Interview with Othniel – A PPC Executive

Meet Othniel who, through DigitalGrads, is now a PPC Executive with ContentCal.

Congratulations Othniel!

What made you get in touch with DigitalGrads?

“At the time I was first looking for jobs, I just needed to get some real experience in the digital industries. I had an idea about what I wanted to do but I wasn’t completely sure and didn’t know how to get there.

DigitalGrads sort of helped me find the right path in marketing. They gave me a credible source for my CV with the DigitalGrads marketing training and helped me understand how I could get myself out there.” 

What does an average day look like for you?

“Monday’s and Tuesday’s are critical for us at the start of the week… Mondays are usually reporting days. We find out what’s happening in the campaign results within the data that’s come in over the weekend.

Tuesday’s are usually for optimizing the current campaign. For example on Facebook, we look at metrics and optimize the campaign accordingly.

We are constantly back and forth with account managers and feedback to the customers. The rest of the week is a mixture of reporting, looking at the campaigns, optimizing according to the merix, reporting back to the customer on how the campaign is doing, combined with some adhook work, client meetings and presentations etc.

After that, the account managers then feedback to me from our customers and I implement the changes to the campaigns.

I run Paid media campaigns on Google, Twitter, Facebook, and LinkedIn.”

What’s the most important part of your job?

“I think the most important part of my job is being really clear of what the objective of the campaign is. What the conversions should be at the beginning of each campaign and what’s defined as the conversion is defined by the client.

So, we might say to the client “we’ve had this many impressions on this post…” and the client doesn’t really get what that is…

I have seen it so many times where the client is disappointed because they don’t understand the metrics and what the numbers actually mean.

The most important thing is making sure they understand, so we can work together to improve the effectiveness of the campaign.” 

What’s the best thing about your role?

“The best thing about my role is that I get to give suggestions and make a real impact on the client’s campaigns. I make changes, run campaigns, and see the numbers improve.

When you start seeing the campaign beginning to work and see how your changes are making a good impact, having a positive effect on the campaign it feels really satisfying. Like you’ve done a good job.”

And the best thing about DigitalGrads… 

“For me, the best thing about DigitalGrads was the constant contact and encouragement. I got the vibe throughout the whole process that they actually wanted to help me and find me the right job.

Obviously, you have to do some hard work and put the time in, but it paid off in the end.”

What advice would you give someone wanting to get into the marketing industry?

“The advice I would give to anyone wanting to break into marketing is to understand what part of digital marketing you want to get into. ‘Digital marketing’ is a broad title and a broad industry. To understand what specific area you want to go into is the first step. You’ve got to do your research… research everything into it and find out what you want to do.

Working in an agency, you realize there’s so much to learn, everything in marketing works together.

For paid media, I could learn the theory… but for stuff like budgeting, you can’t really ‘learn’ unless the campaign is actually running. With a lot of these marketing roles and titles, you can’t learn it all in a theoretical way. You’ve got to just do it.”

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If you found this interview interesting, read our blogs on: ‘How I Started’ for industry insights, hints, and tips from professionals!

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About post author

I am currently the Community Manager at DigitalGrads. My main job is to nurture our graduate community and support our DigitalGrads through our training programme. I love all things digital and have a passion for marketing.
Posted in Case Studies, How I started