Sarah Stemen has worked in digital since 2007, with time spent both client-side & agency-side. Sarah is currently a Paid Search Manager at Marcus Thomas. She began her career in-house on the client side but ultimately loves the diversity of clients found on the agency side. Sarah has been hands-on in Social, SEO and everything in between. She decided to specialize in PPC in 2015. When not working in PPC, Sarah is busy raising her three kids (talk about super mom!).
You can find Sarah on Twitter @runnerkik and on LinkedIn: sarahstemen That said, we invited Sarah to do an Ask Me Anything Session via our #general Slack channel, enabling the search community to ask her any question they desire. Below you will find a series of questions and answers asked during the session.
Q: what do you do if your brand name is very generic. Does it make sense to run a “branded” campaign in the account? What examples of interesting branded campaigns have you seen in your practice?
A: Hi, great question. I am always a supporter of brand campaigns because brand campaigns allow for the ability to control the messaging.
In terms of interesting brand campaigns – I used to work promoting supplements and the brand campaigns there were “interesting”
I can’t believe people take medicines or supplements from the internet
Another layer on the brand campaign – with a generic name is going to be budget, can the client afford to run the campaign and is there brand awareness?
Q: What have been some of the most valuable resources to you and your career, to date, that have helped shape your knowledge and skills within the SEM/PPC space?
A: I think that the community has been wonderful twitter, but I also listen to Marketing O’Clock, and watch PPC Townhall – and I regularly read posts from people I follow on Twitter and LinkedIn
Even if I know something I still read because I can learn better ways to phrase concepts or a small nugget or way to look at an issue
I also think that as the internet has grown (I started doing this in 2007) so has the way content is produced – when I first started I had to read and use google alerts and visit peoples blogs now I follow on YouTube or Spotify and can multitask.
I also started before cell phones are what they are, so I had to use twitter on my desktop – the world has made it easier to stay connected to the community.
Q: What are your go-to custom columns for analyzing search performance?
A: Well, last year some of my custom columns for budget tracking were a hit but that isn’t what I use most often. I actually use the Google report center multiple times a day. I use standard columns plus ROAS and Conv Value and I look at my data daily by campaign type then rolled up