Our in-house paid media team has continued to grow over the past few months and this has allowed us to reflect and give way to new product offerings and better ways of working. These positive changes have also reminded us of why our people choose to grow their career at Optimising. 

We caught up with one of our long standing PPC Specialists (and resident Aviation Expert) Mike and he gave us a glimpse into his journey at Optimising and how he kept sane during a crazy year. 

Meet Mike


How did you get started at Optimising? 

Here's the short story! 

In 2017, I started a Bachelor of Business degree at Swinburne University of Technology.

In 2018, I was successful in receiving a professional placement position with Optimising where I was brought in as a Digital Executive. In my first two months I was taught the foundations of SEO, PPC and website development. Afterwards, I was given a position in the PPC department and was offered dedicated training into the world of paid media by our resident experts. 

Now 3 years on, I've had the opportunity to work with some of Australia’s biggest companies. I’ve helped these businesses improve their ROI significantly, and help them accomplish goals by delivering highly relevant messages to users across Google and Facebook.

What's been your biggest work accomplishment to date?

In October 2020, I worked with one of our client that specialises in online footwear sales across Australia. Their primary goal was to increase online presence and sales significantly in the last quarter of 2020 where e-commerce has seen record-breaking growth. 

Through the use of Google Shopping and Facebook Ads, we’ve been able to do exactly that! Since November, we have seen revenue increase by 150% on average each month!

We all know 2020 was a crazy year to say the least! What kept you sane during this time?

We had a whole lot of spare time throughout 2020 where we barely had anything to do (apart from work and 1 hour of exercise per day!) so I played competitive video games with my friends almost every night for a few months straight. 

It sounds like a lot of ‘wasted time’, but it actually helped me reconnect with friends I’ve barely spoken to for a couple of years. It really helped to keep my social life intact. Now I’m even closer with those friends than I was many years ago!

Once lockdown rules had eased a little, my partner and I joined a local personal training gym (Listen To Your Body, Hawthorn) where we received 2-on-1 training sessions 4 times per week. I think this was the one thing that kept us really sane, after spending so many hours on the couch! Since then I’ve been continuing to go 4 days per week, I’m 5 months in now and going strong!

What digital marketing trends are you looking forward to the most in 2021?

Artificial intelligence and machine learning! This plays a huge role in PPC where we rely on Google’s machine learning systems to help boost our clients’ conversion rates by observing consumer behaviour and search patterns, and use social media platforms and blog posts to help our businesses understand how customers find their products and services.

How do you spend your weekends?

Since we’ve been able to escape lockdown, my partner and I have been travelling all over Victoria visiting picturesque places like Lakes Entrance, Metung, the 90 mile beach and more. We’re also doing our part to help the small local businesses that struggled significantly during the bushfires and Covid!

Aside from that, my partner and I tend to have a round of Golf every weekend at the local courses near us. It’s a good way of getting some sunshine and exercise!

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