Shivam Kaushal

Okay. So I was working for 1 of the brand, which is a protein powder, a woman protein powder in India, uh, and it was a starter. And they were running meta campaigns. So but they were not delivering right to us. So what we what I did, I jumped into the data. I load the data for last 3 months. And when I configured, I saw that there, uh, there were certain, uh, difference of categories where we were spending a lot, but we were not generating revenue. There were multiple creators where we were not even spending, but we were having 20 creators in a single ad set. So what I did, I reduced the spends on, uh, the nonperforming, uh, products, and I scaled the campaigns where we were getting ROAS on positive, which resulted in average ROAS improvement and increment. And then I generated catalog ads for the ad for the products which were not, uh, usually bringing us good conversions. Uh, so for these kind of optimizations, I, uh, got a help of data and improved the performance of the overall campaigns.

So there are a lot of metrics that, uh, you know, demonstrate the impact of the optimization on the campaign's performance. So there was a time when we were having a creative fatigue. So that means the CTR was dropping pretty prominently. So we changed the creative, and we saw what competitors are running, and then we leveraged that. In this scenario, we uplifted the creative by doing the right optimizations. Then we saw which type of audience is working for the campaign. Then we saw what is the conversion rate for that particular audience. And what we did, we improved the, uh, we spent more on those particular audiences where we were getting better conversion rate. That eventually helped us to scale the campaigns and bring up positive positive revenue for the brands.

So what I do, I I pick up data for last 3 months, then I evaluate for last month, then 14 days in 7 days. And then I figure to analyze what which particular metric, you know, there has been certain drop. Is it CBR, is it CPR, or, uh, the CPM is increasing? So these kind of metrics I look at, and if CPM is increasing, that means audience is, uh, getting skewed up. If CTR is dropping, that means the, uh, creative there is a creative fatigue. If conversion rate is dropping, that means we need to look on the optimization of the landing page, or we need to change the, uh, overall audience and improve that particular thing as well.

How do you judge what optimization is most important? So there are a lot of things to optimize in Google Ads account. So the very first thing is to analyze which type of keywords I'm bidding on. So we need to look upon where I'm spending and where I'm getting good number of conversions. So there are a lot of times when I see, uh, when I do the account audits, uh, we are spending a lot on the nonperforming or non, uh, uh, convert converting keywords. So the very first thing is to pause them, then we have a look at the search term report search query report. So we analyze on what what particular keywords we are getting conversions. And then what we do, we pick those keywords from search terms and add as negatives, add as positives. And then we look out at, you know, which keywords are not relevant to the brand, then we add those particular keywords as negative. So these are the basic optimizations for a search campaign. Then definitely, we can, uh, do dynamic keyword insertion. We can do cycling extensions and all that kind of stuff like that. For Pmax, we usually, uh, work on creators. We work on audiences that we were working. And for YouTube, we also work on, uh, the kind of creative and audience and content on which particular sites or display we are working on. Yeah.

Time when you're in Google Ads campaign on meeting the ROAS perform target. What steps would you take to dial in? Would you want to release in your audience? So there was a time when, uh, there was a Google Ads campaign, uh, where it was not meeting the robots. So what we did, we, uh, look at the location location report on which particular locations we were delivering, uh, good ROAS. So what we did, we launched location specific campaigns to improve the overall revenue for the brand. Then what we did, we have specific product groups, uh, from the GMC, and then we ran only those products just to analyze how those particular products would work. And then what we also we also did, we also, uh, checked on creatives and saw the CTR and improved the overall, uh, change the, uh, audiences as well, which helped us to improve the performance of the brand.

So it's very easy to implement the optimizes optimization strategy once we are aware about what, uh, once we get to read the data, we get to see what what's working and what's not working. So if it's creativity, we, uh, we leverage the creative change. If if the CPM is high, we change on the audiences. If CVR is dropped, then we'd book out that outbound clicks as well, and then we work on conversion rate optimization as well. Optimization as well. So these are the very basic things that we can do to implement the optimization strategy.

So beyond the metrics that are available, uh, you know, into, uh, into the Google Ads, we leverage data from Google Analytics. We see, uh, wherever we are getting good engaged sessions as compared to the other channels. And, you know, if we are having good engaged sessions, that quality traffic is, uh, being, uh, getting to the website that will eventually help us to convert the users that are coming to the website, and this is how, uh, where we can improve the overall, uh, conversion rates as well for the brand.