Siddharth Gupta

My name is Sadar Gupta. I started my career in the year 2014 as a digital marketing intern with an added and secretive framework. I served a US SaaS-based client there, ran their campaigns on Bing Ads, Google Ads, and native ad platforms like Propeller Ads, Adcash, and Redial.com. I worked with them for more than 3 years, then moved to a new ad agency, Bitstreak Technologies. Started working with them as a digital marketing executive, I rose to the level of digital marketing manager there, handling a team of digital marketing executives, content writers, creative designers, website designers, and website developers. So I was on the client-facing side there. My role started from client first calls with the clients, trying to understand what their sales and offerings are, what their products and offerings are, and what are the geographical locations they want to target. And I did my research based on the competitors the client could be having. Then, based on all these findings, I would tell the client what the best ad platforms could be. I then started making the campaigns from scratch on Google Ads, Meta, LinkedIn, Facebook, Instagram, and Twitter, and further pushing the campaigns. For analyzing the campaigns on a day-to-day basis and providing clients with monthly reports on how the campaigns are performing and what we're doing to improve the campaigns' performances. I worked with Bitstreak Technologies for more than 5 years. For the last one and a half years, I've been working as a digital marketing manager with a B2B sales channel, handling a team of digital marketing executives, creative designers, content writers, website designers, and website developers, generating really high-quality leads for them from a really niche audience, as they target only small businesses with yearly revenues of $100 million and plus across India. The platforms I've served with include Google, Bing, Meta as a whole, Facebook, Instagram, and LinkedIn, Twitter. I've also worked with native ad platforms like Propeller Ads, Criteo, Tabula, Adcash, and Retail.com. I've served various geographies, including the US, UK, India, and Australia.

The first thing is what kind of traffic the competitor is getting. Because if the competitor is not getting enough traffic, that's not a competitor for me. So, I would go and cipher a competitor that's getting good traffic and good sales or conversions. I would try to look for that competitor. Next, what kind of ads they are running, and what's the text or creative they are using in their ads and try to study the USPs of those ads or the things that are incorporated in those ads so that we can go ahead and incorporate those in our ads as well and look for further improvements we can do and which locations the competitors are targeting and the audience they're setting. Is that audience similar to me or exactly similar to me or not? Or is there something different? So these are other things that I would be looking into competitors. Then comes the one of our landing pages that becomes a competitor, what kind of landing page they're using, how is the user experience on that landing page, and try to incorporate the best things or the good things from the competitor's side to my ads or my landing pages and look for further points that I can incorporate for further improvements.

If I'm running a multi-channel funnel ads and I want to run a report in Google Analytics, I would be looking at that. Firstly, the traffic is coming from which channels? I would be bifurcating my report on that basis, tracking from the source of the traffic. Then I would be looking at the conversions I have set. For example, if I have set the objective of the campaign as reach of brand awareness or website visit. So I would be bifurcating on databases. And while interpreting the report or representing it to my client or management, I will be deciphering all these things and incorporating them into my PPT or Excel. I'm interpreting those on the basis of the sources from which I'm getting the traffic, what kind of traffic I'm getting, then how the traffic is interacting with my ads or landing pages, how long they are staying, and what kind of activities they are doing. Then on the basis of the objective of the campaigns I'm running, if they are brand awareness campaigns, if they are for reach or for website visit or for final conversions. So I would be bifurcating based on these bases.

I would have a look at the data first to see which locations are giving me good results or at what part of the day or week, or month, I'm getting good results. So what I would be doing is shifting my major budget to those particular locations where I'm getting good results so that my budget would be used optimally. I can optimize my budget and get good ROI. Similarly, I would be running my ads at that particular time of day or on that particular day of the week when I'm getting good conversions out of those ads or when my objectives are being fulfilled well. So I would be shifting my budget to that time or running my ad at that time. And these things have really helped me because I have already done it in the past, and I always do that, and I'm still doing it.

When the client is on a tight budget, we have to understand that the budget is really tight. So we have to focus on the effectiveness of the campaign, which would be final conversions. I would be running my ads on a really targeted audience that can give me really good results. Secondly, if I'm running their ads on Meta or other platforms, I would choose the interest. Like, I can go ahead and choose on Meta people who are interested in high-value goods in India. Similarly, people who are engaged shoppers. And furthermore, if I'm looking for more conversions and the price of the brand that I'm selling is high, I would go ahead and target iOS users. And I would try to give more like 100 purchase signals to Meta as soon as possible so that it could help me build a lookalike audience as soon as possible. Because as soon as I get the lookalike audience, then my testing would be finished, and I can run the ads on lookalike audience. So, I would be running my ads on the really targeted audience, which I can feel would give me more conversions. And also, in my ads, I would be giving the USPs of the product, along with the product that the user is buying. Like, what's the quality of the product that they are buying and how frequently they can use it, how often they can use it, what's the washing cycle, how it's different from other brands, and what's the price range or discounts. I would be running the retargeting campaigns as well because retargeting campaigns would give me more conversions at really low rates. And in retargeting campaigns, I would be offering discounts to the user or pinching them that something is left in your cart. We didn't buy it. The price might further increase. So all these strategies or tactics I would follow.

Firstly, I would be taking up the Google Tag Manager code, or the Google Analytics code, from Google Tag Manager. I would be taking the Google Tag Manager code, the first code, and placing it at the top of the header, of the head of my website. Then, I would be placing the second code that Google Tag Manager provides in the body, at the top of the body. And then I would be opening Google Tag Manager, and I would be aligning all the buttons, or all the clicks that I want to track as the conversion tag on my website. So I would be aligning those with my TTM, and I'd be aligning the times that this tag triggers if somebody clicks on this, so I would be assigning a name to the tag and the final conversions. Most importantly, I would be giving final conversion as one only because I would be setting the priority for the conversion. So the top priority would be just setting for final conversion. That would be the sale or the lead that I'm getting, so that Google Tag Manager, or Google Analytics, don't get confused, because the top priority tags, or the top priority conversion tags, are really important for me. The more data, and the clearer data I would be providing to them, the more Google would be able to help me with further targeting of the audience and further improving my conversions in a better way. So this is how I do it. And then I would be testing all my conversion tags to see if they are working fine or not, and then I would be moving ahead with the ads.

In order to overcome ad fatigue, firstly, I would have a look at the frequency, which means if my ads have increased in frequency. If my same ads are being shown to the same people many times, I will try to reduce that. And also, I would try to introduce new fresh ads in my ad sets so that my audience could feel the freshness of the ads, and they could start interacting with the ads. This would lead to an increase in my CTR because when ad fatigue comes, the CTR starts decreasing. So I would have a look at the CTR to see if it's decreasing. Furthermore, I would examine the audience to see if my audience is interacting with my ads that much or not, and if I'm targeting the right audience or not. If Meta provides certain suggestions, I would try to incorporate those as well, because the suggestions given by Meta also help us. Additionally, I would be looking at the data to see at what time of the day my ads are performing well. I'm running my ads at those particular times of the day to get a better ROI from those particular ads. And my future ads won't get fatigue soon because now my ads are not running at all times of the day; they are running at the particular time. I'm trying to reach the most relevant people in my audience, and I'm trying to give a fresh perspective on my ads and content to my audience each and every time.

Incorporation of negative keywords is all important because those help you out to push out the informational keywords or push out the irrelevant keywords that are coming that are hindering your main keywords or giving you extra clicks or giving you irrelevant clicks. For example, sometimes if you're offering a product, but people just use what they think is the best design of a shirt or something. So the design word itself in this shirt ad would be a negative keyword. So could be a negative keyword. But I have to look for it to see what are the keywords that could go. Because sometimes the design word could not be a negative keyword. I have to look at the product or service to understand it in a better way. And using negative keywords in the negative keyword list is always helpful. It will prevent my ads from getting irrelevant clicks, and it helps me save my budget and optimize it to give me more ROI. And as irrelevant clicks decrease, my budget would be saved, and it would be directed to the more relevant keywords.

I would be taking an example of my current organization, B2B Sales Arrow. In this organization, they try to target C-suite people or the influencers around C-suite people who can fill the decision of C-suite people. All the organizations have a yearly revenue of $100,000,000 and plus across India. So before me, they were getting problems. They were not getting really good leads, really high-quality leads, and people were just giving them leads, which were not interested in their services. So, when I came into the system, I had a meeting with the sales team to understand what the offering is and what are the pain points that the audience could be having. I tried to incorporate those pain points, the USPs, of the services and the benefits the audience can get after aligning with my services of my company. I incorporated those in my content strategy. And when I did that, the conversions grew to a really great level. Furthermore, when segmenting the audience, they had a really small amount of audience on LinkedIn. So I asked my manager to help me increase the size of the audience. And in this, I further incorporated the influencers as I mentioned. Influencers can influence the C-suite people or their decisions regarding their services. I tried to convince my manager that not only C-suite people would be giving leads. The people are actually managers or influencers around them who would be generating the requirements and taking it to the C-suite people, who need this particular service or this particular offering or this particular product. So I increased the size of the audience with the help of that. And I ran the campaigns and got really good results. I further incorporated some exclusions as well, like the audio, smaller organizations having an employee size of 2 to 10, then for 11 to 50, and then 1500 to 200. I excluded all those audiences. And now the audience segment became really targeted because we were targeting organizations having employee sizes of 200 plus on LinkedIn. And furthermore, the industries that we were targeting, the job titles that were more relevant, and even added years of experience to the audience. So this combination of content strategy and audience strategy have started giving really good results.

Influencer partnership can help us, but we have to look for the right influencer that would be aligning to my offering or to my product. Because not every Tom, Dick, or Harry influencer can go ahead, and they wouldn't have all those audiences that would be buying my product. So I have to look into the segment that the influencer is aligned with my product. Then I would be asking them to use my product and creating some videos. And in those videos, I would ask them to highlight the benefits that they get, that they feel after using my product or after using it for a good amount of time. So, I would highlight those benefits for the audience and try to show them that if they buy the product, it's giving them good results, it's giving them some value, and they're happy using it. So all these things. Because influencers already have an audience, people are already aligned with them, people already follow them, and people believe them. They try to believe what they're saying because they're among those people only. So these always help.

When we integrate CRM data with our marketing campaigns, we try to see what kind of user we are targeting. They belong to which organizations or which batch of companies they belong to, what are their job titles. We try to understand their behavior as well. Now when we have understood their behavior, their job titles, the organizations, then we can craft a content strategy, and it gets more personalized. So because we know their company, we know their job title, we know their position, we know their organization, what they're building, or what they're manufacturing, what product they offer to their audience. We go ahead and make our content strategy according to those and try to highlight the USPs of our product around their benefits and try to showcase them what kind of benefits they can expect when they connect with us or when they offer our services or products. So in this way, the personalization is always.