Kiran Walke

Okay, So hello, guys. My name is Kiran, and I am working in the digital marketing industry for the last three years. In digital marketing, I am very much interested in paid media. At the beginning of my career, I was working in local agencies where I used to handle local clients, generating leads for showrooms, 2 wheelers, and bikes. Then later on, I also generated ecommerce sales for machinery commerce, fruit ecommerce, and many other things like that. Then in my career, I fully switched to view generation in the 2 wheeler sector, actually. I used to lead generate for the 2 wheeler sector, where I generated thousands of leads for the 2 wheeler showroom and achieved a lot of results locally and also countrywide. After that, I also tested ecommerce, where I set up my Shopify store. In the Shopify store, I sold trending products to understand the audience behavior in my country and region, what kind of products the audience likes, and what triggers the audience for those products is very essential to know the audience behavior. I also learned a lot from that part. After that, I also worked as a social media manager for the bakery, 7thaven. Like the name of the bakery is 7thaven, where I worked as a social media manager. I worked on their organic and paid media. I shared many tricks and tips for organic content so that their page and all the stuff would grow. And in paid media, I set up their campaigns for the store to increase awareness in the city and get better results. Later on, I was selected for Coalition Technologies, an overseas USA organization where I handled international clients. I handled international clients from jewelry to new generation home remodelation and other things, where I developed strategies for overseas clients. I also did in-depth keyword research for overseas clients, and I made media plans for overseas clients as well. And, yeah, that's about my background. Thank you so much for the opportunity. I will now move towards the next question.

What is your approach to identifying and segmenting target for a multiplatform paid advertising campaign? Okay, so here the question will be asking me to how I can segment the audiences according to the multiple advertising platforms. So first of all, let's talk about the Google Ads. So Google Ads is basically totally works on the keyword base. So if you go to the search ads, it will totally work on the keyword base. So, when you talk about the audience segmentation according to the keyword-wise, I will choose the keywords whose volume is really high, and the competition is moderate or lower so that I can give good results. Then, talking about the Google Ads display campaign, Pmax campaign, and video campaign, where you use in-market audiences, affinity audiences, or your remarketing audiences. In that case, affinity and in-market audiences are the most essential for the display and YouTube campaigns. You can also make custom segments where you can combine keyword plus search queries users are searching for, so that our audience will go as narrow as possible to get good results. Now let's talk about Meta. In Meta, the whole scenario will change because the targeting or the segmentation of the audience is totally dependent on your targeting and the interest you are targeting. So, basically, suppose I want to target, like, I am selling ecommerce related products. So, I can target the shoes lovers, luxury lovers, and some kind of stuff like this. In Meta, the interest targeting is very much easy. But in Meta, you can also do the remarketing audience, you can also do the lookalike audience, you can also upload a customer list, and make a lookalike of your customer list also so that you can utilize that audience as well. So now talking about LinkedIn. In LinkedIn, the game of audience segmentation is totally changed because in LinkedIn, you can directly target the people according to your job, their job title, what kind of skills they have, what kind of group they are in. So, the targeting goes narrow, but LinkedIn brings a very premium platform, which also has a very much higher charge than the Google and Meta. So we have to keep in mind that. And after that, for the Facebook ads, it's totally the same as the search ads, we go through the keywords. And for the video ads or the multimedia video ads, we can go to the in-market audiences or the audiences, or we can make the marketing audience and make the use of that. Or we can also upload a customer list and use the customer list to that. So, to me, this is all the audience segmentation or the all the audiences in one. Thank you so much. I will now move toward the next question.

I will read the question first. Describe the process of configuring campaign conversion tracking in a platform not natively integrated with your website. Okay. I will read the question again. I'm sorry. Discard the process of configuring campaign conversion tracking in a platform or actually integrated to a website. Okay. So here, I think, you want to ask that, generally, in conversion tracking, what we can do is, suppose we are talking about the Google Ads, then we make a conversion, the conversion, like, conversion tag. And we copy that conversion tag and install it on our website, ahead of our website, so that whenever any conversion action happens on our website, it will get triggered, and it will count what to say? It will count it in our Google Ads dashboard so that we can give the accurate, what do we say? Accurate conversions. But now if we try to make a conversion tracking through a platform which is not integrated with our website, so we can do that. We can take a help of tag manager also. And, like, through the tag manager, we can mix the tag of the conversion, and we can file it on our website so that it can also get triggered. Like, it can also get added in our campaign, like Google Ads dashboard. And like that, basically, suppose you want to track your conversions to a third party. So there is a there is one way that you can use UTM parameters in your campaigns. Basically, UTM parameters are the tracking model parameters. These parameters are used to, like, they will tell us any changes or anything that is associated with our link, any changes or the any tracking things which are associated with our link. So you can place a UTM parameter in your link. And whenever a user clicks on that, then you already set up that UTM. What is UTM maybe and what is UTM source? Through that, it will definitely capture in your third-party analytics tool also, like Adobe Analytics or any other analytics tools. So, basically, you are talking about that conversion tracking with the platform with the non-native thing. If you are talking about the HubSpot can be integrated to the Google Ads, and we can easily do that. So, yeah, that's about the question. Thank you so much for giving me a question.

I'll read the question first. It's the hard level, I guess. Discuss an advanced use case where you leverage your audience with targeting in a digital campaign to increase conversions. Okay. Now first of all, I would like to talk about what is remarketing or the retargeting audience. So, basically, whenever a user, like, whenever you launch a campaign and a user interacts with your ad, comes to your website, and surfs the website but doesn't do the required action, suppose your required action is lead generation but doesn't do that. So this type of customers are generally interested in your product but don't do the action because they are considering other competitors also. So this type of people who visited the website but didn't do any interaction that you like them to do, these are the targeting audiences. So, basically, in Google Ads, you can set up a Google Tag or meta tag meta pixel on your website to capture these retargeting audiences so that you can leverage them. Now I'll talk about my case study where I have leveraged this retargeting audience. So, first of all, I have leveraged retargeting audiences a lot, and I love retargeting audiences because this retargeting audience is very accurate, and they are the persons that are very much interested in our product. And these are the guys who are at the bottom level of our funnel, and these are the guys who are most likely to convert very easily if we give them certain opportunities to convert. So, I will tell you my case study. So, first of all, I have generated a lot of ecommerce sales also. So, in one of my Shopify stores, I was struggling with sales. So, what I did is that I set up a retargeting audience. I set up a retargeting audience of 7 days, 14 days, 30 days, and I have set up different campaigns. And according to my results, the retargeting audience of 7 days gives me a better result because the retargeting audience, which is very recent, is a very hot retargeting audience, and the chances of their conversion are very high. And in my case, exactly the same happened. The retargeting audience of 7 days performed very well, and they promised me a lot of sales rather than the 10 days retargeting audience and the 30 days retargeting audience. And similarly, in meta ads, you have to set a pixel to retarget your page users. You can target your website visitors. You can target certain page visitors and send that. I would also like to tell a second case where I used a retargeting audience. So, there is a client, a dental client, in one of the agencies that I have been working with, and the results for that client were very less. But that client has historical data, and there is a certain targeting audience available. So, I have set up a new retargeting audience for the last 7 days, 14 days, and I started a new campaign for the client. And that campaign performed very effectively, and the client was very happy. And he asked me what happened. So, I told him that it's the magic of the retargeting audience. So, yeah, that's about it. Thank you so much. I will now move to the next question.

Now I will read the question first. Describe your approach you take for AB testing on Facebook to determine the most effective creative elements. Okay. Cool. Now let's talk about the Meta ads and AB testing. So, first of all, AB testing is what? Suppose you have two creatives with you, and you're not sure which one will work better. So in an A/B testing, what you can do is you can upload these both creatives, and your budget will be split towards both creatives. And you can now after the campaign launches and it has spent some days, you will get certain metrics that you want, and you can see which creative is performing very well. And according to that, you can choose that this creative is performing very well. We can continue with this pro creative. So, Facebook remains mostly suited to creative. Now, talking about the A/B testing on Facebook and what are the elements that you should keep constant while testing out the A/B testing? So, basically, when you talk about the creative element in the Meta ad, then the creative elements include the headline, the description, then talking about the CTA button. We can upload the creatives according to the targeting. Basically, if you choose the Instagram targeting, then we need a square one. If you take a story, then we need an initial 9:16 ratio creatives and all that stuff. So, talking about that. So, the elements of creatives are the primary text, description, and the CTA button. So now, talking about the A/B testing. So, if we want to A/B test these certain elements, then we can do one thing that we can choose a different primary text and all the other things keep constant. Or, either we can choose a different description and keep all the other things constant. Either we can choose two different CTA buttons and go with an A/B test. So, generally, how an A/B test works is like that. Generally, what you can do is we can do an A/B test on a lot of things. Like, we can with respect to targeting, we can do one thing. Like, we can test with the same creative but having certain different targeting. Either we can do a split test with the same creative but with different interests, or we can do a split test with two different creatives but having the same targeting, same budget, and same bidding strategies. Or we can do a split A/B test with two different cities or two different primary texts. So, basically, the funda or the logic of this split test is like that. Whenever you are not sure or when you want to test how just changing a single element or just changing a percentage, what kind of campaign can do magic? Then we can test in an A/B split test. Yeah. That's all about the split A/B test. Thank you so much. I will now move towards the next question.

So I'll read the question first. How will you analyze the performance of this which is sent to campaign using your local studio, and what inside will you look for? Okay. So I will talk about the Google Luma Studio, which is previously known as Google Data Studio, basically. It is a tool designed by Google to make your campaign reports. So, basically, Google Luma Studio is the reporting tool or it is the iOS version of the Google Data Studio reboot in Google because we can also get the reports from our Google Ads dashboard as well. But Looker Studio uses the advantage that we can make a report to our analytics. We can connect our analytics or our Google Ads to the Google Ads dashboard, to the Looker Studio, and we can make the reports according to it. So what type of insights and what type of things I want in my report to the Looker Studio. So, basically, on the first slide, I will definitely want to see the impressions, the spend, and the date range for the campaigns that I am running. The date range is crucial because if you want to change the last 7 days' performance of your campaign so much, it's the same as 14 days of your campaign's performance. Because in the Google Ads dashboard, we have the date range and type. And without a date range, it's not possible to see our data. Now, talking about the insights that I want, it's basically the name of campaigns, name of assets, the impressions, the reach, the clicks, the CDR, the conversions, the click-through conversions, the cost per conversion, how the ROAS is meeting, and what is the cost I am paying for each conversion. I also want to see the CTA. All the stuff I really require in that. Blue customer. Okay. So yes. So, essentially, I will be looking for the KPIs that I am monitoring in my Google Ads dashboard. I will certainly make a template in the Looker Studio so that I will definitely, whenever I pull my data, I just have to set my filter. I can include that my all report dashboard will turn out, and I can share that report as a date. So inside that, I really want to see the metrics such as campaign, asset name, the number of impressions, the number of conversions, CTR, clicks, post, cost of conversion, all this stuff. So, yeah, that's about the Google Looker Studio. Thank you so much for giving this opportunity. I will now move towards the next question.

What challenges have you faced when implementing lead generation campaigns across multiple digital channels? How will you overcome them? So, talking about lead generation and all that stuff is very sincere because I have had my worst experience in lead generation. Now, the challenges I have faced in lead generation are very critical. So, now talking about platform-wise, Google Ads first. So, talking about the lead generation of Google Ads, it's totally dependent. I have done search campaigns. And in search campaigns, the lead generation, the keyword volume, and the ad relevance with your ad or the ad rank are very important in Google Ads. So, the challenges I have faced in lead generation for Google Ads are, like, sometimes the keywords are not performing very well. Second, the ads are not performing very well. Third, sometimes people are clicking on the ad, but they are not converting, so conversion rate optimization is required. So, in that case, I have restructured my campaign. I have made new ad groups. I will form new keywords. I utilize my search terms. I utilize my analytics data to see what kind of people are doing. I also utilize my Microsoft Clarity data. So, what kind of touch points users are touching on the web page? I have to see that, and I have optimized my campaign, and I have gotten good leads. Now, talking about Meta, basically. So, in Meta, there's a pretty different game, rather than in Google Ads, because in Meta, all things work on target interest, and you can create it. Right? So, in Meta, I was in a utilization campaign for the automobile sector. And in that case, I was also very much thinking that if your offer is excellent, the people will definitely get attracted towards it. And the second point is, how narrow is your audience, that will also affect your campaign? So, that's all about Meta. Now, talking about LinkedIn and lead generation through LinkedIn, I have seen that in LinkedIn, if you target through job role and seniority, that's a very high, very accurate way of targeting new generation on LinkedIn, but it's very expensive. So, there are certain tricks in LinkedIn to generate a lead at a cheaper price. Like, you can target through job interest there, or you can target through location and job interest. That's very easy. Right? And, talking about Bing Ads, which works similarly to Google Ads, kind of, there are certain similarities in ad copies, but ad keywords, Googleization of search terms, all these things are necessary for optimization. So, yeah, that's all about lead generation in Google, Meta, LinkedIn, and Bing. Thank you so much. I will now move towards the next question.

So now we'll talk about what strategies will you use to optimize landing pages to improve quality scoring in Google Ads. So first of all, I will have to talk about this quality score. The quality score is totally dependent upon three factors. 1st is the click-through rate, which is how many clicks your ad is getting compared to the number of impressions your ad is getting. 2nd is the keyword relevance. So, basically, what type of keyword you are using in your ad, are they relevant to your landing page? This is the key. And 3rd is your landing page experience. Whenever a user clicks on your ad, he lands on your landing page. What's the user experience on your landing page? Does your landing page load faster or slower? Does your landing page have the certain amount of information that users want? Or does your landing page have a certain design that users find friendly? So that's all the things that you want to acquire. Now we're talking about how we can optimize our landing page to improve that quality score. So first of all, design your ads on the content that is really present on your landing page. 2nd, make your landing page load faster. Make a better SEO of your landing page so that it can have the elements that enable it to load faster. Because when your landing page takes a long time to load, users get frustrated and exit the page. So your landing page should load faster so that users don't leave it. 3rd, you must include the USPs for the specific needs that users are finding through your ad on your landing page so that whenever a user sees that, they can scroll to that and click on your CTA. Now we can come to what the next point is, our CTA. Our CTA can be split-tested, like, for example, sell now versus buy now or something like that. You can analyze a list of tests to your CTA and make sure what kind of CTAs are working. And you should have a perfect color theme on your page so that users will view and see an effect towards that. Then the third point is that you should always design your web page very much. The content on your web page should be in really easy language or language that is understandable by a small kid also. These are the some points that you should always keep in mind to do a CRO of the quality support intro in your Google Ads so that your ads will get triggered and you will get a very high success in your Google Ads. Thank you so much. I will now move towards the next question.

K. So we read our question, and now I have to focus. Okay. I will read the question. Explain your methodology for implementing and measuring cost of device conversion tracking for a complex digital campaign. Okay. So cross-device, you're talking about cross-device conversion. You're measuring cross-device conversion tracking. So, basically, you're talking about the cost of device conversion tracking is basically, like, suppose I am using the website on a tablet also, and I'm also on mobile. I suppose I'll see it on mobile, but I'll convert it to the iPad. So you're talking about that cross-converter. Right? So in that case, we can say the analytics and we can say cross-domain tracking, and we can set up cross-domain tracking also. But implementing and measuring cost-device conversion tracking for a complex digital campaign, cost-device conversion tracking is basically like suppose an user is watching your ad on a certain device, but he's converted to the PC. Right? So in that case, you have to set up cookies on your website, like a user ID. You have to implement a user ID on your website so that users can log in. So when users log in, basically, you have to log in. When you have implemented the user ID on your website, at that time, if your user is logged in, then if he's logged in on mobile or using PC also, he can be counted as only one user. He can do anything, where once a user ID is counted. But he logs out, then you can count him through the devices. Let's talk about cross-device conversion tracking. So, basically, you have to implement the user ID, and you can implement it to the Google Tag Manager through the gtag, and it can be easily set up. And with the user ID, you can understand through which device, like, through mobile or through PC, is converted. Thank you so much. I'll move towards the next question.

Describe your experience with influencer advertising within digital campaigns. How do you measure its impact on campaign growth? So, basically, I have not done any influencer marketing yet, but I have seen a lot of influencer marketing campaigns online. So, basically, in an influencer marketing campaign, you can do one thing. You can generate a link, like, you can generate a Bitly link or something, that you can track how much conversion or how much those will give you the metrics that through this influencer's particular link, how many conversions or how many sales you have got and all that stuff impacts. And see, the impact of influencer marketing is very high because I have seen that the particular influencers who are influencers, those have a very wide reach and all that stuff. So this type of influencer, if you work on a campaign through them, that campaign is pretty much successful. And if their niche and your niche are very much similar, then the result chances are very high. So in that case, to measure the impact, you can do link tracking. You can see how many people are clicking and how many people are getting converted. Then the kind of impact it has on our campaign goal is basically that. Through influencer marketing, I'd like to share an example with you. There's a certain influencer here. I've seen that campaign. I've seen the case study here that he shot one reel. He shot one reel, and with the help of that one single reel, the company had a revenue of around $200,000 to $400,000. So that's the impact of one reel, that's the impact of that influencer on influencer marketing. So influencer marketing is very effective. And if you have the perfect influencer for your mission plan, then the results are very accurate, and you can measure the money.