Behind the conversions: Ron Fusco
Published: January 9, 2013
Author: Molly Shotwell
PPC Associates’ interview series of our own marketing wizards continues with insights from Sr. Client Services Manager Ron Fusco, our resident New Yorker and YouTube expert and a man who knows his way around multi-channel campaigns. Catch Ron at SMX West in March; he’ll be speaking on tying YouTube to PPC campaigns.
What’s the first metric you check when you start work for the day? The metric that matters most to the client, which is usually spend and conversions but not always. This is one of the better aspects of working for an agency: the clients and goals change, and so does our day-to-day.
What’s one metric you rarely bother to check? Quality Score, pure and simple. I don’t think there is one metric more overblown in paid search than QS. Outside of launching a new account or campaign, doing a major restructure, or large ad rotation, I can go a long time without checking QS.
If you had 10 million dollars to invest and you could invest in Google or Facebook stock, which would you pick, and why? This is an interesting question. In the short term, FB. They still have a long way to go ‘til they come anywhere near maxing out their ad revenue potential, and the stock is still undervalued (don’t quote me). But in the long term it’s Google. They do tons of awesome R&D outside of search and advertising, though I read that’s been changing under Larry Page.
What’s your favorite advertising campaign (e.g. Betty White Super Bowl ad, Got Milk billboard, etc.)? Does GoPro’s HERO3 video count?
What’s the one quality you have that makes you uniquely good at your job? I would say creative problem-solving. This is one of those skill sets that can apply to most jobs, but since there are so many moving pieces and different approaches, finding an efficient and effective solution is imperative.
What’s the toughest lesson you’ve learned in your job, and how did you learn it? That no matter what, the client has the final say. I try to treat each of our clients’ businesses like it’s my own so if I feel I have the best solution, it can be difficult to go against my own suggestion. However, we are in client services, and at the end of the day the decision belongs to the client.
Finish this sentence: “Don’t bother trying to break into the marketing industry if…”… you’re not able to develop an understanding of a product and how it fits into a particular market. The one aspect that ties all of marketing together is the product; this works from the creative side, through to strategy and execution. If you don’t understand the product, it’s going to be difficult to market it. Unless of course you’re a quant, then you get to play with numbers all day and not even worry about the product.
What’s your favorite part of the job? Watching a client grow and knowing I/PPC Associates had something to do with that. We work with some of the fastest-growing companies in Silicon Valley, and we’ve been working with many of them before they took off.
When someone asks who you work for, do you say “I work for (Client A)” or “I work for PPC Associates,” and why? PPC Associates, and I’m proud of it.