Paid Media Buying Portfolio

Overview:
With over three years of hands-on experience in paid media buying across social and search platforms, I have developed a comprehensive skill set that spans strategic campaign planning, audience targeting, creative optimization, and performance analysis. My approach centers on data-driven decision making, full-funnel marketing strategies, and continuous optimization to drive measurable business outcomes for clients across diverse industries.

Paid Media Buying - Social:
My strategic approach to social media advertising is built on a comprehensive full-funnel methodology:
• ToFu Campaigns: Implemented interest-based and demographic targeting to maximize reach and impressions, focusing on brand awareness and introducing new audiences to client offerings. These campaigns utilized broad targeting parameters to cast a wide net and identify potential customers who matched ideal customer profiles.
• MoFu Campaigns: Deployed sophisticated retargeting strategies focusing on engagement-based objectives and video completion audiences. These campaigns targeted users who had shown initial interest but required additional touchpoints to move further down the funnel, utilizing dynamic creative optimization to test multiple messaging approaches.
• BoFu Campaigns: Exclusively utilized pixel-based website audiences and users who had engaged with previous MoFu and ToFu campaigns. These high-intent audiences received conversion-focused creative and messaging designed to drive immediate action, with carefully crafted offers and clear calls-to-action.
• Full-Funnel Integration: The strategic integration of all funnel stages resulted in significantly lower cost per conversion while maintaining extensive brand reach. For AirAsia specifically, continuous ToFu campaigns were essential due to their brand awareness objectives and the need to consistently introduce their travel offerings to new potential customers.

Results:
The implementation of this comprehensive social media strategy delivered exceptional results:
• Brand Awareness: Achieved over 2 million unique reach within a 12-month period, demonstrating significant improvement in brand awareness and market penetration across target demographics.
• Follower Growth: Generated substantial organic growth with Meta followers increasing by 130,000 and Instagram followers growing by 10,000, indicating strong audience engagement and brand affinity.
• Engagement Performance: Delivered mass reach within target audience segments while achieving a 130% increase in overall engagement rates, demonstrating the effectiveness of creative-audience alignment strategies.

Paid Search:
Client Portfolio and Expertise:
My paid search experience encompasses a diverse portfolio of clients, primarily US-based, across multiple industries and business models. This includes managing campaigns for a high-budget B2B SaaS unicorn in the technology sector, a specialized B2B SaaS platform serving the education industry, a nonprofit organization focused on supporting women in the workforce, and various other clients across different verticals.
This diversity has provided me with deep insights into how search behavior and campaign optimization strategies vary across industries, target audiences, and business objectives. My campaign management experience spans the full Google Ads ecosystem, including Search campaigns, Display network advertising, and Demand Generation campaigns, each requiring distinct strategic approaches and optimization methodologies.

Strategic Approach and Optimization:
• My strategic approach to paid search is built on continuous optimization and data-driven decision making. Bi-weekly comprehensive account audits form the foundation of this approach, involving detailed analysis of all campaigns, ad groups, and individual ads. These audits generate actionable insights and recommendations for performance improvement, ensuring campaigns consistently meet or exceed client expectations.
• Cost-per-acquisition (CPA) optimization and click-through rate (CTR) improvement remain constant priorities across all campaigns. I employ sophisticated bidding strategies, audience layering techniques, and ad creative testing to drive these key performance indicators in the right direction.
• Monthly campaign launches ensure accounts remain fresh and responsive to changing market conditions and business needs. Each new campaign undergoes thorough keyword research, competitor analysis, and audience definition before launch, with clear success metrics and optimization timelines established from the outset.
• Weekly A/B testing protocols ensure continuous creative and targeting optimization. This systematic approach involves testing ad headlines, descriptions, display URLs, and landing page combinations to identify top-performing variations. Underperforming ads are promptly paused and replaced with new creative iterations based on learnings from successful variations.
• BoFu campaigns consistently utilize retargeting-based audiences, focusing on users who have demonstrated high intent through website behavior, previous ad engagement, or specific action completion. These campaigns receive premium budget allocation due to their typically higher conversion rates and lower acquisition costs.