One of the best things about PPC Live UK is the fantastic community around this event. Professionals who are not only experts in their fields but also inspiring human beings who are trying to make a better world by the way they work and connect with their colleagues.
Matt Collins, the MD at Platypus Digital, a digital marketing agency dedicated to working with charities, wanted to introduce us to one of these inspirational people - Charlotte Cox. She is one of those who firmly believes in delivering positive change through each of her actions, including setting up her charity to tackle Lymphoma, Lymphoma Out Loud.
What is your relationship with her?
I run the agency Charlotte works in.
What makes her a rockstar?
Charlotte is one of the most inspirational people you could ever meet. There are three reasons she’s a true rock star to everyone she works with:
She’s got lived experience with lymphoma and set up her charity to tackle it, Lymphoma Out Loud
She’s genuinely passionate about delivering positive change through her work
She’s a true Google Ads expert
Charlotte set up Lymphoma Out Loud because she wanted to make a difference for other people with lymphoma. She has run workshops and talks to tell people her story and the importance of body awareness. She joined Platypus on a mission to use her Google Ads expertise to deliver positive change for charities. She’s personally raised thousands of pounds for charities like Young Lives vs Cancer, Sightsavers and more. Finally, she’s a true Google Ads expert. She rolls with the many changes and has incredibly detailed knowledge.
Can you describe an incident that made them stand out to you with their approach?
Google recently introduced Image Extensions, a new extension that uses compelling visuals of products or services that enhance the message of a text search ad. Since they were a new feature, there was yet to be a wealth of data available on the effectiveness of these extensions. So Charlotte needed to get clients' buy-in to implement this feature.
To do this, Charlotte created an Image Extension Approach which included a summary of the extensions, the best practices and a testing plan that we would use to evaluate the effectiveness of these extensions. She delivered this approach to Sightsavers USA and Norway team, and due to the comprehensive approach and testing plan, they agreed to run this feature. She then rolled out the image extensions into the account, and the following month we saw a positive rise in the CTR, which rose 28%, suggesting the new extensions contributed to boosting the CTR and driving more traffic to the site.
Charlotte then supported her colleagues with implementing this feature and getting buy-in from their clients by creating an internal process which we introduced during a weekly search meeting and has since been used by a team member to implement the extension on their accounts.
What project/personal development skills are they working on that we can support?
Nothing really at the moment! Any support for Lymphoma Out Loud, either financial or time, is always appreciated though.
Three words you would use to describe her?
Inspirational
Expert
Funny
What have you learned from them?
There's no limit on the positive impact you can have in the world. You can make a positive difference through your work. You don't have to stop at volunteering - you can create your charity to start a movement for what you care about.
A PPC strength that you admire in her
Relationship building (see example above) - a vital skill for getting clients' buy-in for changes we want to make.
If you also know one of these inspiring PPC rockstars, please let us know, we all want to know about them. Let's get the industry to say nice things about each other!
And if you want to meet some of these rock stars to learn from and share with, join our PPC Live UK events, run on the last Thursday of every other month at the early bird price of £16. Our next event is on the 30th of March, get your ticket before it is too late!
