Siddharth Gupta

Hi. My name is Sadar Gupta. I started my career in the year 2014 as a digital marketing intern with an added and secretive framework. Uh, served a US SaaS based client there, ran their campaigns on Bing Ads, Google Ads, and native ad platforms like Propeller Ads, Adcash, uh, redial.com. Stared with them for more than 3 years, then moved to a new ad agency, uh, Bitstreak Technologies. Started working with them as a digital marketing executive, rose to a level of digital marketing manager there, handle a team of digital marketing executives, content writers, creative designers, website designers, website, uh, developers. So I was, uh, on the client facing side there. Uh, so my role started from, uh, I used to have client, uh, first calls with the clients, try to understand, uh, what their sales and, uh, offerings are, what their products and offerings are, and what are the geographical locations that they want to target. And, uh, did my research on the based of on the competitors that the client could be having. Then on based on all these findings, I used to say to the client that, uh, what could be the best ad platforms? Uh, then started as then making the campaigns from scratch on Google Ads, on Meta, LinkedIn, Facebook, Instagram, Twitter, and further pushing the campaigns. And for analyzing the campaigns on a day to day basis and providing clients with, uh, monthly reports at how the campaigns are performing and what further we are doing to improve the campaign's performances. And, uh, for stayed with, uh, with strict technologies for more than 5 years. For the last one and a half year, I'm working as a digital marketing manager with, uh, b to b sales channel, handling a team of digital marketing executives, creative designers, content writers, website designer, and website developers, generating really high quality leads for them, uh, from a really niche audience as they target only see suit people of big organizations having yearly revenue of $100,000,000 and plus across India. Uh, so, uh, the platforms that I've served with are Google, Bing, Meta as a whole, Facebook, Instagram that is, and LinkedIn, Twitter. Also, I have served I have, uh, worked with native ad platforms like PropellerAds, Criteo, uh, Tabula, Adcash, retail.com, all of those. And I have served various geographies like US, UK, India, Australia.

The first thing is what kind of traffic the competitor is getting. Because if the competitor is not getting enough traffic, that that's not a competitor for me. So, uh, I would go and cipher a competitor that's getting good traffic and, uh, good, uh, sales or conversions. I would try to look for that competitor. Next, what kind of ads they are running, and what's the, uh, text or creative they are, uh, using in their ads and try to study the, uh, USPs of those ads or the, uh, 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 improvement that what further improvements we can do and which locations the competitors are targeting and the audience that they're setting. Is that audience similar to me or, uh, exactly similar to me or not? Or there's something different? So these are, uh, uh, other things that, uh, I would be looking into competitors. Then comes the, uh, one of, uh, landing page that become competitor, what kind of landing page they're using, how is the user user experience on on that landing page, and try to incorporate the best things or the good things from the, uh, from the competitor side to my ads or my landing pages and look for further, uh, 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, so I would be looking at that. Uh, firstly, the traffic is coming from which channels? I would be, uh, bifurcating my, uh, report on to that basis, that track, uh, from the source of the traffic. Then I would be looking that what are the conversion that I have set. Uh, like, if I have set the objective of the campaign as the reach of brand awareness or the website visit. So I, uh, uh, or the, uh, final conversions like leads or sales. So I would be bifurcating on, uh, databases. And while interpreting the report or while representing the report to my client or to the, uh, management, I will be deciphering all these things and trying to incorporate those in my PPT or Excel that I'm I'm interpreting those on the basis of the sources that from what sources I'm getting, what kind of traffic, then how the traffic is interacting with my ads or with my 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 that I'm running, if they are brand awareness campaign, if they are, uh, if the objectives for reach or for the, uh, website visit or for the final conversions. So I would be, uh, uh, this bifurcating based on these basis.

I would have a look at the data first that which locations are giving me good results or at what part particular time of day or particular time of week, uh, or particular day of week or day of month, I'm getting good results. So what I would be doing, I would be shifting my major budget to those particular locations where I'm getting good results so that, uh, my camp my budget would be used, uh, optim optimally. I can optimize my budget, and I can get good ROI. Similarly, I would be, uh, giving I would be running my ads on that particular time of day or on that particular day of week when I'm getting good conversions out of those ads or good, uh, my objectives are getting really, uh, getting good fulfilled uh, at, uh, those particular times. So I would be shifting my budget at that particular time of the, uh, ad or running my ad at that particular time of the day or particular day of the week or of the month. 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.

See, when the client is on tight budget, uh, uh, we have to understand that that the budget is really, uh, tight. So we have to, uh, the effectiveness of the campaign would be final conversions. So I would be running my ads on really targeted audience that can give me really good results. Secondly, uh, if I'm running their ads on Meta or other platform, so I would be choosing 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, uh, engaged shoppers. And furthermore, uh, if I'm, you know, looking for more conversions and the price of the, uh, brand that I'm, uh, price of the product that I'm selling is high, So I would go ahead and target iOS users. And I would try to give more like, uh, I I would try to give 100 purchase signals, uh, to Meta as soon as possible so that it could help me building a lookalike audience as soon as possible. Because as soon as I get the lookalike audience, then my testing, uh, would be finished, and I can run the ads on lookalike audience. So uh, refreshing once again, I would be running my ads, uh, 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 also of the product that, uh, the user is buying. Like, what's the quality of the, uh, product that they are buying and how, uh, frequent they can use, how often they can use, uh, what's the washing cycle, how it's different from other brands, and what's the price range or discounts. Uh, along with that, I would be running the retargeting campaigns as well because retargeting campaigns would be giving me more conversions at really less rates. And in retargeting campaigns, I would be offering discounts to the user or would be, uh, uh, pinching we're pinching to them that something is left in your cart. We didn't buy it. Price might further increase. So all these strategies or take tactics I would follow.

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

In order to overcome the ad fatigue, firstly, I would, uh, have a look at the frequency that if my frequency have increased. Frequency by means that, uh, might be my same ads are being shown to same people and many multiple times. So I will try to reduce that. And, also, I would try to introduce new fresh ads, uh, in my, uh, ad sets so that my audience could feel the freshness of the ads, and they could start interacting with the ads. And my CTR could rise because, uh, when the ad fatigue comes, the CTR starts decreasing. So I would have a look at the CTR that if it's decreasing. And furthermore, I would have a look at the audience that if my audience, uh, is, uh, interacting with my ads that much or not, if, uh, I'm targeting the right audience or not, And if Meta, uh, as a whole if Meta is giving me certain suggestions, I would try to incorporate that those as well. Because the suggestions given by Meta, those also help us. And furthermore, uh, so these things would be there. And furthermore, I would be looking at the data that at what time of the day my ads are performing well. So I'm really running my ads at those particular time of the day so that I can get, uh, the better ROI, uh, from those particular ads. And my future ads won't get that fatigue, uh, soon because now my ads are not running all at all of the, uh, all time of the day. They are running at the particular time. And I'm trying to reach the, uh, most relevant people in my audience, and I'm trying to give fresh perspective of my ads, of my content to my audience each and every time.

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

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

Influencer partnership, for sure, can help us, but we have to look for the right influencer, uh, that would be aligning to my offering or to my product. Because not every Tom Deacon Harry influencer can go ahead, and they couldn't they will not be having all those audiences, uh, that would be buying my product. So I have to look into the segment that that influencer is aligned with my product. Then I would be, uh, asking, uh, then, uh, I would be, you know, uh, giving my my product for use and creating some videos. And furthermore, in those videos, I will ask them that the benefits that they get, uh, that they're feel feeling after using my product or after using my, uh, product for good amount of time. So highlight those benefits for, uh, uh, you know, for for the audience and try to push the audience, like, not directly, but 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 those. So all these things. Because influencers already have an audience, people are already aligned with them, people already follow them, and people believe them. Try to believe them that what they are saying because they those influencers are among, uh, from the, uh, those people only. So these always help.

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