Specialist in The Spotlight: Irina Sabrjanskaja

Introducing our new interview series, “Specialist in the Spotlight”, where we get to know Europe’s top PPC experts. This series is all about sharing knowledge and experiences exchange in the PPC field, offering valuable insights that can inspire both newcomers and experienced professionals. Our first guest is Irina Sabrjanskaja, CEO of eCommer and a German PPC specialist. In this interview, we will delve into Irina’s professional journey, her approach to PPC, and the strategies that have contributed to her success in this dynamic field. 

First of all, it’s very nice to meet you, Irina! I’ve been following you on LinkedIn for quite some time now and when I was planning this series, I really wanted to interview you as the first one. I need to say, your work is impressive- you are the CEO of eCommer, one of our valued partners, meanwhile you are also educating others about Google Ads and building your personal brand on LinkedIn.

I’ve been observing the PPC field for a few years now, a field that’s largely dominated by men. How did you begin your journey in the PPC world? What initially attracted you to this field?

Thank you for having me; it’s a pleasure to be here and to be the first interviewee in your series!

Regarding your question, my entry into the PPC world is somewhat unconventional. I began my career in a completely different field—banking—about ten years ago. I quickly realized that the banking and finance sector lacked the dynamics I was looking for; it’s a traditional industry where change is slow.

This led me to explore other fields, and around that time, one of my best friends started working in online marketing, which was just beginning to gain traction. The idea of online marketing intrigued me because it was a blossoming field with a lot of potential. 

Inspired by my best friend, specialized in website design and development, I began experimenting with website creation myself, using platforms like WordPress and Webflow. I found it fascinating to combine creativity with the ever-changing nature of online marketing.

However, I realized that to advance in this field, I needed more structured learning and experience, so I applied to various agencies. Initially, I faced several rejections due to my lack of formal work experience, but eventually, I secured a position at one of the largest PPC agencies in DACH countries. They offered a six-month training program for beginners, where I learned all the essential tools and gained hands-on experience by working directly with clients.

This experience was invaluable. I was part of a group of 20 people, which allowed for constant knowledge exchange, and the learning was not just theoretical but heavily focused on practical application. Over time, as I gained more experience, I started working with larger clients, which further fueled my interest and commitment to the field.

One of the things that really stood out to me during that time was how invested I became in PPC. I was constantly reading newsletters, researching online, and even studying on weekends. My agency had a commission-based pay structure, which motivated me to keep improving and taking on bigger clients. 

The dynamic nature of PPC, with its constant changes and innovations, kept me engaged, and I realized that this was the right path for me. I thrive on new challenges, and in PPC, there’s always something new to learn.

You mentioned your beginnings in the industry were about ten years ago, but when did you decide to start your own agency?

I worked at the agency for several years before deciding to branch out on my own about three years ago. Initially, I started freelancing, as many do, but as my business grew, it made sense to establish an agency to serve a larger client base and deliver even better results.

You’ve chosen to specialize in e-commerce within the PPC domain. What led you to focus specifically on e-commerce, given the many different paths one could take in PPC?

It was a combination of coincidence and strategic decision-making. At eCommer, we primarily handled e-commerce clients—about 70% of our clients were in e-commerce, with the remaining 30% in lead generation or SaaS companies.

Specializing made sense because different types of clients require different tools and strategies. By focusing on e-commerce, we could refine our expertise, develop the right tools, and deliver better results for our clients. It allowed us to deepen our knowledge in this specific area and offer a more tailored service.

What skills and qualifications do you believe are essential for a PPC specialist, especially in the e-commerce sector? Given the growing competition, what advice would you offer to those just starting out or considering a switch to PPC?

There are a few key points I’d emphasize, and I’ve actually written about this on LinkedIn as well. 

Firstly, the field is constantly evolving, so it’s crucial to be open and adaptable to change. For instance, Google frequently updates its algorithms and policies, and while it can be frustrating, it’s essential to work with these changes rather than resist them. Complaining won’t help—you have to adapt and make the best of the situation.

Secondly, continuous learning is vital, whether you’re just starting or have been in the field for years. The landscape is always shifting, so it’s important to keep educating yourself. I’m very active on LinkedIn, as is my team, and we follow several PPC specialists who share valuable content. LinkedIn is a great platform for learning and networking—you can ask questions, engage with others in the field, and even take advantage of the free resources and workshops that many experts offer.

There are also specialized courses and platforms designed for PPC professionals, whether they’re beginners or more experienced. For example, in The Netherlands, there’s a strong PPC community that provides excellent resources and training for those already established in the field. Not everyone has the opportunity to work at a large agency like I did, so connecting with others and learning from their experiences is crucial for staying ahead.

What’s the PPC community like in Germany? You mentioned The Netherlands has a strong, open community. For instance, a few months ago, a Dutch agency, Taskforce, organized an event where they invited over 50 Dutch agencies. The culture in The Netherlands seems very open, with people sharing knowledge freely. How does the community in Germany compare? Is it as open and collaborative as here?

That’s a great question. From my experience—and I should note this is just my perspective—the PPC community in Germany isn’t as large or as open as the one in The Netherlands. There might be other PPC specialists in Germany who see things differently, but from what I’ve seen, there isn’t the same level of knowledge-sharing. It might be a cultural thing, but I’ve noticed that in Germany, people tend to be more reserved about sharing information, possibly due to concerns about competition.

In contrast, my conversations with PPC specialists in The Netherlands have been very open and collaborative. They share a lot of knowledge without hesitation, and there’s no fear of giving away too much to competitors. This openness creates a great environment for learning and growth. 

In Germany, though, while there are PPC meetups and a growing community, it doesn’t feel as large or as open as what you described in The Netherlands. It might be due to cultural differences or just the fact that The Netherlands has a particularly strong PPC scene.

It’s interesting to hear that. In The Netherlands, people seem eager to learn from each other. But I can also understand why some might be cautious about sharing too much. It’s a balance, right? You can’t share everything, but the openness here is definitely refreshing.

I agree. Personally, I enjoy sharing knowledge and believe in being open about what I know. I don’t see it as a risk, because even if someone takes a strategy I’ve shared, each account needs its own tailored approach. 

Every client is unique, and what works for one might not work for another. So, sharing knowledge doesn’t mean someone can just copy and paste it into their own work. They still need to understand their specific client’s data and needs.

I wanted to ask you a bit more about your agency, e-Commer. You founded it a few years ago, right?

Yes, I started in PPC about six or seven years ago, then I began as a freelancer about three years ago, and the agency evolved from there.

That’s impressive. Can you share more about your team and your approach in working with clients?

Sure. We’re a very small team right now—it’s me, the senior Google Ads specialist- Laura, a junior specialist- Katerina, and a working student- Darleen who works part-time. We’re small by design, because we don’t aim to be a huge agency. We’re selective about the clients we take on, focusing primarily on e-commerce clients with a certain budget level. When a client has a very small budget, it wouldn’t make sense for them to hire us as an agency. I’d usually recommend that such clients start with a freelancer or handle things themselves initially, possibly with some consultation or coaching.

We also place a lot of emphasis on the client’s mindset and openness to change. What makes us unique is that we don’t just optimize PPC campaigns; we also help clients optimize their websites and user experience. While we don’t make the changes ourselves, we advise based on data-driven insights from tools like Microsoft Clarity or Hotjar. This holistic approach requires clients who are willing to adapt and implement changes, as we believe that just optimizing Google Ads isn’t enough in today’s market. It’s essential to look at the bigger picture, understand how different marketing channels work together, and ensure the website itself isn’t hindering conversions. It’s a collaborative process, and we rely on the client’s input and willingness to make necessary adjustments.

I understand your strategy of first zooming out to understand the bigger picture before going in to address specific issues, whether it’s with the website or optimizing their Google Ads campaigns.

Absolutely. That approach was one of the main reasons I began freelancing and then started my own agency. I realized that many agencies focus solely on the campaigns themselves, neglecting the broader factors that influence performance. 

There’s so much happening outside of the campaign, particularly in the online store, that can impact results. If you only focus on the campaigns, it can be difficult to identify why something isn’t working. You need to consider the bigger picture, including other marketing channels. For example, if a client starts running Meta ads, it might affect his Google Ads campaigns. Understanding how all these channels interact is crucial.

eCommer’s specialisation is Google Ads, so we don’t handle other platforms. However, when clients run ads on Meta or invest in organic search, it affects the Google campaigns as well. Many of our clients work with multiple agencies—one for Google Ads, another for Meta ads, maybe one for TikTok, and so on. That’s why we regularly meet with these other parties to discuss what changes we’ve implemented and how they might influence the overall performance. It’s time-consuming, but it’s essential.

Given that you specialize in Google Ads, have you ever considered expanding your expertise to platforms like TikTok or Meta, or are you content with your current focus? What led you to make this decision?

I get asked that a lot, especially by clients. Many clients are dissatisfied with their current marketing agency and inquire if we also offer services like Meta or TikTok ads, or organic search. 

However, we’ve decided not to expand into those areas. The reason is that many clients specifically seek someone who is highly specialized in Google Ads. Google itself is huge, covering Search, Shopping, YouTube, Display, Performance Max, and local ads; I’d rather be an expert in one area than spread myself thin across multiple platforms. It’s important to be really good at what you do, and for us, that’s Google Ads.

And what about challenges you’ve faced or are facing as a PPC specialist or as an agency? How do you resolve it, particularly when a campaign doesn’t perform as expected? What’s your approach?

I wouldn’t say there’s been one specific challenge, but something that stands out at the moment is the ongoing issue with data tracking. It’s becoming increasingly difficult to track and attribute data across different channels, and as we know, this obstacle might only be getting bigger.

Each client requires a tailored approach, and while there are tools and solutions available- like enhanced conversion tracking- it’s still not as straightforward as it used to be. When a campaign isn’t performing well, our approach is always to analyze the data thoroughly. 

We identify what’s working and what isn’t, and then we test different strategies. It’s a continuous process of optimization. We also delve deeper into the underlying issues, examining factors like pricing, the shop and website itself, and product pages. If we can’t find a solution, we seek help from the broader PPC community, whether on LinkedIn or specialized forums. There’s always someone willing to share advice or insights, and I’m always happy to help others in the same way.

That’s a very comprehensive approach. It’s reassuring to know that there are communities and networks where you can seek help. How important is networking in your field, and what strategies do you use to maintain and build professional relationships?

Networking is crucial, especially if you’re new to the field, but also as you progress in your career. You don’t have to attend events in person to network effectively; platforms like LinkedIn offer valuable opportunities to connect with others in the industry. Following PPC specialists and engaging with their content can provide insights and help you build relationships. For those just starting out, taking courses or watching YouTube videos can help you gain the foundational knowledge you need before reaching out to others with questions.

On a related note, who are your top three PPC specialists in e-commerce that you would recommend to somebody who is just starting in PPC?

That’s a tough question because there are so many talented people out there! However, if I had to pick three, I’d recommend following Miles McNair, Adriaan Dekker, and Kirk Williams. Miles provides excellent content, especially for those at a more advanced level, but even beginners can benefit from his insights. Adriaan Dekker is also highly knowledgeable and always willing to help. Lastly, Kirk Williams offers in-depth articles and shares a wealth of knowledge on LinkedIn. Each of them has a different style and focus, so it’s good to follow those who align with your interests.

It’s clear to me that the PPC community is very open and supportive, which makes it easy to gain valuable insights from experienced professionals, even if you are new to PPC. 

It was really wonderful talking to you, Irina. Thank you for sharing your insights and taking the time to do this interview.

It was my pleasure. Thank you for having me!