E JOURNAL #2 Based on Amanda Lee's lecture
If some client asks you, as a person in the marketing business, to run a campaign and raise $1M for them but for free, would you do that? I Know someone who would, for a good cause. It is for helping the ones who need it, for NGOs. It's a good thing and maybe a chance for anyone who can use their expertise to make the world a better place.
Today I want to write about what I learned from Amanda Lee, Account Director of the Aber Group. We had the chance to have her as a guest lecturer the other day, it was a good lecture, and I learned a lot.
What account director Do?
An Account Director leads a client account, or set of accounts, within the agency, ensuring that they are profitable and growing. They take responsibility for delivering quality creative work that meets the client's needs, addresses their business problems, and champion that work.
After the introduction, Amanda talked about the main topic of Paid Media Advertising and how it can help us make more awareness and drive more traffic to the brand's websites. We also spoke about different digital channels that agency's use exclusively, such as:
Pay-Per-Click Search Engine Marketing
Digital Media Planning & Buying
Analytics, Tracking & Troubleshooting
Education & Consulting
And one of the WOW moments for me was when Amanda Talked about Broad Digital Advertising Expertise, such an extensive list to work on.
As I said, Amanda is an account director now, so she told us about her duties:
Lead client management, strategy, and people management.
Own client relationship and ensure client satisfaction.
Find an opportunity for account growth and upsell opportunity.
Support team in developing strategy, uncovering insights and presenting results .
Guides the use of top digital marketing platforms to drive results .
Foster a culture of innovation and adoption of ideas and techniques.
SEM & PPC Definition:
We also discussed SEM (search engine marketing) and PPC (Pay-per-click) as paid Advertising.
As I learned, SEM is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages, primarily through paid advertising.
What Skills Do I Need to Become an SEM Specialist?
As a digital media marketing student and with the skills that I learned at George Brown College, I want to work as an SEM Specialist; an SEM specialist should have the technical knowledge to develop high-quality SEO and PPC strategies. They should know the ins and outs of Google Ads and related platforms that help launch campaigns, offer insight, and provide data.
Also, A PPC Specialist manages internet pay-per-click advertising campaigns, including the strategy, design, implementation, SEO, and analysis of ad performance.
What Skills Do I Need to Become a PPC Specialist?
Knowledge of Microsoft Excel and data manipulation.
Strong analytical skills.
A good level of mathematical ability.
The ability to think creatively.
Excellent attention to detail.
Those are not easy skills, but it is possible; now I see that they are near me and who I am, so maybe it is an excellent chance to apply for a job in this field.
One of the essential things in this career is being in social media; the newest and best social platforms are where everything is happening. We should be there among the targeted community to feel them, understand what is happening there, their insight, and where their touchpoint is.
There are also some other things to consider, such as YOY (year-on-year) Growth in Search, Social & Video paid ads; all these factors raised, so the importance of a well-paid ad is obvious.
Which Social Media is Better to Start:
I also had one question to ask from Amanda as I heard she work with NGOs.
1. what is the best google ads type that works better for NGOs?
It depends on the client's goals, and do even people know who they are? We should ask some questions regarding strategy and tactics, what we are trying to accomplish, brand awareness, or conversion? Are the clients new in digital, or have they been here before?
But finally, the best ad channel is googling paid search yet.
Well that’s it, hope you all enjoy.
by Pantea Danapayam
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