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Eugen Predescu
Paid Media Managing Director at DWF
With over 9 years of experience in digital marketing, Eugen Predescu stood out through the internal and international expansion of one of the largest performance marketing agencies in Romania, by developing the performance marketing area of the first Google and Facebook Ads certified online marketing tool from CEE and by training more than 1,000 students in the Google – Digital Workshop program. The biggest managed paid media project was the international expansion of the UiPath brand, for which he ran campaigns all over the world, from Japan to the US.
He is currently a partner in DWF, one of the largest online marketing agencies in Romania, with over 100 specialists, over 1200 promotion campaigns. Within the Eugen agency, he leads the Paid Media Division and is involved in the group’s Sales, Marketing and Strategic Development processes. DWF Paid Media team, is the most internationally awarded Romanian pay per click team, with 7 awards won at European Search Awards, European Paid Media Awards and European Ecommerce Awards.
He is a professor of online marketing at the Bucharest International School of Management, Online Marketing Speaker, Google Ads Trainer and Member of the jury @GPeC Awards.
Behind the Scenes – What Eugen Shared Before SERP Conf. Sofia 2025
Do people remember your ads? How can PPC succeed in 2025?
If you could give just one tip for success in digital marketing, what would it be?
It is more important to be memorable than pleasant! Computer scientists and psychologists have been studying attention spans for about 20 years, over which time the average time that a person can focus on one thing has dropped from around 2½ minutes to around 45 seconds. On Google and Social Media, you receive continuously huge amounts of information and this makes things harder and harder for brands to stand out. I see a lot of brand owners and marketers that focus a lot on maintaining low frequency for their ads, so they won't annoy their potential customers, but the truth is that nobody will remember them. It is annoying when you see the same brands over and over again on YouTube or TikTok, but you will definitely remember these brands.
If someone is just starting with PPC, what should they focus on first?
It is important to stick to basic stuff. In PPC you can target based on need (Google - people are searching for what they need) or you can target based on ideal buyer personas profile (Social Media Ads). Most of the time it is more efficient to target based on need, so Google Ads should be the main priority. However, most of the time the buying process is not from a single touchpoint so a strong remarketing strategy should support Google Search Ads campaigns.
What’s one trend in PPC / digital marketing everyone should pay attention to in 2025?
In 2025, the integration of artificial intelligence (AI) and machine learning is set to revolutionize pay-per-click (PPC) advertising. These technologies will automate and enhance various aspects of campaign management, including bid adjustments, keyword suggestions, and ad copy creation, leading to more efficient and effective advertising strategies. AI-driven tools can analyze vast amounts of data in real-time, allowing for precise targeting and personalized ad experiences. For instance, Google's Performance Max campaigns utilize AI to automate campaign management across multiple channels, optimizing performance and maximizing return on investment. By embracing AI and machine learning, marketers can streamline their PPC efforts, reduce manual workload, and achieve better results through data-driven decision-making. Staying ahead of this trend will be crucial for businesses aiming to maintain a competitive edge in the evolving digital marketing landscape.