Edwina Lambourdiere
Senior PPC Account Manager
- 11Years in industry
- 3Years at Absolute
- RemoteBased at
- 1Regulated sectors worked in
She also delivers standalone projects, including tracking builds, audits and occasional GA4 training for client teams
Edwina Lambourdiere’s experience
She came to England in 2013 to complete a double degree programme, an MSc in Marketing alongside a master's in management
What Edwina does here
She also delivers standalone projects, including tracking builds, audits and occasional GA4 training for client teams
Day to day, Edwina runs accounts across various advertising platforms: budget optimisation, reporting, tracking, and the signal work that sits behind bidding. The most important part of her job is giving the platforms something worth learning from through audience and persona building, conversion tracking, as well as placement and search term management that keeps budget off websites, channels and queries that are not relevant.
Her work is collaborative in both directions. Internally it means working alongside the SEO, content and design teams so the paid activity and everything around it pull the same way, and externally it means liaising with other agencies and service providers, since several clients run international activity through separate partners and it all has to hold together as a whole.
She also delivers standalone projects, including tracking builds, audits and occasional GA4 training for client teams.
Where Edwina makes the difference
Areas of expertise
- Building
- implementing and optimising research- and data-led strategies and structures for single and multi-channel campaigns across Google Ads
- Microsoft Advertising
- LinkedIn Ads and Meta Ads.
- Conversion tracking implementation through GTM
- Google Analytics 4
- Google Ads
- Microsoft Advertising
- LinkedIn Ads and Meta Ads; including attribution and UTM governance across multi-channel strategies.
- Optimising shopping feeds for ecommerce campaigns
- using all relevant attributes to maximise the data available for the products.
- Landing page optimisation through the review of heatmap and other behavioral data and incorporating the findings in the design of landing pages.
Industry specialisms
- Healthcare and pharma
Industry recognition
Joyelse: Optimising the Google Ads strategy to promote their awnings and glass products through local brand awareness and lead generation campaigns
A leading international charity (Under NDA): Developed and implemented strategies that are now being optimised in campaigns across Google Ads (including Grant account), Meta Ads and LinkedIn Ads to support their event promotion as well as reinforce their presence online as a source of information in their field within strict budgets. Also delivered training on GA4 to their marketing team.
An international mining equipment group (under NDA): Developed and implemented strategies that are now being optimised in campaigns across Google Ads and Microsoft Advertising to promote their various products and services through brand awareness and lead generation campaigns. Working with a dozen contacts across multiple subsidiaries, partners and division heads in the organisation to bring their offerings to their target markets (B2B) while working on ad hoc projects/campaigns. Due to the size of the organisation, the campaigns span a range of asset types, languages and budgets, all of which we are growing year-on-year.
Connaught Care: Developed, implemented and now optimising strategies across Google Ads, Microsoft Advertising and Meta Ads to promote their multiple care homes (within the advertising platforms’ healthcare policy restrictions) through local and national brand awareness and lead generation campaigns. Liaising closely with the various CRM providers to ensure the conversion tracking is providing the most accurate data for lead qualification.
Joyelse: Optimising the Google Ads strategy to promote their awnings and glass products through local brand awareness and lead generation campaigns. Because this is a lead generation client, one of the main focuses is ensuring we feed offline conversions in order to guide the algorithm to identify potential clients for this account.
MKR Scaffolding: Developed, implemented and now optimising the Google Ads strategy to promote their scaffolding services through local brand awareness and lead generation campaigns. This account has a dual emphasis: B2B and B2C which are trying to reflect in the structure.
Orgatex: Developed and implemented strategies for this B2B client. Those strategies are now being optimised in national brand awareness, lead generation and ecommerce campaigns in Google Ads. A strong emphasis on this account is on the shopping feed optimisation which is the core of campaigns promoting online product purchases.
Retail Smart: Optimising the Google Ads strategy to promote their planogram software through international lead generation campaigns. The focus of this account is on conversion rate optimisation (CRO) through the use of PPC specific landing pages and feeding lead qualification data back into the system.
What drives Edwina
Otherwise you get combinations that repeat themselves, read awkwardly, or never gather enough traction to tell you anything
Plenty of people will tell you there is no right or wrong way to do PPC. Edwina disagrees. There are wrong ways to build an account, read a report, even name a campaign. She is not claiming only one right way exists, or that hers is it, but the why and the how have to hold up.
For instance, Google will urge you to fill a responsive search ad with every asset it will take and to pin nothing. That only works if it fits a message testing plan, if every headline and description can stand next to every other one, and if the budget will generate enough data to reach statistical significance in a relevant timeframe. Otherwise you get combinations that repeat themselves, read awkwardly, or never gather enough traction to tell you anything. Garbage in, garbage out. The build is the part you control, so every element should be accountable, traceable and scalable.
Connect with Edwina
Edwina is a Senior PPC Account Manager at Absolute Digital Media. If you have a question about building, implementing and optimising research- and data-led strategies and structures for single and multi-channel campaigns across Google Ads, Microsoft Advertising, LinkedIn Ads and Meta Ads., or a brief that needs someone who has done it before, LinkedIn is the quickest way to get hold of Edwina.
