Isaac Thianaraj

Managed PPC Campaigns to Maximize ROI and Increase SAAS Revenue:

• Managed a $200k/month PPC budget for the USA market, increasing ROAS from 0.3 to 0.6.
• Optimized campaigns targeting SAAS products to drive MRR and ARR growth.
• Migrated all campaigns to a new domain post-rebranding, maintaining a ROAS of 0.5 with the fresh domain.
• Utilized the new automated bidding strategies, audience segmentation, and A/B testing to improve conversions.
• Delivered regular performance reports and data-driven budget reallocations to maximize ROI.
• Launching, managing and optimizing campaigns to achieve stakeholders' marketing objectives.
• Generating reports/analysis pertaining to account performance, ROI analyses, extensive budget and funding plans, performance forecasts, periodic reviews, test/target results (for ads, landing page variants) and project feasibility of paid search for particular product categories and provide insights to stakeholders.
• Optimizing campaigns on multiple search engines (Google & Bing). Additional Optimizing platforms like GA4 and monitoring & optimizing the paid social campaigns
• Optimized landing pages for higher conversion rates, utilizing A/B testing methods using a landing page builder called Instapage for quick turn around times on landing pages
• Coordinated with content team in producing relevant ad copies that resonate well with target audience.
• Collaborated with cross-functional teams to integrate paid search efforts into overall marketing strategy.
• Enhanced return on investment, conducting thorough analysis of campaign performance data.
• Provided detailed reporting and actionable insights to clients, demonstrating the value of paid search initiatives.

• Led a full account restructure, optimizing campaign elements and creating efficiencies in budget. • Reduced non-brand cost per lead by 22%. Increased non-brand conversions by 71%. • Restructure & landing page A/B testing helped increase conversion rates
• Google Ads - Have performed a wide variety of tasks ranging from Account Setup, Campaign planning, Ad Assets building with the Content team, SQR reports, Bidding & Budget handling, Campaign Optimization to Reporting and maintaining Account Hygiene. ○ Search Ads - Have performed lateral & deep Keyword Research with Keyword Planner, SEMrush to build a massive Keyword base, worked towards improving Quality score by thematically grouped keywords to increase Ad relevance, executed Ads A/B testing for higher CTR & worked with the Content team for enhance LP relevancy. ○ Have actively monitored SQR (search terms) for Negative keywords to save on Ad spend and Keyword mining.
• Display - Have thoroughly researched Display Placements (domain related website, Yt channels etc.), got Ad Assets developed and launched both Prospecting & Remarketing Display Campaigns. ○ Have leveraged Affinity, In-market & Custom Intent audiences, Customer Match and look-a-like Audiences to optimize & scale campaigns, coordinated with the team to develop strategic insights for long & short term execution plans across Ad channels etc.

• Associated with Theorem Inc as Search Specialist, handling monthly budgets > $800K/month.
• Working on different goals for different accounts like getting conversions and maintaining Impression Share for an used car retailer.
• Assisted an off shore agency with Builds/ Budget recommendations and Campaign Setup/Optimization with $100k to $200k budgets.
• Creating engaging strategies and execution plans that cultivated audiences, increased web presence and enhanced brand awareness.
• Monitoring the success of Campaigns through analytics, KPIs, and data studio dashboards.
• Assisting the company's business development team in developing proposals within the digital marketing segment.
• Handling day-to-day Search Engine Marketing (SEM) activities including campaign planning, implementation, budget management, performance review, and optimization of paid search campaigns.
• Reporting of campaigns with in-depth analysis on performance of keywords, ad copies, bounce rates, etc.
• Formulating digital strategy for delivering best ROI for campaigns on various result oriented matrices of cost per click.
• Assisting the Senior Brand Manager in the development of short and long-term strategic plans including annual business plans, media, promotion and innovation pipeline strategy.
• Produced and submitted weekly reports outlining progress against KPI objectives.
• Performed in-depth competitor reviews to check competitor activities with ad placement, keyword use, placement bids and landing pages.
• Maximized strategic approaches by keeping close eye on performance and making appropriate adjustments.

• AppViewX, PAYODA Technologies, Coimbatore, Marketing Division and involved in all activities related to Digital Marketing, Campaign Management and E-mail Marketing.
• Proven track record of excellence with sound exposure to Google AdWords and Google Analytics.
• Managing Paid Campaigns on AdWords, Facebook & LinkedIn PPC Platforms.
• Managing seasonal digital marketing brand campaigns including creative development, website refreshes and microsite development, Evaluating the effectiveness of marketing programs, provided market analysis and insights to senior management.
• Coordinated with Marketing and Sales teams as well as key agency media partners to gather information towards analyzing efficacy and Return on Investment (ROI) of all brand management events Highlights:.
• Increased organic page views (30%) with reduction of bounce rates (-5 PP) on websites through site-content management & SEM analysis.
• Initiated digital initiatives which led to three times increase in website visits and improved campaign click through rates.
• Monitored return on investment of online and social media marketing efforts.
• Increased customer engagement through social media.
• Evaluated monthly performance statistics and used data to inform future strategies.
• Directed successful search engine marketing campaign that used solid linking, technical and keyword research tactics.
• Masterminded highly successful digital strategies for various platforms to attract customer engagement.
• Successfully launched offline and online consumer targeting and marketing strategy.

• Define campaign strategy and deliverables.
• Develop forecasts and plans for the products being managed including new product launch.
• Manage and optimize paid search campaigns end-to-end.
• Monitor, track and evaluate campaign performance analytics, based on KPI targets and baselines.
• Periodically review campaign performance with stakeholders.
• Paid Traffic and Lead Generation across Online Channels and Search Engine Optimization.
• Creating online Campaigns for Search network & display network in Google.
• Managing multiple campaign through MCC on Google AdWords.
• PPC campaign management, optimization & expansion.
• PPC campaign performance assessment.
• PPC ad copy writing & split testing.
• PPC keyword creation, implementation & expansion.
• PPC bid management.
• Landing page analysis.
• Measuring online advertising programs.
• Competitor analysis.
• Industry & competition analysis.
• Keyword research.
• Responsible for Lead Generation.
• Maintaining CPA.
• Hands-on experience in handling PPC projects.
• Extensive knowledge of PPC Search Engine platforms including AdWords, Bing and LinkedIn.
• Bidding & Keyword Management, Tracking Tools, etc.
• Analyzing the Paid Marketing Campaign to Smoothly drive the End Conversion.
• Support business in data acquisition or campaign insights for quarterly or annual business reviews.
• Developing value-add reports and insights to educate stakeholders.
• Liaise with 3rd party service providers like Kenshoo to get optimum performance in both Paid search & Display Advertising.
• Developed and implemented performance improvement strategies and plans to promote continuous improvement.

• Set up PPC campaigns in, search engine interface.
• Developing PPC Geo-Targeting, Placement Targeted campaigns for various clients.
• Optimizing advertising campaigns by adjusting budgets based on conversions by Geographical region to maximize earnings for each advertising dollar spent.
• Improve traffic quality by adding negative keywords and blocking poor quality score.
• Working closely with Search Advertising team to ensure integrated search campaigns.
• Make ad groups with tighter keywords to ads matching.
• Break up ad groups that have mixed performing keywords.
• Test with new keywords, new ads, new landing pages and bid pricing.
• Campaign Performance Review.
• Monitoring and Reporting.
• Performed in-depth competitor reviews to check competitor activities with ad placement, keyword use, placement bids and landing pages.
• Helped clients develop website portals and social media pages to promote businesses.
• Maximized strategic approaches by keeping close eye on performance and making appropriate adjustments.
• Produced and submitted weekly reports outlining progress against KPI objectives.

• Demonstrated exceptional communication & marketing skills in dealing with offshore clients, customers delivering presentations, analyzing major areas of concern and delivering.
• Excelled in capacity planning and managing the available resources to the maximum to strategically meet the daily targets.
• Conducting refreshers for top errors.
• Call and case monitoring done and worked towards improving the quality.
• Developed and executed marketing programs and general business solutions resulting in increased company exposure, customer traffic and elevated sales numbers.
• Capitalized on industry and marketplace trends to strategize marketing solutions and enhance business operations.
• Developed and implemented targeted digital strategy to improve business performance.

• Providing L2/L3 Technical Support.
• Resolving issues on system security through telephone, email and chat.
• Resolving issues related to Internet connectivity, Creating and modifying Firewall rules, configuring Intrusion prevention, creating User accounts restrictions and secured data transfer and storage on a remote system for Windows security.
• Writing technical Documents and replicating customer scenario and filing Product Defects.
• Removed malware, ransomware and other threats from laptops and desktop systems.
• Explained technical information in clear terms to non-technical individuals to promote better understanding.

• Was part of a NGO to create documentaries on the evils of the society which plague the state like Child Marriage, Child Labor, and Slave trade to reach the people through media to create and spread awareness.