Behind the conversions: Diego Rovira
Published: September 17, 2012
Author: Joe Stanton
Today’s post is the start of an interview series with PPC Associates’ most experienced account managers. We kick things off with insights from Sr. Account Manager Diego Rovira, who has done magical things with a variety of huge accounts since joining the industry in 2008. Offline, Diego moonlights as a star midfielder for the San Diego Sockers.
What’s the first metric you check when you start work for the day? I’m an old-school guy when it comes to checking performance every morning. Obviously for each client it’s different, but I typically look at how their main KPIs are trending by day, week, and month. The overall trending checks every morning will point you in the right direction and regardless if it’s up or down, you still need to answer the most important question – why? Are these seasonal trends? Are those new ads working? Did they send an email blast? Was it that non-brand keyword expansion? Seeing the trends is the first step, and then you can begin your investigation and figure out what’s driving them. Once you find the reason, you can focus on the fun part, which is taking that insight and developing an awesome strategy.
What’s one metric you rarely bother to check? Quality score – I don’t really trust Google on this one. I’ve seen some of my brand keywords with above-average CTR, ad relevance, and landing page experience, yet I still only get a 7. You can worry about QS all you want, but at the end of the day my job is to drive performance, not increase QS.
If you had 10 million dollars to invest and you could invest in Google
or Facebook stock, which would you pick, and why? I think the easy answer would be to choose Google based on what’s happened to the Facebook stock recently. I don’t claim to be a Wall Street expert, but despite their high P/E ratios (just checkout Amazon or LinkedIn) how can you go wrong with 1 billion users? I have also enjoyed buying when everyone is selling, so we’ll see what happens when the next lockout period ends in October/November.
What’s your favorite advertising campaign (e.g. Betty White Super
Bowl ad, Got Milk billboard, etc.)? I loved the old Budweiser commercials like the three frogs and the bud ants and the “whazzzzzup” guys. Did I buy any more Bud? Probably not. But I can’t tell you how many times I answered the phone yelling “Whazzzzzup?”
What’s the one quality you have that makes you uniquely good at your job? I’m a people person and have people skills. I’m good with dealing with people. Why can’t you understand that?! No, really, I typically build strong personal and professional relationships with my clients because I make it a point to be honest and upfront with them. When you stand firm in what you believe in and give clients your honest opinion combined with data to back it up, even if they don’t agree, they will respect you for it. Once you prove to a client that you will always put their business first, they will trust you, and that’s the core foundation of any relationship.
What’s the toughest lesson you’ve learned in your job, and how did you learn it? I have learned, and am still learning, how to effectively communicate with clients. In our world it’s gotten much easier to regurgitate data, trends, and industry news, but the hard part is putting that all together and explaining your findings in a way that the client can understand. You need to connect these data points and create a story that your client can easily comprehend so they can turn around and update their organization. I’m still trying to hone this skill; just like anything else, it takes a lot of practice.
Finish this sentence: “Don’t bother trying to break into the marketing industry if…” you don’t like working with data. You don’t need a math degree, but you do have to roll up your sleeves and efficiently sift through large amounts of data to find any type of actionable insights.
What’s your favorite part of the job? I really enjoy helping grow a client’s business and enabling my stakeholders to get promoted within their organization. I’m also lucky because I get to work with a team full of talented people who challenge me and teach me something new every single day.