Maintain subscriptions, generate leads, and increase conversions for four digital publications, with focus on 2 main brands
Manage Facebook Ads by giving support for different campaign types and lead ads
Increase investment in maximizing Facebook channel and implementing Facebook Ads
Streamline recruitment cost and evaluate Adwords campaigns to improve performance (cost per acquisition, margins, etc.)
Optimize the ad extension for display on mobile, YouTube, and Google
Find new words to target and retarget heavily keyword-based Adwords campaigns to a holistic demographic
Improve and reassess Adwords account regularly to get new subscriptions
Reduce cost per acquisition for main Adwords campaign
Increase the volume of new conversions and subscriptions; increase subscriptions with the same audience
Centralize reports in Google Analytics by using Adwords conversion information
Stay relevant by reviewing updates and new functionalities, and being the first to test, implement, and succeed over competitor campaigns
To improve audience development, various search terms were purchased to deploy Adwords campaigns on mobile and YouTube. A series of A/B tests were conducted constantly to enhance and optimize the keywords, audience, ads, and banners. Campaign operations were also maintained through Google Adwords extensions, Google shopping, and concurrent/competitor campaigns.
Several factors attributed to campaign success, which included:
Facebook Business Manager
After shifting from direct marketing to digital marketing, the subscription acquisition cost was decreased from $40 to $11.
During the paid search acquisition campaigns, there was a significant increase in conversion rates, transactions, revenue, and more, as outlined below.
(Jan. 1-30, 2016) vs. (Oct. 1-31, 2017)
300% increase in transactions
277% increase in revenue
246% increase in new users
Ongoing Adwords optimization campaign since February 2016