Morris S. Moralde has over 10 years of experience in pay per click advertising (PPC) and search engine marketing. He has expertise in keyword research, bidding strategies, landing page creation, campaign testing and optimization. As a lead generation assistant manager, he strategizes and implements PPC campaigns across geographies to generate online leads. Previously, he worked as a PPC consultant and supervisor, managing teams to optimize campaigns and meet conversion goals within budgets.

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August 2015 Curriculum Vitae of
Morris S. Moralde
Competencies
Critical thinking and problem solving skills, as well as the capability to review data and metrics,
create campaign reports, and working knowledge of search marketing applications. Able to
optimize campaigns to increase the effectiveness.
Teamwork & team management: Coordinate team performance and align to corporate goals
Math & analytical skills: Needs to be able to keep their campaigns within specified budgets.
Capable of seeing numerical trends within their paid search accounts and nonpaid analytics
Open to change: Ability to adapt and react to change in the ever-evolving Internet world,
especially since the rules and tool features are regularly modified.
Initiative: To come up with the new ideas and implement them, lead generation specialists need
to be self-starters and go-getters.
Creativity: Constant need to come up with new and innovative ideas for their accounts and
campaigns.
Core elements
o Keyword research: One of the most crucial aspects to the success of a PPC advertising
campaign, finding the best words or phrases related to our company, product or service.
o Bidding strategies: Employing different bidding strategies to get the most out of every
marketing dollar
o Landing page & Website Creation: Creating optimized destinations that closely matches
the ad and has a strong call-to-action to convert visitors
o Testing and Optimization: Need to evaluate, test and optimize campaigns. Ability to
create new ads, use various keywords, try distinct bidding strategies and send visitors to
different landing pages. Frequent review of results for varying strategies and techniques
Experiences
10 years experience in the area of pay per click(adwords,yahoo,msn,facebook,etc)
Proficient in Keyword & Competitive Research
Experience of managing budgets up to $250k per month
On page & off page optimisation
managing PPC campaigns across multiple search engines for up to 10 websites
Campaign monitoring, optimisation, analysis, and reporting
Experience in split testing ads and landing pages
keeping up to date with latest search marketing developments
Managing the design and creation of dedicated landing pages
Basic HTML and JavaScript knowledge
Management experience with multiple social media accounts, Social Media tools and techniques.
Google Analytics & webmasters tool set up, tracking & analysis
Experience in setting up shopping charts for ecommerce websites
Proficient in using Google Adwords Editor
Experience managing Omniture Search Center & SiteCatayst

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Familiar with SpeedPPC campaign builder
Experience with landing page to shopping cart integration.
Salesforce experience
Experience with affiliate marketing( Clickbank, etc)
Hands-on experience optimizing and analyzing bids on PPC/SEM campaigns in Google AdWords
and Bing/ Yahoo Search Alliance
Experience with search engine marketing interfaces for deploying and managing paid search
campaigns.
Strong communication skills and the ability to command a presence when needed
Strong Microsoft Excel skills, and ability to handle multiple high priority projects
Ability to change direction in managing online campaigns
A strong understanding of online marketing and statistical analysis
Ability to work independently or in a team setting
Strong understanding of search engine marketing in Google AdWords, Google Analytics, Yahoo
& MSN
Experience with Search Engine Optimization
EMPLOYMENT HISTORY
Author Solutions Inc.
Lead Generation Assistant Manager
2011 – present
Strategize, forecast and implement lead generation initiatives across multiple geographies while
keeping marketing budgets in mind as well as efficiently being able to manage daily operations
across customer acquisition.
Generate leads via the development and implementation of paid and non-paid online advertising
campaigns (both worldwide and regional) according to Author Solution’s strategy and set of
objectives
Implement and manage campaigns across multiple vendors & geographies
Online i.e. Google AdWords and Yahoo/ Bing Search Alliance – both search & display advertising
campaigns by monitoring paid and nonpaid search activity and performance
Includes knowledge in bid management, keyword updates, creative copywriting, landing page +
website optimization suggestion and analysis
Analyze click-through rates and conversion across multiple platforms; quickly synthesize results
and propose changes to optimize performance
Propose, deploy and manage A/B testing of messaging and landing page + website analysis
across various terms and ad groups.
Expand lead buy methodologies to include up & coming technologies (i.e. mobile/ tablet/ RTB &
DSP) as well as those in line with the industry (i.e. coordination to acquire customers in relevant
events, trade shows & book fairs – where applicable)
Offline through vendor coordination to achieve best possible rates & lead acquisition efforts
across multiple imprints
Ability to monitor for click fraud, build business case against vendor and manage dispute and
resolution process as needed.
Work with web analytics to prepare tracking reports for senior management, understanding trends
& fluctuations, creating new reports as needed.

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Generate ad hoc reporting and analyses from search tools to support web site merchandising and
sales strategy, forecasting, conversion potential, etc.
Stays aware and ahead of industry trends in Search Engine (both SEM and SEO) Marketing
space – being open to other digital marketing media i.e. email, display, affiliate, co-registration,
etc.
Manage and optimize existing PPC team and provide guidance on campaign components
including keyword strategy, ad copy, bid prices, cost per conversion, cost per click, landing pages
& returns etc. across all online assets which include but is not limited to imprint websites and
micro sites
Coordinate and align with the different marketing silos to achieve integrated campaigns to
achieve best possible conversions & highest possible returns
Measure and analyze source & campaign performances to build action items on how to best
move forward with most efficient spend allocations
Senior Tasks
Communicate efforts and updates to upper management and be able to become the center of
dialogue for all initiatives that relate to lead generation
Coordinate internal and external stakeholders, customer management and communication
regarding lead quality/ volume, sources & campaign details and other needs of internal customers
regarding existing campaign performance
Able to review reports/ research materials and presentations and optimizing those that are under-
performing; Generate support analytics to direct lead buy efforts and customer acquisition,
distribution, conversion and returns
Create monthly management reports with analysis of performance of campaigns along with
recommendations for improvements
Understand keyword research with CPC estimates and develop quality keyword portfolio.
Recommend new content, initiatives & other improvements for online assets
Mentor and supervise specialists on best practices for PPC, SEM, SEO, reporting and other
online requirements
Coordinate with internal business units i.e. IT, Marcomm and others, including management and
US counterparts where needed to facilitate completion of projects, launching of sites or problem
resolution
Manage team of specialists – keep the team motivated and coached to stay within budget &
achieve/ surpass targets as dictated by company goals to the best conversion quality
Coordinate changes to lead buy with complementing teams – marketing communication,
products, imprints, lead distribution & marketing information support
Micro site management (maintenance & improvement) to achieve best lead quality and lead
volume balance to achieve/ surpass targets. Progression through mobile, tablet development as
well as automation and compliance to regulation & company-wide systems
Manage lead distribution rules in accordance with changes to lead forecasts & actual
performance as well as management of quality via thresholds in geographic and sales team tier
assignments
Segmentation of lead inventory for different imprints and tiers in order to maximize value of
existing and future lead buy to arrive at best possible conversions later in the selling cycle; enable
targeting with complementary products in mind
Align communications in offers/ promotions as well as website offerings/ packages/ services with
the lead generation mechanism

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Camper Travel Australia (AU, NZ, UK, US, CA, Africa)
PPC Consultant
2011
Lower CPC & improve CTR & Conversion Rate per target market
Achieve conv. Goals per month
Bid management and adcopy revisions
Monthly PPC performance reports
Competitive research for potential keywords
Author Solutions Inc.
Lead Generation Supervisor
2009 – 2010
Oversee ateamof PPCspecialistswhogenerate leadsviathe developmentandimplementationof
paidand non-paidonlineadvertisingcampaigns(bothworldwideandregional) accordingtoAuthor
Solution’sstrategyandsetof objectives
Implementandmanage campaignsacross multiple vendorssuchasGoogle AdWordsand
Yahoo/Bing SearchAlliance –bothsearch & displayadvertisingcampaignsbymonitoringpaid
and nonpaidsearchactivityandperformance.
Includes Bidmanagement,keywordupdates,creative copywriting,landing page +website
optimizationsuggestionandanalysis
Monitorfor clickfraud,buildbusinesscase againstvendorandmanage dispute andresolution
processas needed.
Analyze click-throughratesandconversionacrossmultipleplatforms;quicklysynthesize results
and propose dailyorintradaychangestooptimize performance;Implementapprovedchanges.
Propose,deployandmanage A/Btestingof messagingandlandingpage +website analysis
across varioustermsandad groups.
Work withwebanalyticstoprepare trackingreportsforseniormanagement,understanding
trends& fluctuations,creatingnew reportsasneeded.
Generate adhoc reportingandanalysesfromsearchtoolsto supportwebsite merchandising
and salesstrategy.
Stay aware and aheadof industrytrendsinSearchEngine (bothSEMand SEO) Marketingspace
Manage teamschedules,administrative requirementsandresourcestobestmaximizetime and
skillsforoptimumperformance
SeniorTasks
Manage and optimize existingPPCcampaigncomponentsincluding keywordstrategy,adcopy,
bidprices,costper conversion,costperclick,etc.across all online assetswhichincludebutis
not limitedtoimprintwebsites,microsites,relatedblogs&mini sites
Assistinreviewingreports/researchmaterialsandpresentationsandoptimizingthose thatare
under-performing;Generate supportanalyticstodirectleadbuyeffortsandcustomer
acquisition,distribution,conversionandreturns
Create monthlyPPCReportswithanalysisof performance of campaignsalongwith
recommendationsforimprovements

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ConductkeywordresearchwithCPCestimatesanddevelopqualitykeywordportfolio.
Recommendnewcontent/metainformation&otherimprovementsforonlineassets
Assistwithcustomermanagementandcommunicationregarding needs,rankings,andother
needsof internal customersregardingexistingcampaigns
Mentor andsupervise specialistsonbestpracticesforPPC,SEM, SEO,reportingandotheronline
requirements
Coordinate withinternalbusinessunitsi.e.IT,Marcommand others,includingmanagementand
US counterpartswhere neededtofacilitate completionof projects,launchingof sitesor
problemresolution
Author Solutions Inc.
Lead Generation Specialist
2004 - 2009
Create, maintain and optimise paid search campaigns across all major engines on a daily basis
Regularly research, optimize and expand keyword list.
Monitor website & competitors keyword rankings
Develop ad copy, landing page optimisation for Quality Score Improvements.
Helps generate ideas and strategies for campaigns. Continually evaluate and improve the
effectiveness of campaigns
Continually evaluates new opportunities for growth and expansion. Monitor competitive
landscape and industry trends / constantly review the marketplace for new online opportunities
Compiling weekly and monthly pay per click performance reports
Research and project management
Regularly monitor website traffic and links using GA & webmaster Tools.
EDUCATION
BACHELOR OF SCIENCE IN INFORMATION TECHNOLOGY
University of San Jose-Recoletos, Cebu City
Graduated October 2004
PERSONAL INFORMATION
Skype morris.moralde
Email morris.moralde@gmail.com
Birthdate July 28, 1980
Sex Male
Location Cebu, Philippines
Status Married with 2 children (aged 7 & 3)