Interview with Jade Bartholomew

Our next amazing woman PPC expert, Jade Bartholomew started her first Pay-Per-Click campaign when she was 17. After 12 years of experience in SEO and PPC, Jade is the Managing Director and the Owner of Sierra Six Media. Please welcome her fascinating career story 🌺

 

 

Share the story of how you first got into PPC?

I launched my first PPC campaign at 17! At a financial advisor based in Yorkshire where I did a summer internship. It was good fun. The cost per clicks were around £90 at the time, which was huge. It was a big responsibility for my first campaign.

What was the proudest moment of your PPC career?

Probably when I worked with an Irish online boutique that was launching their own range of premium handbags. They were made in the same factory as LV and YSL. We worked tirelessly to get their brand products listed alongside some top brands on Google shopping – 2 months in and this was complete. They were chuffed and they’re now a national premium handbag supplier – I’ve seen them in Harrods! PPC for product positioning is pretty cool.

Do you struggle with maintaining a healthy work-life balance?

I used to. A LOT. I was worked like a donkey at my previous agency and barely had time to brush my hair, never mind have an ‘active lifestyle’. I’m much happier now and have a healthy lifestyle, switching up my workouts between weights, swimming, yoga, and body pump. I spend quality time with my sister and meal prep every Sunday – I’m SO much happier and it shows in my work.

Have you ever experienced any problems or challenges as a PPC because you’re a woman?

Yes. Mainly my ideas just not being listened to. There was so much focus on ‘selling’ PPC and getting deals over the line that strategy was washed to one-side. I was told I was ‘away with the fairies’ whereas when a male counterpart did the same, it was trailblazing.

Have you ever had any advantages or benefits as a PPC because you’re a woman?

Yes. They say ‘create a product for women, because both men and women will buy it. That means I’m frequently the target audience of e-commerce products or I’m in circles who are. It means I have insights into industries that most men really don’t, like premium skincare, clothing, and make-up. Margins are HUGE in these product categories and so ROI on PPC is much higher.

Are there any differences in how you’re treated as a female by clients?

My male clients often say I remind them of their Mum, wife, or sister. I kind of like this. The clever ones, in this instance, listen, and we get along very well; results boom. It has to be said, I have a lot of men message on LinkedIn, suggesting we go for coffee/wine to discuss business but after a bit of pre-qualifying, it’s evident they are not decision-makers, have no money, and just want to go out with a female for a few hours.

Has a client ever underestimated you because you’re a woman?

Yes. They forget I was brought up in a working-class family in Essex. I’m very practical and resourceful. I can DIY, build decking, lift heavy things and generally get my hands dirty. I frequent trade counters, builders merchants, and DIY stores. I know a thing or two about fixtures and fittings, materials, and parts; I have knowledge on brand quality and manufacturers so when I speak to prospects who work in the trade, they are usually taken by surprise when I recommend optimizing for Grohe bathroom fittings or Philmac accessories because of their online popularity and ease of acquisition. Subsequently, we have numerous merchants on-board at my business, Sierra Six Media.

If you could wave a magic wand and change something in the PPC world, what would it be?

I would LOVE Google to vet the websites in much more detail before ranking them. There are still illegit companies ranking well with PPC and it’s unfair and confusing to consumers.

What about being a PPC do you enjoy the most?

Quick results, brand building, and remarketing beautiful products.