Interview with Tracy Valencia

Our next wonderful woman PPC, Tracy Valencia is working in the advertising industry for 15 years. In her free time, Tracy loves to help others grow, recently, she’s helping a young girl in Guatemala learn PPC to run her parents’ Google Ads account!

Please welcome Tracy and listen to her PPC career story! 💖

 

Interview with Tracy Valencia

 

Share the story of how you first got into PPC?

It truly fell into my lap, I was working in print advertising for a Newspaper and decided to take a year off when my youngest was in Kindergarten and my oldest was in her Senior Year in High School, I wanted to enjoy these moments while I could. When I finally decided to go back to work I was bored with print and was able to get hired on with a company that Google Ads outsourced their Partners Program to, so I worked under Googlers who taught us the ins and outs of Google ads. Haven’t looked back, in fact, I have learned so many other digital platforms and have loved every minute of it.

What was the proudest moment of your PPC career?

I guess it would have to be when the agency won 2 AZIMA awards for 2 different PPC clients that I work directly on in 2019–2020. Unfortunately with COVID, we did not get to attend an award banquet as we had in the past so I was a bit sad about that, but the recognition was enough.

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

Sometimes I just need to take an hour and go sit on the floor and play with our dog Molly and my daughter Isabella.

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

Yes, sometimes clients don’t realize how smart I really am until they start asking questions about the ins and outs of Google ads. Then I take them down a Rabbit Hole that they were not prepared for but clearly show them I know what I am doing. Plus results play a huge role in how a client will look at me in my role when our team is driving them 8–10 times return on their advertising, or increasing leads by 50% in the first month of working with us, doesn’t matter if it’s a male or female doing the work, we proved a success!

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

I personally think as women we are more emotional and sometimes it is easier to understand the emotional decisions that go into people making a purchase or signing up for a class. I can use emojis in ads to appeal to the right audience or certain images. From a Google ads perspective, the language in an ad isn’t so cut and dry it has a bit more emotion to it.

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

I did have a client once compare their services to a purse with thinking that would help us to understand that their product is a higher-end product like a Gucci purse. Kinda left a negative taste in my mouth so I educated the client on how I understood their product and even used examples of their product to clearly show I had done my research.

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

On occasion when we have to do coding, or tag installation for a client they have referenced if our developer was available so “he” could install the tag. Then I politely explain that I am happy to do it for them or if I have any issues “she” is available to help me if needed.

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

Being able to have insights into what the competitors were thinking when they ran that creative and how they thought it would appeal to a consumer. (But I did stop stare and now engage which is what they wanted and now it’s stuck in my head)

What about being a PPC do you enjoy the most?

The data, driving results, building something that makes people click on it. I love to look at GA and compare year over year or longer depending on how long I have worked with the client. Showing them what we have achieved in the time we have worked together is huge to my own personal success.

About the Author

Eve I

Eve is the PPC analyst of Hellbent Digital, Inc., also a regular author on the DisplayAdsDeepDive blog. In the last few years, she lived as a digital nomad on four different continents with her husband, mostly in South East Asia.

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