge Technical implementation Growth mindset Teamwork Positivity Technical implementation Growth mindset Teamwork Positivity
  29. 29. https://www.linkedin.com/in/danielgilbert1/ Tip #2 Always think at least two steps ahead
  30. 30. https://www.linkedin.com/in/danielgilbert1/ Where will you achieve your goals? 1 When your role is not supporting you achieve your goals… Move roles or make more use of your role 2 3 When your company is not supporting you achieve your goals… When your role and company are supporting you achieve your goals… Pause, decide the right time to move on. Be a good leaver. Don’t sit back and wait for your goal to come to you.
  31. 31. https://www.linkedin.com/in/danielgilbert1/ 90% of PPC Manager tasks from today will be extinct within 3 years Already (being) automated Probably automation-proof Bid management Reporting Building campaigns Transferring campaigns to Bing Uploading custom audiences Checking spend levels and anomalies Checking ad copy test results Running SQRs Adding negatives Cross-channel strategy Stakeholder reporting Best-practice sharing Copywriting Competitor assessment Landing page analysis User journey analysis Demographic understanding New market analysis
  32. 32. https://www.linkedin.com/in/danielgilbert1/ Farewell, Account Executives! Photoshopped. For visualisation only.
  33. 33. https://www.linkedin.com/in/danielgilbert1/ Get on board the automation train - learn the language of logic
  34. 34. https://www.linkedin.com/in/danielgilbert1/ Technical feasibility of automation McKinsey report (2016) % of time spent on activities that can be automated by adapting currently demonstrated technology
  35. 35. https://www.linkedin.com/in/danielgilbert1/ Don’t fear, you’re in the right industry Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising. Source: eMarketer, March 2018 Billions, % change and % of total media ad spending
  36. 36. https://www.linkedin.com/in/danielgilbert1/ Paid search advertising expenditure worldwide 2015-2017 (in billion U.S dollars) ©Statista 2018
  37. 37. https://www.linkedin.com/in/danielgilbert1/ 1. Define what success looks like for you 2. Set goals 3. Find your ‘why’ 4. Plan how 5. Choose the right role and company 6. Do not wait for someone else to build your career 7. Work out the rules of the game 8. Become an indispensable team member 9. Find and develop your superpowers 10. Go to HeroConf 11. Think two steps ahead
  38. 38. https://www.linkedin.com/in/danielgilbert1/ Enjoy the journey You can train your brain to focus on the bright side. It’s happiness that leads to success—not vice versa. “It’s not necessarily the reality that shapes us, but the lens through which your brain views the world that shapes your reality.”
  39. 39. Have a stunning HeroConf 2018!

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