My name is Tyler Juhola, I’ve been a pay-per-click analyst for the last 5+ years. I recently joined the Shape team and happy to be staying in the PPC world in some capacity in a new role as VP of Business Development. While this is an exciting opportunity, leaving the job of being an analyst is bittersweet. I’ve been reflecting on the last 5 years and what I enjoyed about being an analyst.
Creativity Plus Numbers
Coming out of college with a marketing degree I had no idea what I was going to do. After a series of fortunate events, I ended up back in my hometown of Bend, OR, working for G5 doing PPC. Even though I was ‘low-man’ on the totem pole, it didn’t take long to realize that I enjoyed PPC work. Creatively I enjoyed coming up with ad copy and for as long as I remember I’ve loved math. Anyone doing PPC work for a living, knows we work a lot with numbers. Lumosity? No thanks, I work in Paid Advertising.
Perfect Job For Enjoying Spoken Word Entertainment
I have a hard time doing one thing at a time. If I’m watching TV, I’m playing with something on my phone. If I’m doing chores, I’ve got to have some spoken word entertainment. I know it sounds like a paradox, but I’m one of those people that needs to be doing 2 things in order to focus on 1 thing sometimes. PPC is perfect for this practice, whether I was budgeting, optimizing or dissecting ad groups, I could listen to a funny podcast or the new NYT bestseller on audiobook and before you know it, you’ve gone through all of your accounts.
Like Any Job, Liking The People You Work With Is Important
Over the last 5 years, I’ve been incredibly lucky to work with a fun group of smart people, who are happy to be at their jobs. I hope everyone reading that can say this as well. Based on my experiences at various conferences and meeting analysts from other companies, it sounds like other teams are similar. There’s no substitute for having a team you can bounce ideas off of and learn from. During times of celebration or commiseration it’s always better to have others in the trenches with you.
Having Quantifiable Numbers To Show Success
Setting a goal with a client and being able to prove success with concrete numbers... is like a warm glove. At the end of the day, data is king and opinions fall to the wayside. Data allows each analyst to compete with themselves and try to improve their performance from a week ago, month ago or even year over year. Having worked with a team of other analysts, we often compared metrics as a constant source of pride and healthy competition.
It’s Clear I Loved Being an Analyst, So Why Am I Transitioning?
When I started PPC in 2009, the conversations with prospective clients were about why they needed a PPC budget at all. Why they needed to pull budgets from Yellow Pages or Newspapers to go into Google Adwords. Over the last 5+ years business owners are much more educated and committed to PPC. More recent conversations are focused on why they should hire our agency to handle their PPC spend. Business owners now know, it’s not if, but how much budget they should commit to PPC?
I have found these conversations with prospects vetting the agency I was working for enjoyable. The challenge of clearly communicating with marketing managers what differentiated us from the rest of the market was fun. My role in the department became more “sales” focused and the responsibility for developing business that allowed us to hire more analysts was gratifying. Deciding to leave my job as an analyst was tough, but I am excited to join a team striving to help all everyone in PPC. I’ll be focused on talking about Shape to others. It’s a platform that I saw first hand as a customer help our team work more efficiently and make better decisions….which makes it easy to get excited about spreading the word.