Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry. This week we head to London to speak to the senior analyst at Net Media Planet.
In one sentence, how would you describe what the company does?
An innovative, award winning paid search (PPC) & display specialist helping brands maximise their online potential.
What are the company’s unique selling points?
As our company has biddable media teams, which operate both through affiliate networks and direct relationships, we are able to work with clients on a pure performance basis but with detailed, agency-like servicing and reporting. Running integrated search & display campaigns under one roof also leads to a lot of synergies and greatly improved performance.
Within the last six months/year, what stands out as the company’s major milestones?
The biggest highlight for me personally is the work we’ve done on one of our major accounts. We handle paid search for them across 70 markets, and this year by introducing a new, more granular, localised approach featuring local market managers and a change to campaign structure we have been able to drive a revenue uplift of more than 100%!
Another major highlight for us was the expansion of our Display proposition. We now offer a full RTB remarketing service on a performance basis which has allowed us to greatly expand the number of brands we work with over the past year.
The improved performance we’ve driven with our PPC clients and the expansion of our display team has led to a huge growth in staff and a shiny new office in Angel, London.
Duration in current role:
I’ve been with Net Media Planet almost a year and a half now.
Where are you based?
What are your main job responsibilities?
My main responsibilities are to run and optimise campaigns, report on campaign performance to the client, and manage any requests they may have. We are by no means a typical search affiliate publisher. We work very closely with our brands, pride ourselves on being very responsive to client requests, and we can offer an extremely detailed level of reporting. Agency-like servicing on a performance basis!
Take us through what you get up to on a typical working Monday:
First off, I check up on the status of the campaigns I’m running. The weekend can either be the best time or the worst time of the week for a client, depending on the vertical, and we continually monitor campaigns to gain understanding and to make sure everything has gone to plan. After that I’ll start to push out my weekly reports to clients, noting any significant changes from the week before and any optimisation plans for the upcoming week. Next up is checking and changing ad copies, making sure we’re up to date with all the latest promotions. Following that it can really vary, maybe I’ll be deep-diving into a particular client where we think we could maybe boost performance, maybe we’ll have a new client coming on board that needs campaigns to be built out or perhaps the client has come back with a request to look into a certain area on the back of the weekly reports. You can never spend too much time optimising a campaign, there are always things to be tweaked, usually meaning a late end to my Monday and a good night’s sleep.
What top three websites can you be found browsing during your lunch hour?
PPC Hero, Search Engine Land & BBC Football (of course).
What are your top three tips for someone looking to get their hands on a job like yours?
Be eager to learn, be enthusiastic, and ask questions (and more importantly actually listen to the answers).
Career-wise, where do you see yourself in three years’ time?
I’m very interested in social and the additional level of targeting that it provides. We’re currently looking into ways we can expand into working with social media on a performance basis and I’d really like to be a part of that.
Tell us one thing people at work don’t know about you?
I used to play baseball for Great Britain and up until the age of 18 my only career aspirations were to be a professional Baseball player. But I gave it all up for the glamorous life of a marketing analyst and I’ve never looked back!