5 Questions with Alex Panchuk, Paid Marketing Manager @ Reply.io

  1. What do you do? Tell us a bit about your typical working day…

My name is Alex and I’m a PPC marketer. I’m responsible for everything that is related to paid advertising here at Reply (https://reply.io/). We are a sales engagement platform that helps sales reps be more productive by automating their communication with the prospects (emails, calls, LinkedIn, etc.).

Usually, I’d start my day chatting with my colleagues over a cup of coffee or tea. But since November 2017 when I joined an awesome team at Reply, we do that remotely over Zoom (we’re a fully remote team).

The next thing I do, after morning coffee chats, is read the latest news in the industry. I’ve got this whole bunch of popular marketing blogs saved in my Feedly bookmarks. It is a very handy tool, believe me, no need to open 20+ tabs in your browser.

 And after that, I start with what I do best (that’s my belief at least), PPC. I usually check if there is a significant change in metrics compared to the previous days, and then I move on to optimisatios. Most of the similar routine tasks are automated, so I can sit back and drink another cup of coffee for another 30 minutes (just don’t tell Lucy, my boss 😄).

  1. What do you love the most about your job?

As my first manager & mentor (hey Natasha) liked to say: “It is THE best job when you can spend someone else’s money, and still get paid for doing that”. Show me a PPC specialist that doesn’t agree with this statement, I’ll wait.

Jokes aside, the first and maybe the most important thing I love about doing PPC (doesn’t matter if it’s B2C or B2B) is that you can almost immediately see the highly measurable results of your work: X amount of leads, Y amount of purchases and so on. We can all agree that you don’t have that much of predictability and preciseness in SEO, right? At least speaking for myself, I’d hate to wait from 3 to god-knows-how-many months for my results from SEO to show up.

The next big thing I like about my job is the ability and freedom to test things (ad copies, landing pages, creatives, bid strategies, you name it). I like to take inspiration from the ads of the top companies, applying some of what they’re doing to our advertising strategy, and seeing almost immediate results. 

I guess you could say that about any industry, but I really like that the digital advertising landscape is constantly changing and evolving. It really drives paid acquisition specialists to grow and evolve with it, which is a very good thing. Let’s take Quora Ads. Back when I started my PPC career (early 2015), they didn’t even exist. And now they are making a huge impact on the modern advertising space, even surpassing Twitter Ads (according to Hanapin Marketing “The State of PPC 2019-2020”). Also, look at LinkedIn Ads. In the past few years, the platform evolved much quicker (Engagement retargeting, Conversational ads, numerous targeting options added every quarter, etc.) than during the first 5-8 years of its existence. And with ever-rising CPCs on Google and Facebook, I believe that LinkedIn is more than a worthy opponent in the years to come.

  1. What are the most important skills you need to thrive in this role?

Sometimes I think of PPC marketers as swiss army knives. You must be great at running ads and optimising accounts, but you also have to be handy at a number of additional skills as well, which include:

  1. Where do you think the industry is heading in the next couple of years?

Predicting the future is never easy – particularly in the world of PPC. I mean the landscape is rapidly changing (yeah, I know I spoke about it in previous paragraphs). But nevertheless, here are my predictions from the experience I have and the things I notice:

 Mar 2020 Clicks & Avg.CPC

  1. What advice would you give someone who’s considering a career in PPC?

First and foremost - don’t fear spending someone else’s money. Personally for me, it was a huge blocker at first. And although my manager at the time said that it’s totally OK and she double-checked everything in the account after I’ve published it, I still had that fear of pressing some button that I wasn’t supposed to and thus flushing money down the drain. But that fear went away with the experience I guess. 

Apart from sharpening your practical skills inside the advertising accounts, make sure to read all the industry news and best blogs at least once a week. If possible, quickly check them once per day to stay on top of new features and announcements. Here’s how I do it: instead of having 100500 tabs open in my browser, I added all the URLs in my Feedly account. Now more than 50+ popular blogs are in one place, and I can quickly check them, even by article headlines, to see if some of them are worth reading or not. Feel free to connect with me on LinkedIn and I’ll share those 50+ blogs. 

Also, if the company is good enough, they will be willing to educate their employees and include member perks like training every once in a while. So don’t be shy and accept this possibility and take some courses along the way to improve yourself.

Finally, be ready to go the extra mile. Some tasks may not be just about managing bids, researching keywords, or creating campaigns. Sometimes, PPC is a complex collection of things. You need to be skilled in copywriting in order to increase the CTR of your ads. And even if the CTR is great, your conversion rates might be low and so you need to know how to improve your landing pages and that’s not just about placing target keywords in the headings.

If none of these roles suit you, visit the job search section of the website to take a look at other opportunities.
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