Getting Granular

PPC Origins - Connor Lom

Episode Summary

In Episode 49 of the Getting Granular podcast, host Chris Cesar sits down with Connor Lom, Paid Media Analyst at Granular, to discuss his journey from college student to digital marketer. Connor shares how a mentorship program, persistence, and a willingness to build genuine relationships helped launch his career in paid media. Along the way, he discusses AI's impact on the industry, his passion for data and measurement, the importance of company culture, and why curiosity, organization, and continuous learning are essential for long-term success. Whether you're just starting your marketing career or looking for insights into the future of PPC, Connor offers practical advice and a refreshingly grounded perspective.

Episode Notes

• Introduction (00:12): Host Chris Cesar welcomes listeners back to Getting Granular and introduces Paid Media Analyst Connor Lom, Granular's youngest hire and a graduate of the company's mentorship program. Connor shares a bit about himself, including his love of music, marathon training, and community service.
• From College to Paid Media (07:15): Connor explains how he discovered Granular through a university mentorship program while pursuing degrees in marketing and data analytics. After applying to more than 200 jobs, he credits persistence, networking, and building relationships for ultimately landing his role at Granular.
• Breaking into the Industry (11:12): Connor reflects on entering paid media with little prior experience, what surprised him most about the industry, and how AI has quickly become both an essential tool and a source of uncertainty for new professionals.
• Developing Skills Through Data (14:45): Connor discusses his growing responsibilities across Google Ads, Microsoft Ads, Meta, LinkedIn, programmatic advertising, and measurement. He explains why he enjoys analytics, controlled testing, and learning just as much from unsuccessful experiments as successful ones.
• Why Granular Stood Out (17:59): Company culture, mentorship, collaboration, and a willingness to invest in developing talent made Granular the ideal place for Connor to begin his career. He shares why feeling supported and respected has been instrumental in his professional growth.
• Building Better Client Relationships (20:53): Connor explains his approach to managing client work by staying curious, asking thoughtful questions, remaining organized, and treating every client's business as if it were his own. He also emphasizes the importance of building trust through genuine relationships.
• The Future of Paid Media (27:35): Connor shares why both the most exciting and most concerning aspect of PPC is its constant evolution. As AI continues reshaping the industry, he believes marketers must balance embracing automation with maintaining strategic control.
• Words of Wisdom: Build Relationships, Not Just Applications (29:22): Connor encourages students and job seekers to spend less time submitting applications and more time connecting with professionals through informal coffee chats, certifications, and continuous learning. His advice highlights how meaningful relationships can open more doors than resumes alone.
• Wrap-Up (32:05): Chris thanks Connor for joining the podcast and congratulates him on checking "appear on a podcast" off his bucket list before encouraging listeners to subscribe for more conversations about paid media, PPC, and digital marketing.