费尔南多·邓南遮

售后市场配件的有机购物清单上的零件.猫.Com陷入了停滞期, with no improvement in organic impressions on 谷歌搜索控制台 for over a year. 因此, 每点击成本(CPC)和每获取成本(CPA)大幅上升, 使得整个谷歌购物的表现过于昂贵.

I recommended stopping advertising and conducting a comprehensive SEO audit of all product landing pages. 审计发现了重复的内容, 产品类别不匹配, 并且需要在所有新创建的页面中使用模式标记.

在解决了这些SEO问题之后, 谷歌 Performance Max活动重新启动, resulting in a significantly better CPA and a substantial increase in organic sales through 谷歌's product synch organic listings.

A retail chain specializing in optical products with over 150 lo猫ions across the United States had its local SEO managed by an external listing tool, 从主域分离. 此外, the organization was not producing industry-specific content despite 60% of leads being generated through organic search.

I conducted an audit of the main competitors in the industry and found out that while organic search was the most critical channel for conversion, 没有一家公司专注于内容营销. 根据我的研究，我确定了三个需要执行的任务:
•为本地搜索引擎优化设计结构
•制定内容营销计划
•管理内容创建和分发

结果是, the plan delivered 150 new lo猫ion pages and over 600 pieces of new content targeting top, 中间, 底部漏斗查询. 这些信息随后通过电子邮件和社交媒体渠道传播. 这一过程将有机回合的转化率提升至3.8%，付费媒体CPA降至23美元以下.

Many 地区性银行 were struggling to keep up with the frequent fluctuations in interest rates caused by competition and macroeconomic factors. 因此, optimizing their paid search campaigns for the ever-changing conditions was challenging.

A system was implemented using the 谷歌广告 Editor and 谷歌 Sheets to address this issue. 这个系统复制了谷歌广告中的所有实时广告, 允许离线更改立即反映在帐户中. 此外, 开发并测试了严格的AD模板, 使识别和修改文本资产变得容易.

作为这个系统的结果, over $32 million in new accounts were opened through paid search—last click attribution—during the first quarter of 2023.

我为珀金斯管理自然搜索和付费搜索渠道.com在英国和美国, 通过运用我在搜索意图分析方面的专业知识，取得了显著的成果, 优化框架, 战略实施.

I introduced a framework for product feed optimization based on search intent and aligned the 可用 SKU (27,000种产品)与潜在客户的意图. This involved meticulous research, data analysis, and a deep understanding of customer behavior. 利用这些知识, I developed a robust strategy to match users' search intent with the appropriate Shopping and Search ads on 谷歌.

我的努力将正确的产品与正确的受众无缝连接起来, 从而提高点击率, 提高转换率, 通过自然搜索和付费搜索渠道增加收入.

My contributions showcased my ability to drive tangible results and demonstrated my commitment to delivering exceptional marketing performance in the ever-evolving digital landscape.

logicmonitor.com is one of the leading SaaS tools in the highly competitive cybersecurity market.

My task was to audit a large 谷歌广告 account that's investing over $1 million per month and has experienced stagnation in performance and propose a medium- and long-term optimization roadmap. 我的审计遵循了一个包括审查账户结构的框架, 关键词分析, AD复制和扩展, 质量评分分析(关键词-广告-登陆页), 投标管理, 和转换跟踪和报告(谷歌 Looker Studio).

The account had been managed by a large agency for years without revenue scalation, 这让客户很沮丧. 从我接手这个客户开始, I focused on advertising management by updating old campaigns and revamping assets and ad copy. I also reorganized the account to get a simpler and more manageable structure to make it easier to identify high-performer 猫egories and SKUs while using 谷歌 algorithms to their full potential, 在短短两个月的时间里，销售额就增长了15%.