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Meet Your Consultant: Michele Moore

Michele Moore has been launching and managing successful Search Engine Marketing (SEM) and pay-per-click (PPC) campaigns for over a decade. Starting out by promoting a family business has led her to working with hundreds of clients and for esteemed agencies like Trada and YellowPages (YP). We sat down with Michele to gain more insight into her background and the consultancy services she delivers for Nolocade.

Q. How would you describe Search Engine Marketing to someone that is unfamiliar with it?

To keep it simple, SEM is when you purchase advertising from search engines like Google or Bing. Instead of placing a banner or text ad on a web page as you would on a display network, you’re buying advertising in response to specific keywords or phrases that potential customers type into a search engine. 

SEM allows advertisers incredible opportunities to connect with and target their specific audience while increasing ROI.

Q. How did you get started in online advertising?

I got started around 2005 or 2006 when I built my husband (who’s a golf instructor) a website for golf lessons. I asked him “now that you have this website, how are people going to find it?”

I didn’t want to wait years for SEO to kick in and I didn’t like it not showing up on the first page of Google’s search engine when I typed in “golf lessons” so I got to work figuring it out.

After a lot of studying and practicing of Google AdWords, I was eventually driving traffic to his website with ads at the top of Google and he was getting more golf lessons than he could handle. Soon, word got around to his students and they wanted this service for their businesses as well. I was off and running in a new career.

Q. What would you consider as your key highlights / achievements in the industry?

I would consider my highlights in the industry to be consistently ranked as one of Trada’s “Top 10 Optimizers” when there were over 250 in the company. 

I’m also proud of being on the team that launched ypSearch for the Yellow Pages and being the first one on that team to have a perfect KPI report, meaning I consistently hit all my metrics (conversions, click through rate, budget allocation and client satisfaction) by 100%.

Q. What are some of the factors that go into creating a successful pay-per-click or SEM program?

There are so many factors and details that go into creating a successful program, but I think a few of the most important factors are:

  1. Know your client’s business: Knowing exactly what your client’s goals are, what their services are, how they work, what locations they serve most and what their competition is doing is key.
  2. Keep everything highly relevant: Break ad groups down into small, tightly themed groups, write ad copy unique to each ad group, make sure relevant head terms match on the Landing Page.  All these factors must work together.
  3. Pay attention to details: Are the keywords from each ad group in your ad copy? Are your main search terms on your Landing Page? Have you included the negative search terms need to keep ad from showing up on irrelevant searches? Do you monitor you Search terms daily?
  4. Bid Strategy: Knowing when bid aggressively and when to back off is skill that a lot of strategists have not mastered. This is my favorite part.

Q. How would you describe Nolocade’s PPC and SEM services? How is Nolocade unique?

I would describe Nolocade’s services as “holistic” meaning that Nolocade wants to work with the client’s business as a whole, with everything intimately interconnected. Nolocade realizes that the client’s business structure, website and/or landing page, services, PPC campaign, and more, all need to work together for optimal results. They want the best outcome for each client and realize this is the way to achieve that goal.

Q. Where do you see the future of PPC and SEM going?

  1. More targeted on mobile
  2. More emphasis placed on audience segmentation
  3. Greater engagement with videos
  4. Greater use of artificial intelligence and automation

Q. Tell us more about yourself, where you grew up, your interests, hobbies?

I grew up in La Canada, CA (a suburb of Los Angeles) and am a graduate of UCLA. Besides staying on top of the PPC industry, I love walking my chocolate lab Dakota, reading good books, playing golf, hiking, skiing, and getting outdoors every chance I get.

Would you like to set-up a free introductory consultation with Michele to discuss your pay-per-click and SEM activities? Please fill out our brief questionnaire here to get started.

To learn more about Nolocade’s pay-per-click services click here.

About Nolocade: Nolocade Consulting is a boutique firm that specializes in online advertising, holistic marketing, technology and business-critical crisis management. More than just consulting, Nolocade leverages both internal and external resources to bring many of its recommended services to life. Serving as true one-stop-shop, Nolocade aspires to become a trusted partner and true extension of their client’s business.