Inderpreet Singh

Okay. Uh, so okay. So, uh, it's been more than 4 years, four and a half years. I've been working with uh, working with I have worked with a couple of, uh, performance marketing agencies, 4 performance marketing agencies, where I was involved with Google Ads Media Buying and, uh, Meta Ads Media Buying. Also, apart from that, I did, uh, I was also involved in Shopify, uh, development and suggesting CRO activities to the clients to improve the conversion rate. And some part of retention marketing, I've also done. So if we talk about my core experience, I've been, uh, a meta ads and a Google Ads specialist for, I think, 5 years now. And, uh, job. And also I've done, uh, good amount of work in retention marketing and Shopify also. So, uh, I've been involved in lot of ecommerce projects ranging from women fashion, men fashion, accessories, jewelry, women's jewelry, and hardware products like digital lockers. And also have handled a lot of lead generation projects, uh, including visa services, real estate, and I've done re lead generation for them. So, uh, my colleague, uh, my expertise lies in lead generation and ecommerce. And, uh, yeah, this is where, uh, I've met I have also, uh, managed a team of 7 to 8 people, which I'm currently managing a team of 7 to 8 people, including designers and, uh, Google Ads and, uh, Meta Ads specialists, retention marketing specialists, specialists working in, uh, a lot of retention marketing tools like, the live chat, quick chat. Right? And, also, I make media planning for most of the clients and then media planning and the strategy part, basically, creative strategy part, wherein we prepare mood boards, we prepare the whole account structure, how the meta ads structure, and how Google search ad structure will look like. Uh, apart from this, we, uh, like, we do daily report, weekly reporting, and monthly reporting where I present, uh, a lot of data and the performance to the clients. And also apart from this, I've been part of a lot of pitches, um, to new clients, to the prospecting clients, uh, explaining them the scope, what scope of performance marketing, and how we can, uh, generate, uh, revenue for them, uh, presenting forecast, number forecast, how what does it look like, and what are the key, uh, metrics we play on. So this has been my, uh, 360 degree performance marketing experience up till now. And, yeah, I'm learning more. Every day, the dynamics are keep changing in performance marketing domain. So, yeah, I'm continuously evolving and learning mode.

How would you make sure the campaign is relevant to all four markets? Yeah. So lead generation, if we talk about meta ads lead generation, so the demographics and the location, the location targeting plays a very important role. Apart from that, a quick study and a quick research of the markets, suppose we are marketing in China, we are marketing in Japan, a quick study of marketing, how people respond and how people, what are the shopping, what are the habits, like what kind of creatives are, what kind of creatives make sense to a particular targeted market. So Japan, the whole creative structure, whole creative planning, messaging will be different as compared to India and as compared to the other Asian countries. So this is one and if we talk about Google, so for Google basically it's the search, the keyword, the search keywords what I will be focusing more on and what kind of search queries are happening for that project for which we are generating lead and keyword strategy, proper planning of the keyword strategy and proper structure of the keywords in SEM. Apart from that, more like if we talk about meta ads, meta ads, I think the creatives, kind of creatives play a very different role, for example in India, if we take real estate, so India real estate works majorly on like a real walkthrough of the property. So Indian people, an example of this targeted location I am talking about, so suppose let's take India, so Indian people, they are more likely to believe organic videos, a person on a phone camera making them walk through the property, explaining what all utilities are there in the property. So these kind of creatives and these kind of messaging, I would do a deep research on depending on the market we are targeting. And Google again, I will repeat the same thing, keyword is the main, because lead generation basically depends a lot on keywords and keyword, what kind of keyword research is happening. Apart from this, when we talk post click optimizations, post click optimizations, the CRO activities, where you have like proper messaging, proper keyword, you have proper keywords on your landing pages or if you are targeting through native forms, as in case of meta ads, if you are targeting through native forms, what kind of relevant questions will a person more likely, will a more genuine customer will answer. So these kind of questions I have to plan according to the market, which are relevant to the market, which are relevant to the people, which is a common gist of the society. So I will make sure that my market research and my persona research is done perfectly on the grounds of keywords, whether it's on the grounds of creatives, messaging and filter questions and also the landing page experience. So all these things need to be taken care by me first and then I will make sure the campaign reaches out with proper budgeting and proper structure of the campaign, what we are planning to do.

data-driven strategy implemented on Meta that result in increased conversion rates. So like recent example, I would like to tell you, so there's a concept called tripwire concept, which we deployed seven, eight months back for one of our e-commerce client. Basically it's a women's fashion. So women's fashion in India is kind of very saturated. It's a very tough market, very competitive market, competitive prices, competitive lot of designs are there. So like when we started with this client of ours, so initially like we did a very normal marketing with all the video creatives and all type of creative testing. And we did like testing on a lot of price points also. But somewhat we were not able to get that revenue what we were expecting, the ROAS what we were expecting or the client was expecting. So we just introduced this concept of tripwire where in like we thought that introducing a lower AOV product into the market first, let's introduce a lower AOV products, grab people from that AOV product, do a testing, grab a set of customers, suppose five to 10,000 customers from that lower AOV product. And then parallelly we can feed all those high AOV products, which were basically kurtas and corsets and tops, high AOV products. Then we introduce that high AOV products to the people who have bought from us. So that low AOV product was under 1000 rupees. So that product went really good and there was a product market fit for this SKU and we did it for like eight to nine months. Now we have a data of around 8,000 to 10,000 people, I suppose it's 9,500 something. So now like we have that data, then we started marketing the same set of people with more offer related creatives through retention channels, through emails and through WhatsApp and through the Meta ads channel where we created an offer creative showing them like since you are an esteemed customer, you have been shopping with us, go and grab this for like 20% off, 25% off. So the revenue has increased double fold. Earlier we were doing 50,000 with that low AOV product, 50,000 per day we were doing. And now since it's been three months, we have deployed that strategy of introducing high AOV products to those customers, which we have brought through low AOV product. And that revenue currently we are doing 95,000 per day and with a ROAS of 4.5X. It's been three months. So this proper collection of data, customer data, and then strategically showing them the other SKUs, the other variants we have, has increased the conversion rate and increased the overall ROAS of the company also. Apart from this, we have deployed certain strategies on a product page, which is basically CRO activities to increase the order average value. Suppose if you are buying a pant, so get this top for like 10% off. So together club it, we were able to generate a lot of revenue and ROAS for the customer.

Which sources of lookalike audience would you use for higher quality lead generation? So as of now, the quality I have gained is if we talk about lead generation on Meta. So Meta lookalike audience is basically people who have come through on offline sources. I think the offline sources lookalike custom audience. We have been collecting their email IDs and phone numbers. And those customers who are directly calling us or directly visiting our property. And so that set of customers who are directly coming to us, we have made a lookalike of those people inquiries. And that has turned out to be the best lookalike audience for us. Ranging from, I would say, 0% to 4% has given us a really good amount of leads. And really, quality leads, 0% to 4% of that segment, customer data. And I haven't explored it beyond 5%. Like, explored it for a couple of weeks for 5% to 7%. But it didn't work out quite good. So yeah, offline customers' data, through who are coming to us or who are organically reaching out to us, visiting us. So customer lookalike audience of those set of customers had worked really good. Apart from that, I think the through plays, the videos we used to run for our lead generation project. So through plays were one, like, seven through plays audience. People who have watched 15 seconds or the complete video. Through plays audience lookalike has been performing really good for us. Also, we have tried people who have spent a certain amount of time on a landing page on our website. But the results weren't that good. But through plays audience and this offline customer data lookalike audience has really given us good results for lead generation, higher quality leads.

To present a comprehensive report detailing how paid media has impacted overall business. What insights would you provide? These tools would you use to compile this data? Okay. So, uh, like, up till now, I've been using Google Sheets and Excel, uh, and Google Sheet and Excel to present all my reports. Uh, when it comes to presentation, presentation creative design tool. So, uh, I have used Canva and Google Sheet basically to present the reports. And in the reports, I would, uh, like, properly go through the user journey. I'll make a user journey on Google Analytics tool, uh, like, how how much people are coming from paid social, how much people are coming from organic social, and what's their journey? How many are viewing the content? How many are viewing the page, the website visitors? And then apart from those, how many are going to the add card section add to cart section, then going to the checkout initiated, and finally, the purchasers. So this, uh, user journey, I always include in my, um, in my presentation. Apart from this, all the key metrics, which are the most important thing, ROAS and outbound CTR, outbound clicks, and what's the frequency, impression reach. The frequency also I include here. And, uh, Yeah. This is what I will tell them. And, uh, so one comprehensive detail about paid media, uh, I've recently done was, like, showing the, uh, growth of showing the growth through performance marketing, uh, on brand awareness. So we made a, um, we made a case where, like, we observed the data for, uh, 1 month 1 or 1 2 months of data where we were not promoting any brand awareness campaign. We are not promoting products through brand awareness campaigns, so we collected those data before the brand awareness campaign. Right. And then we ran a brand awareness campaign and engagement campaign, traffic campaign, uh, for 1 1.5 months. Right. And then we collected those that data. So this is the brand awareness campaign. And before the brand awareness campaign, there was data, the brand awareness campaign data, all the mattresses, like how many followers we got, what's the conversion, uh, what's the engagement rate, how many people are, how many people have really visited our website, and all the conversion goals which we have targeted through brand awareness campaign. We'll make a data of that. And then after 1.5 months, we would stop that brand awareness campaign for next 1 month and then collect the, uh, the 3rd data, which is, uh, with the 3rd data, which doesn't have brand awareness campaign. So this is the first one is period before brand awareness campaign, then data of brand awareness campaign. And the third was, uh, after brand awareness campaign, the the month after brand awareness campaign where we weren't, uh, we did not, uh, run, uh, we did not run any brand awareness campaign. So that third one data would help us to, uh, give a very clear picture to the client. See, after running this brand awareness campaign, we were able to lift the brand up on certain parameters, like whether it's increasing the followers, like the followers that keep on increasing, the engagement rate rate has increased, and people landing on our website without the brand awareness campaign is pretty high as compared to people before brand awareness campaign. So suppose 100 people were coming to our website on the same budget before brand awareness campaign. After the brand awareness campaign, on that same budget of 100 rupees, 1 50 people started coming to our website. So this is the brand lift, uh, uh, brand lift experiment we did for 1 brand awareness campaign. And similarly, we do for, uh, conversion campaign also when, uh, when the customer ask, like, what impact on conversion rate has been done uh, through the performance marketing campaigns.

What strategy would you use to optimize the Google Ads search campaigns for higher CTR? Okay. Search campaign for higher CTR. Right. So, the very first thing, like, search campaign is all about keywords and keyword research and including search terms, excluding search terms, including negative keywords, properly having a look at negative keywords also. So, this activity is permanent. It goes throughout the project when we are serving the project. So, like, we keep a tight watch on the search terms, like, what search terms are we getting and we'll include those search terms in those ad groups where it's coming from. And apart from that, this is one major thing, what has increased CTR for me, for my clients, including search terms. And also, one thing, like, where you make a separate campaign for those winning search terms, it's called alpha-beta campaigns. So, like, suppose you have a set of 15 to 20 search terms, right, which are giving us good results, which are giving us good impressions and good results. So, we'll get those 15 search terms, make a separate campaign for that and put a budget, dedicated budget. Then, we let it run for 7 to 10 days and then we monitor the primary metrics, like, what's the metric for all those 15 search terms. So, this is our beta campaign where we test our winning 15 search terms. And apart from that, 5 to 6, from that beta campaign, we get those 5 to 6 top keyword, top search terms, which has been working, extrapolate them into an alpha campaign, where we increase a lot of budget. And yeah, this is how, like, the conversion, the CTR also increases and the conversion also increases. Right. And one more thing we have done for CTR, to increase CTR is negative keyword fencing. So, a lot of campaigns, generally, you'll see a lot of, if you see clients, if you see performance marketers doing this, generally, this mistake has been done by a lot of performance marketers, wherein, like, you'll see, like, 5 to 10 campaigns are there or such campaigns are there. And most of the keywords, like 90%, most of the keywords are repeated on these campaigns. Right. So, we'll give a negative fencing. Negative fencing is wherein you segregate products according to the match type. So, we'll create one campaign dedicated to exact match type keywords, and one campaign dedicated to phrase match keywords type. From this phase match, we'll exclude the exact match, and one campaign for broad match. So, broad match will exclude phrase match and the exact match. So, this one negative keyword fencing strategy has worked really good for us, where, like, the keywords weren't competent, there was no internal competition among the keywords. So, because of which, there was proper segmentation of the keywords, and the CTR was also good. We can easily analyze, like, what keywords, what set of keywords, what match type keywords are getting us good CTR. And then extrapolating those, and increasing budget, and changing ad copies in them, testing a lot of ad copies. We do, like, a lot of testing of ad copies, and get the CTR higher through these strategies.

CPM. How is CPM calculated? CPM is basically, uh, cost per mile or cost per 1,000 impressions wherein, like, Facebook charges you or the the social media platform you're, uh, advertising, it charges you on 1,000 impressions. So CPM is basically what Facebook charges, uh, uh, you as an advertiser on for a thousand impressions. So that's the Facebook rate. It keeps on changing. A lot of factors are involved in CPM. Right? And, uh, yeah. So, uh, how is CPM calculated? CPM is basically, uh, impressions, uh, number of wait. It's the amount spent upon impressions into 1,000, uh, CPM. Amount spent upon impression in 2,000. Yeah. That's the formula of CPM, and it's the how much money you Facebook will charge or a particular channel will charge for, uh, each thousand depressions.

usually would take to resolve a sudden drop in conversion rate from paid search campaign. Okay, again, so the first step will be to see the negative keywords, like what all negative keywords are there, if it's impacting, like, are we getting right traffic through the right keyword? Or is it some keyword which we don't want in our campaign, which we don't want for our business? So this is what we do for the first thing is go and check the negative keywords and check the search terms, right? And then excluding them from the campaigns or the ad groups, whatever suits, right? And conversion rate also depends on if you talk about paid search and paid search campaigns. So other things what I would like to do is what kind of bid strategy are we using, right? So bid strategy, as in, like, if we are using maximized conversion target CPA or ROAS. So like, there are times when, you know, Facebook or sorry, Google in this case, is not able to get us results according to the bid strategy, what we have asked, automated bid strategy. So this way, I will just play around those bid automated bid strategies, maybe 20-30%. I'll decrease or increase it down to 20 or 30%, depending on how the bid strategy has been set. Also, so if it's a trained account, I would like to, there's a drop in conversion rate, I would really love to go on a manual bidding, wherein like all the top keywords, my top keywords which are performing, I'll make them, I'll club them and I'll assign a maximum bid, like manual bid for those top keywords and low performing keywords, I'll assign this much bid. So I'll just monitor and I'll just analyze the keywords, how is it performing, if a low performing keyword is getting most of the impression, most of the amount spent and not giving us results. So I'll just, also I'll go with a manual bidding process. This helps me, you know, this helps me maintain the budget flow to the right direction. So this is one thing I would do also apart from this and conversion rate also like the landing page, how are the post click optimization, post click analysis also I do, watch if there is any problem with the landing page, the website or does it need any rejigging or revamp, if I need to revamp those landing page or certain CTAs. So yeah, this is also I would consider when a sudden drop in conversion rate if I see. And also we'll keep a tight watch on the impression share also, a lot of things need to be done on the impression share level, wherein you see that a certain ad group or a certain campaign is losing the impression share. Maybe we can increase a budget or maybe we can include more keywords, we can change that match type of the keywords, maybe probably make it too broad and then testing. So a lot of testing, a lot of different angles, but also if I'm sitting right in front of the Google Ads Manager, I'll be getting more ideas like what exactly is happening. But these are certain things which I told you earlier, these will be the first thing I'll go and checking them right now.

Which campaign objective would you select on to bring maximum users for your budget? Maximum user for your budget to a landing page. Yeah. So landing page views, I'll be using, and, uh, awareness campaign, I'll start. Uh, sorry. Not the awareness campaign. The traffic campaign, I'll start. Pardon. Uh, I'll run a traffic campaign where I'll select the goal as maximize landing page views. And this is the objective I would use to get maximum users to my landing page.