Pratyusha Samanta

Hello. Uh, this is Prathyusha Samantha, uh, from Mumbai, India. I have a total of 5 plus years of, um, experience in paid advertising. I have worked on, um, mainly worked on Facebook Facebook platform followed by Google. Um, I have some experience in mostly execution on, uh, Twitter, Snapchat, Bing, Apple, TikTok ads as well. My current in my current role, I am a senior paid social specialist, but I work on both Google, Facebook, and other platforms as well. Um, my day to day tasks involve executions on these platforms, also the budget pacing, uh, providing media plans, monthly media plans to the client, uh, along with, uh, weekly, monthly presenting, weekly, monthly, um, and quarterly performance reviews to the client.

Which campaign objective would you select on meta if your goal is to bring maximum users for your budget to a landing page? Um, so if the goal is to, uh, drive traffic to the website, I would go with traffic objective and optimize towards the landing page views available on the meta platform. Uh, if it is if landing page is not, uh, getting the user to the landing page is not so much important and reaching more number of people, then we can uh, leverage the reach campaign as well.

Describe a data driven strategy that you implemented on Meta that, uh, resulted in increased, uh, conversion rates. Okay. So one of the new things that we tested during recently was the value optimization the value optimization features feature that, uh, Google has launched out. Uh, sorry. Facebook has launched out, uh, for the meta, uh, uh, for the meta campaigns. Um, we created 2 campaigns, 1 with value optimization. We created an AB test with, uh, one with the value optimization goal and another with the purchase optimization goal on. Uh, we ran it for a duration of 1 month with the same creatives, same or targeting everything. And and at the end of the end of the, uh, test, we were able to see that, um, value optimization and purchase optimizations when we compare them to each other, value optimization drove not only a higher AOV for us, um, but it also drove a higher conversion rate for us. Uh, so, uh, we proceeded with, uh, that campaign as our BAU, um, as our BAU, uh, campaign on for the account.

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

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

Report detailing on how paid media has impacted the business growth. What key insights would you provide, and which tools would you use to compile this data? Um, I would, uh, in terms of the tools that I would use to compile this data is, um, since I'm more comfortable working with Excel, um, there are various tools. There is Power BI. There is DataRama. But since I am the one most comfortable with Excel, uh, as of now and haven't had the opportunity to work with other tools as such, I would utilize the charts for that. We will have we can pull the numbers from the platform itself or Google Analytics. We are using that. Um, we need to show them, uh, we would obviously compare the previous performance with this performance and see, uh, compare paid media to the nonpaid media and see how much, uh, how much impact or how much contribution paid media, uh, has we can utilize various charts to show this percentage contribution, increase in raw ROI, the increase in conversion rates, the increase, um, in click through rates, um, through our ads, uh, is something we can focus on to show the overall impact on business growth. Also, uh, other point we would also like to add is we can also include, uh, the platforms also provide us with the kind of, uh, audience insights, uh, the demographics which are most likely interacting interacting with our ads, converting on our ads, um, are having getting impressions from our ads. So such, uh, details are available through paid platforms, which, uh, is helpful in taking making decisions in strategies for that particular, um, that particular client.

Okay. It's to launch a late generation campaign across 4 Asian markets. So, uh, we need to the best practice would be to have a separate campaign, um, in separate budget for all of the 4 markets. The ad copies if the ad copies are same, it would be best to tailor them to what is the most relevant for this market. Um, also to have them if if they speak if the native language of the market is more prevalent than English, for example, it would also be recommended to tailor the ad copies for each of these markets in a separate language. Um, also having a different targeting tool, we need to see into what kind of demographics work well for these markets. We can either have a separate campaign or we can have 4 for for meta, especially markets. And for each of these markets, we can have 4 separate in this 4 separate ad ad groups, we can have 4 separate ads targeting, uh, the, um, targeting with the ads, uh, with the ad, the lead generation ad. In terms of targeting, apart from the apart from the market, we can also target the language as well, select the language that we want to target for the market. So, uh, this is how this is one of the ways where we can approach, uh, this kind of, uh, campaign.

Go through the steps you would take to resolve a sudden drop in conversion rates from the paid search campaigns? So conversion rates, uh, depend on multiple factors. One of them is seasonality. So we obviously need to see, uh, if there is an issue with the seasonality if 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 on the search campaign. 2nd, we need to check, um, our impression share. If there is a drop in impression share, uh, we need to check the top of page, uh, absolute top of page impression share as well. Uh, if we are losing out on that, there is, um, there is we will also see a drop in our seat clicks, um, and impressions. Um, impressions not so much, but clicks most probably and our CTRs as well. Uh, we need to check the CPCs if there are more coming up. If the CPCs have increased, then, uh, maybe we need to make good adjustments to appear on the top of the page. Um, and also if there is more competition, people will have more uh, options to choose from to convert to check the product. Um, then um, the next step is we need to revisit we need to check the rank, ad rank of our copies. We need to see the quality ranking of our copies. If it is poor, we need to ensure that, um, in website. Um, we need to ensure that we have the We need to ensure that we have the relevant keywords on the copies to make it most, uh, most relevant to the person who is searching for the product that we are selling. Also, we need to ensure that, uh, the page load times, um, if there is a drop or an issue with the page load times because these will affect the user user experience, and we might see there is a people drop off, uh, an increase in bounce rates, uh, because of this. Um, so once we, uh, we also in place, we should expect that we and we are appearing at the top of the page. We should see, um, that the conversion rate, uh, bounced back and comes to its normal normal rate, basically.

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