A website with a low conversion rate is like a locked door at the end of a corridor. As Head of Pay Per Click (PPC), Alice is responsible for making sure Fountain's clients keep their door open to new revenue.
Alice achieves this by optimising the conversion rate of their websites, so when a visitor is sent there by the PPC campaigns she creates, the right conditions are in place for turning that visitor into a customer. Conversion rate optimisation is an essential part of maximising return on investment, and the level of attention Alice and Fountain’s PPC department brings to all aspects of their work has generated some outstanding results (see our Camm &Hooper case study here).
As well as balancing the intricacies of campaign management with conversion rate optimisation, Alice is instrumental in strategy creation, and describes herself as skilled at “creating new strategies across multiple paid platforms and identifying the platforms that best suit their target audience.”
Previously a geographer at University College London, Alice worked as a parliamentary intern and caseworker for Norman Lamb MP before deciding against a political career. Her background in family business formed the basis of her operational knowledge and digital marketing skills, which developed into all-round expertise in Pay Per Click management ranging from Google Adwords to Social Media.
Outside of work, Alice can be found on the terraces supporting the mighty Canaries, travelling, and baking under her pseudonym ‘Alice and the Aga’.
Recent Publications and Contributions
Searchenginewatch.com, June 2018: Beginner’s Guide to Paid Search
HEAD OF DIGITAL | GENERAL MANAGER