Crafty Performance Based Advertising

Working with advertisers spending $5k – $100k/month

In the words of the late great club Output in Brooklyn…

“Open to anyone, not for everyone”

Welcome to the site. Since the 2010’s I’ve worked in many facets of paid media. I started off moonlighting as an affiliate during nights and weekends spending close to $30k on my Amex card with Google Ads (then AdWords)

After that working with & getting results for a freelance client was quite simple, that firm still works with me today 12 years later.

Freelancing led to proper agency experience then two client side jobs. My last role was with D’Artagnan Foods, a meat purveyor where I was hired to replace an agency. About 9 months later covid hits and the web business sky rockets & my role managing Google ads expanded to all paid media…

What people say

I retained Eric to manage paid search at two companies: Alex + Ani and Rifle Paper Co.. As CDO as both, I was looking for a cost-efficient way to scale paid search in a profitable way as current agencies were falling short and too expensive. Eric was able to do just that, saving a great deal and driving strong growth and performance. I found Eric to be extremely knowledgeable in paid media and attribution. He helped us navigate a painful PMAX transition and find opportunities at a profitable ROAS. Eric worked with my teams for a couple of years and was easy to work with, responsive and proactive in his approach. I hope to retain him again in the future and highly recommend him.

Eric worked for us for nearly four years within our highly successful e-commerce division. Eric played a pivotal role for our organization, especially during the pandemic when we transitioned our business and became more reliant on direct to consumer. Eric was a hard worker and never shied away from taking on added responsibility. Dependable at crunch time, I would recommend him highly.

Eric is a key contributor to our success working on Lands' End. His positive attitude when facing up to challenges and new situations has been a boon. As one of the more experienced people on the team his work and cooperation with the other team members has been very valuable.

I worked with Eric in my capacity as a Dj and producer. Eric is a very knowledgeable marketing professional who has also been helping me with Facebook ads and other initiatives aiming to help boost my social media profile. I have definitely seen an improvement since when working with him. In addition, Eric has always proved to be extremely motivated, organized, capable and it’s been a true pleasure to work with him.

I have worked with Eric for over a decade. His expertise in PPC has saved me countless wasted dollars and sleepless nights. What I appreciate the most is that Eric treats my PPC marketing budget like it was his own money. I highly recommend. -

Core Values

Keep the main thing the main thing

Testing, Reporting, Scripts, Shiny Objects, Tools, Tech and so on are a part of it but ancillary items should not obscure driving business outcomes.

Strategy & Action

There's abundance of choice and things that can be tested or done. There's a shortage of thinking about whether these items even make sense. Doing the right things in the right order & doing them well is what's needed.

Long Term Partnerships

I love the vinyl LP (Long Play) format because it's harder to make and harder to consume. This works well for the artist and listener.

No churn & burn here.

Skin in the Game

My early days in PPC were as an affiliate and I can tell you campaign wins or duds hit different when it's on your own time and dime. Intangibles like ownership and self drive are difficult to learn purely "on the job."

Challenge the Status Quo

It's never been more important to challenge "conventional wisdom" as ad networks have gotten more aggressive about doing it "their way" which enhances their ability to charge for clicks.

Real life results

Some recent highlights in e-commerce

Some brands I’ve worked With

About

I n 2008 I opened my first “Google AdWords” account and by that time was already DJ-ing a 5 hour weekly gig. The process of planning, launching & optimizing campaigns is just like how a DJ preps a playlist for a gig but then improves based on feedback.

In the 2020’s the pandemic had a positive effect on my work & music life and I’ve in each of these worlds long enough to see how technology has impacted each of them both good & bad.

Just as technology has evolved the game of DJ-ing, there’s also been a dumbing down which is very similar to paid media management.

Devilishly Good Results Are a Few Clicks Away

Campaigns can lose their edge just like a careless DJ can clear the dance floor. A masterful DJ with a deep catalog of music & experience can take revelers on a musical journey knowing precisely what song to play & when. It’s more than mixing through “today’s hits,” & proper campaign management should go deeper than “today’s best practices” and tactics of the day.