July 18, 2019
Meet Panelist Lynne Kjolso: Women in Leadership Interview Series
“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising’ or PPC.” – Jef I. Richards, Chair and Professor at Michigan State University
From internships, college classes and eventually my first “real-world” job, I had become well versed in various forms of traditional push advertising and publicity: grassroots publicity, event planning, TV and video forms of advertising.
However, I had always sensed that something was missing from my experience within advertising and marketing. For me, advertising and publicity was like shooting into a void. You made your best guess about what audiences and messaging would be effective and crossed your fingers that it would work. It wasn’t until I got to Metric Theory, until I began to learn about keywords, ad copy and account optimization that I understood what I was missing. It was learning to understand how keywords and ads align themselves with the search process to increase site visitation and conversion volume; it was learning to listen to your audience rather than convincing them they were your audience; it was the feeling of accomplishment when your more specified ad copy or bid optimization caused a campaign’s return on investment to increase.
Now months into my job as a campaign manager at Metric Theory – after some intensive paid search training – I’ve developed a solid foundation of PPC skills and a growing love for the field. And from my time within paid search (a mere 4 months!), I put together my list of what I enjoy most about this form of marketing:
At my old advertising agency, I was that person, the un-Paid Search me. And at that previous advertising job, I was smart at grabbing an audience but not curious about who my audience was. I was creative with how to approach people, but not strategic. The work was hard but rarely challenging.
Now I am a part of a constantly shifting online marketing landscape, where I am called upon to be articulate and creative, curious and strategic. And I love it.