Improved paid search cost and revenue efficiencies
Company: AlphaSenseDate: February 2020 - June 2021
The project
When I joined the AlphaSense team in February 2020, the Google Ads account was being poorly managed by the digital agency and paid search wasn't functioning as a true demand gen channel.
Taking over the Google Ads account in March 2020, I worked closely with our agency to improve processes and generate meaningful ROI from the channel.
The process
Partnering closely with AlphaSense's digital agency, I helped launch and optimize varying acquisition campaigns targeted for the AlphaSense brand, competitors, and more.
Led keyword planning, ad & site links copywriting, landing page development, overall user experience. Further, helped optimize conversions by adjusting bids across time zones, improving quality scores, launching A/B and multivariate landing page testing, and introducing RSAs.
Managed the paid media budget and ensured we were increasing click-through rates, conversions, pipeline-to-cost ratios, and revenue-to-cost ratios
Improved a challenging agency relationship and successfully oversaw the transition to a new agency to better scale the paid search channel
The results
Doubled the form fill-to-opp cnvr rate
Increased the pipeline-to-cost ratio
Improved the revenue-to-cost ratio