After graduation I thought I wanted to live abroad for a while. Having done my final internship in London (the city is especially appealing for the recently graduated French), I wanted to come back to the capital to enjoy the amazing weather, the English cuisine, the dynamic atmosphere and job opportunities.
With only a diploma and a few internships for professional experience I thought it would be easier to find a position in London at a company that could be interested in my language skills. After settling in the city I got hired to work on PPC for an EMEA client, building campaigns for the French speaking market. At the time my PPC knowledge was limited to a digital class I attended at Uni but nothing particularly concrete; I had a lot to learn. Two years later, when I look back at this period, the only conclusion that comes to mind is …I still have a lot to learn. I think that the most important thing to accept about digital is that it’s such a fast-paced environment so every day you are at the same time the master and the student. You are the master because you bring them knowledge as well as results – as people say sharing is caring, but to stay at the top of your game the learning must never stop. The internet never stops and every week new betas and new products are created requiring you to read and improve your knowledge. As a result my day-to-day workload varies from implementing new strategies to testing products that will increase efficiency or ROI for our clients.
A day in the life at STEAK
8.30 – It all begins
Arriving at STEAK early to avoid the grumpy commuters at peak hours and have a couple of minutes to have a look at the news. As I am working for a travel company it is always important to keep an eye on what’s going on. An earthquake, for example, means you have to ensure all your campaigns cover this natural disaster.
9.00 – 11.00 – Reporting
The morning is dedicated to reporting and checking results from the previous day. You ensure all your campaigns have reacted the way you wanted. Having switched from a CPA model to an ROI model for our client we will push the top performing destinations to capture as much visibility as possible. After sending my daily reports to my client I focus on optimisation and discuss with my manager about possible improvements inside the account.
11.00 – 11.30 – Meeting
Meeting with the team to discuss current strategy and compare results. We talk about the current performance of specific destinations from both a PPC and an SEO perspective. Understanding trends and reacting accordingly is the key to success in the travel industry. As a highly competitive market, reacting before the competition will allow you to increase your share of voice.
11.30 – 12.30 – Action time
I then implement what has been agreed on in the meeting, whether that is pushing budgets on Barbados, decreasing or pausing non-relevant expensive keywords or tracking and putting live our image banners for the remarketing campaigns. Tasks vary and every day brings a new challenge. Lately, we have been implementing automatised copy changes to prevent our quality score dropping every time we change the message copy. This has been a long process but the outcome is really promising and the value for the customer can be massive.
12.30 – 13/13.30 – Lunch Break
With our office located in the middle of London I slalom between tourists to grab an amazing sandwich and if the weather allows it (three days a year) I eat outside. Most of the time I am back in the office and have a read online on French Newspaper or the AdWords Blog.
13.30 Back In – Let’s deal with client requests
Presenting to our client’s Digital Director often needs insight and analysis on specific key questions. I usually prepare the data and chat with my manager (Jessica) about how we can improve the current situation and what the next steps will be. I am sure Jessica will, in the not so distant future, write on the blog and give thoughtful insights on the travel industry.
4.30 – 5.30/6.30 – Wrapping things up
The day is finishing and I deal with previous requests that have been pushed back and prepare for the next day. There is always a vast amount of requests during the week and it is essential that I keep on top of all projects. Launching is one thing, keeping an eye and looking for things to improve is equally as important.
Then, depending on the day, it is time for my favourite English tradition, a pint with your colleagues.