Navah will be speaking on Paid Search at Engage 2020 which will be taking place March 12th and 13th at the Sentinel Hotel in Portland, Oregon. For more information or to purchase tickets, please click here.

1) Please give us your background and let us know what you do for a living.
Navah Hopkins is the Director of Paid Media at Hennessey Group, an integrated digital marketing agency helping our customers own their markets via PPC, SEO, CRO, PR, and Content. A veteran of the digital marketing industry, she began as an SEO in 2008, transitioning to PPC in 2012. She manages the strategy and execution of paid media, as well as leading a team of paid search and paid social champions.

Prior to joining Hennessey, she served as Services Innovation Strategist for WordStream, working across the international book of SMBs and the agencies who serve them. In this role, she identified accounts facing obstacles, helped customers overcome these obstacles, and relayed feedback to the customer success, product, and ad partner teams so all could proactively empower clients to profit.

Throughout her career, Navah has made a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to SEJ, SEMrush, and WordStream blogs/webinars.

In 2019, she became a founding member of the Paid Search Association, a group dedicated to empowering the next generation of PPC practitioners, as well as serving as a resource for all practitioners to learn from and share with the community.

2) Working for agencies, we frequently confront the eternal question as to whether agency or in-house is a better solution. What’s your take on this question?
When working with a good agency, there will be no difference in the level of care, commitment, and market-knowledge as an in-house super-star. The main consideration a brand has to figure out is whether it is more cost-effective for them to hire a full-time resource or to delegate to a trusted vendor. In both situations, passion for the brand and for the trade should be obvious.

3) Some have argued that Google Automation is a way to drive search marketers out of business. What are your thoughts?
Automation makes our lives easier because we can delegate grunt work to the machine while owning the strategic work (creative, keyword choices, targets).

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