Important projects in digital marketing area including PPC, SEO and Web Analytics that I did in my past work experience.

1. Jackie Yuan
[Resume &
Project Samples
[Digital Marketing Professional]
Phone: 832.475.1717 LinkedIn:
www.linkedin.com/in/mbajackie
Email: yang.bauer@gmail.com

2. Contents
I. Executive Summary............................................................................................... 2
Highlights
II. PPC – Google AdWords ........................................................................................ 3
Mobile Ads Strategy Analysis Sample
PPC Calls Quality Evaluation
Quality Score Tracking
Forecasting Monthly PPC Spend using Time Series Model
Search Term Report Analysis
Excel Formulas for PPC Keyword Match Type Changes
Optimize for new campaign
III. SEO - search engine optimization .......................................................................13
Check the Response Codes
Page Titles
Meta Descriptions
IV. Web Tracking .......................................................................................................16
Google Tag Manager

3. [RESUME & PROJECT SAMPLES] 2
Executive Summary
Highlights
Enthusiastic and Experienced Digital Marketing Professional.
With a data-drive and critical thinking mind, I’ve proven my
ability to identify the key results of analysis, present and
interpret results reports effectively to shareholders.
I can offer a unique combination of education and
extensively experience in Data Science and Digital
Marketing:
Specialties:
•Pay-Per-Click Advertising (PPC), Search Engine
Optimization (SEO), Brands Building, Cost-efficiency Online
Ads Strategy
•Social Media and Web Based Analytic, A/B Testing,
Enhanced E-commerce Tracking.
•Business Modeling, Big Data Analysis and Data
Visualization.
Core Technical Skills:
•Digital Media Platforms: Google Analytics, Google
AdWords, Bing Ads, Facebook Ads, Google Tag Manager,
Marchex Call Tracking, WordPress
•Data Mining and Analysis: R, SAS, SAP, SQL, SPSS,
Advanced Excel skills with XLMiner, Palisade Decision Tools
Suite, Solver
•Coding: HTML5, CSS3, JavaScript, SQL

4. [RESUME & PROJECT SAMPLES] 3
PPC – Google AdWords
PPC stands for pay-per-click, a model of internet marketing in which advertisers
pay a fee each time one of their ads is clicked.
Mobile Ads Strategy Analysis Sample
Ads performance by device
The simple table showed a higher number of mobile users clicked on the ads than
computer users. These trends, combined with the fact that more Google searches take
place on mobile de vices than on computers, demonstrate the importance of having
mobile friendly website.

5. [RESUME & PROJECT SAMPLES] 4
By analyzing the behavior flow report, we can understand how people interact with
the site. The report is based on data obtained from Sep. 1st 2014 to Sep.1st 2015 and
for both mobile traffic and desktop traffic. First, we observed that the bounce rate of
mobile version homepage (45.3%) was almost double than that of the desktop version
(26%). The mobile version of the homepage had a huge drop off, which needs to be
optimized. Second, the bounce rate of coupon site is high at 87.7%. However,
considering the context of the coupon site, a high bounce rate for this webpage may
be positive because visitors found what they need (a coupon) and then left the page
without further interaction. Finally, we found some websites had a high bounce rate
because of broken 404 pages. We should fix those 404 errors by creating 301 redirects
or manually creating those broken URLs in the .htaccess file.

6. [RESUME & PROJECT SAMPLES] 5
Snake Plot: A profile analysis of comparison to other competitors
We conducted an experiment to do a profile analysis to compare the mobile websites
of MC Company with the websites of its two competitors. First, we asked the
respondents to open the websites of the studied cleaners one by one on their mobile
devices. Then, we asked the respondents to rate the attributes of the websites on the
scale of 1 to 10 from strongly disagree to strongly agree. At last, a snake plot was
drawn to show the advantages and disadvantages of Mother’s Cleaners website.
Twelve respondents participated in this survey.
Conclusion
In order to increase the mobile conversion rate and optimize the current advertising
budget, MC Company must make their website easier to use for those with mobile
devices. The homepage, location page, and sign-up page must be adjusted to do this.
Future research may include altering these pages and conducting A/B testing.

7. [RESUME & PROJECT SAMPLES] 6
PPC Calls Quality Evaluation
By analyzing calls from PPC Traffic, we will clearly know how the quality of PPC
calls. Meanwhile, I also identify the issues like no one pick up the phone during noon
and then I suggest that may stop running ads during rest time.
Leave a
voice
message
7%
Business
Inquire
19%
Customer
complaints
6%
spam
4%
General
Customer
Service
26%
No Answer
and no voice
message
38%
PPC Calls Quality Evaluation

8. [RESUME & PROJECT SAMPLES] 7
Quality Score Tracking
Pull out from AdWords using Ad Scripts which run monthly basis. Easily help find
the changes of Quality Score and make further ads strategy.
Quality Score JavaScript Code (partial)

9. [RESUME & PROJECT SAMPLES] 8
Forecasting Monthly PPC Spend using Time Series Model
0.00
500.00
1000.00
1500.00
2000.00
2500.00
Jan-2013
Feb-2013
Mar-2013
Apr-2013
May-2013
Jun-2013
Jul-2013
Aug-2013
Sep-2013
Oct-2013
Nov-2013
Dec-2013
Jan-2014
Feb-2014
Mar-2014
Apr-2014
May-2014
Jun-2014
Jul-2014
Aug-2014
Sep-2014
Oct-2014
Nov-2014
Dec-2014
Forecast and Original Observations
Cost
Forecast

10. [RESUME & PROJECT SAMPLES] 9
Search Term Report Analysis
How to find negative keywords easily among 3000+ search terms?
1. Download Data from AdWords
2. Segment by different Ad Groups
3. Identifly common positive keywords
4. Write formula to filter keyowrds contained common words
5. Narrow search terams
6. Find negative keywords

11. [RESUME & PROJECT SAMPLES] 10
Excel Formulas for PPC Keyword Match Type Changes
Advantages:
1. Offline; Save More Time
2. More reliable than third party tool online; Reduce Errors
3. Avoid adding a trailing spaces or nonsense values into keywords list
In my own template, I use Excel Formula like TRIM, CONCATENATE,
SUBSTITUTE for converting general keywords to Exact Match, Phrase Match, Broad
Match Modifier

12. [RESUME & PROJECT SAMPLES] 11
Import to Excel and ready for export to AdWord Editor

13. [RESUME & PROJECT SAMPLES] 12
Optimize for new campaign
A snapshot for running only 4 days. Really good optimization results.
Quality Scores increase from 6/10 – 8~10/10 within 4 days because of High CTR,
Good Ad relevance and Landing Page relevance. Google suggests me to bid higher
which I think that is a trap. After doing competitor research and test different bids, I
proved that even though I bid much lower, my ad position still around 1.2.
Since this is a budget-limited account, our target is keep a good ad position around
1.2 - 1.5, but lower the cost as much as possible.

14. [RESUME & PROJECT SAMPLES] 13
SEO - search engine optimization
SEO stands for “search engine optimization.” It is the process of getting traffic from
the “free,” “organic,” “editorial” or “natural” search results on search engines.
I personally love Screaming frog a lot, because it is a really powerful SEO tool. It
crawls a websites’ links, images, CSS, etc from an SEO perspective. It basically tells
you what a search spider would see when it crawls a website.
Check the Response Codes
HTTP status codes under the ‘Response Codes’ tab. The most important HTTP
status codes are:
200: OK
301: Permanent redirect
302: Temporary redirect
404: Not found
500: Server error
503: Unavailable

15. [RESUME & PROJECT SAMPLES] 14
Page Titles
I would like to check whether every page has a unique title and the most important
keyword of the page should be used in the beginning.
Meta Descriptions
Meta descriptions are used in the search engine result pages under the page title. It’s
best to keep them under 160 characters. Longer descriptions will be truncated. In the
case below, there are 12 Meta description is truncated which need to be fixed.

16. [RESUME & PROJECT SAMPLES] 15
Sample Meta descriptions I wrote for Client:

17. [RESUME & PROJECT SAMPLES] 16
Web Tracking
Google Tag Manager
Set up different goals for different purposes of tracking.