Sumit koul

So, well, uh, my name is Sumit. Uh, I'm from the company. I'm a company funded. So, well, I have started my journey with other companies, uh, in the early phase of ecommerce, uh, that was basically working in overseas, delivering, you know, and it could be handicraft to the world. Uh, started journey from there into social media and uh, organic part of it. And then later on, I started working with some other agencies where I basically got to learn about almost about the media buying and, you know, at type operations and all. After that, like, after 2 or 3 years, I switched back to other agency, which were, like, totally into post marketing and branding. So I was spending my time there as an head of the post marketing. And I worked with the real various industries such as, uh, health care, IT, ecommerce, electronics, mobile phones, and all. So yeah. So total overall, I have been working for most in, uh, working experience, like, more than 80 years. So yeah. So, basically, I'm post marketing with a huge experience in team handling, account management, and working for Wave client from the initial part of planning to executing to reporting.

So, basically, that totally depends upon the industry which we are looking for, like, what kinda services they want to provide and what are their, you know, uh, you know, basic consumers for those brands. Let let's take example here. If you're talking about, uh, a b to b, uh, you know, education system or a tech company which provides trainings and, uh, trainings, you know, educations, tutorials for, you know, working professionals. Uh, for those for those sort of things. We are directly, you know, targeting people who are working a company, but they want to do the deal with the company, uh, so selling all their products with the company, uh, grading for their employees and all. So in that case, we can look forward for, you know, people who are into HR, like, for with the company size more than 500 people employed so that, uh, they are going to be the right audience for this kind of industry. So it's only dependable industry to industry, basically, what kind of products we want to sell and who we want to sell. So yeah. So, basically, we have to send a gate based on the industry, what where we want to target our ads and what kind of products we are selling and who are or primary target audience. And based on that, we can basically determine our actual audience on the various platforms. And what platforms we are going to use is fully dependent upon the products and the services we are providing.

So if you are talking about a GA4, it's pretty depending on the cost, that from journey. So it depends upon the tracking issue. We're talking about tracking issues, so we have to figure out, like, what exactly is the issue. Like, uh, aren't we getting aren't we getting the right amount of, you know, people? Uh, aren't we getting the right motor traction, uh, in terms of, you know, direct graphics? Because most of all, we have figuring out is mostly related to the cycle, uh, attribute window of each platform. So let's take example here. We are talking about, uh, people who has, you know, converted via searches. So there, we already the model should work on, you know, 1st click model. And if you're talking about the, you know, the longer end, we have journey is too long just like social media platforms, display network. Uh, then we can go with the task like attribution model, and we have to segregate these things in the Google Analytics so that we can track each and thing in a proper manner. So yeah. So, basically, yeah, it totally depends on the account issues we are facing in the Google Analytics. This this is on this. Uh, we can basically create.

So yeah. Uh, let's I need to give you example for an ecommerce, uh, sorry, a tech brand which I recently worked for, where the, uh, where our goals were to to get more of the conversions from the campaign, uh, at a lowest low cap to my adjustment in the ROAS campaign. So what I did here is, like, I tried to make sure Right. Correct. I'm using the right audience with the right creative ad sets, uh, with the right right targeting. And I basically created multiple ad set with the with the communication, with the marketing, you know, uh, audience audience pool, trying different communication with different pool. And that eventually led me to, uh, you know, lower down the, uh, CPC and eventually the cap of the whole campaign.

How do you optimize a low performing display campaign? So, yeah, in in terms of if the campaign are performing at all, uh, it's a low quality display campaign, we need to basically change the targeting, uh, and the creatives as well. Uh, let's say, uh, we are targeting broad audience, which is not getting converted or is, uh, leading to, you know, low CTR or higher CPCs. So for that case, we basically we are we have done something wrong with the, you know, creative communication, and the audience segment which we are targeting might not be relevant. So we might test with different communication and segregate the audience furthermore with the communication style which are going to target, which we are going to use for those people and which will eventually, hence, improve their performance and of the whole campaign.

What factors do you consider when managing rates and budget for a campaign? Okay. So technically, it depends on the, uh, you know, like, course subject to a whole campaign. Uh, is it, uh, you know, the objective is to basically divide, We want to clear brand awareness. We want to generate more traffic to your website. We want to create a conversion based tech. We'll, you know, where we where we are looking for, you know, betting better conversions at a low low cap. So yeah. So if you're talking about a branding campaign or whether metrics will be your, uh, target share impression, uh, what's our CPM, uh, how what's the what's auction site for telling us? Are we, like, above from or, you know, other people, uh, in the industry? Like, uh, let's talk, for example, if you call it store, We can check, like, if our brand is, you know, competing or doing better or or, uh, underperforming than Amazon, we show, and other other other properties. So yeah. So, basically, it totally depends upon the, uh, industry to industry, uh, and it totally depends on the objective of the campaign altogether.

Again, for b two b SaaS industry, uh, we can target, uh, most platforms such as LinkedIn, where there are only professional people we can target. And we can also do more. We can also try to target Google Ads, uh, with the keyword based search query. Yeah. And we can try Facebook with the custom audience list and we can target those people. Like, we can use that audience pool from our previous buyers, and we can, you know, upload it to a system and create a lookalike audience of of Facebook. We can, you know, run a campaign around it. And also on, uh, Google, we can try to build an audience pool for those people. 1st, we are going to give the custodians list, and then we are going to initiate the Google View Mix campaign in order to target those people who might be relevant to our industry and might be looking for services.

Okay. So if we are running a, you know, huge branded campaign where we are, you know, basically focusing on, uh, traction to our website, and we have basically committed a lot of people on the website, And they are and we are missing out on some, you know, uh, some events. Like, some people have distressed site, fill up the form but didn't purchase the thing, or somebody is in the middle of the process. So, basically, we are going to segment based on the events on the website. And we if we have a lot large group of audience already on the website, then we can initiate the remarketing campaign. That makes sense. Not initially, uh, unless until we have a huge pool. Or we can also run a new marketing campaign. If you are running a search campaign and then people who are listening to our sites are might have, like, higher intent towards our products and services, and we can use those people to target via different social media platform, different networks.

So, basically, to do an extensive keyword analysis, uh, for the keyword figure out which keywords are performing, we can, uh, check the keyword performance for search term report. And based on that, we can see, see, like, which keywords are betting us, getting results at a lower cost, and, uh, try to limit those keywords which are spending high but not generating any sort of, you know, convergence for us. So based on that, we can basically adjust our marketing, you know, campaign and bidding, uh, based on that. And we can initiate the campaign based on that. Like, some some keywords are not working for us. Uh, we can we can basically, uh, negate them from our campaign altogether. And some key keywords are performing for us. We can basically initiate, uh, a manual strategy to decrease the budget on those particular keywords so that we don't miss out on the, you know, uh, relevant conversions, which might we get from those keywords.

So, uh, basically, if we are directly working on marketing campaign and our goal is to generate the revenue for the company, uh, in that case, we are going to run the TCPA campaign where we are going to tell the platform, uh, this is an actual cost per acquisition, which we want we want to pay you. Or we can run, uh, target ROAS campaign, which basically give us better results in terms of conversions and all. Uh, with the help of the older customer custom data of past buyers, this will help us to basically generate good quality leads, good quality conversions, and, uh, eventually, we will reach out to our revenue goals.

So I work with multiple platform such as Salesforce, uh, Leadscare, Zoho. So basically basically, these, uh, help us to best identify the high quality lead and then transfer it to system and the system will know, like, which leads are not performing for us and which is a point for us. Uh, based on that, the campaign will be targeting only those people who are most relevant for our, uh, our services and our campaign. And on on that basis, we can basically negate, uh, the junk leads which are not over as at at all. Yes.