Felix is a Paid Media Executive with three years’ experience in account and project management at a web development agency. He works with several clients across different industries, from clothing retail and law firms to renewable heat source solutions, making him a pro at both driving purchases and achieving leads.
Alongside his mean PPC skills, he’s a talented creator of street/documentary style photography and electronic music.
To get to know Felix, we asked him what he thinks about the world of PPC right now…
What’s the best thing about working in Paid Media?
I think my favourite thing about working within the Paid Media team is we effectively act as an extension of our client’s team. We build solid relationships with our clients which help us work towards a common goal, or as we like to call it our ‘North Star’. It fills me with a lot of pride knowing that we can help them achieve their goals while making work as fun as possible.
What’s your favourite new development in Paid Media?
The development which excites me the most is the adoption and development of AI in Paid Media. A buzzword which can tend to scare people into thinking they might lose their job! But it is actually an incredible opportunity to help increase platforms like Google’s machine learning, and push beyond what humans are capable of doing.
AI algorithms can be used to identify patterns, behaviours and characteristics which define target segments, and I think we are likely to see lots of benefits come from that space in the near future.
This interest started for me outside of the world of Paid Media. I started adopting AI tools like ChatGPT to help me “work smart, not hard”, for building out email templates, project plans, itineraries etc. But it is exciting to see AI tools work as more than just useful admin tools. Being able to seamlessly use AI to effect strategy and create return for our clients by focusing on areas/avenues which we cannot is very exciting.
Is there a metric you feel is underutilised or underrated for understanding user behaviour?
Impression Share lost by budget and rank. These handy columns in Google Ads are always my first port of call when assessing the performance of a campaign or asking: why is this campaign struggling to spend?
These metrics help you determine whether you’re struggling to appear because your budgets don’t allow you to bid high enough, or if you’re losing out on the share of impressions due to rank – this includes things such ad and keyword relevancy. You can use this to inform how you tailor your ad copy or add keywords and negative keywords.
How does it feel to become a Loller?
It feels great to become a Loller. To work for a company which has managed to cultivate a culture so healthy, people-focused and ultimately fun, yet be surrounded by hard working experts is fantastic. I feel grateful to be a Loller!
Last but not least, what’s your favourite karaoke tune?
That is such a difficult question! I have too many to pick just one, but a particular favourite of mine is Billy Ocean – Love Really Hurts Without You. That always gets the crowd going! That and Luther Vandross – Never Too Much.
Connect with Felix on LinkedIn.
If you have a campaign our paid media specialists might be able to help with, get in touch!
