Interview with Priscilla Victorin

It’s so exciting to introduce our first amazing woman’s story in our industry!

Please welcome Priscilla and her story about her PPC career! <3

Share the story of how you first got into PPC?

In my second job out of college, I was hired as an eCommerce specialist. I had the exposure but not the expertise and jumped right in. The help section is always my go-to (this was back in 2007). I started with the most basic ad copy and it went to the homepage. After reviewing metrics, thanks to my excel spreadsheet, I knew which ads actually worked and which ones didn’t. After pausing and adding keywords, I’d start testing ad copy, landing pages came next. But not at the same time. It took a month before I was comfortable with the numbers to realize the lovely landing pages created by the creative team didn’t correlate with the items I was supposed to call out.

What was the proudest moment of your PPC career?  

Fast forward to 10 years later, as the eCommerce marketing manager – it was actually a Google Shopping campaign that made me proud. I was able to almost double the ROI in under a month just by making a few changes to the structure. I was strutting into that particular monthly meeting like Beyoncé.

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

I learned the hard way to not put my job before my mental or physical health. I love what I do, but my tombstone will not say that I worked late on Wednesday or over 50 hours a week. I have a certain hard line on ending my workday and owning my personal time. When I worked in eCommerce I did have to work on Black Friday, Cyber Monday, and some holidays. But now that I’m in B2B it’s a little easier to manage those expectations.

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

I haven’t had much of a tough time in this area other than when I go to conferences. I’m interested in what my peer is saying. When it’s a male peer, they might misconstrue my professional interest as personal. I know how to cha-cha my way out of that. But I had to learn that cha-cha.

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

This is a double-edged sword… When there was a trade show, I was the “cute booth girl”. When the client sells jewelry, or health/beauty supplements, I was given the account due to my knowledge of said industries (assumed because I’m a woman). They were compliments to me at the time so I ran with it. I also kicked ass with those accounts.

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

One thing I’ve noticed is that even if I respectfully wait to say something, someone will talk over me or amend/take credit for my statement. It’s been my personal AND professional pet peeve forever.

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

Not in PPC, but I also have a tech background. That’s where the sexism happened in my experience. “Yes sir, I have built a computer from scratch.” “Yes dude, I know the difference between an RJ-11 and RJ-45.”

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

Seeing more women being lauded as experts (or celebrated might be a better word). Seeing more black women included in high-level positions. Seeing more data in GA (that they keep taking away, I kind of hate GA now because of this, despite the robust amount of info provided for free).

What about being a PPC do you enjoy the most? 

Planning the architecture of the campaign (goals, campaign settings, which themes I want at which level). Reporting amazing results (comparing to previous time frame).