Fernando D'Annunzio

The aftermarket accessories' organic shopping listings on parts.cat.com had hit a plateau, with no improvement in organic impressions on Google Search Console for over a year. Consequently, the cost per click (CPC) and cost per acquisition (CPA) surged, making the entire Google Shopping performance too expensive.

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.

A retail chain specializing in optical products with over 150 locations across the United States had its local SEO managed by an external listing tool, separate from the main domain. Furthermore, the organization was not producing industry-specific content despite 60% of leads being generated through organic search.

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.

Many regional banks were struggling to keep up with the frequent fluctuations in interest rates caused by competition and macroeconomic factors. Consequently, optimizing their paid search campaigns for the ever-changing conditions was challenging.

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.

I managed organic and paid search channels for Perkins.com in the UK and the US, achieving remarkable results by applying my expertise in search intent analysis, optimization frameworks, and strategic implementation.

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.

logicmonitor.com is one of the leading SaaS tools in the highly competitive cybersecurity market.

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).

The account had been managed by a large agency for years without revenue scalation, which frustrated the client. Since I took over the account, I focused on advertising management by updating old campaigns and revamping assets and ad copy. I also reorganized the account to get a simpler and more manageable structure to make it easier to identify high-performer categories and SKUs while using Google algorithms to their full potential, resulting in a 15% sales increase in just two months of execution.