working sample - jackie yuan

Jackie Yuan

[Resume &

Project Samples [Digital Marketing Professional]

Phone: 832.475.1717 LinkedIn: www.linkedin.com/in/mbajackie

Email: [email protected]

Contents

I. Executive Summary ............................................................................................... 2

Highlights

II. PPC – Google AdWords ........................................................................................ 3

Mobile Ads Strategy Analysis Sample

PPC Calls Quality Evaluation

Quality Score Tracking

Forecasting Monthly PPC Spend using Time Series Model

Search Term Report Analysis

Excel Formulas for PPC Keyword Match Type Changes

Optimize for new campaign

III. SEO - search engine optimization ....................................................................... 13

Check the Response Codes

Page Titles

Meta Descriptions

IV. Web Tracking ....................................................................................................... 16

Google Tag Manager

[RESUME & PROJECT SAMPLES] 2

Executive Summary

Highlights

Enthusiastic and Experienced Digital Marketing Professional.

With a data-drive and critical thinking mind, I’ve proven my

ability to identify the key results of analysis, present and

interpret results reports effectively to shareholders.

I can offer a unique combination of education and

extensively experience in Data Science and Digital

Marketing:

Specialties:

•Pay-Per-Click Advertising (PPC), Search Engine

Optimization (SEO), Brands Building, Cost-efficiency Online

Ads Strategy

•Social Media and Web Based Analytic, A/B Testing,

Enhanced E-commerce Tracking.

•Business Modeling, Big Data Analysis and Data

Visualization.

Core Technical Skills:

•Digital Media Platforms: Google Analytics, Google

AdWords, Bing Ads, Facebook Ads, Google Tag Manager,

Marchex Call Tracking, WordPress

•Data Mining and Analysis: R, SAS, SAP, SQL, SPSS,

Advanced Excel skills with XLMiner, Palisade Decision Tools

Suite, Solver

•Coding: HTML5, CSS3, JavaScript, SQL


PPC – Google AdWords

PPC stands for pay-per-click, a model of internet marketing in which advertisers

pay a fee each time one of their ads is clicked.

Mobile Ads Strategy Analysis Sample

Ads performance by device

The simple table showed a higher number of mobile users clicked on the ads than

computer users. These trends, combined with the fact that more Google searches take

place on mobile de vices than on computers, demonstrate the importance of having

mobile friendly website.


By analyzing the behavior flow report, we can understand how people interact with

the site. The report is based on data obtained from Sep. 1st 2014 to Sep.1st 2015 and

for both mobile traffic and desktop traffic. First, we observed that the bounce rate of

mobile version homepage (45.3%) was almost double than that of the desktop version

(26%). The mobile version of the homepage had a huge drop off, which needs to be

optimized. Second, the bounce rate of coupon site is high at 87.7%. However,

considering the context of the coupon site, a high bounce rate for this webpage may

be positive because visitors found what they need (a coupon) and then left the page

without further interaction. Finally, we found some websites had a high bounce rate

because of broken 404 pages. We should fix those 404 errors by creating 301 redirects

or manually creating those broken URLs in the .htaccess file.


Snake Plot: A profile analysis of comparison to other competitors

We conducted an experiment to do a profile analysis to compare the mobile websites

of MC Company with the websites of its two competitors. First, we asked the

respondents to open the websites of the studied cleaners one by one on their mobile

devices. Then, we asked the respondents to rate the attributes of the websites on the

scale of 1 to 10 from strongly disagree to strongly agree. At last, a snake plot was

drawn to show the advantages and disadvantages of Mother’s Cleaners website.

Twelve respondents participated in this survey.

Conclusion

In order to increase the mobile conversion rate and optimize the current advertising

budget, MC Company must make their website easier to use for those with mobile

devices. The homepage, location page, and sign-up page must be adjusted to do this.

Future research may include altering these pages and conducting A/B testing.



By analyzing calls from PPC Traffic, we will clearly know how the quality of PPC

calls. Meanwhile, I also identify the issues like no one pick up the phone during noon

and then I suggest that may stop running ads during rest time.

Leave a voice

message7%

Business Inquire

19%

Customer complaints

6%

spam4%

General Customer

Service26%

No Answer and no voice

message38%



Quality Score Tracking

Pull out from AdWords using Ad Scripts which run monthly basis. Easily help find

the changes of Quality Score and make further ads strategy.

Quality Score JavaScript Code (partial)


Forecasting Monthly PPC Spend using Time Series Model

0.00

500.00

1000.00

1500.00

2000.00

2500.00

Jan

-2013

Feb

-2013

Mar

-2013

Ap

r-2013

May

-2013

Jun

-2013

Jul-

2013

Aug-

2013

Sep

-2013

Oct

-2013

No

v-2

013

Dec

-2013

Jan

-2014

Feb

-2014

Mar

-2014

Ap

r-2014

May

-2014

Jun

-2014

Jul-

2014

Aug-

2014

Sep

-2014

Oct

-2014

No

v-2

014

Dec

-2014

Forecast and Original Observations

Cost

Forecast


Search Term Report Analysis

How to find negative keywords easily among 3000+ search terms?

1. Download Data from AdWords

2. Segment by different Ad Groups

3. Identifly common positive keywords

4. Write formula to filter keyowrds contained common words

5. Narrow search terams

6. Find negative keywords


Excel Formulas for PPC Keyword Match Type Changes

Advantages:

1. Offline; Save More Time

2. More reliable than third party tool online; Reduce Errors

3. Avoid adding a trailing spaces or nonsense values into keywords list

In my own template, I use Excel Formula like TRIM, CONCATENATE,

SUBSTITUTE for converting general keywords to Exact Match, Phrase Match, Broad

Match Modifier


Import to Excel and ready for export to AdWord Editor


Optimize for new campaign

A snapshot for running only 4 days. Really good optimization results. Quality Scores increase from 6/10 – 8~10/10 within 4 days because of High CTR, Good Ad relevance and Landing Page relevance. Google suggests me to bid higher which I think that is a trap. After doing competitor research and test different bids, I proved that even though I bid much lower, my ad position still around 1.2.

Since this is a budget-limited account, our target is keep a good ad position around

1.2 - 1.5, but lower the cost as much as possible.


SEO - search engine optimization

SEO stands for “search engine optimization.” It is the process of getting traffic from

the “free,” “organic,” “editorial” or “natural” search results on search engines.

I personally love Screaming frog a lot, because it is a really powerful SEO tool. It

crawls a websites’ links, images, CSS, etc from an SEO perspective. It basically tells

you what a search spider would see when it crawls a website.

Check the Response Codes

HTTP status codes under the ‘Response Codes’ tab. The most important HTTP

status codes are:

200: OK

301: Permanent redirect

302: Temporary redirect

404: Not found

500: Server error

503: Unavailable


Page Titles

I would like to check whether every page has a unique title and the most important

keyword of the page should be used in the beginning.

Meta Descriptions

Meta descriptions are used in the search engine result pages under the page title. It’s

best to keep them under 160 characters. Longer descriptions will be truncated. In the

case below, there are 12 Meta description is truncated which need to be fixed.


Sample Meta descriptions I wrote for Client:


Web Tracking

Google Tag Manager

Set up different goals for different purposes of tracking.

working sample - jackie yuan

Data & Analytics