Jonathan Harris

Focus: Tomo Marketing Services for Real Estate Agents, provide qualified leads (potential home buyers) to Agents nationwide.

• Decreased CPL (Cost-per-Lead) for campaigns by 25% in the first 30 days (from $60 to $45) by implementing "Home vs. Away" Geo-fencing strategy
• Migrated SEM campaigns to Search Ads 360 (SA360). Leveraging SA360 Portfolio Bidding to improve post-lead conversion (lead > appointment) optimization: Increased lead to appointment conversion rates by 100% (from 7% to 14%) in 90 days by automating offline conversion imports of appointments into the Google SA360 bidding algorithm
• Improved page speed by 50%: Worked with Engineering and Product to implement Server Side Tracking for Google Tag Manager. This reduced the impact of advertising tags on mobile page load times significantly.

Focus: Bestcreditcard.com (B2C) + Array Offers Engine (B2B/SaaS/Tech)

Results:

• Audited & Restructured SEM (Paid Search) campaigns to improve ROI from 10% to 100%+ in 3 months
• Implemented GA4 custom event tracking with Engineering Team to enhance LTV (Lifetime Value) based reporting and optimizations on-site. As a result we saw a 35%+ improvement in credit quality of leads referred to banks
• Created 20+ automated Looker (Google) Data Studio Dashboards for C-Suite/Execs, external partners and stakeholders
• Optimized SEO Meta Descriptions + Product Marketing Inputs for Offers Engine (Credit) Product

Focus: Consumer Credit Cards, Small Business Credit Card

Results:

• Directly responsible for 307% ROI for Credit Cards Paid Search Program - Highest out of all Lines of Business in Bank
• Launched large integrated campaigns for Wells Fargo Propel (2018) and Active Cash/Reflect (2021) credit cards to market
• Directly responsible for driving an estimated $100M in sustainable low risk, high FICO card balances through in 2017 and $200M in Revenue in 2018 through my managed PPC channels (Paid Search, Gmail, Yahoo Native, ROKT, Taboola)
• Drove new account write offs (bad debt) down by -50% (2016 - 2018) from 30% in 2016 to 15% in 2018 while scaling account volume up

Methods:

• Account restructures for Paid Search + Display Native
• Onboarding new publisher partnerships for the bank (i.e. - Taboola, ROKT) to expand volume and discover new sources of quality traffic
• Quality Assurance Audits & Tracking discrepancy resolution
• SEM Bid Portfolio optimization refinement and tool migration from AMO (Adobe) to SearchAds360 (Google)
• Improving audience targeting strategy via 1st party data segmentation

Client: Microsoft Commercial (B2B/SaaS/Tech)

Results:

• Directly responsible for driving estimated $5M in revenue (2,500 B2B warm leads) for Microsoft Azure product through upper funnel Cloud awareness campaigns. This was a 400%+ increase over the legacy campaign (which only drove $1M annually)
• Drove additional estimated $5M in revenue for Office 365 SMB/Enterprise by improving operational processes for SEM campaigns (Globally, across 25 different countries in multiple time zones)

Most Impactful Methods:

• Provided Business Use Case to push strategic change for the Cloud Computing Awareness campaign to have both a dual awareness and lead generation KPI goal. This change in orientation led to a more streamlined campaign structure (and bidding methodology) which led to Paid Search contributing the same awareness levels at a -50% more efficient CPC and doubling the attributed revenue Year over Year
• For Microsoft Office 365 SMB: Large Bid Management tool migration from Kenshoo to Marin + Global AdWords account restructures, along with providing thought leadership to EMEA and ASEAN regional counterparts on bid management strategy moving forward.