Serge Topjian

Sr. Manager, Search Engine Marketing (SEM) - LegalZoom.com

Location: Greater Los Angeles Area
Industry: Internet

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Serge Topjian's Overview

Current

Sr. Manager, SEM at LegalZoom

Past

Manager, Search Engine Marketing (SEM-PPC) - Consumer Finance at Oversee.net
SEM Specialist - LowFares.com at Oversee.net
SEM Manager at Mainstream Advertising

Manager of Operations at Gintani Miniworks

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Education

California State University-Northridge

Recommendations

8 people have recommended Serge

Connections

499 connections

Websites

• Search Engine Marketing (SEM)
• High Volume Pay Per Click Management (PPC)
• High Volume Display Prospecting & Remarketing
• Customer Path Attribution
• Search Engine Optimization (SEO)
• Web Analytics
• Ad Text / Creative Development
• A/B and Multivariate Testing
• Landing Page Testing & Optimization
• Email and CPV Marketing

Specialties:
• Google Adwords Certified Professional
• Kenshoo Enterprise Certified
• Landing Page Optimization Expert (Marketing Experiments)
• SEMPO Member

Sr. Manager, SEM

LegalZoom

Privately Held; 501-1000 employees; Legal Services industry

July 2011 – Present (2 years)

Manager, Search Engine Marketing (SEM-PPC) - Consumer Finance

Oversee.net

Privately Held; 51-200 employees; Internet industry

April 2010 – July 2011 (1 year 4 months) Los Angeles

Served as GM for 6 Months before departure.

• CreditCards.org
• BadCreditOffers.com
• CreditCard321.com

SEM Specialist - LowFares.com

Oversee.net

Privately Held; 51-200 employees; Internet industry

May 2008 – September 2010 (2 years 5 months) Los Angeles

• Manage high spend campaigns in Google, MSN, Yahoo, and many various Tier 2 traffic to various travel verticals. (Airfare, Hotels, Rental Cars, Packages)
• Focus on restructuring, cleaning, and optimizing campaigns with a goal of achieving a higher Google Quality Score and Yahoo Quality Index.
• Segmented and built head & tail term campaigns based on historical data. Tested and optimized custom ad text to achieve higher CTR, Quality Score, and Conversion Rates.
• Writing and testing ad copy using A/B and Multivariate for optimal CTR and quality scores within each search engine, according to the "quality" criteria for each.
• Utilized Google Analytics to optimize current campaigns on a granular level. Gathered detailed keyword analysis to help build and test new campaigns with the use of detailed filters and goals.
• Worked closely with the email marketing team to MVT various subject lines and email content for higher open and conversion rates.
•Profitably build out new Content & Placement targeted campaigns using various research techniques based on best practices for each traffic source.
•Tested and found new profitable sources including CPV, Email, and many various Tier 2 networks.
• Helped create detailed weekly and monthly granular reporting tool which helps both the PPC and Management team in seeing detailed granular data.

SEM Manager

Mainstream Advertising

Privately Held; 11-50 employees; Internet industry

September 2006 – May 2008 (1 year 9 months)

• Solutions are target market driven. The company used a variety of integrated on-line marketing methods and tools, specifically designed to provide web sites with greater on-line visibility.

• Comprehensive web marketing services include SEO, Local Marketing, Search Engine Marketing (SEM), and Pay Per Click (PPC).

Manager of Operations

Gintani Miniworks

June 2004 – August 2006 (2 years 3 months)

• Managed online new client lead generation & sales.
• Used various online marketing channels to advertise various new and existing products across multiple channels.
• Drove website build, content development, and SEO development.
• Updated website & blog with new products & services.