Digital Ad Copywriter
Michele Moore
------------
------------/in/michelemoore1
Professional Summary:
Proven Digital Ad Copywriter with over ten years of experience in ad copywriting, search engine marketing (SEM), search engine optimization (SEO) and web analytics. Specialist in creating high converting ad copy for lead generation and eCommerce campaigns. Ability to analyze complex data, to problem solve and optimize campaigns for maximum ROI. Able to work effectively in a collaborative work environment or individually. Excellent written and verbal communication skills. Demonstrates competitiveness when working under pressure, detail-oriented, and self-disciplined. Proven ability to consistently increase CTR and conversion rates.
Experience:
Digital Ad Copywriter- JustAnswer (January 2018-Present)
• Write persuasive copy and extensions for PPC ads at scale, working with hundreds of keywords and across different categories
• Create high converting ad copy for RSAs, ETAs and display banner ads, and A/B test concurrently to achieve the best performance
• Perform competitor and keyword research and analysis for SEM campaigns
• Research and strategize paid search campaign
• Facilitate the management and growth of paid search accounts and ensure that the expectations of the clients are met
• Design and A/B test landing pages
• Test multiple ad elements with creative approaches to drive ROAS
• Analyze ad reports and develop strategies to consistently improve CTR and conversion rates
• Analyze and report on Pay Per Click campaign results
• Consistently increasing margin by 40% per quarter while achieving targeted ROI on a monthly basis
Sr. PPC Campaign Manager, Digital Marketing - YP (November 2014-October 2017)
• Analyze advertiser objectives and Key Performance Indicators (KPIs) to determine optimum organizational method of Pay Per Click (PPC) campaign set-up
• Create SEM dashboards and monitor KPIs
• Provide marketing team with the data required to support relevant marketing efforts
• Develop and implement optimum PPC budgeting and bid strategies granularly from campaign level to keyword level
• Maximize click-through rate (CTR), keyword quality score, and conversion rate through best practice and continuous testing effort
• Track account performance by multiple levels including conversions, call tracking, and click through rates
• Identify opportunities for keyword, geography, and channel expansion
• Proactively optimize campaigns for maximum white-glove level service and PPC performance
• Provides ongoing digital marketing reporting and analytics to management, sales and clients
• Performs deep-dive research into trouble spots and presents analysis and recommendations to managers, sales and/or clients
• Optimize bidding strategy and drive landing pages and ad copy to improve channel performance
• Drastically reduce cost per lead/cost per action through quality score, bid management, and exceptional ad copy resulting in increasing ROI by a mean of 23%
PPC Strategist-Trada (January 2011-April 2015)
• Account setup and strategic campaign structuring
• Extensive keyword research including competitor keywords
• Advanced optimization tactics using SEM best practices
• Conversion tracking setup, reporting and analysis
• Provided data-driven recommendations to managers and/or clients for execution
• Performed deep-dive research into trouble spots and presented analysis and recommendations to managers, sales and/or clients
• Extensive educational and software campaigns
• Ranked #9 of the Top 100 Optimizers
Search Engine Evaluator - Lionbridge Technologies, Inc. (November 2009-January 2011)
• Evaluated websites and Search Engine Results Pages (SERP's) based on quality standards set by the search engines
• Analyzed the relevancy and relationship between the search engine query and advertiser’s keywords with website landing pages
• Evaluated and analyzed landing pages to improve search engine results
Education:
University of California, Los Angeles - Los Angeles, California
• Bachelor of Arts in English
Skills:
• Expert PPC Manager for Google AdWords, Google Analytics, Yahoo/Gemini Search Marketing, Bing Ads, Twitter, LinkedIn and Facebook Ads
• Deep understanding of AdWords strategies, keyword bidding, and best practices
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
• Incredible attention to detail, excellent communication skills, and intolerance for errors
• Ability to manage workload effectively
• Advanced knowledge of AP style
• Proficient in Gmail, Google Sheets, Slack, Excel, Outlook, PowerPoint and Salesforce
• Excellent critical thinking skills
• Self-motivation and self-management abilities
• Extremely detail-oriented with strong analytical/problem solving skills
• Demonstrated track record of consistently high CTR and conversion rates for ad copy
Additional Qualifications:
Google AdWords Certified Partner
Bing Ads Accredited Professional
Google Analytics Certification
Michele Moore
------------
------------/in/michelemoore1
Professional Summary:
Proven Digital Ad Copywriter with over ten years of experience in ad copywriting, search engine marketing (SEM), search engine optimization (SEO) and web analytics. Specialist in creating high converting ad copy for lead generation and eCommerce campaigns. Ability to analyze complex data, to problem solve and optimize campaigns for maximum ROI. Able to work effectively in a collaborative work environment or individually. Excellent written and verbal communication skills. Demonstrates competitiveness when working under pressure, detail-oriented, and self-disciplined. Proven ability to consistently increase CTR and conversion rates.
Experience:
Digital Ad Copywriter- JustAnswer (January 2018-Present)
• Write persuasive copy and extensions for PPC ads at scale, working with hundreds of keywords and across different categories
• Create high converting ad copy for RSAs, ETAs and display banner ads, and A/B test concurrently to achieve the best performance
• Perform competitor and keyword research and analysis for SEM campaigns
• Research and strategize paid search campaign
• Facilitate the management and growth of paid search accounts and ensure that the expectations of the clients are met
• Design and A/B test landing pages
• Test multiple ad elements with creative approaches to drive ROAS
• Analyze ad reports and develop strategies to consistently improve CTR and conversion rates
• Analyze and report on Pay Per Click campaign results
• Consistently increasing margin by 40% per quarter while achieving targeted ROI on a monthly basis
Sr. PPC Campaign Manager, Digital Marketing - YP (November 2014-October 2017)
• Analyze advertiser objectives and Key Performance Indicators (KPIs) to determine optimum organizational method of Pay Per Click (PPC) campaign set-up
• Create SEM dashboards and monitor KPIs
• Provide marketing team with the data required to support relevant marketing efforts
• Develop and implement optimum PPC budgeting and bid strategies granularly from campaign level to keyword level
• Maximize click-through rate (CTR), keyword quality score, and conversion rate through best practice and continuous testing effort
• Track account performance by multiple levels including conversions, call tracking, and click through rates
• Identify opportunities for keyword, geography, and channel expansion
• Proactively optimize campaigns for maximum white-glove level service and PPC performance
• Provides ongoing digital marketing reporting and analytics to management, sales and clients
• Performs deep-dive research into trouble spots and presents analysis and recommendations to managers, sales and/or clients
• Optimize bidding strategy and drive landing pages and ad copy to improve channel performance
• Drastically reduce cost per lead/cost per action through quality score, bid management, and exceptional ad copy resulting in increasing ROI by a mean of 23%
PPC Strategist-Trada (January 2011-April 2015)
• Account setup and strategic campaign structuring
• Extensive keyword research including competitor keywords
• Advanced optimization tactics using SEM best practices
• Conversion tracking setup, reporting and analysis
• Provided data-driven recommendations to managers and/or clients for execution
• Performed deep-dive research into trouble spots and presented analysis and recommendations to managers, sales and/or clients
• Extensive educational and software campaigns
• Ranked #9 of the Top 100 Optimizers
Search Engine Evaluator - Lionbridge Technologies, Inc. (November 2009-January 2011)
• Evaluated websites and Search Engine Results Pages (SERP's) based on quality standards set by the search engines
• Analyzed the relevancy and relationship between the search engine query and advertiser’s keywords with website landing pages
• Evaluated and analyzed landing pages to improve search engine results
Education:
University of California, Los Angeles - Los Angeles, California
• Bachelor of Arts in English
Skills:
• Expert PPC Manager for Google AdWords, Google Analytics, Yahoo/Gemini Search Marketing, Bing Ads, Twitter, LinkedIn and Facebook Ads
• Deep understanding of AdWords strategies, keyword bidding, and best practices
• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
• Incredible attention to detail, excellent communication skills, and intolerance for errors
• Ability to manage workload effectively
• Advanced knowledge of AP style
• Proficient in Gmail, Google Sheets, Slack, Excel, Outlook, PowerPoint and Salesforce
• Excellent critical thinking skills
• Self-motivation and self-management abilities
• Extremely detail-oriented with strong analytical/problem solving skills
• Demonstrated track record of consistently high CTR and conversion rates for ad copy
Additional Qualifications:
Google AdWords Certified Partner
Bing Ads Accredited Professional
Google Analytics Certification