Aman G HeHim

I was pursuing a PGDM when digital marketing was a subject of mine, and it piqued my interest because of its very attractive terms that Google Ads and other Internet companies have to offer for users. So, I joined IPG as an ad ops distributor where I understood the Scraper and Magic 360 end-to-end, trafficking placements, ad creation, tracking ads, or tags, display ads, video WAST tag, video ads, WAST placements, and prepaid placements. I also worked with DCOs and native ads. I started working on d v 360 later on with Groupon and Google Ads simultaneously. I have co-experience in Google Ads and d v 360 across three years. This was my experience with Groupon, and I worked with different KPIs and deals on different DSPs, such as programmatic guarantees and instant deals. I worked with y d two v Is on d v three sixty, v c campaign, video view campaign on Google Ads, and video view campaign on p v 360 as well, video action campaign on Google Ads to generate more subscribers every day for our YouTube channel. I ran video ad, video ad sequencing campaign with d v three sixty. I worked with LinkedIn and non-ABM marketing for our lead gen campaigns and video views campaigns with a lead form as well. This was a scenario with social and Meta as well. I ran Meta ads for reach traffic objectives such as traffic. We had views. We had these were the main objectives that we usually use to run on Facebook for our ads. And also, we used to try different ad types as well, such as click-to-WhatsApp campaign for the lead form, whichever leads we had gathered. So, click-to-WhatsApp campaign. We used to run conversation ads. We used to run on Reddit. I ran conversation ads. And also, we used to run roadblocks and YTSOBs, SOBs.

I didn't do anything. Oh, well, it is. What status do you use to optimize the Google Ads search campaigns for a higher CTR? So, basically, I'd opt for more keywords. I'd make sure that I enable and add over exclusion lists so that we won't be showing our ads on some content such as contents that we wouldn't want to show, such as political contents and certain categories and genres. So we have to exclude that manually in Google Ads. There's one more thing we can do. We can have EKG flags for the same. We can download a report from the verification row and report from 360. That will allow us to see on what apps and URLs our ads are showing upon. URLs and websites where our ads are showing on. According to that, the criticality as per the criticality state of those URLs in the website, we'd exclude those websites as per our plan. And for high CTR, we'd make sure that our bids are up to the mark. It's not that we're not bidding lower CPA or whatever. If we are running a maximized bid campaign for a search ad campaign, we maximize the bid strategy for the search campaign. So we'll make sure about that. And what we can also make sure about is we have enough audience targeting over there that resonates with our ads, our brand. They have a profile that we have to make sure that we are not showcasing an ad that a consumer or audience would not resonate with, such as a person who wants to buy a laptop and we won't be pitching a laptop creative to them. We will be pitching the same features. Let's suppose we are running an ad for Dell and we are having a recent new launch of a laptop. We have a laptop, let's suppose. So, we are promoting that laptop through a search campaign. So we won't be showcasing that to the person who already owns one. We'd rather showcase that to the person who are our core audiences in a gaming profile, so we would do that. That would increase our higher CTR because a person who already has that won't be intrigued or won't be buying that again. So, this is what we'll do for those audiences. This is the kind of audience play, audience strategy that we would be focusing on more. Because in Google Ads, that is something that we can do to increase higher CTR. And if let's suppose we ever want to target our first-party audiences and we want to promote a new feature in the same laptop and we have a first-party data of whoever owns that laptop. So we promote that feature and target that particular first-party audience who has bought our product previously.

He's launched a lead gen campaign for 4 Asian markets. How would you make sure the company is relevant to all 4 markets? So, I have a very good example for this. Let's suppose our tier 2 markets are Australia, New Zealand, and Singapore. So, basically, whatever these markets are, we'll have to make sure we have a consistent approach. I used to work with an end-to-end Google Pay account. We used to run ads for new and popular games for the companies that paid us to run ads on their behalf. Our audience was the same, basically. There are segments and audiences we used to target, such as core gaming audiences like hardcore gamers, strategy gamers, and action gamers. We will use those audiences to ensure we are targeting the same cohort across all markets. This is how we ensure we are running the same campaigns across all markets. Since our lead conversion was app installed, we tracked app installs due to the base pixel implemented over there. This is how we counted our app installs, and hence, we counted our revenue as well through Firebase pixel because we had various pixels implemented on our different platforms.

So data driven strategy is something that I was running a lead gen campaign. I collected all the leads on Meta ads. Then, the scenario is what we do after that if you have the leads. So what we did was we ran a click to WhatsApp campaign by uploading the same leads from the campaign in the same format required by the ads to run a click to WhatsApp campaign. So, we basically ran a lead gen campaign beforehand and collected the relevant data required for us to run a click to WhatsApp campaign. This resulted in an increase in conversion rates for us when we ran a click to WhatsApp campaign. Because these audiences were already resonating with our ad and showed an interest in our product.

For detailing how paid media has impacted overall business for what insights would you provide and which tools would you use to compile this data. Okay, so first of all, let's suppose I'm running campaigns on Amazon DSP d v 360, Google Ads, PMax lead gen campaign, demand gen campaign, reduction campaign. I also am running Meta ads for reach as an objective. So I'll combine all the data with different KPIs. And let's suppose for LinkedIn, I'll go for landing page visits. If we are running a landing page visits, the KPI that LinkedIn already has in the system, I'll download clicks, impressions, cost, that it has spent, a landing page visits, link clicks, and matrices such as that. And with Meta, the same matrices plus link clicks as well, I get it from the Meta ads because it is available on there as well, plus landing page visits. Through V a sixty, I download two reviews for two-view ads and all, two-view views, completed views, impressions, clicks, that's about it. And cost as well. And then we can calculate CPM, CPCs. These are the system matrices that we can calculate the key KPIs through which we are going to be providing actionable insight to the CEO, such as CTR, CPC, CPM, CPV, cost per updated view, click-to-visit ratio, and so on. So these are the key KPIs that will give us an overview of performance max campaigns, the number of leads that we have received through performance of P max lead gen campaigns. And for demand gen as well, the KPIs plus for the action campaign, how many subscribers we have received from YouTube, that would be the key KPI, cost per subscriber, and cost per landing visit, and all these KPIs leading to a data-driven decision on which channels we should continue in the future in the next quarter as well.

Our look-alike audience is used for higher-quality lead generation. The sources for creating lookalike audiences would be first-party data, which I would use to create a lookalike audience, so I would have more higher-quality lead generation. At that point, I can create an audience based on customers who have already converted in my campaign and create a lookalike audience based on that, so I'd have a higher-quality lead instead of MQLs, or MQLs. I will ensure that I'm reaching the right customers, and customers who are willing to pay over the counter as well.

So I would use traffic as a campaign objective because it would help me drive landing page visits. And, this is the main KPI I would go for. Sorry. This is the objective that I would go for to get more landing page visits. And, so previously, I used to do I used create jump IDs to track our visits as well on our analytics, not just on meta ads so that we can see if there is an anomaly in numbers, but, there wasn't so much

So, basically, CPM is cost per thousand impressions. People know this as, and it is calculated by total cost divided by the number of impressions multiplied by 1,000.

To resolve a certain drop in conversion rates from paid search campaigns. So, I will I will look at it. first of all, I do one thing for sure. I download the report. I look for myself, I'd, look for myself, when the drop happened. I look for myself. I analyze the data. I'll I'll download clicks c clicks, impressions, calls, the basic mattresses, and I'll tackle in CPC, CTRs, and CPMs, for that campaign. And, I would also download conversions, and see calculate conversion rate, conversions over, the, c calculate conversions, CVR as well, CVR percentage, then cost per conversion conversions as well. So, and, I download an audience report as well to see to see, which is actually available on the Google dash Google Ads dashboard itself, to make sure that, our audience, it is that, is it the trend of our audience or is the trend of our campaign? Is the month to month analysis I do for the campaign, to see if this is a trend of a campaign? If this is trend of the audience, then I'll I'll I'll do one thing. I'll I'll I'll add on more audience or create a look alike audience or go for similar audience in Google Ads itself so that I won't be I won't have any spillovers of our, you know, spillovers over audience that or audience that we, really that I'm not even