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12 Questions with Jordan Burleson (Community Member of the Week)

Community Manager
# 1
Community Manager

Today we're bringing you the first installment in our "new and improved "  Community Member of the week series, in which we learn more about the background and everyday life of a fellow member of the AdWords Community.


@Jordan Burleson is a newly active poster on the Community, though he has been reading the forum for some time. Read on to hear the best marketing advice he's ever received, his (very) early career aspirations, and why the place he lives is called "Camel City."




1. What are 3 words you would use to describe yourself?

Fun, Unique, Busy


2. What did you want to be when you grew up?

A Meteorologist. For a period of 5 years I watched the Weather Channel and local weather forecasts because I wanted to be either an on-air personality or a weather specialist. I took the barometric pressure, rainfall totals, humidity every day in a  log. Even researched colleges like Penn State when I was in middle school because I was so adamant. Then, for some reason, I decided that wasn't a good idea. Smiley Happy 


Jordan Burleson 1.png


3. What do you do for work now?

I work as a Digital Marketing Strategist providing high-level strategy and direction for digital marketing clients in terms of SEO, local search and paid search. I directly manage clients Google, Bing, Facebook, Pinterest paid search and 3rd-party dynamic remarketing accounts and provide strategy and new ideas for countless others. I work at a digital agency called Beacon. 


4. How long have you been using AdWords?

I have been using AdWords for 5+ years but have become extremely adept in the last 3 years. 


5. What is the most recent piece of AdWords knowledge you’ve learned?

The latest thing I learned actually came from browsing the Learn section of the AdWords Community. This article written by TC @Rakesh Kumar showed me how to use the AdWords report editor to create charts and graphs on the fly to show clients who want to see performance, trends or other metrics without digging into Google Analytics or building them from scratch in Excel. I love how the client and I can both use the data to improve performance and start conversations about improving efficiencies in the campaigns. 


6. Best marketing advice you’ve ever received?

It is actually a quote by Rand Fishkin, “Don’t Build Links, Build Relationships”, that sums up how I think marketing should work. Great marketing is not putting your name, ads, website search result in front of your client as much as you can. It is about building and fostering a  relationship where even if they only come back to you to buy once a decade, they come to your brand for a lifetime for things like research, tips, comparisons. Marketing should make a customer feel smart, informed and have a level of trust with you or your product...and your ads, publications, videos, website should all convey those messages, not just sell product.


7. What’s your favorite place you’ve traveled to?

New Zealand. I am huge Lord Of The Rings nerd and have read Tolkien’s work time and time again plus love travel so New Zealand was at the top of my bucket list. It is the only country I know of that has almost every type of climate/landscape all in such a condensed space yet all of it exceeds your expectations. It makes you say, “Is this real life?”


Jordan Burleson 2.png


8. What’s unique about where you live now?

I live in Winston-Salem, NC. It is unique as the birthplace of two separate towns (Winston and Salem) until they decided they work better together and joined up. We are known as the Twin City or Camel City because of RJ Reynolds tobacco headquarters and Camel cigarettes. Home to two of the greatest things in America, Krispy Kreme doughnuts and Texas Pete hot sauce!


9. What does a typical day look like for you?

A typical day for me starts and ends with me dealing with my 16-month-old twin boys but my workday involves me:


7:30 am: Reading industry news, answering/reading Advertising Community posts and answering emails 

8:30 am-12:00 pm: Usually 1-2 30-45 meetings about clients internally or talking digital strategy, checking in on client’s PPC accounts to optimize spend, launch new promotions/sales and working in reporting or budgeting

12:00-12:45 pm: Lunch in our Beacon breakroom. Getting developers, salespeople and digital marketers in a room typically leads to wildly entertaining conversations to take your mind off work and your eyes off a screen

12:45-4:30 pm: Weekly client meetings to go over performance, sales and trends to make adjustments in paid search. Optimizing PPC accounts through dayparting, ad extensions, display network targeting adjustments and more. Responding to emails and helping to manage Beacon’s own marketing initiatives whether it be email, social, local SEO or PPC.


10. If you had an extra hour every day, how would you spend it?

If it is after work hours I would spend it with my kids because time flies by too fast. Or if in this alternate universe, we choose to work an extra hour I would spend it teaching myself new skills like Javascript, PHP, Python or maybe even learn another language. I always want to learn more every day.


11. What’s been the most fun experience you’ve had or project you’ve worked on in the past year?

The most fun (work-related) I have had has been having the experience of setting up from scratch new AdWords, Bing and other PPC accounts for two new brands with new websites and no web presence previously. This has taught me so much about the ins and outs and intricacies of running paid search from a branding standpoint, prospecting for new leads and then transforming those learnings into generating profits and seeing positive ROAs every month. Having to delve into the client's new site and develop campaigns and ad groups along with display ads based on how the site was laid out shows you how PPC setups should work. Plus this experience gave me new perspective and skills in managing or taking over existing campaigns.


12. What’s coming up this year that you’re most excited for?

We are currently researching new paid search management platform partners that incorporate AdWords, Bing Ads and other networks into one system so we can better manage complex accounts. This will increase efficiency and streamline our clients’ monthly sales/promotions that bog down our team with time management constraints. We are excited about this new addition and freeing up more time to research new techniques in AdWords and other platforms so we can focus more on A/B testing and other research-based campaign improvements.

5 Expert replyverified_user

Re: 12 Questions with Jordan Burleson (Community Member of the Week)

Top Contributor
# 2
Top Contributor
Great interview and the paid search platform you're building sounds like a whopper project!
Your kids are adorable too!

Re: 12 Questions with Jordan Burleson (Community Member of the Week)

Top Contributor
# 3
Top Contributor

Great to know your personal and professional life @Jordan Burleson Smiley Happy . Your twin babies are very cute

Thanks for your positive feedback about my article. Finally, I would love to say thanks to @CassieH for drafting a nice interview.


--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: 12 Questions with Jordan Burleson (Community Member of the Week)

Top Contributor
# 4
Top Contributor
Great Interview @Jordan Burleson Smiley Happy Nice picture, Kids are adorable!
Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: 12 Questions with Jordan Burleson (Community Member of the Week)

Top Contributor
# 5
Top Contributor

Congrats @Jordan Burleson for this awesome interview! Glad to know you better.


And thanks to @CassieH for improvising the interview. Smiley Happy


Ratan Jha
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About Me: Community Profile | Ratan Jha INC.
If this or any other post solved your question, do not hesitate to accept it as the solution.

Re: 12 Questions with Jordan Burleson (Community Member of the Week)

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# 6
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It's a great interview 

Re: 12 Questions with Jordan Burleson (Community Member of the Week)

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# 7
Visitor ✭ ✭ ✭
Thanks Jordan, for sharing the advice on 'Don't Build Links, Build Relationships'. I find it so true.

Re: 12 Questions with Jordan Burleson (Community Member of the Week)

Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭
A truly marvelous interview! Your kids are remarkable as are you.
I too build relationships and not links. Again, you are a brilliant man.