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Not able to provide screenshots or details as I am no longer working as a freelancer with the agency that was attached to the project.
I was brought on to help grow the brand using digital advertising and was given a $5,000 media budget to work with. I was able to help scale them up to over $25,000 spend within the same year across a variety of media channels while meeting ROAS standards set by the owner.
My role with this project was to manage the advertising accounts and scale them up effectively for sales goals and targets set by the brand.
I used a variety of skills outlined below:
• Account Review: Performing an audit in order to assess the current state and needs of the
account
• System Integration: Uploading, syncing, and merging with platforms and tools
• Competitive Analysis: Auditing PPC activity (keywords & ad copy) of your competitors.
• Advanced Software: Utilizing $25K worth of digital marketing tools and software analysis
programs to provide 24/7 optimization and cutting-edge strategic initiatives.
• Keyword research: Identifying optimal keyword targeting.
• Additional Targeting: Identifying additional optimal targeting parameters e.g. geographic,
demographic, close-up cities, etc.
• Ad Extensions: Ensuring as much online real estate as possible by including site links, call
extensions, local maps, structured snippets, and call-outs.
• Ad Copy w/ Variants: Creating an environment for proper A/B testing to identify engaging and
effective copy for the business.
• Remarketing Campaign: As needed basis
• Conversion Tracking: Establishing a high level of visibility of lead attribution in order to
measure and increase ROI effectively.
• Negative Keywords: Mitigating low-quality searches to increase CTR (click-through rate) and
decrease average CPC (cost per click) along with identifying irrelevant keywords and blocking
them to ensure that your ads only show for relevant searches.
• Advanced Scripts: Implementing programmatic fail-safes against 404 issues and performance
anomalies.
• Custom Automation: Configuration of machine learning optimization parameters.
• Reporting: Creating and scheduling customized monthly conversion reports.
• Ad Split Testing: Creating/testing multiple ads against each other to ensure we’re always using
the best converting ad copy.
• Optimized Bid Strategy: Bidding adjustments to determine the best and most profitable
position for each keyword.
• New Keywords: Identifying new keyword opportunities based on historical performance
revealed in the search terms report.
• Campaign Structure Revisions: Refining account taxonomy to ensure the highest correlation
between keywords and ad copy.
• Segmentation: Leveraging data sets from device types, locations, days of the week, etc.
against bids to ensure optimal cost per lead.
• Performance Monitoring: Keeping a pulse on the performance of each campaign in order to
make intelligent adjustments.
• Error Monitoring: Proactively & regularly scanning every landing page to identify and neutralize
any 404 issues.
• Anomaly Detection: Identify and respond to key metrics deviations when more than expected
from normal levels.
• CRO (conversion rate optimization): Ensure optimal landing page performance.
• Technical Support: Responding to agency and or advertiser questions & requests.
• Reporting: Providing monthly reports with detailed charts for quick identifications of trends.
Not able to provide screenshots or details as I am no longer working as a freelancer with the agency that was attached to the project.
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Vaughtons and parent company WH Darby’s are a 200 year old business operating in Birmingham’s (England) world famous jewellery quarter. Manufacturers of handmade insignia, specialising in products such as Jewels, Medals, Chains of Office, Lapel Badges, Cufflinks and much more. During their prod history they have made Olympic medals, the FA Cup, and have had commissions from several royal families.
In 2021 Vaughtons approach Delta with a challenge.
In recent years the business had diversified and created new revenue streams. This strategy had produced good results but also meant the business had lost focus and it’s brand identity had been diluted. Up against an increasingly competitive market, offering ever more specialised services and products Vaughtons understood that they need to evolve the business if they were to successfully see off the competition and build for the future.
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