Animesh kalur

Digital Marketing Case Studies – Animesh Kalur Pet Supplies E-commerce Company - Chewy.com Managed budget: $250,000+/ Month Channels Managed: Ebay Ecommerce Network, Connexity, Ad Marketplace Channels Type: Text/Shopping Channel Managed by: Self Strategy Devised: 1) Budget managed by channel: a. Ebay E-commerce Network - $4,000/day b. Connexity - $4,500/day c. Ad Marketplace - $200/day 2) For shopping campaigns, the key to success was bid amount by product & product categorization. 3) For text campaigns, the key to success was identifying competitor terms to conquest on & messaging for conquesting campaign along with bid amounts. 4) Created a unique process in python to identify incorrect categorization of products, to engage conversation on identifying wasted spend and generating a refund for non performing ad spend. 5) By identifying which products were performing in shopping campaigns, the effectiveness of ad spend was increased & revenue generated through the platforms was greatly maximized. 6) New Customers generated for the business by channel by day: a. Ebay Ecommerce Network – 60 to 90 with an Avg Order value of $65 b. Connexity – 60 to 120 with an Avg Order value of $65 c. Ad Marketplace – 10 – 20 with an Avg Order value of $70 7) Revenue generated for the business by channel by month: a. Ebay Ecommerce Network – $500,000 b. Connexity – $600,000 c. Ad Marketplace – $70,000 Managed budget: $800,000+/ Day Channels Managed: Google Ads, Bing Ads, Yahoo Ads Channels Type: Text & Shopping Channel Managed by: Team of 5 Members My area of focus within account: Advanced bidding strategies, Landing page optimization, A/B Testing Strategy Devised: 1) Ad Spend by channel a. Google Ads - $600,000/day b. Bing Ads - $100,000/day c. Yahoo Ads - $2,000/day 2) For each of the channels above, created a strategy on how we should utilize the advanced targeting layers to scale our paid search marketing efforts while lowering our customer acquisition cost: a. Time of Day, Day of week b. Geographic Location Targeting c. Demographic Layer Targeting d. Audience Layer Targeting e. Device Level Targeting 3) The strategy included: a. What data variables should be used to understand each of the layers b. Creating templates to curate recommendations across each of the ad platforms c. Process to handle the upload recommendations for ad accounts with more than 1000 campaigns and tackling the challenges associated with it d. Timelines for when to revisit each layer based on historical data pulled through google analytics/google big query e. Templates to understand impact of results and gauge effectiveness of layer updates 4) Managed the process to identify landing pages that were not working or resulting in 0 results & created custom URL combinations to group products together that might appeal to website 2 visitors. This led to an improvement in conversion rate of 2% across the campaigns where changes were made. 5) Actively work on campaign level optimizations to revisit brand campaigns & identify opportunities to scale the campaign. Potential opportunities to look for included: a. Keyword Discovery b. Keyword Bids research c. Ad Copy Creation & Testing d. Bid set up process e. Landing page for keyword f. Advanced bid layers (when applicable) g. Negative Keywords Review a. Target Audience discovery 6) Daily new customer acquisition by paid search channel was 6,000+ new customers acquired (which was the KPI we were graded on), with an average order value of $65. South Florida Amateur Golf Tour – www.sfamtour.com Managed Budget: $200 Managed Channel: Google Ads, Google Display Channel Type: Text/Remarketing Channel Managed By: Self Strategy Devised: 1) The client wanted to start with a smaller budget of $50, so deciding to focus on customers with a higher search intent was detrimental in utilizing google ads & google display to proceed. 2) Since the budget was small, picking a focused set of keywords along with the right ad copy & in market audiences was the key to succeed. 3 3) By focusing on the right strategy I was able to generate over 200+ clicks with a $50 budget and this helped generate 10 new customers sign up for the tournament series. 4) Each customer sign up brings in $130 revenue for the business. 5) Ad copies created saw a Click Through rate of 11%, which indicates efficiency of ad copy messaging & targeting settings applied. 6) The client just got back in touch saying they want to expand the marketing effort & increase the budget. So based on the increased budget I am working on setting up a Instagram strategy + google ads to help the client increase event turnout from 20-30 to 40-60 members per event. Roofing Services Company – www.roofnearby.com Managed Budget: $100 Managed Processes: Website Creation, Google Ads & Google Display Channel Type: Text/Remarketing Channel Managed By: Self Strategy Devised: 1) The client wanted to generate more targeted leads, since he was working for a roofing services company in the sales department. 2) I determined a strategy to ensure we could target the right kind of leads in the most efficient manner, which would be to showcase a website with relevant information & have a contact form to gather user data. 3) I led the design process to conceptualize & execute on the website creation process, which would be used as material to show customers how we can solve the problem they are looking at solutions for. 4 4) I provided the client with a method to calculate how much we can spend to acquire a customer, based on the business metrics for average roof repair orders. 5) I setup the website, along with google analytics tracking to ensure we can collect the right kind of data to optimize marketing efficiently and grow the program in the most effective way. 6) Google ads account was set up, while identifying the most effective keywords for the business using data from a variety of keyword research tools. 7) Ad copy was created by doing competitive research & identifying a USP for the business that will engage a user to interact with the ads. 8) For a budget of under $65, we generated 3 leads, where each lead brought in over $1,200 worth of revenue for the brand. 9) The client had to pause marketing due to some personal reasons, but has said we can restart marketing efforts from January 2020. 5