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Interview: Nicole Mennicke, VP of Ops at Rocket Clicks

By PPC Ian Leave a Comment Feb 15 0

A few weeks ago, I had the great honor of interviewing Tyler Dolph, President of Rocket Clicks digital marketing agency. Today’s post is part two of my Rocket Clicks interview series, an interview with Nicole Mennicke. Nicole Mennicke is VP of Operations at Rocket Clicks and a personal friend of mine, someone who I have known for many years. Like the other employees at Rocket Clicks, Nicole is one of the kindest people I have ever met in business, and someone who I highly recommend as a digital marketing leader and businessperson. Over the years, I have had the great fortune of collaborating with Nicole on the latest and greatest in digital marketing. Today, I am so incredibly honored to learn insights from one of the best…

Ian: Nicole, thank you so much for taking the time to share your story with the PPC Ian community.

Nicole Mennicke

Nicole: Thank you, Ian! I’ve been following you and your blog for years and it’s an honor to be considered.

Ian: Nicole, we have known each other for a while now. The industry has changed so much over the years. What have been some of the biggest changes you have noticed in digital marketing?

Nicole: The most exciting change to digital marketing is the increasing amount of available data. Why I fell in love with the industry 7 years ago is still the same today – it’s advertising impact you can see, touch and feel through data. The self-service, auction based advertising model has allowed advertisers to give as little or as much as they want and equip them with every tool to measure the effectiveness of their efforts.

In that opportunity also lies one of the biggest challenges. Every new team member quickly becomes sick of the phrase "80/20… 80/20…" however the more seasoned team members know it’s essential to avoid paralysis by analysis. With the available data, performance metrics, micro/macro conversions and way to combine them all, we have to know when to stop analyzing and start making decisions.

Ian: Some strategies change, others don’t. What are some of the newer strategies you’re testing these days? What are some of the old favorites that have served Rocket Clicks and your clients well over time?

Rocket Clicks

Nicole: We are seeing a ton of value with looking at data in new ways using scripts in creative ways. For example, we all know quality score is king! Using different scripts we have an automated way to passively collect daily or weekly quality score data. We have been able to really map how our changes impact quality score, and improve the overall quality of our clients’ accounts.

As for old favorites that served Rocket Clicks and our clients well, I think the key is knowing when they can and should be used and when they shouldn’t. One strategy we’ve seen the most success with is isolating your highest volume/performing keywords and spending most of your time doing all you can to make them the best they can be. Small improvements on these keywords always bring the highest gains.

Ian: Rocket Clicks is such an amazing company. Please tell me your story. How did you get started at Rocket Clicks? How has your career evolved at Rocket Clicks over time?

Nicole: I came into this industry like many others have – without a clue it even existed! All I knew was I was looking for a "marketing job", whatever that actually means. I applied for a paid search analyst position with our parent company to manage the PPC account of a sister company. I joined without knowing that within 3 weeks I would be employee #2 of a PPC agency (soon to be) named Rocket Clicks! A copy of Definitive Guide to Google Adwords, by Perry Marshall was dropped on my desk, and the first 4 team members on the PPC side of the business were tasked to figure out pay per click marketing.

I went from personally managing clients PPC accounts to managing a small team of analysts overseeing their own client books, and then in 2010 moved into the role as Director of the PPC Advertising department.

As we grew and scaled as an agency, there was an increasing need to create consistency across the company to better develop and document our core systems & processes for team member development, client services, and company operations. It fit perfectly in my strength as well as allowing me to work closer with all parts of the company.

Ian: In your opinion, what differentiates Rocket Clicks in the world of digital marketing agencies?

Nicole: I have a lot to say on this one. 🙂 From day 1 Rocket Clicks’s goal was to be top of class digital marketers that specialized only in PPC and SEO, focused on technical improvement to be the sharpest, most strategic marketers around, and committed to leadership development and coaching for every team member. We became marketing PARTNERS with our clients and never just their vendors. The coolest part is 7 years later, those core goals still resonate in everything we do, and is apparent in every relationship we have.

We spend our clients’ advertising dollars as if it our own money. When things go well we celebrate together, and when they don’t we fail fast and go back to the drawing board. We have a seat at the table when discussing overall digital marketing strategy, and we value every client relationship.

We don’t have our team members managing dozens of clients at a time. We don’t manage accounts off a checklist – we focus our energy on the most impactful work. Our team members live, breath and dream PPC and they love what they do! Every team member in the company has some involvement in day to day account management and strategy. It keeps us on the cutting edge.

We strongly believe that competency sells. We don’t have a sales team. The account managers, analysts, and department heads sell our services. We don’t promise the moon with unrealistic guarantees or give you only a sliver of strategy with a tease to "pay for more". We demonstrate our competency and show you what you can expect in a relationship, long before you are a client – Transparency works!

It’s easy to fall into more typical agency tendencies, but we do things different here, and I that’s why I am still here today.

Ian: Nicole, you have lived a mobile lifestyle, and have experienced many different areas. This is one of the things I love most about digital marketing. What has been your experience with the mobile digital marketing lifestyle? Any tips for others considering a mobile lifestyle?

Nicole: It’s been a fun ride! For more context, about 2 years after working at Rocket Clicks, my husband, now a Major in the US Army, came home and told me that the Army was moving us to Sacramento, CA. Rocket Clicks and I agreed to do a 6 month "remote trial". That turned into 3 moves to 3 different time zones, having a kiddo on either coast of the US, and having a ton of awesome experiences with interesting people, while doing work I love, for a company I am crazy about.

I agree with you, Ian, a huge perk of this industry is the ability to do what we do from anywhere in the world. With that said, there is a common misconception that a "work-from-home" arrangement is easy. Anyone new to working remotely or untraditional office hours, I highly suggest they define their own personal work policies. In my situation, my location changes often. My own personal policies in order of important are:

  1. Create an office area – even if you work in your kitchen (been there), create an environment where if feels like an office and it feels like you "go to work" each day. In my personal experiences, couches never worked for me!
  2. Commit to a schedule – it’s a slippery slope when you become too flexible with your own schedule. Establishing working hours with family and friends not only demand respect but also makes you respect it more yourself.
  3. Remove distractions – Get away from the TV! Get in the habit of never turning it on, or just remove it out of your office area. That goes for any distraction that pulls your attention away from your work. Work for a week, you’ll quickly find out what those things are.
  4. Don’t skimp on equipment – nothing is more frustrating that having slow internet, a crummy chair, a keyboard with a sticky key, or a monitor with a strange wavy pink line. These little can become excuses quickly!
  5. Be prepared for anything! – Expect power outages – that way they are a little less infuriating when they happen. Stake out all the closest restaurants and coffee shops with Wifi. When you travel, don’t rely on hotel Wifi! Just ask for an Ethernet cable. Every time.

Ian: As someone responsible for operations, you have a very important role at Rocket Clicks. What are some of the skills most important for the VP of Operations role? For those aspiring to grow their careers, what advice would you offer?

Nicole: Find your own organization and time management approach. Not only are we in a constantly evolving industry you have to be able to prioritize what is the most important thing to act on NOW, what is a "shiny red ball" distraction, and what is important but can wait. On a personal level and for people on your team, don’t neglect team development – both technical and professional.

Ian: What is your favorite thing about digital marketing? Least favorite?

Nicole: The ability to impact people’s business and lives with the work we do is so rewarding. I have seen companies double in size, move into new buildings, expand their offerings, and create local jobs that weren’t there before. Digital marketing creates a level playing field and allows business to scale at their pace.

Least Favorite: Slow moving parity between advertising platforms. Although very different from the past, it can still be be painful transitioning from Adwords to BingAds to Gemini, etc.

Ian: What is your favorite app and why?

Nicole: Would it sound ridiculous if I said the Adwords App? Well, it’s definitely up there! Other than that, I use the Audible app almost daily. The most recent place we call home is in West Des Moines, IA, which is about 6 hours away from the Rocket Clicks office. I do a lot of driving! I listen to books when I drive, when I’m at the gym, and when I travel. My husband would tell me to be honest and list one of the most recent game that has caught my attention. 😉

Ian: The PPC Ian community is always looking to learn and grow. What tips would you offer for those seeking more knowledge in digital marketing and business overall?

Nicole: I learn something new every day. It’s not hard to do when you are in this industry. There are a ton of great blogs to follow for all levels. This industry is full of incredibly smart people with great opinions and views of how to best leverage digital marketing for all kinds of businesses. Find those blogs and get them sent directly to your email. Once you find something that is interesting, or you don’t understand, dig more.

Ian: Nicole, it has been a true honor and please connecting with you today. Thank you for this great opportunity. I personally learned so much and I know that all of the readers will agree. Thanks for giving back to the community and sharing your insights!

Nicole: Thank you!

Everyone, thanks for reading. Enjoy my interview with Nicole Mennicke as much as I did? Please make sure to read my interview with Tyler Dolph, President of Rocket Clicks, if you have not already! Also, if you’re interested in learning more about Rocket Clicks, I highly recommend heading over to their website and reaching out.

Rocket Clicks

Images in this post © Nicole Mennicke and Rocket Clicks

Interview: Tyler Dolph, President of Rocket Clicks

By PPC Ian Leave a Comment Jan 10 0

Those who have been reading PPC Ian for a long time may remember that I have had the great fortune of interviewing some truly amazing leaders over the years. Well, my good fortune is back and I’m thrilled to share a new interview with you today, with Tyler Dolph, President of Rocket Clicks digital marketing agency.

Tyler Dolph Rocket Clicks

Before we get into the interview, some background… Rocket Clicks is a truly outstanding agency. In selecting a business partner, I always look at the technical side of things (competency) and the human side of things (collaboration and caring about others). With some of the smartest and kindest people in our industry, Rocket Clicks truly brings both of these to the table. If you’re looking for a digital marketing agency, I highly recommend reaching out to the company that was kind enough to invite me to their headquarters in Menomonee Falls, Wisconsin to speak at their YPO Digital Marketing Event. Without further ado, let’s jump into the interview!

Ian: Tyler, it is such an honor and pleasure to interview you today. Thanks so much for taking the time to share your story with PPC Ian readers!

Tyler: Absolutely Ian, thank you for taking the time to learn more about Rocket Clicks! You have a great group of readers and I am honored to be your interviewee.

Rocket Clicks

Ian: How did you get started in digital marketing? How did you get started at Rocket Clicks?

Tyler: I have been involved in digital marketing since day one at my first job. I was involved in our website redesign and the launch of our first PPC campaign. That process piqued my interest and when I made the move to Wisconsin I knew digital marketing was the avenue I wanted to pursue and specialize in.

Ian: What is Rocket Clicks all about? How are you different from other SEM and SEO agencies? Who is the typical Rocket Clicks client?

Tyler: I have just finished a great book by Simon Sinek called "Start with Why." He talks about companies who make a positive impact on their industries and believe that there is a greater purpose beyond what they do, but actually WHY they do it.

Our "Why" is very simple. We believe in meaningful connections and helping our clients get found online. We do this by being expert analysts specializing in paid search advertising and organic search optimization. We will stop at nothing to deliver the best results possible and maximize every dollar that our clients spend.

With Rocket Clicks, our clients are our extended family. Our work is personalized to fit their specific needs.

Our "sweet spot" or ideal client is broad in that we are an ideal fit for clients spending tens of thousands or hundreds of thousands of dollars per month. On both ends of that spectrum we provide dedicated (and wicked-smart) analysts to every client. These analysts live in the accounts daily allowing their human intuition, creativity, and analytical problem solving skills to dictate the decisions we make. There is no "set-it and forget-it" bid management software or template ads. We personalize every ad, organize every campaign, and manage every dollar spent. We inject strategy and insights into every single interaction with our clients.

Ian: Can you please provide some background on BizLab and how it related to Rocket Clicks?

Tyler: BizLab is the parent company of Rocket Clicks. It’s really wonderful being part of the BizLab family.

Of particular note, BizLab owns Sterling Commerce Group, a national sales and marketing firm for the satellite television industry. Having deep sales and digital marketing experience in this incredibly competitive vertical is one of our competitive advantages, offering even greater value to our clients.

With the insights and knowledge that come with running successful businesses, we are able to drive superior results for our clients.

Ian: As President of the company, you have obviously done well in your career. Most of my readers are looking to grow their careers. What advice do you have for growth-minded professionals?

Tyler: I live my life by a couple key statements my parents instilled in me at a very young age:

  1. "Do what you say you’re going to do." Much easier said than done, but a person’s word is more valuable than any contract and can grow and build relationships exponentially.
  2. "Just do what ever it takes." No one ever wakes up great. All great leaders, athletes, etc. have put in the work and have done so day after day, even when no one is watching. If you really want something or want grow in your professional life then just do what ever it takes. Work longer hours, read more books, stop watching so much TV. Spend that time educating yourself.

Ian: Menomonee Falls, Wisconsin is such a beautiful place. I believe your office gives you a very unique perspective. I also believe it’s a competitive advantage since you guys are blazing your own trail. How would you describe your office strategy?

Tyler: Being an agency in Menomonee Falls means that we are not only competing with other agencies in Milwaukee but we also have to worry about Chicago which is only an hour and half away. We have found success by providing an environment dedicated to personal and professional growth. "Churn and burn," is not what we are about. We believe if we can train our analysts and show them a path for growth and vision for the future, they will help build our agency. We will not only have a dedicated staff but analysts who are truly part of something greater than themselves.

Ian: As a leader who has truly hired for success (you truly have a unique team), do you have any tips for those hiring?

Tyler: Skills can be taught. Drive, personality and motivation cannot.

Ian: Digital marketing is such an amazing career. What do you like most about digital marketing? What do you like most about your job at Rocket Clicks?

Tyler: Compared to traditional marketing (billboards), digital marketing offers the ability for instantaneous reporting (on an incredibly detailed level). Because of the granularity, we are able to effectively optimize every single penny invested, delivering superior results – what a rush!

Specific to Rocket Clicks, I truly enjoy working with a large variety of clients. We have clients of all sizes, in all markets. Each new client presents a new challenge/opportunity. This keeps things incredibly interesting. Our creative juices are always flowing. We are challenged to drive greatness each and every day.

Ian: Outside of work, what do you do for fun?

Tyler: I played men’s volleyball in college and still love to play today. I play in a few leagues here in Milwaukee and also play in the Men’s National tournament each year.

Ian: Where do you see digital marketing going in the next few years. With things always evolving, where should digital marketing professionals be most focused?

Tyler: That is a great question, Ian. I believe that what stood true in the "Mad Men" days of marketing still holds its weight today. Content is King. Whether it’s a blog post, paid search ad, or custom landing page. The written (typed) word is still vitally important. It tells potential customers & Search Engines, not only what you do, but why it should matter.

Ian: Tyler, we have a lot of career-oriented readers on PPC Ian, those who are interested in optimizing digital marketing campaigns and their careers. What characteristics are important in potential Rocket Clicks employees?

Tyler: On the PPC side, we often find success with applicants who have roots in accounting, finance, and investments. Those who thrive in Excel and have the motivation to learn tend to flourish. AdWords is so expansive. Great candidates have a thirst for knowledge, and enjoy the testing and practicing.

For our SEO division, we often interview candidates with journalist backgrounds. Content marketing has always been an intricate part of our business here at Rocket Clicks. We enjoy candidates who are true content experts.

Ian: Tyler, another super important question for you… How can someone get started working with you and your team? How can a potential client engage Rocket Clicks? Also, any free promotions you are able to offer PPC Ian readers?

Tyler: Of course. Please just email me directly at sales@rocketclicks.com. We are delighted to offer a free digital marketing audit to PPC Ian readers. We will look at your account, keywords, quality score, competitive landscape, and more. We will report back with specific insights, strategies, and solutions. We look forward to hearing from you!

Ian: Tyler I cannot thank you enough. This has been an incredible interview and I know everyone will really enjoy reading.

Tyler: Absolutely, Thank you Ian!

Everyone, thanks for reading. Enjoy my interview with Tyler Dolph as much as I did? Please stay tuned because this is a two-part series. Next up, I’m interviewing Nicole Mennicke, VP of Operations at Rocket Clicks! Also, if you’re interested in learning more about Rocket Clicks, I highly recommend heading over to their website and reaching out.

Tyler and The Rocket Clicks Team

Rocket Clicks Team

All images in this post © Rocket Clicks

My Big YPO Keynote Presentation

By PPC Ian Leave a Comment Apr 11 0

This past Wednesday, I had the immense honor of being the keynote speaker at the YPO (Young Presidents’ Organization) Wisconsin Chapter meeting. This particular meeting was all about Internet Marketing, and getting businesses excited about opportunities in digital. YPO is an esteemed group since I was speaking directly to the Presidents of extremely successful businesses. I wrote back in my 2014 goals that public speaking was at the top of my list, and had this particular event in mind when writing that goal, since this event has been many months in the making. I’m really excited that this opportunity worked out so well, it was a true honor! Today, I wanted to share a bit about the event and what I personally learned.

It’s All About Your Network

Ian Lopuch YPO Speaking Event

Ian Lopuch Speaking At YPO (Young Presidents’ Organization)

This event came to me, from my good friends at Rocket Clicks Digital Marketing Agency. I have been great friends with Rocket Clicks for a number of years now. I see them at nearly every digital marketing conference, and we stay in close touch. They have been loyal friends and supporters, and an all-around amazing team. They are true values-driven business professionals. (If you are looking for a digital marketing agency, I highly recommend checking out Rocket Clicks.)

Back in 2013, I got a call from my good friend Nicole (VP of Operations at Rocket Clicks) and couldn’t believe the opportunity that was coming my way: An all-expenses-paid trip to Wisconsin and an opportunity to keynote YPO. I’m in! Honestly, I was (and still am) humbled that Nicole and the Rocket Clicks team thought of me. I try to be a good guy, a values-driven business professional who helps others whenever possible. I feel like this opportunity was a reflection of the luck that comes when you help others, and my strong network with the best-of-the-best in our industry.

Lesson: Always help others and invest in your network. Especially invest in good people like the Rocket Clicks team.

It’s All About Preparation

Rocket Clicks Dinner

Dinner With My Good Friends From Rocket Clicks

A 45-minute keynote presentation is no joke. As a busy customer acquisition professional, I have extremely limited free time. How did I prepare? Nights and weekends! Honestly, I left most of it until the last weekend and then worked super hard to pull it all together. I took advantage of a surge in energy and basically completed my presentation in one (long) sitting. After preparing my presentation, I felt a great sense of relief. My deck is great, I have speaker’s notes on each slide so I can easily remember all points, and now all I have to do is deliver.

Lesson: Always prepare early. Time spent ahead of time will truly set your mind at ease. Take advantage of surges in energy to get it done!

My Presentation and The Event

What happens at YPO stays at YPO. It’s an open and trusting forum for collaboration, and I owe it to everyone to uphold that trust. I’m not going to blog about the specifics, other than the fact that everything went incredibly well. Everyone was so kind, the questions were great, and my preparation paid off. I’m truly proud of this presentation and accomplishment, and look forward to future opportunities with YPO and Rocket Clicks.

Spending Time With Rocket Clicks

Speaking At YPO Wisconsin Event

PPC Ian Speaking At The YPO Wisconsin Event

While my YPO keynote speaking opportunity was amazing, I had just as much fun meeting up with my good friends from Rocket Clicks. We had multiple gourmet dinners (Wisconsin has amazing food), caught up, and I even got a tour of the Rocket Clicks office the day following the conference. The highlights of my tour:

  1. Meeting the amazing Rocket Clicks team. I don’t know how to describe it, but they are truly unique, in a values and goodness way. I don’t think I’ve run across a nicer group in my career. There is nothing more important in business and life than values, honesty, and kindness.
  2. Meeting 1:1 with Jeff Hughes, the CEO of Biz Lab (the parent company of Rocket Clicks).
  3. Sitting in on a very special meeting at Rocket Clicks that truly impacted me and my overall perspective.

Rocket Clicks, I cannot thank you enough for your hospitality, kindness, friendship, and generosity. You have a friend and supporter for life. Special thank you to: Jeff, Nicole, Matt, Liz, Amanda, and Chris. You truly made this event memorable.

Lesson: Cherish those friends who truly care. It’s all about the people! Gravitate toward good, honest, kind people. Go out of your way to help out good people.

PS Other Random Lessons

  1. Southwest offers the only nonstop flight from SFO to MKE, to the best of my knowledge. How pleasant to have a direct flight on the way there.
  2. Wisconsin is really cool, and the people are incredibly friendly.
  3. Silicon Valley could stand to learn a lot from Wisconsin.

About PPC Ian

Ian Lopuch (PPC Ian)Hi, I'm Ian Lopuch, also known as PPC Ian. I'm a Silicon Valley business executive with an incredible passion for dividend stocks (and investments that provide true passive income for the long-term). In fact, I have built a portfolio of 40 stocks that will one day pay for all of my living expenses. I enjoy blogging here about my passion for cash flow investing, while also sharing some other business and digital marketing insights from time-to-time.

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