#AryxeTalks: Meet Ralitsa Kovacheva – SEO and Digital Advertising Extraordinaire

by Ralitsa Kovacheva & Aleksandra Stamatović

Get ready to dive into the exciting world of digital marketing as we introduce you to Ralitsa, our talented colleague who is an SEO and Digital Advertising maven with unparalleled expertise. Her unique skill set and creative prowess have made her an indispensable asset to our company. 

In this interview, we have the privilege of gaining valuable insights from Ralitsa herself, which will undoubtedly inspire both seasoned experts and aspiring marketers looking to kick-start their careers. Let’s delve into Ralitsa’s journey and discover the secrets behind her success in the ever-evolving digital marketing landscape.

How did you become interested in SEO and Digital Advertising? Was it a planned career path or a happy accident?

I wish I could say it was a carefully thought-out decision. But unfortunately, it was more of a happy coincidence. It was as if the universe said, “Hey, you there, with your perfectionism and addiction to the perfect user experience! How about you turn this obsession into a career?”

And so, with a mixture of luck and a healthy dose of caffeine, I set out to conquer the field of digital advertising. I honed my skills, studied the ever-changing landscape of search engine optimization, and mastered the art of creating compelling Google Ads campaigns.

Here I am, tweaking landing pages and juggling keywords like a mad scientist. It may not have been a planned career path, but sometimes the best adventures are the ones we stumble upon unexpectedly.

Can you describe a typical day as a Digital Advertising expert? Any special routines or favorite tools?

A day in the life of a digital advertising expert – let me paint you a picture of this fantastic chaos.

I start my day by dancing around my favorite tool, the legendary and mighty coffee maker. With each sip of the caffeinated elixir, my optimization powers grow stronger.

After the morning call, it’s time to dive into the world of campaign optimization.  It’s a battle of wits against the elusive search engine algorithms, where victory lies in that coveted top spot on the SERPs.

On calls with clients, I become their digital sherpa, guiding them through the mountains of data, the spikes in performance, and the valleys of underperforming CTRs.

Internal meetings are also on the horizon, where heads collide, and strategies are forged. Armed with the collaborative powers of Asana, we plan our conquests and develop ideas on how to increase click and conversion rates even further.

How do you keep up with the ever-changing search engine algorithms and adapt your strategies accordingly?

Ah, the ever-changing search engine algorithm updates, those invisible creatures that keep us digital advertising specialists on our toes.

First and foremost, staying on top of Google updates is as important in this profession as not forgetting to breathe. I follow several digital advertising gurus who seem to have a direct line to the search engine gods. They decipher the riddles of the algorithms and share their wisdom with us, mere mortals.

I follow some search engine magazines and blogs to keep my knowledge current. They are my literary companions, guiding me through the ever-changing SEO and digital advertising landscape.

But knowledge alone is not enough. In the world of Google, we need to test, test, test! Like a mad scientist in a lab, I’m experimenting to find out what works best for each client and their business. 

What are your secrets for crafting compelling ad copy and optimizing landing pages to persuade and capture the audience’s attention?

First, let me share the sacred mantra of ad copywriting: “Be bold, be funny, and be memorable!”

Then there’s the landing page’s whole concept and UI/UX design. This is where the art lies in creating a symphony of color, layout, compelling elements, and milestones of UX insights to guide visitor behavior as if with a magic wand.

And not in the last place – the power of social networks. Testimonials and reviews are like a powerful potion that instills trust and credibility in the hearts of visitors.

What are your common struggles in your day-to-day work, and how do you usually overcome them?

The usual struggles of a digital advertiser are so many, so I’ll mention 2 of these little obstacles that test our patience daily.

The tangled web of technical glitches:

Technology – our wonderful friend and occasional enemy! From tracking codes not working to landing page glitches, we often find ourselves caught in the tangled web of tech failures as digital advertisers. Here to the rescue comes our developers’ team – diving into the abysses of code, determined to fix those pesky bugs and restore harmony to our digital worlds.

The never-ending quest for ROI:

The holy grail of digital advertising: return on investment. We face this challenge with data, analytics, and a touch of whimsy. We track conversions like a hawk, tweak campaigns, optimize keywords, and bid strategies until we strike digital gold. We navigate the treacherous waters of budgets and ROI like seasoned sailors, always aiming to reach the mythical land of profitability.

And if I use the podium, here’s a shout-out that every marketer will understand: dear user, cookies are like the magic breadcrumbs that help us understand your preferences and deliver personalized experiences. So welcome cookies with open arms because they make our job easier and our campaigns more effective. And who doesn’t love a good cookie? It’s truly a win-win situation!

How do you infuse creativity and innovation into your campaigns? Any tips for readers to unlock their creative potential?

Creativity is a process. And it happens all by itself when you are always on a discovery journey, when you ask questions, when you are curious, when you try out new tools, and even when you analyze data.

So always try to keep up to date with the latest trends, techniques, and technologies in digital marketing. Attend webinars, read blog articles, and join online communities to learn and get inspired by others.

Get input from the data: Think of data analytics as a paintbrush and campaigns as a canvas. Slicing and dicing the data helps uncover hidden patterns, unique insights, and unexpected opportunities.

Don’t be afraid to question the status quo or challenge existing practices. Asking “why” will often lead you down a path less traveled but rich with creative ideas.

And last but not least: “Practice makes perfect.” Like any other skill, creativity is strengthened by practice. Make it a habit to write down ideas. After all, ideas may come to us spontaneously, even when you’re not sitting at your computer. You will see that a large part of these ideas will eventually find their proper place in your creation – because the ideas do not come to you by chance, they come because they want to be implemented by you.

What trends or developments do you foresee in the future of digital marketing, and how do you stay ahead of the game?

The future of digital marketing will be largely driven by technological progress, particularly AI, and changing consumer behavior. Here’s a glimpse of what we can expect:

Artificial Intelligence: AI will revolutionize every aspect of digital marketing, including Google Ads. Google already announced upcoming AI features, such as the possibility to create Google Ads campaigns with Google AI-driven chat and create text and images using generative AI in Performance Max.

AR and VR: Augmented reality (AR) and virtual reality (VR) will continue to open new avenues for immersive marketing experiences. These technologies offer new ways to showcase products and engage with customers, and they may be integrated into advertising platforms innovatively.

The only constant in digital marketing is change. So staying ahead of the curve will require foremost a lifelong learning willingness. As AI becomes more sophisticated, it is important to leverage these technologies. This does not mean replacing human creativity and strategy with AI but rather using AI to complement and enhance our capabilities.

What advice would you give aspiring SEO and digital advertising enthusiasts wanting to make a mark in this industry?

As AI is transforming the landscape of digital marketing, including SEO and digital advertising, here’s my advice on how to excel in this AI-driven future:

Understand AI and machine learning: Get a basic understanding of what AI and machine learning are and how they work. You don’t have to become an AI expert, but basic knowledge will help you use these technologies effectively in your practice.

Learn to work with AI, not against it: The rise of AI doesn’t mean humans will become obsolete. Rather, it means that our tasks will evolve. Focus on developing skills complementing AI, such as strategic thinking, creative problem-solving, and emotional intelligence. These areas are where humans shine and will continue to be critical in an AI-driven world.

Leverage data: AI and machine learning thrives on data. Learning how to interpret and analyze data is essential. Understand how to use Google Analytics and other data analytics tools to make data-driven decisions.

Be patient: artificial intelligence can improve your strategies, but it’s not a miracle cure that delivers instant results. SEO and digital advertising are long-term games. Be patient and focus on building sustainable strategies.