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I am in charge of the overall paid media strategy.
Facebook & Instagram Ads
They had a good amount of organic traffic going to their site, so I decided to start off with a dynamic retargeting campaign for both Facebook and Instagram. Then I started to implement a marketing funnel strategy, where I created Top, middle, and bottom of the funnel campaigns. I created two top of the funnel campaigns, one was to get page engagement and likes, the second was to drive traffic to a featured customer blog post. The middle of the funnel showed popular products targeting people that have engaged with their content and also added lookalike audiences in here. The bottom of the funnel is remarketing people that have been to the site or viewed certain products.
Google Shopping Ads
I created a Google shopping campaign where I broke it down to a few ad groups with each promoting a certain product category to start off with and then create campaigns with the top performing products.
Paid Ads,Google Shopping,Marketing Strategy
Automotive & Transportation
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The brand was struggling to improve the ROAS of their online store above 300%, after getting a taste of 800 - 900% during the pandemic, when people being stuck at home all day every day was beneficial to a brand like theirs. The brand was already familiar to consumers who were used to seeing it at stores like Harvey Norman and Kmart, but now could no longer shop at those stores. Another challenge was not being able to offer discounts on their products deeper than the stockist retailer were offering.
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