Thinking outside the box, the "honeymoon phase," and CrossFit workouts
Editor's Note: "Meet a Media Planner" is our ongoing series of Q&As where we find out what's on the minds of media planners at agencies across the country. Today we'd like to introduce Michael Greenberg, a paid search manager at MediaWhiz in Plantation, Fla. Michael started with MediaWhiz in 2007 after dabbling in website development, market research and, ultimately, his great passion---search marketing. As a search expert at MediaWhiz, Michael focuses on lead generation for clients across categories such as education, beauty, and flooring.
Yahoo! Ad Blog: You've been in the industry for five years. What do you find to be the most satisfying part of the job?
Michael Greenberg: One of the most satisfying things is when I'm at a quarterly business review and I meet someone I've never met before, and they shake my hand and give me a smile and say, "You're doing a great job for us, and we're at a level we never expected."
I love to think outside the box and come to work with new ideas and suggestions that clients can implement to see more success, like "that's a channel I should tackle" or "that's a keyword topic I should explore." In such a competitive environment, it's great being able to achieve something with an approach that nobody else is even thinking about.
YAB: What do you find to be the most challenging aspect of the job?
MG: I would say it's trying to educate clients and coach them through the first month---the "honeymoon phase." We require about three-to-five weeks of data gathering to really understand which keywords drive significant volume and where to bid for those specific keywords.
For example, it can be tough getting a client to understand that even though their cost-per-lead target was initially $50 during the first month---when we're trying to understand how keywords perform---the cost-per-lead may be more like $100.
Search is an evolving environment, so when you're dealing with big brands that are trying to forecast exactly how many leads or sales they expect to deliver from a channel, it's very challenging.
YAB: What are some of the things that are top of mind for your search-marketing clients?
MG: Sitelinks are a feature that certain clients want to leverage because they want more search engine real estate. Also, call extensions---which I think are going to be a big thing---allow our education clients to drive inbound calls and transfer them to admissions. It's a lot better than having somebody fill out a Web lead form and relying on an outbound call center rep to try to reach them. Inbound calls are a huge metric for the education market.
YAB: Does your family understand what you do for a living?
MG: Well, my dad only uses the Internet for college sports or his favorite NFL teams. But my brother started his own clothing brand, Cali's Finest, and just struck a deal with Snoop Dogg, and he's looking to me to help leverage that relationship to push sales on his site. So really, I think understanding search marketing depends a lot on age and user sophistication.
YAB: All the planning associated with this job can be stressful. What's your favorite way to de-stress?
MG: I'm a member of CrossFit, a national program by Reebok, which gives you a unique workout every day. And when I say unique workout, I mean you're lifting weights at the same time you're doing aerobic exercise. It's always something new or something your body doesn't expect.
I try to work out two to three times a day, depending on my workload, because otherwise I'm sitting at my desk for eight to…who knows how many hours. I think when you work out and really de-stress, you challenge your body but also help develop your brain.
This industry is constantly evolving, and you have to be on top of your game. By working out, I feel like I can get the stress level back to reality so I can focus on the tasks at hand.