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Get to know William Payne, Account Manager at 3Q Digital, working out of our San Francisco office.
What’s the first metric you check when you start the day?
I always check click volume and CPCs; that’s the best way to get a sense of the impact your bids are making and the changes in traffic that are taking place outside of your control
What’s one metric you rarely bother to check?
I’m not a big CTR guy. Improving the quality of your ad copy will improve CTR and hopefully capture more site traffic. However, proper bid management and keyword targeting are likely to make a bigger impact on performance than the content of your ad copy.
If you had $10M to personally invest, which marketing platform or technology would you invest in, and why?
ProductsUp! We’ve been leveraging this tool for product feed management with great success for the past year and a half, but we have only scratched the surface of its functionality. We’ve been experimenting using the platform to help automate keyword builds, and savvy advertisers could easily build feeds for custom parameters in ad copy as well as link CRM lists and offline conversion events to advertising platforms through FTP.
What is your favorite advertising campaign?
“Don’t Mess with Texas” – it was originally a Department of Transportation PSA to reduce littering.
What’s one marketing lesson you wished you had learned earlier?
The “holy grail of marketing,” or the right message to the right person in the right place. So much quality marketing can be distilled to this concept, especially in SEM where it’s so easy to get bogged down in keywords, attribution, pixels, etc.
What one quality do you think is most important in successful digital marketers today?
Successful digital marketers need to be autodidacts. There’s no playbook for these new technologies like Google and Facebook (except for the Alpha-Beta method, of course), so people who are can teach themselves how to use new platforms and use data-driven insights to iterate on successful tactics stand to win big.
What is your favorite thing to brag about at 3Q?
We have an awesome get-ahead, can-do culture in San Francisco that keeps everybody on their toes and pushing each other to improve their skills on the job. We also have a kegerator in the office that’s great for an after-hours beer after a long day of work.
Which of 3Q’s core values is most important to you, and why?
Innovate – I have a to-do list of tactics to test about 10 items long at the moment. Being able to think outside the box and communicate the results of experimental initiatives is a huge value-add to any client relationship. Also, I re-tooled our approach to bidding in some of our CSEs and changed the program from an embarrassing failure to a significant chunk of our monthly spend, allowing us to secure additional funds from our client.
If you had to switch offices, which office would you pick and why?
Austin – I miss my Texas BBQ and cheap tacos!
What is your motivation to come into work every day?
My supervisors push me to hone my skills and advance my career on a daily basis, and my direct report, Jenna Hardenbrook, is a rising star for whom I have to furiously plan out tasks because she knocks out her work incredibly fast. I have personal oversight over a complex and ambitious multichannel account for a client team that we have a great relationship with. Motivation isn’t too hard to come by at the moment.
What trips have you gone on/do you plan to go on with your unlimited PTO?
I’ve criss-crossed the country with my PTO in the past year and a half, including visits to Dallas, Arkansas, New York, and Los Angeles, as well as Vancouver and Cabo San Lucas. Next trip: Mexico City.
What’s your favorite thing on your desk?
I ended up with my boss Jay’s white elephant gift last Christmas after only a month or so on the job – an orange hand-made ceramic octopus that I’ve named Nabokov after the great Russian-American writer of the same name.
What is your favorite thing to do outside of work?
I enjoy watching lectures on macroeconomic theory from Milton Freedman to Paul Krugman to Yanis Varoufakis. I also DJ.