Getting Granular

PPC Origins - Sarah Christiaansen

Episode Summary

In episode 45 of "Getting Granular", host Chris Cesar chats with Sarah Christiaansen, a Paid Media Specialist at Granular, to explore her unique journey into the world of paid media and digital marketing. Sarah opens up about her transition from a creative background in design to specializing in PPC, sharing the motivations, challenges, and unexpected joys she’s encountered along the way. Together, they discuss shifts in the industry, such as the role of AI in advertising and the platforms that have come and gone. Sarah also reveals her approach to client relationships, her thoughts on effective campaign management, and why staying “granular” in targeting is essential.

Episode Notes

• Introduction (00:01): Host Chris Cesar introduces the podcast, welcoming listeners to this episode featuring Sarah Christiaansen.
• Meet Sarah (00:23): Chris introduces Sarah, who shares a little about her life in Los Angeles, her love for hiking and her cats, and how she found her way to Granular.
• From Design to Paid Media (02:21): Sarah discusses her early days in digital marketing, starting with freelance design work and eventually moving into paid media as she grew curious about how ads work.
• PPC in Motion (05:08): Sarah shares insights on the shifting PPC landscape, including major changes she’s noticed, such as clients’ decreased interest in advertising on Twitter (now X).
• Why She Loves Paid Media (07:50): For Sarah, a successful campaign that converts feels incredibly satisfying. She talks about the unique rewards of managing targeted campaigns that hit the mark.
• Design Meets Data (09:15): Sarah explains how her background in design still comes into play, whether she's adjusting ad visuals or helping make reports more engaging.
• Granular’s Team Culture (11:16): Sarah reflects on her experience working at Granular, highlighting the team’s supportive environment and the camaraderie among colleagues.
• Managing Clients with Clarity (18:17): Sarah explains her “client-by-client” approach, balancing open communication with expertise to keep clients informed and campaigns successful.
• AI in Paid Media: Opportunities and Caution (23:19): Sarah discusses her mixed feelings about AI in digital advertising. While helpful in creating copy, AI can sometimes limit advertisers’ control over targeting.
• The Future of PPC (27:58): Chris and Sarah dive into the potential future of PPC, considering everything from automation to Google’s evolving role in the field.
• Final Words of Wisdom (30:22): Sarah’s advice? Always double-check your settings, be kind to animals, and get a good night’s sleep.