I developed a custom paid search tool and installed a tailored analytics solution incorporating offline telephone tracking.
I managed paid search for Austravel whilst at NovaRising. One of my key strategies was identifying and exploiting times of low advertiser competition. By carefully managing the budget so that the majority was spent during these periods I was able to significantly lower CPCs and also increase the number of conversions.
I was also involved with planning and delivering the creative assets for online advertising campaigns and facebook social ads. In addition, I helped launch a social media campaign and microsite as part of an integrated marketing push that also included radio, TV and outdoor advertising.
I helped install analytics packages (Nedstat, Index Tools and Google Analytics) on the main site and microsites. I ensured that all campaign activity was being tracked from a central data point for the first time which meant that the ROI of each campaign could be accurately and easily compared.
I also got the chance to get my hands dirty with some code. I created an in house tracking tool to measure offline sales generated by online marketing campaigns as well as a tool to automate the update of search adverts to display latest price and special offer information to customers in the search engine results pages using the Google Adwords API. Read more about these on the marketing tools page.