This week at AMA, Liza Goldstone, an Account Manager at Google for the U.S. Government Team, visits members virtually to present a foundational understanding of Advertising Sales. Formerly an AMA member at Johns Hopkins University, Goldstone also shares how her leadership experiences in this organization led to earning the reputable position she holds today.
Journey to Google / AMA Experience
Goldstone started off as an intern for Google during college, and upon return after graduation in 2021, quickly climbed the ranks, currently leading partnerships with the company’s largest U.S. government clients. From intern to manager, Goldstone worked in Advertising Sales, and greatly credits her time in AMA as critical experience in securing her initial internship. As a Political Science and International Relations double major and Marketing minor, Goldstone feels that her current position is the perfect niche based on her academic studies. However, she prefaces that there are countless areas in Advertising Sales that one can pursue, including food/beverage, luxury, tech, travel, and more.
On AMA, Goldstone was an Account Executive for two years and then transitioned to the VP of Mentorship. For her latter role, because it was during the peak of the COVID-19 pandemic, she took the initiative to match students with struggling local businesses looking for summer interns. Unbeknownst to Goldstone, both these leadership positions in AMA solely piqued the interest of her interviewers as they could see that she had extensive experience in consulting and building relationships with real-world clients. She advises our members that if they are interested in any client-facing role, join school organizations that provide consulting opportunities, as many other students do not acquire those experiences.
What is Ad Sales?
“The sale of advertising space or time on digital platforms, such as websites, social media, or mobile apps, to businesses or individuals looking to promote their products, services, or messages online.”
“At Google, Ad Sales professionals act as marketing consultants, forming relationships with clients, understanding their business and marketing goals, and recommending the Google & YouTube digital ad products that will help them most efficiently achieve those goals.”
Why is Digital Advertising Applicable to any Business?
Wide reach
Targeting options
Cost-effectiveness
Measurable results
Flexibility and customization
Interactivity and engagement
Adaptable to different objectives
Continuous optimization
Goldstone believes that any business, from sole proprietorships to nonprofits, can benefit from digital advertising. She encourages our members to reach out through LinkedIn if they can think of an example that says otherwise. After detailing the different reasons behind digital advertising’s widespread applicability, Goldstone asks AMA members to answer three scenario questions about this topic:
How can a pizza shop benefit from running digital ads?
Google search ads to target local environments (“pizza near me”)
Display ads in margins, really easy for users to accidentally click
UberEats - Recently added to Display & Video 360, a Google-owned platform that is popular among big businesses because they can buy a variety of ads all from one system
How can an upcoming movie benefit from running digital ads?
Most movie booking platforms are online, so placing ads in those display margins is very convenient
Converting trailers into TikTok and YouTube ads, driving users to the movie’s landing page
Netflix and Hulu ads are less common but can assume that those viewers are fairly avid media consumers
Podcast ads - Goldstone predicts they will be very popular this year
How can a large nonprofit benefit from running digital ads?
Bringing in donations and volunteers
The type of digital ads bought depends on the organization’s goals and who they are trying to reach
Up to the seller to determine where the target audience will be located
Lessons Learned as a Post-Covid Young Professional
Pre-Professional Clubs: “Joining a pre-professional club will help prepare you for real-world work by giving you hands-on experiences, networking opportunities, and exposure to industry-specific skills and knowledge.”
Be Positive & Grow Your Network: “Having a good attitude in the workplace will help you foster positive relationships, boost team morale, and create a welcoming environment conducive to collaboration and productivity.”
Focus on Learning: “In your first job, focusing on learning will provide you with essential skills, industry knowledge, and professional development opportunities crucial for long-term career growth.”
Say Yes to Challenges: “Being eager to take on a challenge can accelerate your learning curve, build resilience, and showcase your willingness to grow, positioning you for future opportunities and success.”
Practice Prioritization Skills: “Knowing when to prioritize certain tasks is crucial to effectively manage your time, meet deadlines, and focus on tasks that contribute to your professional development and the company’s success.”
Be a Champion of DEI: “Promoting DEI in the workplace helps create a more diverse, inclusive, and welcoming environment where everyone feels valued, respected, and empowered to contribute.”
Q&A
In your role, how important are technical skills like GA4 and Looker Studio?
Not at all! In this role, your job is to be the best seller you can be. Additionally, for big companies like Google, your sole responsibility is to be the best at your specific job. If you need support in those areas, other positions require and have those technical skills. All in all, it is definitely a myth that you have to be technical to work at a tech company.
When going through interviews for full-time or internship positions, how did you describe AMA and how did it help you?
Goldstone applied her AMA experience when answering behavioral questions, specifically focusing on the consulting aspect of her leadership role. Essentially, she showed her interviews that she already had a baseline knowledge of the skills they were looking for.
AMA wants to thank Liza Goldstone for sharing her valuable experience and knowledge! If you want to connect with Goldstone, check out her LinkedIn. If you want to learn more about what it’s like working for the Google Ad Sales team, watch this video Goldstone shared during the meeting. We hope that our members are inspired by Goldstone’s presentation to continue pursuing opportunities within AMA!
- Chaewon Cheon
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