Mekelle is the business end of FitzMartin. That is, she manages time and money. It’s Mekelle who ensures that our clients get their work on schedule and on budget. Which they love. She also ensures that FitzMartin operates at a profit, which Sean and Randal love.
As our Production Manager, Mekelle also keeps our creative staff on schedule, and THAT is heroic work indeed. But more than just a hammer, Mekelle helps find creative ways to produce great work on budget; ideas that help our clients’ money work harder and their messages reach more people.
Mekelle is the first FitzMartiner to graduate from Brigham Young, where she studied marketing and advertising. Originally from Kennesaw, Georgia, she lived briefly in Hawaii, where she learned to sky dive. Always up for Mexican food, she loves to travel. Mekelle is an avid runner (half-marathons and triathalons), which comes in handy when chasing down art directors who haven’t filled out their time sheets.
mekelle@fitzmartin.com
Even though I’m not a technology expert, I was recently entertained by an article tweeted by a friend of mine…“Adweek.com’s Top 10 Technology Stories of 2011.” The #3 spot was awarded to Google AdWords and their redesign.
Back in September, Google took a new approach to search engine advertising, the leading foundation to their massive amounts of revenue. The AdWords program has always been all about “keywords” and even though that isn’t completely changing, Google announced something fresh and maybe even better– something they call Dynamic Search Ads.
Usually an advertiser will pay to run ads alongside certain keyword searches, but with the new product they will just point AdWords to the pages they want to promote, and then Google will match the ad with the best searches and generate corresponding headlines. Even though it’s only recently launched, the idea has been in the works for almost 3 years!
“Flipping the search engine on its head,” as product management director Baris Gultekin likes to call it, allows the company to take a page and match it to the best keyword, rather than the other way around. Advertisers have already seen a 5–10% increase in conversions and it’s predicted that this could in fact be the “future” of AdWords.
So there’s a new idea for your 2012 Google AdWords campaign. It will be interesting to see where Google takes technology the rest of this year. Only time will tell.