Henry Chum Email & Phone Number

Irvine, Ca, Us

Riverside, Ca

- Built Google Ads campaigns for 2 accounts from the ground up – performed keyword research using Keyword Planner, formulated ad copy, set up conversion tracking, and integrated it with HubSpot- Generated weekly reports using paid search data for upper management and C-level executives calculating margin, ROAS, and normal paid search KPIs with Excel using VLOOKUPs, SUMIF, Pivot Tables, and other formulas- Collaborated with Content Developer to synthesize new landing pages using WordPress correlating with different campaigns and ad group keywords, increasing ad Quality Score and improving lead quality for all 3 websites- Oversaw HubSpot and Google Ads conversion tracking, minimizing misattribution of incoming leads by over 50%- Analyzed customer journey in HubSpot and utilize reported revenue to calculate ROI and overall lead quality

Riverside, Ca

- Managed over 200 Google Ads and Microsoft Ads accounts, with more than 600 million combined keywords across Google Ads and Microsoft Ads, increasing conversions by 10% in 2019 compared to 2018. Managed a monthly paid search budget of $200-400K- Implemented weekly or biweekly ad copy changes, launching and testing them against current winner ads across all 200 Google Ads and Microsoft Ads accounts increasing CTR and CVR by more than 5%. - Conducted frequent research on competitor ad messaging to aid in ad creatives- Pulled complex reports with paid search data calculating margin, ROAS, and normal paid search KPIs on a daily basis with Excel using VLOOKUPs, SUMIF, Pivot Tables, and other formulas- Worked directly with Director of Marketing to send reports to partners/affiliates with paid search data, keeping up customer relations and fulfilling requests they may need regarding their data

Riverside, Ca

- Managed over 200 Google Ads accounts at the same time, while lowering CPCs by 5% and raising conversion rate significantly- Worked directly with an enterprise company that was a Top 100 Finalist of the Americas 2012 Red Herring Award. Oversaw all paid search media & market segmentation data. Managed a monthly paid search budget of $200,000 per month- Performed daily reporting & analysis. Data sources include Google Analytics, Google Ads, & Microsoft Ads manipulating large data sets with Excel using Vlookup and Pivot Tables- Trained in analysis work to provide insight and strategy: Finding and removing unnecessary keywords as well as bidding up high-converting keywords, exceeding previous average CPA and CPL by over 20%, earning company around $30,000 compared to around $20,000 in June 2016- Implemented Sitelinks and Callout Extensions in AdWords across 200 accounts, resulting in an improvement of the CPA and CPL by over 25%- Created A/B Tests, testing different types of ads such as Standard Text Ads and Expanded Text Ads and ad text messaging in Google Ads and Microsoft Ads, comparing ad performance; new ad performed 15% better in all metrics than original- Optimized landing pages using WordPress, effectively increasing Quality Score by 1-2 from around 7

Bachelor Of Science (B.S.), Biology, General

Front-End Web Developer Nanodegree