Inderpreet Singh

So, it's been more than 4 years, four and a half years. I've worked with a couple of performance marketing agencies, 4 performance marketing agencies, where I was involved with Google Ads Media Buying and Meta Ads Media Buying. Also, apart from that, I did Shopify development and suggested 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 a meta ads and a Google Ads specialist for 5 years now. And I've done a good amount of work in retention marketing and Shopify also. So, I've been involved in a lot of ecommerce projects ranging from women's fashion, men's fashion, accessories, jewelry, women's jewelry, and hardware products like digital lockers. And also, I've handled a lot of lead generation projects, including visa services, real estate, and I've done re lead generation for them. So, my expertise lies in lead generation and ecommerce. And, yeah, this is where I've managed a team of 7 to 8 people, including designers and Google Ads and Meta Ads specialists, retention marketing specialists working in a lot of retention marketing tools like live chat and quick chat. Right? And, also, I make media planning for most of the clients and then prepare the media planning and the strategy part, basically, the 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. Apart from this, we do daily reports, weekly reporting, and monthly reporting where I present a lot of data and the performance to the clients. And also apart from this, I've been part of a lot of pitches to new clients, to prospecting clients, explaining them the scope of performance marketing, and how we can generate revenue for them, presenting a forecast, how it looks like, and what are the key metrics we play on. So this has been my 360 degree performance marketing experience up till now. And, yeah, I'm learning more. Every day, the dynamics are changing in the performance marketing domain. So, yeah, I'm continuously evolving and learning.

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, demographics and location targeting play a very important role. Apart from that, a quick study and 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's shopping habits are, like what kind of creatives make sense to a particular targeted market. So Japan, the whole creative structure, whole creative planning, messaging will be different compared to India and as compared to the other Asian countries. So this is one thing, and if we talk about Google, for Google, basically it's the search, the keyword, and the search keywords that I will focus more on, and what kind of search queries are happening for that project for which we are generating leads and keyword strategy, proper planning of the keyword strategy, and proper structure of the keywords in SEM. Apart from that, if we talk about Meta ads, I think the creatives play a very different role, for example, in India, if we take real estate, India real estate works majorly on a real walkthrough of the property. So Indian people are more likely to believe in 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 messaging, I would do a deep research on depending on the market we are targeting. And Google again, I will repeat the same thing, the keyword is the main thing, because lead generation basically depends a lot on keywords and keyword research. Apart from this, when we talk about post-click optimizations, post-click optimizations, the CRO activities, where you have proper messaging, proper keywords on your landing pages, or if you are targeting through native forms, as in the case of Meta ads, if you are targeting through native forms, what kind of relevant questions will a person more likely answer, will a more genuine customer 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 persona research are 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 of 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 resulted in increased conversion rates. So, like, a recent example I'd like to share is the tripwire concept, which we deployed seven or eight months back for one of our e-commerce clients. The client is a women's fashion brand. Women's fashion in India is a very saturated market, with very competitive prices and a lot of designs available. When we started working with this client, we initially used a normal marketing approach with video creatives and creative testing, as well as testing various price points. However, we weren't able to achieve the revenue or ROAS we were expecting or that the client was expecting. So, we introduced the concept of a tripwire, where we thought that introducing a lower AOV product into the market first, grabbing people with that product, and then testing and gathering a set of customers – five to 10,000 customers from that lower AOV product – would be beneficial. We could then parallelly feed all those high AOV products, which were basically kurtas and corsets and tops, to the people who had bought from us. The low AOV product was under 1,000 rupees. That product performed well, and there was a product-market fit for that SKU. We did this for eight to nine months. Now, we have data on around 8,000 to 10,000 people – I suppose it's around 9,500. With that data, we started marketing the same set of people with more offer-related creatives through retention channels, emails, WhatsApp, and the Meta ads channel. We created an offer creative showing them that since they're an esteemed customer, they could grab this product for 20% or 25% off. The revenue has increased double-fold. Earlier, we were doing 50,000 rupees per day with that low AOV product, and now, since it's been three months, we've deployed that strategy of introducing high AOV products to those customers. The revenue is currently 95,000 rupees per day, with a ROAS of 4.5X. This proper collection of data and strategically showing customers the other SKUs has increased the conversion rate and overall ROAS of the company. Apart from this, we've deployed certain strategies on the product page to increase the order average value. For example, if you're buying a pant, you get a top for 10% off. We were able to generate a lot of revenue and ROAS for the customer by clubbing these offers together.

Which sources of lookalike audience would you use for higher quality lead generation? So as of now, the quality I have gained is from talking about lead generation on Meta. So Meta lookalike audience is basically people who have come through 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 who inquired. And that has turned out to be the best lookalike audience for us. Ranging from 0% to 4%, it 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, I explored it for a couple of weeks at 5% to 7%. But it didn't work out quite well. So yeah, offline customers' data, from those who are coming to us or who are organically reaching out to us, visiting us. So the customer lookalike audience of those set of customers has worked really well. Apart from that, I think the video views, the videos we used to run for our lead generation project. So video views were one, like, seven video views audience. People who have watched 15 seconds or the complete video. Video views lookalike has been performing really well 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 video views audience and this offline customer data lookalike audience have 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 I provide? These tools would I use to compile this data? Okay, so up to now, I've been using Google Sheets and Excel to present all my reports. When it comes to presentation, I use a creative design tool. I have used Canva and Google Sheets basically to present the reports. And in the reports, I would properly go through the user journey. I'll make a user journey on Google Analytics tool, like, how many people are coming from paid social, how many 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 to cart section, then going to the checkout initiated, and finally, the purchasers. So this user journey, I always include 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, and frequency also I include here. And, yes. This is what I would tell them. And so one comprehensive detail about paid media, I've recently done was, like, showing the growth of performance marketing on brand awareness. So we made a case where, like, we observed the data for 1-2 months of data where we were not promoting any brand awareness campaign. We collected those data before the brand awareness campaign. And then we ran a brand awareness campaign and engagement campaign, traffic campaign, for 1-1.5 months. And then we collected those data. So this is the brand awareness campaign. And before the brand awareness campaign, there was data, the brand awareness campaign data, all the metrics like how many followers we got, what's the conversion, 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 third data, which is, without 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, after brand awareness campaign, the month after brand awareness campaign where we weren't running any brand awareness campaign. So that third one data would help us to 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, the followers that keep on increasing, the engagement 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, 150 people started coming to our website. So this is the brand lift experiment we did for one brand awareness campaign. And similarly, we do for conversion campaign also when the customer asks, what impact on conversion rate has been done 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. So, the very first thing is that search campaign is all about keywords and keyword research, including search terms, excluding search terms, and including negative keywords, and properly having a look at negative keywords also. This activity is permanent and goes throughout the project. We keep a tight watch on the search terms, what search terms are we getting, and include those search terms in those ad groups where it's coming from. One major thing that has increased CTR for me and my clients is including search terms. Also, making a separate campaign for those winning search terms, it's called alpha-beta campaigns. Suppose you have a set of 15 to 20 search terms, which are giving good results, which are giving good impressions and good results. We'll get those 15 search terms, make a separate campaign for that, and put a dedicated budget. Then, we let it run for 7 to 10 days and monitor the primary metrics, what's the metric for all those 15 search terms. This is our beta campaign where we test our winning 15 search terms. From the beta campaign, we get the top 5 to 6 keywords, which have been working, and extrapolate them into an alpha campaign, where we increase a lot of budget. This is how the conversion, the CTR also increases, and the conversion also increases. Another thing we have done for CTR is negative keyword fencing. 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. We'll give a negative fencing. Negative fencing is wherein you segregate products according to the match type. We'll create one campaign dedicated to exact match type keywords, and one campaign dedicated to phrase match keywords type. From this, we'll exclude the exact match, and one campaign for broad match. So, broad match will exclude phrase match and the exact match. 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 cost per mile or cost per 1,000 impressions, wherein Facebook charges you or the social media platform you're advertising on charges you on 1,000 impressions. So CPM is basically what Facebook charges you as an advertiser on for a thousand impressions. That's the Facebook rate. It keeps on changing. A lot of factors are involved in CPM. And yeah. So how is CPM calculated? CPM is basically impressions divided by the number of units. It's the amount spent on impressions divided by 1,000, CPM. Amount spent on impressions divided by 2,000. That's the formula of CPM, and it's the amount of money a particular channel will charge for each thousand impressions.

usually would take to resolve a sudden drop in conversion rate from a 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 the 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. We then exclude them from the campaigns or the ad groups, whatever suits. And conversion rate also depends on if you talk about paid search and paid search campaigns. So other things I would like to do is what kind of bid strategy are we using? So bid strategy, as in, if we are using maximized conversion target CPA or ROAS. There are times when Google 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 automated bid strategies, maybe decreasing or increasing it by 20 or 30%. Also, if it's a trained account, I would like to, there's a drop in conversion rate, I would really like to go on a manual bidding, wherein like all the top keywords, my top keywords which are performing, 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 a lower 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 impressions 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 in the right direction. So this is one thing I would do also apart from this. Conversion rate also depends on the landing page, how are the post-click optimization and post-click analysis. 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, 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 making 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 on 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.

I would select the traffic campaign to bring maximum users for my budget to a landing page. Yeah. So landing page views, I'll be using, and awareness campaign, I'll start. Sorry. Not the awareness campaign. The traffic campaign, I'll start. Pardon. I'll run a traffic campaign where I'll select the goal as maximizing landing page views. And this is the objective I would use to get maximum users to my landing page.