Meet Acronym’s Brad Parcella

PPC Strategist

When did you join Acronym?

I came on board June 9, 2014

What do you do for Acronym and which clients do you work for?

I am a Paid Search Strategist, and my clients consist of NY&Co., Scotts, Ariba Discover, and BMW

If you had to cite the most impactful change affecting the PPC business that Google has made over the past 12 months, what would that be?

This may be overlooked by some, but I feel that Callout Extensions have impacted the PPC business significantly in the past 12 months.

What are the lingering effects of that change and how has Acronym helped its clients adjust to it?

The effect of this added functionality is that each ad now has even more real estate to help attract customers, but the challenge is how to use this space effectively.  Acronym has helped its clients adjust to Callout Extensions through education and best practices.  By providing clients with the value of Callout Extensions and incorporating eye-catching copy, higher CTRs and Conversion Rates have been achieved.

What do you consider the most interesting aspect of digital advertising overall and the current state of search marketing?

I find the entire path to conversion incredibly interesting.  In today’s omni-channel conversion funnel, it’s amazing that you have the ability to tailor specific ads to specific customers at each level of the conversion across several devices and locations.

What do you like to do best when you are not working?

When I am not working, I love to play sports, especially Ultimate Frisbee!