Polle van Elsacker

Independent Paid Search Professional, Formerly Zalando and Rocket Internet

Great Day 2019 Talk

Confessions of a Paid Search Marketer

Speaker profile

Having managed search marketing teams at Groupon, Rocket Internet, and Zalando, Polle has seen paid search transform over the past decade. Today, he is a driver for innovation in paid search and an expert when it comes to pushing the development of PPC automation solutions. At the Great Day, he will share his experience and his personal perspective on the future of the industry.

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Confessions of a Paid Search Marketer

10:50 a.m. - 11:20 a.m. | English | Main stage talk

The paid search environment has changed dramatically in the past 10 years, with the Google Ads product constantly evolving, increasingly introducing automation in campaign management, including bidding, targeting and creative testing. As an ambitious search marketer, it's essential to keep up with developments and constantly adapt your skill set to meet increasingly complex challenges. At a senior management level, new stakeholders from tech and business intelligence departments have emerged and new challenging technical and strategic questions emerge.

Which internal data could potentially be used as inputs for advanced features that are now standardized, to keep a competitive edge? Which products to build, or maybe even more importantly, not to build? Which processes need to be set up to safely unlock the required data within your organization?

When the job changes, competencies change as well. Which skills are needed and how does a future-proof paid search team look like? Does agility drive decentralization or is centralization needed to scale? What can be automated, what still requires a human or an intern? Polle will address these questions from a personal perspective, sharing his learnings from working in senior management roles at organizations like Groupon, Rocket Internet, Delivery Hero and Zalando with the audience.

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