Marketing Analyst Manager | Paid Search
(Independent Contractor)
CORE - Nonprofit Organization
October 2024
Project Overview
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Strategic Planning:
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Developed and executed Google Ads campaigns (Search, Video, Display) for Giving Tuesday and Giving Season.
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Aligned campaign strategies with the organization’s goals and fundraising objectives.
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Compliance Management:
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Ensured adherence to Google Ad Grants eligibility and compliance requirements, avoiding account suspension.
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Campaign Optimization:
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Conducted keyword research and search intent analysis using SEMrush and Google Keyword Planner.
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Designed ad copy, video thumbnails, companion banners, and QR codes to enhance campaign performance.
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Audited and optimized landing pages, creating prototypes with clear CTAs for seamless user experience.
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Tracking and Reporting:
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Configured event tags and conversion tracking in Google Ads and Google Analytics 4 (GA4).
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Troubleshoot tag implementation issues to ensure accurate tracking.
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Generated actionable insights using GA4 and Google Looker Studio to guide future strategies.
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Audience Research & Targeting:
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Identified audience segments based on demographics, geographic locations, time zones, and scheduling to maximize ROI.
Cross-Functional Coordination:
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Collaborated with internal teams to align strategies and deliver project updates via Google Meet and documentation.
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Key Achievements
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Designed a cohesive ecosystem by integrating all landing pages into the campaign strategy.
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Created high-performing ads that drove user engagement while maintaining compliance with Google Ad Grants policies.
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Streamlined tracking processes, improving campaign performance analysis accuracy.
Project Overview
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Our YouTube awareness campaign for the nonprofit achieved incredible success by combining data-driven strategies, high-quality content, and precise audience targeting. Through in-depth research and effective segmentation, I identified top-performing cities and regions with strong historical engagement and donation rates. By leveraging this information, I optimized the campaign to resonate with the right audience, resulting in a groundbreaking CPV of $0.01 and a view rate of 50.61%. Over just 10 days, the campaign reached 110K impressions, 55.8K views, showcasing its remarkable impact.
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This impressive performance was the result of a thorough and data-focused approach. I researched extensively by analyzing past reports to pinpoint the most effective cities for engagement. By segmenting the audience based on historical donation performance and high engagement rates, we ensured that the campaign reached the most responsive viewers.
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Clear CTAs, strategic use of keywords, dedicated landing pages, and continuous optimization ensured that the campaign not only drove significant awareness but also fostered deeper connections with our mission. This seamless collaboration and targeted strategy empowered the campaign to deliver impactful results, demonstrating the power of a well-executed, audience-focused approach.
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