BroxtenDigital
Paid search is advertising that shows up when someone is already searching to buy or learn about something, which makes it demand-based instead of interruption-based like a TV spot or a social ad. Alex Ryan, Associate Director of Performance Media, built her whole career on that channel and now leads strategy for multimillion-dollar paid media investments because of it.
Alex mentored me when I was breaking in, so I made sure to get her perspective on the show for all of you.
What is paid search?
Alex specializes in paid search and app, leading strategy across multimillion-dollar investments focused on performance systems, audience quality and scalable efficiency. Her read on why the channel works: "It's someone that is actively raising their hand and asking to buy something or learn about something," unlike a channel where you're interrupting someone's scroll.
In search, you've got constant pressure to hit measurable results because it's performance-focused. You're also managing clients at the bottom of the funnel, so you're not just running campaigns, you're educating them on what drives the numbers.
Trying to land your first role in advertising or marketing? Every episode is someone who built a career in this industry sharing what works. Subscribe on YouTube.
Is a PPC career a strong place to start in marketing?
Alex thinks so, partly because search doesn't get the same attention as TV or social. You get to make your own calls and build your own opportunities instead of just running someone else's playbook.
People get nervous about the data stuff and check out before trying. Alex's answer to that: "Math might have been your worst subject in school, but in media it's not hard, it's tangible. And when you start to see how your analysis drives real results, it becomes exciting, not scary." Learn to turn data into action plans, she said, and you'll stand out fast.
How do you learn digital marketing by building your own website?
When I asked what someone with zero experience should do right now, Alex didn't hesitate: "I would immediately say to someone who is in that situation to just go on your computer, create a website." Low barrier to entry, free to start, and AI tools make it faster than ever.
The website is the easy part. The next question is how you get people to it. Whatever you learn driving traffic, through ads, email, social or referrals, transfers directly to a real paid search job. She also pointed to freelance and volunteer work: reach out to a local nonprofit or a friend's small business and offer to run their ads or rebuild their site.
How do you find a mentor early on?
Alex became my mentor through a formal program early in my career, and she still coaches people the same way. Her take as a mentee: "It's a really safe place to explore. You can ask questions, make mistakes, and brainstorm," with someone who isn't your direct manager and doesn't oversee your day to day work.
She gets value out of it too: she sees how someone fresh to the industry thinks, and she gets to practice coaching. If you can access a mentorship program through your work or on the side, use it. If you're a few years ahead of someone else, be the mentor.
Watch the full conversation
Watch the full episode for Alex's 80-10 rule for prioritizing impact, how she rebuilt her professional brand after changing her name, and her biggest red flag when mentoring someone.
Watch next: The BroxtenDigital Show - Episode 21: John Vehlewald
On LinkedIn, Alex is open to connecting with anyone serious about breaking into paid search. Subscribe on YouTube for the rest of the conversations behind this show.