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Fernando D'Annunzio
Verified Expert in Marketing
Marketing Expert
Fernando is experienced in performance marketing, search engine marketing, and paid media. He has worked with eCommerce and Ledgen Group for B2B and B2C companies like NBA and NHL teams, Caterpillar, Lending Tree, regional banks, and cybersecurity firms—managing monthly budgets of up to $1 million. Fernando is also a quick learner and leverages AI for digital media. He has deep knowledge of SEO and local SEO, effectively conducting audits, content planning, and on-page optimization.
Project Highlights
Expertise
Work Experience
Paid Search and SEO Consultant
Freelance
- Planned and executed short to medium-term search engine optimization (SEO) and paid search, including Apple Search Ads, for national ad agencies—focusing on search, Google Display Network (GDN), and shopping ad campaigns on Google and Microsoft Ads.
- Revamped the Chicago Blackhawks' product feed SEO for the Shopify store, which grew ROAS by 180% for paid and organic media on the shopping channel. Used Google Analytics 4 to analyze the store's traffic and engagement.
- Worked for Planful, managing SaaS lead generation on Google and Microsoft Advertising, performing ad optimization, and restructuring search engine marketing (SEM) accounts and campaigns in the NAM, APAC, and EMEA regions.
SEM Expert
Car Part Source
- Supported the client in revitalizing their extensive B2B eCommerce platform, which had stagnated under the management of a digital agency, resulting in months of limited growth.
- Implemented a product segmentation strategy based on the 80-20 principle, optimizing impression-add-to-cart ratios and profitability, resulting in a TROAS increase from 800% to 1,200%.
- Introduced new products to the account structure uncovering new sales that were previously bypassed. The process involved market research, keyword research, and campaign setup.
- Improved the Google Ads performance and conducted a thorough audit of the Google Merchant Center, increasing organic impressions by 46% for the shopping channel.
SEO Expert
Nicolas Kimball II
- Developed the on and off-page SEO structure for a new website launch.
- Delivered an SEO framework for creating 1,500 new pages and 3,000+ internal link opportunities using AI for content planning.
- Used ChatGPT 4.5 to upload the on-page SEO framework programmatically.
Digital Marketing Manager – Paid Media and SEO
Caterpillar
- Improved product feeds and SEO for aftermarket accessories regarding earth-moving solutions that increased indexing by over 36% and organic listing by over 120%.
- Reduced the cost per acquisition (CPA) on Google Ads for perkins.com by 41% and for parts.cat.com by 36% through a portfolio bidding strategy and SEO content marketing for landing pages.
- Introduced Performance Max for ShopCaterpillar.com, a clothing and accessories website, resulting in over 21% conversions vs. shopping.
- Managed paid media, including pay-per-click (PPC) ads, and SEO for B2B and B2C eCommerce sites, overseeing all eCommerce marketing and a budget of $2.5 million annually.
Paid Search and SEO Consultant
Self-employed
- Managed demand generation and SEO for the Chicago Blackhawks' eCommerce with paid media and shopping ads, improving ROAS by 5.71.
- Elevated the brand for Firestone Building Products, managing lead generation on Microsoft Ads and Google—search, GDN, YouTube, and Discovery—with a monthly budget of $180,000 targeting the UK, Benelux, Germany, Italy, and Scandinavian countries.
- Handled planning and execution of personal accounts' paid search plan for Byline Bank, with a monthly budget of $250,000. I standardized CPA for new account leads at $81.
- Worked for LendingTree in lead generation for deposit accounts, managing paid search and display with a monthly budget of $175,000. I improved conversion value by over 13% after two months by segmenting audiences and using 1st-party data.
Digital Marketing Lead
For Eyes
- Increased organic sessions from 3,000 to 100,000 in 12 months through SEO tactics targeting local searches and enhancing our EETA content.
- Created a content marketing plan generating 600+ pages and managed copywriters, developers, and a social media team.
- Devised and implemented a paid media plan and SEO to promote online eye exam booking, managing an annual budget of $4.7 million and leading a team of two direct reports.
- Standardized CPA at $23.2 from a base cost of $90.1 for paid media—paid search.
- Launched smart shopping campaigns instead of regular shopping execution, improving ROAS by 7.1.
Project History
Product Page SEO for Parts.cat.com
http://parts.cat.comImproved product feeds and SEO for aftermarket accessories regarding earth-moving solutions that increased indexing by over 36% and organic listing by over 120%.
I recommended stopping advertising and conducting a comprehensive SEO audit of all product landing pages. The audit uncovered duplicate content, product category mismatches, and a need for schema markup in all newly created pages.
After resolving these SEO issues, the Google Performance Max campaign was restarted, resulting in a significantly better CPA and a substantial increase in organic sales through Google's product synch organic listings.
SEO for Foreyes.com
http://foreyes.comRevamped the content plan and site structure, increasing organic sessions from 3,000 to over 100,000 per month in 12 months, which resulted in a 3.8% organic conversion rate in 2018-2019.
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, no player was focused on content marketing. Based on my research, I identified three tasks to perform:
• Designing a structure for local SEO
• Creating a content marketing plan
• Managing content creation and distribution
As a result, the plan delivered 150 new location pages and over 600 pieces of new content targeting top, middle, and bottom funnel queries. These were later distributed via email and social media channels. The process increased the organic sessions' conversion rate to a healthy 3.8% and reduced paid media CPA below $23.
Paid Search Campaigns Optimization
Designed a paid search cadence for a bank customer that optimized ads to the ever-changing interest rate environment in late 2022 and 2023. This grew ROAS by 1,020 for new money market accounts.
A system was implemented using the Google Ads Editor and Google Sheets to address this issue. This system replicated all live ads in Google Ads, allowing for offline changes to be instantly reflected in the account. Furthermore, a strict ad template was developed and tested, making identifying and modifying text assets easy.
As a result of this system, over $32 million in new accounts were opened through paid search—last click attribution—during the first quarter of 2023.
eCommerce for Perkins.com
Managed organic and paid search channels for Perkins.com in the UK and the US, leading to a 41% reduction in CPA and a 120% increase in organic product impressions in Google Shopping Organic.
I introduced a framework for product feed optimization based on search intent and aligned the available SKU (27,000 products) with potential customers' intent. This involved meticulous research, data analysis, and a deep understanding of customer behavior. Leveraging this knowledge, I developed a robust strategy to match users' search intent with the appropriate Shopping and Search ads on Google.
My efforts seamlessly connected the right products with the right audience, resulting in higher click-through rates, improved conversion rates, and increased revenue through organic and paid search channels.
My contributions showcased my ability to drive tangible results and demonstrated my commitment to delivering exceptional marketing performance in the ever-evolving digital landscape.
Google Ads Audit for Cybersecurity SaaS Company
https://www.logicmonitor.com/Uncovered over 37% monthly savings on wasted clicks for Google Ads after conducting an account audit and improving performance marketing.
My task was to audit a large Google Ads account that's investing over $1 million per month and has experienced stagnation in performance and propose a medium- and long-term optimization roadmap. My audit followed a framework involving a review of account structure, keyword analysis, ad copy and extensions, quality score analysis (Keyword-Ad-Landing Page), bid management, and conversion tracking and reporting (Google Looker Studio).
Car Parts | Pay-per-click (PPC) Execution Google Ads
http://carpartsource.comImproved revenues by 15% by restructuring the Google Ads account to increase CTR and conversion rate targeting high-value SKUs.
Education
Master of Science Degree in Sustainable Business Systems
University of Michigan - Ann Arbor, Michigan, USA
Master’s Degree in Business Administration (MBA)
University of Manchester - Manchester, UK
Bachelor's Degree in Industrial Engineering
UCAB - Caracas, Venezuela
Certifications
Ask Questions to Make Data-Driven Decisions
Google Analytics Certification
Shopping Ads Certification
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