Pratyusha Samanta

Hello. This is Prathyusha Samantha, from Mumbai, India. I have a total of five years of experience in paid advertising. I have worked on the Facebook platform, followed by Google. I have some experience in executing ads on Twitter, Snapchat, Bing, Apple, and TikTok. My current role is that of a senior paid social specialist, but I work on both Google, Facebook, and other platforms as well. My day-to-day tasks involve executions on these platforms, budget pacing, providing media plans, monthly media plans to the client, along with weekly, monthly, and quarterly performance reviews to the client.

I would select the traffic objective on Meta if my goal is to bring maximum users for my budget to a landing page. So, if the goal is to drive traffic to the website, I would go with the traffic objective and optimize towards the landing page views available on the Meta platform. If the landing page is not getting users to the landing page is not so much important and reaching more number of people is the priority, then we can leverage the reach campaign as well.

We implemented a data-driven strategy that resulted in increased conversion rates. One new thing we tested recently was the value optimization feature that Google has launched for Meta campaigns. We created two campaigns, one with value optimization, and an AB test with another campaign using the purchase optimization goal. We ran it for a month with the same creatives, targeting, and everything else. At the end of the test, we compared the two, and value optimization drove not only a higher average order value for us but also a higher conversion rate. We then proceeded with that campaign as our business-as-usual campaign for the account.

What sources of lookalike audiences would you use for higher quality lead generation? We can create a lookalike audience with people who have filled out the form in the audience who have filled our lead form in the past 30 days, 90 days, 60 days, to start with. We can leverage any of these categorizations and test. There is a 1% lookalike, a 2%, and we can have 3 to 5% of lookalikes as well. 1% lookalike is the most relevant one, but we can start with the people who have filled the lead form in the past 60 days and test a 1% lookalike to see if it works for us.

To optimize a Google search ads campaign for a higher click-through rate, the most likelihood of being clicked is if we appear on the first page of our searches, and the highest likelihood is to be clicked on is if we appear at the top of the page. So we need to bid in such a manner on our main keywords that we appear at the top of the page. We have a top of page bid option available for that. Secondly, the second reason for people to click on an ad is if our ad copy shows the keywords that people are searching for and if what people are searching for is very clear on our ad copies. So we would need to tailor our ad copies in a manner that is more relevant. We need to check the search terms and see what people are exactly searching for and make sure we include those keywords in our copies as much as possible. Also, having additional assets like site links with additional information, snippets, structures, and promotion extensions helps with this. Leveraging the extensions available on Google search also helps.

In terms of the tools that I would use to compile this data, I would use Excel, as I am most comfortable working with it. Additionally, I would also consider using Power BI or DataRama. We can pull the numbers from the platform itself or Google Analytics, which we are using. We would compare the previous performance with this performance and see the impact of paid media compared to non-paid media. To show the overall impact on business growth, we would utilize various charts to highlight the percentage contribution of paid media, the increase in raw ROI, the increase in conversion rates, and the increase in click-through rates through our ads. We can also include the audience insights provided by the platforms, such as demographics that are most likely interacting with our ads, converting on our ads, and getting impressions from our ads. These details are available through paid platforms, which are helpful in making decisions about strategies for that particular client.

It's to launch a late-generation campaign across 4 Asian markets. So, we need to follow the best practice of having a separate campaign and budget for each of the 4 markets. The ad copies should be tailored to what's most relevant for each market. Also, if the native language of the market is more prevalent than English, it's recommended to tailor the ad copies in a separate language. Also, having different targeting tools, we need to see into what kind of demographics work well for these markets. We can either have a separate campaign or four separate Meta campaigns, and for each of these markets, we can have four separate ad groups, each targeting a different demographic with a lead generation ad. In terms of targeting, apart from the market, we can also target the language, selecting the language we want to target for each market. This is one of the ways to approach this kind of campaign.

Conversion rates depend on multiple factors. One of them is seasonality. So, we obviously need to see if there is an issue with the seasonality if we are comparing a period of high seasonality with the period of low seasonality, where we will most likely see a conversion rate drop in the search campaign. 2nd, we need to check our impression share. If there is a drop in impression share, we need to check the top of page absolute top of page impression share as well. If we are losing out on that, we will also see a drop in our search clicks and impressions. Impressions not so much, but clicks most probably, and our CTRs as well. We need to check the CPCs if there are any increases. If the CPCs have increased, then maybe we need to make good adjustments to appear on the top of the page. Also, if there is more competition, people will have more options to choose from to convert. We need to check the rank and ad rank of our ads. We need to see the quality ranking of our ads. If it is poor, we need to ensure that we have the relevant keywords on the ads to make them most relevant to the person who is searching for the product that we are selling. Also, we need to ensure that the page load times are good because these will affect the user experience, and we might see an increase in bounce rates because of this. Once we have made these adjustments, we should expect that we are appearing at the top of the page. We should see that the conversion rate bounces back and comes to its normal rate, basically.

What is CRM? How, what is CPM? How is CPM calculated? CPM is a cost for 1,000 impressions. So, it is the cost per 1,000 impressions, into 1,000. So, that's 1,000. That's how it's calculated. what is it? It's the metric that measures the amount of money we need to spend to get 1,000 impressions for a particular ad.