Meet Kristin Rowe, our dynamic Director of Paid Media. Kristin masterfully steers our paid advertising strategies, harnessing over a decade of expertise with Google Ads and deep knowledge of Bing Ads and social media platforms. She manages our OTT/CTV vendor partnerships with a sharp focus on achieving stellar campaign outcomes. Leading a dedicated team, Kristin excels in overseeing large-scale marketing budgets and analyzing data with precision.
With over 10 years of experience in Google Ads, what key changes have you seen and how have they influenced your strategies?
Google has made significant changes over the past decade. It feels like a product/feature update is rolled out (or sunset) every other week! The drastic improvements in technology that has occurred throughout the years has played an effect on user behavior. With a shift towards mobile, optimizing ads for mobile devices has become crucial. I now prioritize mobile-friendly ad formats and landing pages, ensuring seamless experiences across all devices. The rise of machine learning and AI-driven tools, like Smart Bidding and Responsive Search Ads, has also transformed how campaigns are managed. I rely more on Google’s automation for optimizing bids and ad placements, which has increased efficiency and allowed for more focus on strategic planning. Automation along with the human touch is critical for a campaign’s success. These changes have required continuous learning and adaptation, but they’ve also opened up new opportunities to optimize performance and achieve better results for my clients, which is always my goal.
What trends are you currently watching in digital marketing that excite you the most?
Consumers are increasingly favoring brands that demonstrate a commitment to sustainability and social responsibility. This trend is not only shaping brand messaging but also influencing product development and overall business strategies. I’m a huge advocate of sustainability so this trend is exciting to see. I’ve also noticed a shift from traditional celebrity endorsements to micro and nano influencers creating more authentic connections with audiences. The rise of the creator economy, where influencers are also content creators, is enabling brands to tap into highly engaged, niche communities. I’m excited by all things digital but these specific trends are reshaping the digital marketing landscape and offering new opportunities to connect with consumers in more meaningful and impactful ways.
