Mary Rose Taruc

Mary Rose Taruc Digital Marketing Manager Portfolio Google Adwords Client Management I started working as an affiliate marketer since 2004. I handled different SEM account of different Clients from Australia, Canada and US. I handled not just their Adwords but also, SEO, Facebook Campaign, Social Media Campaign, Remarketing, Google Shopping, Display, Linkedin . Retargeting and even website design. I also responsible for creating monthly or even weekly report. Scope of Services I provided the following services. 1. Build Google AdWords Campaign 2. Configure Google AdWords Tracking and Google Analytics 3. Provide Ongoing Google AdWords Campaign Support 4. Campaign full optimisation 5. Reporting 6. Banner display creation 7. Creating landing pages and automation Tasks Performed Timing Deliverable Redesign High-ROI Campaigns: Create a master list of keywords. Refine this list to arrive at a final list of keywords to bid on. Write compelling ad copy for each keyword. Associate each ad with an appropriate website landing page to ensure user expectations are met and conversion is maximized. Build and upload campaigns – including keywords, creative, campaign structure and tracking system. 3-5 days after project start, depending on client schedule constraints Includes: Development of campaign strategy Keyword research and refinement Development of campaign structure Alignment of bidding strategy to meet Clients budget and other campaign goals Build and upload campaigns Tasks Performed Timing Deliverable Configure Tracking and Analytics: Implement AdWords tracking codes to enable tracking and reporting from click to conversion. Configure Google Analytics system to track custom metrics; set up specific conversion Goals. Setup in Week 1 Includes: Instructions for implementation of conversion tracking systems Provide Ongoing Google and Adwords Campaign Support Tasks Performed Timing Deliverable Monthly Account Reviews: Review and discuss key statistics from prior month’s results including traffic, costs, leads and ROI data. Suggest strategy changes, reallocation of media dollars and bid revisions to increase leads and maximize ROI. Suggest A/B tests of ad descriptions to improve ROI and better qualify paid visits to the site. Propose changes to the website that will increase PPC conversion rates. Monthly Includes: Expert campaign support Increased website leads and ROI Summary information on prior month’s traffic levels, costs, leads and ROI Summary of recommendations for further improvement Clients: Sample Client : Bevilles Jewellers Bevilles is one of Australia’s largest Jewellery companies with 29 retail stores Australia wide. The Challenge While Bevilles has significant market share and brand awareness offline however the brand’s online presence was lacking. I identified that fashion & accessories are one of the fastest growing online spaces and wanted to make sure that they capture the online ecommerce market. The Solution I put together a PPC strategy that would lift the companies profile and position Bevilles for future online ecommerce growth within its competitive industry. I have also formulated a graduated approach for ecommerce providers to maximize their ad exposure and ‘share of voice’ based on periodic analysis of their peak traffic periods and sales cycles. The Results For the very first time, Bevilles sold 1000 units online of a product in the first week of a product launch which is directly measurable from their PPC campaign. In conjunction with the SEO campaign, I have increased their online traffic to 500 hits per day and increased their online sales by 70%. It’s no surprise that the jewellery retailer now has a diamond smile. Singapore Post (vPost) vPost is Singapore Post’s international shipping arm that provides Singapore shoppers the ability to purchase products from international sites and stores and have the products delivered to their Singapore address via vPost’s warehouses located overseas. The Challenge The search in Singapore is broken into many different languages. Knowing which keywords to target for was a big challenge. An extensive overview of the Singapore online market was conducted to help develop a framework for future online marketing initiatives in Singapore. The Solution I developed an extensive research report into the online market in Singapore and Malaysia to better understand the unique search behaviour in those countries. I also conducted research across all the major product categories such as electronics, beauty and fashion. In addition an integrated digital strategy was devised and executed. A landing page strategy and targeted SEM strategy was deployed across ecommerce platforms to increase sales and help promote the international shipping arm. The Results Singapore Post was delivered digital strategies that were targeted and helped position the company for long term growth online in the South East Asian market. I helped increase membership signups by 412%and the ROI on the marketing campaign was 1718%. Australian Lifestyle & Fitness (ALF) Australian Lifestyle & Fitness (ALF) is an online weight loss club that offers a subscription based service. Subscribers can access simple-to-use online tools and receive an interactive food & exercise diary to allow them to track their weight loss progress. The Challenge As the company was a start-up with limited capital and in a highly competitive market, ALF needed to use cost effective marketing strategies to grow their business.. The Solution Pay per Click (PPC) is one of the most targeted and measurable marketing methods for a company of this size. I delivered a strategic PPC campaign targeting keywords relating to weight loss and diet. The Results In conjunction with the SEO strategy, this literally took the business from a start-up to Australia’s leading weight loss website. Urban Seed Urban Seed Project Marketing offers a Real Estate project marketing service with a specialized focus in new and "off the plan" property. Working for some of Melbourne's leading developers, the management of Urban Seed has mastered the skills and knowledge to successfully market "off the plan" projects in Melbourne. The Challenge With the introduction of National Rental Affordability Scheme (NRAS) this was a new opportunity for residential property investors and a unique opportunity for Urban Seed to grow their portfolio. The goal was to get potential clients to come to their private workshop which educated them on the NRAS and this would in turn generate new clients for them. The Solution A PPC campaign was implemented along with a new landing page specifically targeting NRAS clients. The Results Out of 3580 impressions, 322 clicks were generated which resulted in a 8.99% click through rate (CTR) which is significantly above average (CTRs usually sit at around 1-3%). Ultimately out of all those clicks, 15 people were interested in coming to the workshop and this ended up being very profitable for Urban Seed. My Pet Warehouse My Pet Warehouse is Australia’s number one online retailer for pet products with over 7 physical stores across Australia. The Challenge My Pet Warehouse was in a bidding war for a lot of pet related keywords but CPC was high as $4 for some keywords. The Solution I delivered a dynamic product ads strategy that allowed My Pet Warehouse to target specific products. With over 8,000 SKUs this was quite a project. They also had a dynamic content SEO strategy that allowed better organic search results for product related search. The Results In conjunction with the SEO strategy and dynamic content SEO strategy, this doubled online sales within a week. The average cost per click decreased from $4 to $0.16. By not bidding on major keywords and bidding more towards products, which led to higher conversion rates and more traffic generated for the same budget. Sample Spend: Famous Shoe Store selling diff brands of shoes Ticket Sales on an Event in Australia Solar Panel System ($2,500 / unit) Popular Makeup Brand in Australia Advertising Agency Facebook Campaign: Website Design