Behind the conversions: Sana Ansari
Published: December 11, 2012
Author: Molly Shotwell
We continue our series of interviews with PPC Associates’ most seasoned marketing experts with wisdom from Sr. Account Manager Sana Ansari, who dodged an electrical engineering bullet to land in online marketing in 2009. Sana left QuinStreet to join PPC Associates in 2011 and has built a reputation as the company’s resident Google Display Network rock star.
(Interviewee’s note: Please beware of cheesy yet honest answers.)
Name: Sana Ansari
Position: Sr. Account Manager
How did you get into digital marketing? When I was a kid, my dream job was to make commercials and billboard ads. Then I grew up and decided, I live in the Bay, and I’m good at math and problem-solving; I should just become an engineer. Except upon graduation, I realized engineering just isn’t all that fascinating to me.
Fortunately, there was a field that not only would fulfill my childhood dreams of creating ads but would also play to my engineering/problem-solving strengths. BAM: internet marketing. Here I am today – making those billboard ads (banner ads) and loving it.
What’s the one quality you have that makes you uniquely good at your job? Passion. Does that work? I mean, I absolutely love what I do, and therefore I just want to be the best at it. From helping design banner ads to diving into the numbers to understand performance, it’s all fun and fascinating to me, so I’m always happy to dig in and continue finding new ways to increase/improve performance.
What’s the toughest lesson you’ve learned in your job, and how did you learn it? When dealing with large clients, you can’t take care of everything yourself, and you need to be able to delegate tasks. You have to trust that your co-workers will get the job done and do it well. I’ve learned this after finding myself being overwhelmed with work, trying to keep my hands in everything so I can do it all myself.
Finish this sentence: “Don’t bother trying to break into the marketing industry if…” you’re not prepared to have to evolve with an ever-changing field.
What’s your favorite part of the job? The fact that you can see the end result of your work. Every lever you pull, every change you make, every campaign you launch – it’s all quantifiable. You can say, “Hey, that extra 10% lift in ROAS…yeah, that was me.” In other fields, you work on projects and contribute to efforts, but you never are really able to quantify the revenue/contributions you have brought to the company. Here, you know what your work has done. It’s a thrill.
What’s your least favorite part of the job? Running on a budget. Sometimes clients only have so much budget allocated to their internet marketing efforts. I feel that if we are hitting and even exceeding targets, budgets should be endless.
When someone asks who you work for, do you say “I work for (Client A)” or “I work for PPC Associates,” and why? What a silly question. PPC Associates! I couldn’t be more proud to work here. PPC Associates strives to do what’s best for the client and not themselves. They’re definitely the most honest and transparent company I have worked for. So to have my name associated with this company is an honor. Plus PPC Associates pays for my salary, so it just makes sense.