Work
Sealy
Managed search program for 1.5 years — Cramer Krasselt
Work
Developed organic and paid search strategy to manage the national and new hyper-localized search program. New hyper-localized campaign leveraged a national database to create highly relevant keyword list, landing pages, and creative ads. Local campaign included more than 1 million new localized keyword phrases.
Successes
- Positioned Sealy as the leader in their category for hyper-local paid search
- Increased understanding of keyword groups resulting in improved annual click-through-rate by 180 percent
- Exceeded annual click volume goal by 62 percent while decreasing the cost-per-click by 38 percent
Porsche USA
Managed search program for 1.5 years – Cramer Krasselt
Work
Managed search program for U.S. division of world-class, luxury carmaker, this included the development and launch of search strategy for Porsche Panamara, the company’s fifth model.
Successes
- Generated over 4,000 local dealer test drive registrations exceeding client goals
- Exceeded client lead goals for Porsche Panamara launch
TransUnion
Managed search program for 1.5 years – Cramer Krasselt
Work
Managed $9 million+ annual search advertising budget, developed brand portfolio strategy, which include the TransUnion, zendough.com, and TrueCredit family of brands. Provided digital brand positioning strategy.
Successes
- Decrease cost-per-customer sign-up by 50 percent
- Awarded increase in client paid search budget of 40 percent as result of strong performance
AirTran Airways
Managed search program for 1.5 years – Cramer Krasselt
Work
Restructured search campaign and optimized bid management. Managed annual paid search budget of more than $1 million.
Successes
- Increased ROI of paid search program by 100 percent within first three months
- Resulted in 50 percent decrease in company’s cost-per-customer purchase (airline tickets)
- Increased conversion rate to purchase of airline ticket by 100 percent
Homecare Assistance
Manage search program for 2 years – InteractiveH2O
Work
Managed local franchisee paid search marketing accounts to improve customer lead volume. Support franchise budgets from $1,000 to $3,000 per month.
Successes
- Increased client leads generated from search advertising by 100 percent within first year
Edward Jones
Managed search program for 1 year – Cramer Krasselt
Work
Managed $1.5 million+ national paid search program including 10,000+ financial advisor branches. Created hyper-local search advertising campaign as well as national strategy.
Successes
- Maintained goal of 100 percent share-of-voice for brand term presence
- Increased leads by 30 percent and decreased cost-per-click by 36 percent
Midtown Neurology
Manage search program for 2 years – InteractiveH2O
Work
Manage paid search marketing for local mid-sized medical practice with $3,000 monthly budget. Work with client to improve entire lead generation process from paid search ads to lead form. Expanded paid search program to increase exposure and decrease cost-per-clicks.
Successes
- Increased client leads by 80 percent in first year
Classic Residence by Hyatt (now Vi)
Managed search program for 1 year – Cramer Krasselt
Work
Handled paid search marketing program for Hyatt’s senior living centers. Developed cutting edge program for attributing both paid search clicks to customer calls and form submissions leads.
Successes
- Clarified search tracking to reveal 50 percent more leads were being driving by search advertising
- Resulted in 40 percent increase in realized leads and 50 percent increase in client’s annual search budget
Peregrine Financial Group
Managed search and display program for 1 year – past employee
Work
Responsible for paid/organic search, display, and web offer program with multi-million dollar budget. Developed extensive webinar lead generation program to generate client leads.
Successes
- Increased marketing leads year-over-year by 200 percent
- Lowered average cost-per-lead by 30 percent
- Generated more than 10,000 client leads within first 3 months of webinar program
optionsXpress
Manage search program for 1 year - employer
Work
Lead team handling search and display advertising program with $7 million+ budget. Create new consumer offers and landing pages resulting in improved conversion rates.
Successes
- Decreased cost-per-acquisition by 50 percent
- Increased paid search conversion rates by 30 percent