Smriti Kesarwani

Hi. My name is. I did my I did my bachelor of commerce from National PG College in Lucknow. Continuing my studies, I did PGDM in Bangalore from marketing and, uh, then decided to make my career into digital marketing. Hence, I started my career with GroupM as a executive media, wherein I got to handle big clients like cement, other health insurance, and. These were the 3 major clients that I were handling end to end from planning to implementing to executing the campaigns to optimizing the campaigns and reporting of the campaigns as well. Continuing my career, I switched to, wherein I was exposed to platforms like DV 360 and other OTT channels like Hotstar, Amazon Prime, etcetera. I was involved in end to end campaign management from planning to implementation, to executing, to optimizing and reporting of the campaign. Continuing my career in Brainlabs, I worked for the international client called Walmart, wherein I handle the programmatic media buying, which gave me exposure to search ads 360, c m 360, and d v 360 as well. Currently, I'm working as an online marketing manager in cover where I see the whole media marketing for cover from end to end, from planning to implementing to executing to optimizing to reporting.

Uh, I would like to, uh, adjust the bidding strategy in real time based on performance data by seeing how are my ads performing. If how are my ads and campaigns performing? So based on the campaign analysis, I would like to change my bidding strategy. Suppose if my c from, um, from one of the campaign, if I am achieving a CTR of 2%, and from the another campaign, I'm achieving a CTR of 1%, I would like to, uh, see the performance of the CTR and the rewards that I'm getting at how much cost. And after observing this, I would like to change my breathing strategy.

Uh, so, uh, yes. There was, uh, time. Uh, there was, uh, like, in my current organization, I have to, uh, see. There are a lot of conflicts between my company and the platform that I'm using. I'm currently advertising the ads on Facebook for extra cover. While they want to, uh, while the Google is not working for them as of now, they wanted me to they wanted me to retarget the audience. They wanted me to make a similar kind of audiences based on the keywords, but the platform is limited because we cannot have a keyword based targeting on So I have to, like, really explain then why and how is Facebook different from Google. And why can't we use those features on Facebook? And why can we use only on Google? So that, um, uh, so that the conflict does not go to a big level. So that is how, uh, like, after explaining the platform benefits, platforms, disadvantages, and platform limitations, and how is it friend and why should we go for other platforms? This would resolve my conflicts as well.

So, uh, I used to, uh, work in GroupM, wherein I was involved in weekly, monthly, and quarterly reporting of the ongoing campaigns. So I used to analyze the weekly, monthly, and quarterly, uh, data by when it comes to analyzing the campaign we on a weekly basis. So how is my campaign performing in the current week comparison to the last week? Is my campaign CTR? Is my campaign CPC? Is my campaign better than the last week, or is it declining from the last week? And if it is better, well and good. If it is not better and if it is declining from the last week, why is it declining from the last week? Is it that my ads have become fatigue? Is it because that all the audience that I'm targeting is not right, currently not working? I should focus on more on the audiences that are working? Or is it because some other thing? Like, the keywords I'm targeting, the money is going on. The keywords that are highly spending but not giving us the results. So these are some of the major scenarios, and same goes for the monthly and quarterly data. How is my campaign performing comparison to last month to current month and last quarter to last quarter? And how can I make those campaigns better for the next quarter to gain more better results? So this is how I analyze the data.

So AB testing within a programmatic campaign. So what I used to do, I used to make 4 to 6 creatives for a particular campaign and for a particular product or the service that we are going to provide to the consumer. And I used to give the brief to the creative team wherein I used to make those creatives in a different design and a different format. And then upload those creatives into the v three 60 platform wherein I can a b test the creators and see the insights from the d v three sixty platform, which creator is currently better for me and which current creative is currently not better for

So, uh, they'll, um, for continuously learning and skill development in the field of programmatic advertising. I generally used to read posts in the LinkedIn, and I used to follow Skillshop. I used to follow other YouTube channels wherein I get weekly or monthly updates that are happening in problematic

So my optimization strategy is, uh, first, I see the bidding strategy, like, based on the objective, if it is correct or if we need to change to gain better results. Then I come to the audience targeting. Like, I used to see the audience report, which audience is performing well for me and which audience is not and based on the performances of the audiences wherein we can put in more money. And then I used to also test the creators, uh, that which creative is performing well for me and which creative is performing not well for me. Should I go with the creative both the creatives, or should I go for 1 creative bite one time? And if there are multiple campaigns that I have launched, which campaign is performing better and which campaign is not performing better, wherein I should put on more money to get the more. So these are some of the optimization strategies that I follow in the programmatic

So there was 1 campaign of the L'Oreal that I worked for, programmatic campaign for L'Oreal that I had in Walmart. So, basically, it was a complex programmatic campaign for me. The, uh, impressions that we needed to solve in those campaigns were in 1,000,000. Now were in, uh, gross. And so, uh, to keep on optimizing these campaigns and to keep seeing how many impressions are sub. Are we going to reach my impression target? It was very difficult to calculate. And to actually more than calculation, it was very difficult to keep up pace with the numbers. So every time, every 3rd or 4th day, I had to look after those campaigns and see, uh, like, manage those manage those numbers very accurately so that we don't over absorb the impressions. And we are also able to achieve the

So I would like to develop a full programmatic strategy that includes multiple DSP vendor collaborations by by seeing first, uh, achieving the client brief. And based on the client brief, I would like to define the objective of the campaign. And based on the objective of the campaign afterwards, I would like to make a plan wherein I can see where in the campaigns can be executed, how can it be executed, and how can program, uh, how can we achieve this, uh, numbers from those campaigns?