PPC Origins – Emily Martin

Welcome to Getting Granular

The podcast where digital marketing experts from the agency Granular talk about the latest trends, tried and true best practices, and share their unfiltered thoughts about the digital marketing industry.

PPC Origins – Emily Martin

SUMMARY

From Camp Director at the Y to Paid Media Manager at Granular, learn how Chandler Bing from Friends played a formative role in Emily Martin’s career path. Could this episode be any more interesting?

SHOW NOTES

What you’ll learn in this episode of Getting Granular:

  • Emily’s role at Granular (0:54)
  • How the show Friends shaped her career path (5:04)
  • What the PPC landscape was when she started (8:06)
  • What has changed since she started in the field (12:20)
  • Attempt to predict the future of paid search (13:08)
  • Discuss her individual approach to client strategy and communication style (15:59)
  • Importance of data-driven decisions (19:54)
  • Her specialization in social media (22:22)
  • What brought her to Granular (24:57)
  • What she likes most about working here (26:56)

EPISODE TRANSCRIPTION

Narrator: What does Chandler Bing from Friends have to do with PPC? Well, not much, but he did have a high influence in helping Emily steer herself into the world of it. Stay tuned to find out how.

Narrator: Welcome to Getting Granular, the podcast where digital marketing experts from the agency Granular talk about the latest trends, tried and true best practices, and share their unfiltered thoughts about the industry. Whether you’re here to learn how to grow your business, improve your digital skills, or just want to hear some Midwest PPC experts rant about digital media, you’ve come to the right place.

Chris: Welcome to the Getting Granular podcast. My name is Chris Caesar. I’m a senior manager here of paid media. Today, we’re going to be talking with Emily Martin. Welcome Emily.

Emily: Thanks, Chris. Thanks for having me.

Chris: So I guess to kick things off, just tell us about yourself.

Emily: Yeah, so I am relatively newer to the Granular team. Started back here in June and I’m a paid media manager.

Chris: Excellent. Where’d you go to school? Tell us a little about your background.

Emily: Oh, sure. So I went to UW Green Bay where I studied business administration and have a minor in communications. Had a great time there, Go Phoenix. After school, I actually worked for the YMCA. I was a camp director and I did that for two years. Kind of random, but I had that job in college. And then after I graduated, I worked as a director for them. And it was a really fun job. Just imagine basically working summers during the school year with all your best friends and just having a blast, making a difference in the community, helping kids.

Emily: After that, I decided I really liked that job. I loved it a lot and I’m a huge fan of the Milwaukee YMCA, but I really wanted to get into marketing and use my degree. So I actually left that job and took an internship at a PR agency in Milwaukee while working for the YMCA front desk and a deli. Kind of a weird journey. It was a weird transition, but I found that not a lot of people wanted to hire someone who worked in marketing, but only had a day camp director as their role on their resume. So did a little work there until I landed a job at a company up in West Bend, Wisconsin that focuses on the self-defense space. So kind of an interesting journey, worked there for about almost three years. And that’s when I decided I really wanted to get into the agency space and found my way over to Granular.

Chris: So you sort of talk about the transition from PR into PPC. Can you just start to describe that a little bit more of how did you start off in PR and end up doing PPC?

Emily: Definitely. So I think when I started in marketing, I really had no idea what I wanted to do. I went to college, I guess now I graduated in 2014. So it’s been a couple of years. And back when I was in school, I don’t remember ever even talking about PPC or social advertising. I do remember talking about PR and traditional media buying placements, but it didn’t really know… Obviously, social media, used it, but didn’t really know this whole world of the backend. So when I was looking for roles, kind of out of the Y, I was like, okay, PR. I’ve heard a PR, I’ve watched the show Scandal. They do a lot of PR. I like that show. But then when I was working in it, I wasn’t a huge fan of it. PR is a lot of writing based and I just didn’t like that as much. I like working with numbers more and creative. And then once I got to my job up in West Bend, I really started to hone in and focus on social and PPC. And once I got introduced to that world, there was really no looking back for me.

Chris: You like to keep all your writing under 90 characters, huh?

Emily: Yeah. I don’t want to go anything over 90 characters basically, but it’s funny. Because when I first applied at the job in West Bend, I actually applied to be a copywriter, which is so hilarious to me in hindsight, but it was really because I was just looking for a job because I was working at a deli and had an internship and I was 25 at the time. So I was about ready to get kicked off my parents’ insurance. So I was really just like, man, I need a full-time job. So I applied there as a copywriter and I didn’t get it. I remember sitting in the interview being like, wow, I’m not a copywriter. Like this is not a role probably they should hire me for, but I’m going to give it my all anyway. And I didn’t get the copywriter role, but they did hire me in their customer service department. And then, I later was able to finagle my way up into the marketing team.

Chris: Very cool. Very cool. So what got you into PPC?

Emily: Yeah, so I guess it kind of goes back to what got me into marketing in the first place. So when I was in high school, I got really into the show Friends. And when you’re in high school, it was towards my junior, senior year when everyone’s asking like, “Oh, like Emily, what are you going to go to school for? What do you want to be?” And I was like, I had no idea. I thought about maybe being a teacher at some point. I just didn’t know.

Emily: But I was watching Friends and towards the end of Friends, Chandler, and this isn’t a spoiler alert because if you haven’t seen Friends yet… I mean, we’ve been in quarantine now for nine months. So like, what are you doing? But Chandler gets a job in advertising. And that was like the first time I actually looked into that career. And from that moment I knew like I really want to work at an advertising agency and that’s been my end goal. And luckily with Granular, I’ve accomplished that and I’m really happy to be here, but that’s why I got into advertising. And then once you decide, okay, you want to go into advertising. Like what part of advertising do you want to go into? Because like there’s so many different things you can do. And really when I found search and social, it really combined a lot of the skills and a lot of things I enjoy doing with I really like math and incorporating creative. So finding what images, what videos work, working with clients to develop an idea that’s going to work with them across all platforms. That’s awesome to do. So that’s really how I got into it. Yeah.

Chris: Very cool. So then I guess we know why you got into it, you liked it. So how did you end up sticking with it? What was the final point that says, “Hey, I want to make this a career?”

Emily: Definitely. So like most careers, I think everything changes every day for better or worse. But I really think in digital marketing, this is so true. And a lot of these changes are out of our control just because we’re working with these different platforms who they have agendas on their end, they have things they’re trying to accomplish. So I think it’s really fun and a challenge to have to continuously be on the ball and know the changes, learn from other people in the field.

Emily: Like I love watching new YouTube videos because someone discovered like a hack or a workaround that we can use. So it’s just like a giant puzzle. And I don’t know, I think it’s fun and exciting to do something new every day. I knew I didn’t want to have a career that was just doing the same thing over and over each day, until you retired. That didn’t seem fun to me. So that’s why I stuck with this.

Chris: Yeah. I definitely feel so much of that. I can identify with a lot of those struggles and issues.

Emily: Yep. Definitely. Yeah. Like I said, for better or for worse, for sure.

Chris: Yes. Some days better. Some days worse. Yeah.

Emily: Yeah.

Chris: Cool. So let’s take a walk down memory lane here. When you first got into paid search, what do the landscapes sort of look like?

Emily: Yeah. So when I first got in, so like I mentioned, when I was in college, like no one was talking about this stuff. And maybe they are now and I really hope they are. And I’m sure it depends on the program and things you go through, but we weren’t talking about a lot of digital advertising. It was very traditional. But when I first got into the field, just when I first started going, I mean, social marketing looked so differently mainly because organic reach was much more of a thing. When I started in marketing, I started on the organic side and did a lot of content creation. And I’m still really passionate about content creation and organic marketing. But I would say over the last two years, there definitely has been a trend where organic reach, it’s been suppressed or it’s performing the way it used to.

Emily: So companies are really having to rely on their paid strategy, and then the correlation between the two. So I think that for me has changed the most and just watching that. But on top of that, just user experience of these programs and Google and Facebook have become, I guess, you could say more user-friendly to maybe someone who doesn’t know what they’re doing. I think they’re really applying to people who are newer, small businesses who might not have a marketing team. Hoping to get more people involved. But with that, you do have to still know the tricks and still understand the basis of what you’re doing. And making sure if you are spending money on these platforms, you’re spending money with a purpose.

Chris: Yeah, definitely. I think that it is worth rehashing again because you’ve now brought it up twice. And I’ve had a similar experience where I took digital marketing classes in college and really PPC, paid search, paid social. It was like one half of one lecture and they sort of breezed over it.

Emily: It’s like the little bullet points. Like, oh, by the way, this is a thing.

Chris: You can bid on keywords and show people ads. Thanks. That’s very helpful.

Emily: Yeah. And I feel like back then, like that was probably a lot of what it was too.

Chris: Yeah. I mean, because again, yeah, that was a lot of… We talked a lot about the whole like organic Facebook and here’s how you should build your presence online. So yeah, I would agree that… I really hope that any colleges, universities these days are really putting a bigger aspect on the digital advertising landscape.

Emily: Definitely. And that’s why I think, I don’t know Chris, and this is maybe a little off topic of our podcast, but I think it’s worth mentioning just because… And it’s so interesting with the time right now with a lot of students taking gap years because of online school. But I did see some stuff on Google releasing potentially like a class, like a certificate like as an alternative to going to school or kind of getting more into like that… I can’t think of the word, but have you heard of anything like that?

Chris: No, but I can already imagine the can of worms that might open.

Emily: Yeah, definitely. Like trade school. It’s like what trade schools do with you’re going to school and you’re specifically learning that trade, but applying that to these tech companies where you’re coming out of high school and you’re specifically learning these programs.

Chris: Yeah. I had not heard about that, but that is very interesting. Yeah. I have no idea how… Again, I could see that going well or very poorly. I guess we’ll find out.

Emily: Yeah. And I don’t think anything could ever replace like the true like college experience. I think you get like when you’re going off on your first time away from home, you’re learning skills that are outside of what you’re going to use maybe in your job. But I think for these tech companies to start offering programs like that, I think it’s going to get really interesting here in the future.

Chris: Yeah. I know a wise man once said never let college interfere with your education. So we’ll just leave it that.

Emily: Yeah. That’s a direction.

Chris: Anyway, getting back on topic a little bit. We talked about what the landscape looked like when you first got here or when you first got into the industry. I guess what have the biggest changes has been since how many years ago that was?

Emily: Definitely more automation. Again, for better or for worse, kind of like what I talked about these platforms seem to be making adjustments to their user interface. So they’re easier to use, but they are more automated, which means less control for people like us. But also in general, more resources out there. Like I mentioned earlier, YouTube is such a great resource for learning anything, whether it’s changing the battery in your car fob to learning how to run a Facebook ads or finding hacks. So I think just with more people learning, more people sharing ideas, it’s been really fun.

Chris: Very cool. Very cool. So we talked about the past, talked about the present.

Chris: So let’s talk about the future. We can only guess what the future is going to look like, but let’s start off with as you look at your crystal ball, what are you most excited for? What’s going to happen?

Emily: Yeah. I’m really just looking forward to just technology advancing. I heard of one thing and I could be totally off. Someone listen to this is probably like, Emily, what are you talking about? But I heard maybe, a couple months ago, which this thought has just stayed with me, that someone was telling me that we’re going to get to a point where if Chris, you and I are looking at the same billboard, you’re going to see maybe different messaging or a completely different ad than me looking at the same billboard. And like that to me, like that is crazy. Have you heard of anything like that? Or am I just making this up?

Chris: You have all these revolutionary tactics that I’ve not heard of. So maybe you’re just more brushed up on things than I am, because yeah. That’s not something I’ve heard of, but at the same time, I don’t necessarily think that that’s out of the question, especially when we talk about people getting microchips implanted in their brains and like this matrix type stuff here.

Emily: Yeah. With like tracking and like… I don’t know. I think like it’s going to be crazy. Regardless of kind of like your individual thoughts on that, I mean, I guess it’s if it happens, it’s going to be interesting. It’s going to make our jobs really interesting I think.

Chris: Interesting is definitely the way to put it.

Emily: And then the future for me personally, is I’m looking forward to learning more about programmatic buying and seeing where that goes, especially with more of us being home now. I think the use of our Spotify and our connected TV, it’s really increased. So just seeing how that field works and getting more involved in that for me personally is something that I’m looking forward to.

Chris: Awesome. So obviously, you’re excited for stuff. Are there any other things out there that may be concerning to you?

Emily: I think the topic on the top of mind for a lot of marketers right now is the third party cookies leaving. What are we going to do? How, how is this going to affect our remarketing campaign? So that’s on the top of mind, but-

Chris: All right.

Emily: Yeah. I don’t have too much to say on it. It’s coming and we’re going to find a way to work around it and come up with better campaigns.

Chris: Awesome. Yeah. I mean, every time we get a new hurdle, we adapt and find a new way. That’s how people have been evolving for tens of thousands of years.

Emily: Exactly. It’ll make it interesting, got to keep us on our toes.

Chris: So let’s change topics a little bit here talking specifically about you as a paid media manager, and how you work with your clients. I guess just sort of take us through what’s your sort of approach that you use when you’re working with an account specifically, how you set things up, how your communication style, things along the lines of that.

Emily: Yeah. So when I first get a new account, I like to dive in and really just make sure I understand it from a whole, and I want to understand how the account relates to the overall business strategy. Obviously, our jobs are really just one piece of our clients whole marketing strategy. And I want to make sure we are spending money with a purpose. And in the past, if it’s an account that was preexisting, has preexisting data, I want to understand, what were the successes? What were things that maybe they thought were going to work in the past, but didn’t. And really get that whole holistic view. So moving forward, we can move forward and work without a stag. So there’s no… We want to alleviate that learning process of myself or someone else learning the account and really make sure we understand things from a whole moving forward with the client.

Chris: Very cool. So then I guess, as you mentioned, the clients, let’s talk about your personal approach working with these clients. How do you interact with them? What are your pain points or things that you would like to see and hear from them? What’s your sort of communication style as that goes through?

Emily: Yeah. So trust is for sure my biggest focus when working with a client. I think it’s so important to earn their trust right away and show that I genuinely care about them and their success. One thing that I can kind of attribute back to my time with the Y as a day camp director is when I was working with kids, trust was such a big thing with them. I wanted to earn the kids’ trust right away. So they knew if something went wrong, they could come to me. But also if I had to discipline or maybe correct their behavior, they knew at the end of the day, I still cared about them and cared about their success. And they were much more willing to work with me. So I take what I learned there and working with kids and really working with people in general, and I want to apply that to my clients.

Emily: I’ve worked on in-house marketing teams and I’ve worked with agencies in the past who I felt that they didn’t care about my job at the company or my company’s success. And I never want any of my clients to feel that way. One of the reasons I like working with this field is that I like helping people. So when I get to help my clients solve a problem, work with them, I want them to know and trust me that everything I do on their account is for their best interest. Because sometimes, you know Chris, like we think we have this great idea and we implement this in a campaign and maybe it doesn’t go our way. And to a client that could be, “Whoa, are you you being careless?” If they understand that there’s a mutual respect and trust between the two of you, I think having those difficult conversations, like, “Hey, I tried this, this is why I tried it, because I thought we were going to get this outcome, but this is what happened. And this is how we’re going to move moving forward.” I think those conversations go a lot easier. And at the end of the day, then that client knows that you really do have their best interests in mind.

Chris: Yeah, for sure. I would obviously 100% agree with that. You’re going to try things. They may not always work. So to know that you trust them and you are looking out for their best interests at the end of the day, that does leave a little room for if something doesn’t work, let’s take a step back, figure out what didn’t work about it, and then reassess and move forward with our strategy. Which leads me into the next topic of we do a lot of analytics reporting on return on investment, return on ad spend, things along the lines of that. What’s your personal approach as you built this trust and rapport with your clients? So what’s your personal approach to how you go through reporting on the different metrics that you find, that you pull for people?

Emily: Yeah. So, one of the things that really pulled me into Granular was in… I don’t know if it’s our… Somewhere in the Granular, it’s our motto tagline. We make data-driven decisions here. So although sometimes you do have to go with your gut on some things, a lot of decisions that we make are made off what the data is showing us. So when I’m looking at analytics and reporting, the numbers aren’t going to lie. We can tell different stories with the numbers, but at the end of the day, those numbers are the numbers. So really taking a look on what’s been done, those historical data, and where we want to go and making decisions based off the data. That’s the best place to start.

Chris: Very cool. Yeah. I obviously can’t disagree with that. Like you said, we’re data-driven digital marketing, so using the numbers to tell that story is always going to be one of, if not the most effective ways to report, and then tailoring that for whoever the specific audience is, be it a marketing director, a CEO, or just an analyst.

Emily: Yeah. Yeah. Really depending on who you’re talking to, because the number to an analyst that you’re working with might be different than the… definitely is going to be different than the numbers you’re reporting to the CEO or owner, just because you have to really… And that comes down to knowing your clients and knowing the individual people that you’re working with on their team. You have to decide like, okay, I’m working with maybe their social media manager, what are their goals? What do they care about versus when I’m talking to maybe their boss? And I know Chris, you do a great job of this on the clients we work with.

Chris: Oh, please.

Emily: You understand you work with a lot of people that have a lot of different levels and being able to break down their analytics and reporting based on what you know that they want to know is a strong suit.

Chris: I’m not going to not-

Emily: Take credit where credit’s due.

Chris: I’m not going to not take the compliment. So, yeah. Awesome. Cool. So I guess again, switch changing topics again, that was all very good to know, and very helpful obviously for anybody who would be working with you and listening to this. I guess if we dive a little bit more into how you work and what you work on. What are your sort of specializations in terms of, I guess, A, verticals, or B, do you have any special skill sets that you’re the expert at doing this one type of thing?

Emily: Yeah. So specializations, I started off in social media marketing with organic and I love content creation and I like working with clients to develop content for their paid strategies as well. So I am really specialized in social media. Back when I first started into PPC, I actually learned by someone else on our team at Granular, worked with me back at my old job as well, Dee, and she really started to teach me PPC and paid search. So that’s something I’m still working and getting more involved in, but definitely my root and my core has definitely been social media and really developing content, getting more involved with working with chat bots. I know Chris, that’s something that we work together on. I have a podcast coming up here on chat bots and really getting into that.

Chris: Very cool. So I guess when we talk about those special skillsets, you would call yourself the chat bot expert?

Emily: I don’t know about expert. But I’ve definitely spent a lot of time with a lot of different platforms. Most recently have been really working with what Facebook provides for chat bots, but also I’ve worked with Many Chat and Mobile Monkey, a little bit with Chat Fuel over the years. So I found it really interesting. I learned about it back at a conference a couple of years ago and really saw the potential there. And just how it can help automate some tasks that you might not have an employee to answer every little question for.

Chris: Yes. And I would agree, like you mentioned, that some stuff that we worked on together recently, and obviously if we can automate anything that would be an otherwise large undertaking for a person and free our clients time to work on things that are going to be more… A better use of their time. Obviously, that’s going to be a big win for all of us.

Emily: Yeah. So if you’re listening, this is like Chris and I’s teaser to our next podcast we’re going to do together.

Chris: Yes. Stay tuned. Coming soon. So again, you mentioned how you started to learn PPC from another one of our colleagues. And I guess this is sort of spoiler alert. How did you find out about Granular? What brought you here?

Emily: Yeah. So when I was working on an in-house marketing team, like I talked about before earlier, I always wanted to work in an advertising agency because Chandler worked at an advertising agency and that’s just what I’ve always wanted to do. So it’s a box I wanted to check off. So the time felt right. And this was back in, I want to say basically early 2020, and I was casually looking around for jobs. And I actually ended up landing a job at a different agency in Milwaukee who specialized in the travel industry. So thank you pandemic. But when I had already landed that job, I still had the job boards up and I saw a posting for this Granular position. And I knew one of my friends was kind of looking into getting into an advertising space as well, and really wanted to continue to hone in on her Google search sales.

Emily: So I brought it up to her and I’m like, “Hey, this job sounds like pretty cool. You should definitely look to apply here.” So she did. And she ended up getting the position. And then a couple months later, she came to me and she’s like, “This job is actually really awesome.” She’s like, “I think you’d actually really enjoy this. Like we’re hiring, consider it.” And I was like, “Oh, I don’t know.” And she’s like, “No, Emily, you need to do it.” So she threw my name in the hat. And after I met with Steve and Jordon, it was kind of over. I was like, yeah, this is where I want to go. And I’ve enjoyed my time here since.

Chris: So let’s not give Dee the credit. You’re the one that’s found the job.

Emily: Yeah. So yeah, I always remind Dee that I actually am the one that got her this job, and then she helped me get it. So it came full circle.

Chris: Very cool. Very cool. So we know how you got here and you sound like you’re enjoying your time as far as any of us.

Emily: Be awkward if I came on a podcast and wasn’t enjoying my time.

Chris: Right, exactly. So I guess what specifically do you like most about working here?

Emily: So my absolute favorite part about working here is like the true entrepreneurial spirit. I always struggle over that word, but we can keep it in. I make mistakes. I think we’re encouraged definitely to make decisions. We’re the experts. Look at the account. If you have questions, everybody here is more than willing to help. We really collaborate. But there is that I don’t want to say go rogue because sometimes that can be taken the wrong way, but I do like to go rogue and make decisions that I know that I’ve seen either work in the past. Or working with the client to be like, “Hey, this is a really good opportunity.” And it depends obviously on the client, but there’s a lot of clients I work with who fully trust me and they say, “Emily, if you think this is going to work, go for it.”

Emily: And I love that. One of the cons I guess, to working in a big in-house marketing team is there’s typically a lot of hoops that you have to jump through to get things done. Here at Granular, we’re really encouraged to make decisions on our own and go for it. So I really like that. And I also really like getting to work with a bunch of different clients and understand a bunch of… Every client has a different problem that we get to be a part of solving. And I find that so much fun just because it’s not the same thing every day over and over. It’s working with different people, which Chris, I like to talk and I like to talk to different people and really help finding solutions to their problems.

Emily: And then, like I mentioned, we’re just trusted here at Granular. I’ve actually only met the Granular team, I think like three times, like in person, because I’ve been at home basically since the start. So I’m looking forward to getting to work with these people in the office, but it’s awesome that from the start that I’m trusted to work from home and they know I’m getting my work done. And then finally, Granular’s just got awesome perks. Like I’ll never forget. I had just, I think, signed my paperwork to start. I know Jordon and I’d already picked out a start date. And like that next day, I had some random person… I still actually don’t know who it was. It was someone from the team that dropped off like a full course breakfast at my door. So like, I’m not an employee yet. These people just dropped off breakfast for me just because it’s a part of the monthly reporting breakfast. I don’t know. I just thought that was really cool. So I definitely won’t forget that and definitely a story I tell when I talk about the awesome perks of working here.

Chris: So what you’re saying is my theory on how we’re all catfishing you, you’re not buying that?

Emily: Maybe you guys are. I mean, I felt like a little better after we did a happy hour in the park, because I was like, okay, all these people real, but I don’t know. It’s been a really good experience. And it’s funny, because like people always ask me like, “Emily, like how is it? Like is it like weird because you haven’t like met these people in person?” And I’m like, “Honestly, like even though I’ve only met them really over the computer, I feel like I do know everyone really well.” And like everyone here has been fantastic when it comes to onboarding. I remember Chris, like my first week you were like, messaging me like, “Hey, do you have enough to do? Because like I know it would suck if like you’re just sitting there staring at your computer.” That was really cool. Just like small things like that, checking in. Definitely something that I’ll be passing down to… Hopefully, we’re hiring somebody new here shortly as well.

Chris: Little did you know, I just didn’t want to do my own work.

Emily: Yeah. Now, I’m finding that out. But at the time I was like, wow, this guy is super nice.

Chris: Oh yeah, no. Because I remember when I first started Granular, we were all in the office, however many, two, three years ago now. But yeah, it was just a matter of you don’t have a lot of work to do when you first get started because you’re not onboarded with clients. And just sitting in the office, not having anything to do and sort of twiddling your thumbs really sucks. So I really imagined to the feeling of, okay, I’m a new person here and it’s my second day and I’m already not working. Like I could empathize with how horrible that might feel, so it was all in your best interest.

Emily: Yeah, definitely. And it really was like a fantastic I think digital onboarding experience and definitely something that I think Granular got down now because now we’re at three employees have come on during the pandemic and maybe a couple more hopefully coming to.

Chris: Yeah. Very cool. All right. Well, that’s pretty much everything, Emily. Thanks for your time today.

Emily: Yeah. Thanks for having me. This was fun. I can’t wait for our next one.

Chris: You and me both. Right? Are there any wise words of wisdom you want to use to inspire us for the rest of the day?

Emily: Oh, wow. To send you off, we’re recording it right before Thanksgiving. So this is like wise words to go into your Thanksgiving break, Chris. But I think overall, like when I look back on how I’ve gotten to the role I have now, I would just say like, if you’re in a role or if you have anything in your life that you’re like, “I’m not happy with this.” I mean, someone once told me, “Nothing’s going to change unless you do.” And I think the most crucial decision, biggest decision I ever made in my career was when I left my job at the Y without another job and just kind of rolled the dice, because I knew what I wanted my career to be. And I knew that wasn’t it. So I had to figure out how to get there. And it was a winding road, but it’s been three years now since I made that decision and I couldn’t be happier.

Chris: Very cool. Again, Emily, thanks for your time.

Emily: Thanks, Chris.

Chris: And thanks for listening to the Getting Granular podcast. Be sure to subscribe, so you don’t miss out on any PPC tips, tricks, or news in the digital marketing world. I’ve been your host, Chris Caesar. Thanks for Getting Granular with us today.