PPC Management

Rebecca Foxx
Aug 18
2 min read

Updated: Sep 16

With three years' experience as a PPC Manager, Rebecca has learned about the intricacies of core-system functionality through first-hand experience and personal research in scoring, bidding, algorithms, and other nuanced aspects of impact using analytical and critical-thinking skills—beyond the automated ways of "set it and forget it."

Part of this experience came from agency work where she advertised for simultaneous nationwide business accounts that varied by industry, identity, local "speak", budget size, market size, strategic objective, and such.

Further experience included PPC account management when she was the Managing Copywriter for ShopNational, or National Wholesale, Co., Inc., where she was solely responsible for all their Google & Microsoft (Bing) PPC ads. This work included the allocating of ~$20k in monthly funds, strategic applications of routine data analyses, copywriting, A/B testing, and more. After an initial deep dive into ShopNational's Google Ads, she composed a strategy that used data findings to: reallocate self-cannibalizing budgets, forecast trends with concomitant action plans (which included addressing competitors), and provided in a proposal examples of account structures, budgeting, and reasoning before implementation. She proceded to create a novel campaign and wrote all new ads, which ended up becoming the account's best performer. Over her 2.2-year tenure, she netted a final 7-figure profit stripped to its bottom line (after COGS, shipping & logistics, returns, payroll, salaries; all costs) at a net ~960% ROI-sustained average. (*2021 calendar year actual net return was 1089.74%.)

A mixture of her business mentality, responsiveness to data, knowledge of quality score calculations, and compelling copywriting was what she says she believes to be the reason behind that success. While she currently isn't seeking PPC work at the current time, below are transparent lifetime statistics from her career.

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