Have you ever asked yourself what a paid search manager does? Maybe you want to become one, or maybe you are curious what your agency’s paid search manager does with your account. Whatever the reason, Helix House’s paid search manager Cody Maniga wanted to share with you the good, the bad, and the ugly (okay, not so ugly) parts of his job. Without further ado, Cody, take it away!
My day to day at Helix House is always changing as we take on new projects with new objectives, obstacles, industries. However, some things my day will always include are:
I always start my day with clients with larger ad spends. Not because they are more important than smaller clients but clients with higher spend have larger, more complex campaigns and objectives that typically require more attention than smaller ones. Also, the more a client spends, the more data comes in and that increases the speed at which I am able to optimize campaigns.
My favorite part of the day is when I get to brainstorm new creative projects. Most of my role depends on statistics and math so when I get the opportunity to work on creative projects like social ads, programmatic ads, or landing page designs it is always exciting to see how it performs.
Biggest challenge is definitely optimizing campaigns that target very niche groups. For example, it is really easy to make a campaign targeting people looking for insurance. It is not so easy to target business owners in specific industries at a company with at least 50 employees looking for insurance. In situations like these campaigns can appear to look healthy at the KPI level but have low lead quality. The challenge is finding a way to filter out unqualified leads before they click on the ad despite advertising a service they may actually want.
I measure my success as a paid media manager by the success of our clients. My job is to provide leads at a 3 to 1 ROI (return on investment). If I am successful, ROI is achieved every month and our client’s business will grow. If they aren’t hitting their KPI I know there is a problem with one of my campaigns that needs to be solved.
If you want Cody to manage your Google and Facebook ad accounts, give us a call at 480-386-1686 or contact us online. He’ll be happy to lend his expertise!