As Marcella’s responsibilities increased, her team realized it was time to bring on new members to help manage their PPC program.
DropZone is adamant about only hiring a team member whose work ethic aligns with their culture and core values. As they've grown, their biggest challenge has been finding the right people to join their team.
Full Disclosure: DropZone is My Side Hustle
Shortly after joining Shape, a couple of DropZone’s SEO specialists recommended me to DropZone to help manage PPC. I was hesitant at first but soon realized it was an opportunity to understand the needs of Shape’s customers.
For several years I’d focused on marketing optimization (CRO) and it had been a while since I’d directly managed AdWords campaigns. To be effective with my time, I needed tools to help me focus on improving PPC results, rather than spending my limited time on the tedious, yet essential, tasks of budgeting and reporting.
Anxiety Doesn’t Take Time Off
I used to rely on an amalgamation of spreadsheets, macros, and scripts to track monthly campaign spend. The process required referencing budgeting spreadsheets then making budget adjustments within each ad platform.
Despite advanced spreadsheet configurations, I still worried about the risk of overspend when I couldn’t check on campaigns after several days.
At our former agency, the fear of getting berated by clients and/or client success managers prevented PPC analysts from enjoying time off. So we left with unused vacation balances.
Check out our post on How to Recognize and Address Burnout on Your PPC Team
When Pigs Fly
To be honest, I was skeptical of Shape’s PPC budget management capabilities. I didn’t give it the credit it deserved because I was there years ago when Jon—my then jeans-wearing-three-t-shirt-owning manager (now Shape’s CEO)—conceptualized the idea. Jon based the tool on our team’s monthly workflow and planned to leave our agency to start his own PPC budget management software company.
It was like when my brother said he was going to start playing board games online and people worldwide would watch.
Well, they both proved me wrong.
All Aboard the Automation Train
I travel often but I’m not a “good traveler.” I'm terrible at adjusting to time zones, lose track of what day it is, and suck at the metric system.
Then there's my most embarrassing quirk: I still use a PC. I blame Microsoft’s Bing editor (that used to only work on PCs), but deep down inside I know there's no excuse.
Anyway, I needed to learn Shape’s PPC management platform, so before a trip I deprecated my spreadsheets to transition all of my budget tracking to Shape. Then I hopped a plane to Scotland. What could go wrong?
After the conference, I was suffering from jet lag and a Scottish whisky hangover. To bypass the spotty WiFi, I was working offline to document 45 “Pure Dead Brilliant” PPC Tactics to Test from Turing Fest.
That's when my brain decided to ponder: What day was it and how many days had it been since I checked my clients’ AdWords campaigns?
The above contributed to a freakout minutes before needing to catch a train to visit my fiancé’s family for the weekend where internet would be even more elusive.