Raphael

Digital Marketing Specialist

Book City

May 2023 - May 2025 • 2 yrs

Digital Marketing Specialist — Book City (Google Ads, Google Merchant Center, Google Business Profile, Google SEO) Managed end-to-end Google Ads strategy (Search, Shopping, Performance Max) for a retail bookstore, optimizing campaigns around seasonal demand and best-selling categories to drive qualified traffic and sales. Audited and optimized the Google Merchant Center product feed — titles, categorization, images, and attributes — resolving disapprovals and improving product listing eligibility for Shopping ads. Managed and optimized the Google Business Profile listing, including business information, categories, customer reviews, and regular posts, to strengthen local search visibility and foot traffic. Executed on-site SEO improvements including keyword research, on-page optimization, and content structure to improve organic rankings for book categories and title-specific searches. Coordinated paid, organic, local, and shopping efforts as a unified strategy, using SEO insights to inform ad targeting and feed data to strengthen product page content. Delivered improved product visibility across Google Search and Shopping, stronger local discoverability, and a more consistent, policy-compliant Google presence.

Google Product Expert

Mary Jennings

Feb 2018 - Apr 2022 • 4 yrs 2 mos

Case Study: Mary Jennings (E-commerce/Retail) Role: Digital Marketing Specialist — Google Ads, Google Merchant Center, Google Business Profile, Google SEO Client Type: E-commerce/Retail Overview Engaged by Mary Jennings to lead their Google-based digital marketing presence end-to-end, spanning paid search, shopping feeds, local visibility, and organic search performance. The brand needed a unified strategy across all four Google channels to improve product discoverability, drive qualified traffic, and strengthen local and organic search presence. Scope of Work Google Ads Built and managed Search, Shopping, and Performance Max campaigns aligned to the brand's product catalog and seasonal sales cycles. Restructured campaign architecture to separate high-margin and high-volume product lines for more precise bid control. Implemented conversion tracking and audience segmentation (cart abandoners, past purchasers, lookalikes) to improve targeting efficiency. Ran ongoing A/B testing on ad copy, extensions, and bidding strategies to improve click-through and conversion rates. Google Merchant Center Audited and optimized the product feed — titles, descriptions, categorization, images, and attributes — to improve feed health and eligibility for Shopping ads. Resolved recurring product disapprovals and policy flags to keep the catalog running with minimal disruption. Set up feed rules and supplemental feeds to keep pricing, stock, and promotions in sync with the live store. Google Business Profile Optimized business listing information (categories, attributes, hours, service areas) to improve local search visibility. Managed customer reviews and Q&A to strengthen trust signals and local engagement. Published regular posts and updates to keep the profile active and aligned with promotions and new product launches.