Richard M Viado

Performance Analysis & Reporting

• Conducted weekly reports to identify underperforming accounts, analyzing causes such as disapprovals or optimization needs, and implementing corrective actions.
• Partnered with creative and marketing teams to develop assets for display campaigns based on client requests, enhancing ad engagement.

Optimization & Campaign Management

• Executed a transition from SKAGs and exact match to broad match campaigns, aligning with a new campaign structure to drive higher reach and engagement.
• Managed and optimized Google Ads across multiple accounts to meet ROI goals, establishing and monitoring budgets based on client objectives.

Team Oversight & Campaign Strategy

• Reviewed a team of 6 paid search managers, ensuring task alignment with strategy, targeting accuracy, optimal bid amounts, and effective ad structures.
• Collaborated with product development to refine keyword research and identify high-impact terms, improving targeting for audience-specific ads.

Cross-Functional Collaboration & Insights

• Coordinated bi-weekly with the deployment team to share insights, address system needs, and quality-check integrations from Google, Microsoft, and Facebook.

Testing & Market Research

• Developed and tested new tactics like display and retargeting ads before broader implementation.
• Identified new audience segments and markets, advising on targeted advertising strategies to expand reach.

Technical & Analytical Expertise

• Implemented tracking codes to measure campaign effectiveness and utilized tools like Google Analytics and AdWords Editor for daily campaign monitoring.
• Researched industry trends and emerging technologies, making strategic recommendations for improving digital and search marketing.