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.
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:
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
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
35. https://www.linkedin.com/in/danielgilbert1/
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
37. https://www.linkedin.com/in/danielgilbert1/
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.”