Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.

1. How to Supercharge Your Career in PPC
Daniel Gilbert | CEO

2. https://www.linkedin.com/in/danielgilbert1/
Daniel Gilbert
Founder and CEO of Brainlabs
Superpowers in building teams and
careers
Has grown Brainlabs from 1 to 200
people in 6 years
Named #1 in PPC Hero’s Most
Influential PPC Experts in the World
list (2018)
Connect with me on Linkedin:

3. https://www.linkedin.com/in/danielgilbert1/
Let’s shake things up!

4. https://www.linkedin.com/in/danielgilbert1/
Once you know what career success really
means to you, then you can set powerful
goals.

5. https://www.linkedin.com/in/danielgilbert1/
Let’s do it!
What does career success mean to you?

6. https://www.linkedin.com/in/danielgilbert1/
Before we begin...
Why will you commit?

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What, Why, How, Where?

8. https://www.linkedin.com/in/danielgilbert1/
Where will you achieve your goals?
1
When your role is not
supporting you achieve
your goals…
Move roles or make more
use of your role
2 3
When your company is not
supporting you achieve
your goals…
When your role and
company are supporting
you achieve your goals…
Pause, decide the right
time to move on. Be a
good leaver.
Don’t sit back and wait
for your goal to come to
you.

9. https://www.linkedin.com/in/danielgilbert1/
Where: in-house vs agency
Wider range of marketing exposure
Collaboration across departments
Commercial exposure
Agency management
Cross-channel knowledge
Breadth of skills
Leadership skills
Deep vertical & commercial understanding
Detailed technical knowledge
Variety of clients = platform expertise
Team communication skills
Client Management
Resource management
Agency commercial understanding
Leadership skills (at scale)
Strategic understanding
In-house Agency
Junior
Senior

10. https://www.linkedin.com/in/danielgilbert1/
Aspire Salary Survey

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There are hundreds of potential paths

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What are the (unwritten) rules of the game?
1. More people (successfully) managed
2. More revenue (successfully) managed

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Superhero tips for winning the game
Always think at least
two steps ahead
Become indispensable

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Tip #1
Become
indispensable

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Tip #1
Become an indispensable team
member

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Experimenting with chickens

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Candidate scorecards
Technical
implementation
60
Communication skills 95
Organisation 76
Leadership 38
Strategy 97
Cross-channel
understanding
72
Technical
implementation
82
Communication skills 62
Organisation 93
Leadership 75
Strategy 35
Cross-channel
understanding
35
Technical
implementation
65
Communication skills 65
Organisation 65
Leadership 65
Strategy 65
Cross-channel
understanding
65
Candidate 1 Candidate 2 Candidate 3

18. https://www.linkedin.com/in/danielgilbert1/
Find and develop your superpowers
Help others succeed
Be honest with yourself Craft your perfect role
Define and plan

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Become the “go-to” for something, anything!

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PPC Account Managers - ideas
Excel
Scripts
Martech
Tracking & Tagging
Data analysis
Business understanding
Vertical knowledge
Testing strategies
Campaign setups
Pitching
Client entertainment
Agency marketplace knowledge
Market relationships
Resource allocation

21. https://www.linkedin.com/in/danielgilbert1/
Build your knowledge around strengths

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Go to the best conferences and conventions

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Twins Day Festival, Twinsburg, OH

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Elvis Festival

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Go to the best conferences

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Worild Toilet Summit, Singapore

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Go to the best conferences

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Skills at different levels
CMO / Agency
Director
Digital Marketing
Director
Digital Marketing
Manager
PPC Manager PPC Executive
Mass communication skills
In-depth channel knowledge
Cross-channel knowledge
Inspirational attitude
Growth mindset
Teamwork
Positivity
In-depth channel knowledge
Communication skills
Growth mindset
Teamwork
Positivity
Cross-channel knowledge
Inspirational attitude
Communication skills
Growth mindset
Teamwork
Positivity
Communication skills
Platform knowledge
Technical implementation
Growth mindset
Teamwork
Positivity
Technical implementation
Growth mindset
Teamwork
Positivity

29. https://www.linkedin.com/in/danielgilbert1/
Tip #2
Always think at least
two steps ahead

30. https://www.linkedin.com/in/danielgilbert1/
Where will you achieve your goals?
1
When your role is not
supporting you achieve
your goals…
Move roles or make more
use of your role
2 3
When your company is not
supporting you achieve
your goals…
When your role and
company are supporting
you achieve your goals…
Pause, decide the right
time to move on. Be a
good leaver.
Don’t sit back and wait
for your goal to come to
you.

31. https://www.linkedin.com/in/danielgilbert1/
90% of PPC Manager tasks from today will be extinct within 3 years
Already (being) automated Probably automation-proof
Bid management
Reporting
Building campaigns
Transferring campaigns to Bing
Uploading custom audiences
Checking spend levels and anomalies
Checking ad copy test results
Running SQRs
Adding negatives
Cross-channel strategy
Stakeholder reporting
Best-practice sharing
Copywriting
Competitor assessment
Landing page analysis
User journey analysis
Demographic understanding
New market analysis

32. https://www.linkedin.com/in/danielgilbert1/
Farewell, Account Executives!
Photoshopped. For visualisation only.

33. https://www.linkedin.com/in/danielgilbert1/
Get on board the automation train - learn the language of logic

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Technical feasibility of automation
McKinsey report (2016)
% of time spent on activities that can be automated by adapting
currently demonstrated technology

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Don’t fear, you’re in the right industry
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and
other internet-connected devices, and includes all the various formats of advertising on those platforms;
excludes SMS, MMS and P2P messaging-based advertising. Source: eMarketer, March 2018
Billions, % change and % of total
media ad spending

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Paid search advertising expenditure worldwide 2015-2017 (in billion U.S dollars)
©Statista 2018

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1. Define what success looks like for you
2. Set goals
3. Find your ‘why’
4. Plan how
5. Choose the right role and company
6. Do not wait for someone else to build your career
7. Work out the rules of the game
8. Become an indispensable team member
9. Find and develop your superpowers
10. Go to HeroConf
11. Think two steps ahead

38. https://www.linkedin.com/in/danielgilbert1/
Enjoy the journey
You can train your brain to focus on the bright side.
It’s happiness that leads to success—not vice versa.
“It’s not necessarily the reality that shapes us, but the lens through
which your brain views the world that shapes your reality.”

39. Have a stunning HeroConf 2018!