The short story

My name is Alan Mitchell. I am a Google AdWords qualified PPC consultant based in Melbourne, Australia.

The long story

My name is Alan Gordon Robert Mitchell. I am from the UK and studied Business Economics at the University of Sheffield. I love skiing and playing golf but not at the same time.

I entered the paid search industry in February 2007 as a Search Executive for Latitude Group in London, UK. At Latitude I helped clients such as Skype, Alfa Romeo and the UK Post Office achieve great results through AdWords, Yahoo and MSN paid search marketing campaigns.

In my second year at Latitude, I undertook a new specialised position as a Campaign Analyst. A key part of my role was to take a step back and consider how paid search management could be improved. What is the right way to do AdWords? What would a perfect campaign look like? What are best practices in paid search management?

This new role gave me the freedom to draw on the data and results of a number of different clients and refine my understanding of paid search best practice methodology. It led to the development of a benchmarking platform to help multiple campaigns strive towards these best practices of campaign management.

Although I believe I have a solid understanding of how paid search campaigns should be structured and managed, I am passionate about learning new skills and techniques to expand my knowledge further. I am always on the lookout for new concepts and techniques and love keeping up to date on emerging trends in social media and user engagement.

I have since moved to Melbourne and manage paid search campaigns for a number of clients including Stockland, Southport Sharks, iLOVEsport and OKI Toners. I also provide Google AdWords PPC consultancy for in-house PPC advertisers of all levels of experience.