I began with thorough keyword and market research, developing an initial media plan aligned with the client's budget. Initially, I focused on resolving Google Shopping policy issues to enable the launch of effective shopping ads and product testing.

 

Over subsequent months, I collaborated closely with the client to refine keywords, ad copy, and product feeds while experimenting with various Google ad formats. I also provided recommendations for website optimization, creative styles, and strategic sales events based on campaign performance and competitor analysis.

 

After a year, the client aimed to further increase website traffic and sales. Leveraging previous data, we advised the client to differentiate their website's product line from their Amazon shop and expand channel coverage to reach a broader audience.

 

Following this strategy, I transitioned Google campaigns to automatic bidding and targeting, expanding reach with Performance Max ads through audience/creatives testing and new product lines. Concurrently, our team conducted market research to launch Facebook and Bing campaigns, initiating testing on targeting, creatives, and ad types on these platforms.

 

Ahead of Halloween, additional traffic was driven to the website by expanding ad coverage on TikTok and utilizing display ads on vertical fashion websites. A significant budget increase was implemented to capture conversions from the expanded audience segments.