Kevin Dulo
Search Engine Marketing Strategist
Dallas, TX--
Authorized to work in the US for any employer
Work Experience
PPC Specialist
Vedal Media Group - Remote
January 2023 to February 2023
This was a contract position working on Google Ads for Vedal Media Group's online dating site. I was
brought in to identify opportunities to reduce Google Ads marketing costs while maintaining profitability.
Specific PPC Goals:
• Identify lifetime best performing search queries in all 15 international markets, collate and report on
key findings.
• Using existing and historical data, create a new account/campaign structure for efficient PPC
management and optimization. The operating structure did not take advantage of Google's most recent
updates to search query to keyword matching or Google's automated bidding strategies.
• Reverse the increasing negative profit margin for the SEM marketing channel.
Actions & Accomplishments:
• Pulled lifetime search query data, translated non-english terms to english, collated individual market
reports into a master report, and pulled out key search term insights by utilizing pivot tables, VLOOKUPs
and other Google Sheets advanced features.
• With best performers identified, campaigns were restructured with a STAG (Single Theme Ad Group)
strategy implemented - moving away from the SKAG (single Keyword Ad Group) strategy that was
previously employed.
• I used Google Ads Editor to efficiently make bulk changes to accounts and campaigns.
• Created an RSA (Responsive Search Ads) A/B testing plan.
• Wrote new Ad copy with variations specific to each market for the A/B testing plan.
• The new Ads generated more signups and post-signup purchases than the generic Ads and changes
were made accordingly. CTR was also higher for the new Ads.
• Paused poorly performing campaigns, Ad groups and keywords to focus the budget on identified bestperformers.
• Carried out keyword expansion based on search query reports within the new campaign structure.
• After all structural, efficiency and optimization changes, Google Ads spend dropped by 50%, while net
profits (recurring + new revenue) stayed consistent.
• During the 160 hours that I was contracted, I made over 40K changes in multiple accounts and the
results were progressive.
Senior Manager, SEM, Global Strategy
ROI·DNA - Dallas, TX
August 2022 to November 2022
The role included managing and directing a team of PPC and Social Media experts tasked with lead
generation and brand lift for a global client focused on software downloads. I developed holistic strategies
to ensure one voice across all media channels and set goal expectations according to market and
competitor analysis. Developed digital marketing strategies specifically for Google and Bing Ads while
working closely with social media experts to align efforts. I provided expert opinion and consultancy on
GTM strategies for special events and flighted campaigns. Coordinated with off-shore partners for the
timely execution of identified campaign initiatives and ensure that tasks are completed within SLA.
Reported to C-Level stake holders on KPIs and progress of campaigns, while advising on opportunities
for improvement.
PPC Team Lead
Redesign.co - Dallas, TX
August 2021 to July 2022
The function of this role was to standardize PPC best practices for the home services industry, develop
training materials for the department, conduct training, and coaching, and serve as the first point of
escalation for troubleshooting campaign performance and client issues.
This role also assisted HR and management in the hiring process by leading interviews and vetting
candidates. Part of my role was to continually assess digital marketing trends, and report to our highvalue clients on campaign and account performance while identifying creative advertising solutions to
improve our client’s bottom line.
Client Success Manager
ReachLocal - Dallas, TX
October 2016 to April 2021
The function of this role was to formulate and execute appropriate strategies and process flows that
improve inter-departmental collaboration with the sales and off-shore fulfillment teams.
I assisted the sales and marketing team with the creation of sales collateral and provided industry
knowledge and support during sales calls. Managed and optimized PPC Media campaigns for high-value
national and regional Healthcare Networks.
Senior National Marketing Engineer
ReachLocal - Dallas, TX
June 2013 to October 2016
This role focused on hands-on management of paid media campaigns including day-to-day optimization,
client-facing communication, Bi-weekly report building, and scheduled campaign reviews.
Responsibilities included creating and reviewing reports to identify trends and gauge the performance of
campaigns based on important KPIs, A/B Testing of campaigns, keyword governance, developing bidding
strategies, and identifying opportunities for enhanced performance.
Led client reporting calls to ensure alignment of business goals following sound strategy and direction
on next steps or pivot in strategy.
Collaborated with sales teams in creating collateral for prospective clients.
Education
Bachelor’s in Business Administration
Franklin University - Columbus, OH
August 2000 to May 2004
Skills
• PPC Campaign Management
• SEM
• Digital Marketing
• Google Analytics
• A/B Testing
• Google Ads
• Google AdWords
• Market Analysis
• Bing Ads
