Google Search Campaigns

Welcome to my digital marketing showcase, which features a collection of successful search campaigns and digital media projects I've managed over the years

This portfolio demonstrates my expertise in Creating profitable campaigns with impressive Return on Ad Spend (ROAS) of 3.5 to 4+

Managing and scaling high-budget campaigns effectively. Generating substantial revenue, ranging from $10 million to $15 million.

Delivering high-quality work that aligns with brand voices and resonates with target audiences

Each project showcases my ability to drive results and create impactful digital marketing strategies. Due to confidentiality agreements, specific brand

names are not disclosed. Explore my work to see how I can help elevate your digital marketing efforts and achieve remarkable results for your business.

Search Ads
Retail, Technology D2C

Campaign Performance

Campaign Results FY24:

Total Ad Spend: $3,056,286.51
Total Conversions: 93,814
Total Conversion Value: $10,283,051.57
Overall Conversion Rate: 4.40%
Return on Ad Spend (ROAS): 3.36
Our multi-faceted search campaign strategy yielded a positive return on investment, generating over $10 million in conversion value with Just $3 Million spending with Roas 3.36

Key Optimisation

The search campaign generated over $10 million in conversion value, driving sales and brand awareness among parents interested in educational tech products for children.

Key Optimizations:

Audience Segmentation: Refined targeting to mothers aged 25-45, improving relevance and achieving a 6.46% conversion rate in the top campaign.
Ad Copy Personalization: Created parent-focused ad copies, contributing to a ROAS of 6.93 in the best-performing campaign.
Landing Page Optimization: Aligned pages with product categories and parental concerns, lowering cost per conversion to $16.07 in the best campaign.
Bid Strategy Adjustment & Keywords Structure: Implemented aggressive bidding for high-performing keywords, resulting in a cost-per-conversion range of $16.07 to $46.77.
Created an optimised account structure for scaling with Brand and Non-Brand Keyword structure.
Created automation for Weekly search audits, to improve impression share and constantly add negative keywords at ad group and campaign level to improve Conversion rate and ROAS.

These optimizations had driven success, but there were a few more performance variations indicating room for further strategy refinement.

Reformer Pilates

Campaign Overview:

This search campaign for Tech products(D2C) achieved significant results, effectively reaching our target audience of tech-savvy parents, particularly mothers aged 25-45. The campaign promoted our range of innovative D2C retail tech products to enhance children's learning and development.

Target Audience:

Primary: Parents, Predominantly MOM's
Age Range: 25-50 years old
Interest: Tech-savvy parents looking for Learning Products
Countries - United States, Canada, Germany and ANZ.

Product Category:

Direct-to-Consumer (D2C)

Brand Focus: Retail Tech Consumer products for kids

Search Ads
Fashion, Clothing

Campaign Performance

Campaign Results FY24:

Key Performance Indicators:
Total Cost: $75,645.38
Total Clicks: 52,730
Average CPC: $1.43
Total Conversions: 2,821.36
Total Conversion Value: $334,976.89
Return on Ad Spend (ROAS): 4.43
Total Purchases: 2,819.80
High-value conversions: The average order value (Conversion Value / Conversions) is about $118.73

Key Optimisation

We fine-tuned bids to optimize for the most valuable audience segments, resulting in improved ROAS for specific demographics within the 25-45 age range.
Ad copy refinement: We continuously tested and improved ad copies to highlight the fashionable aspects of the products, leading to higher click-through rates and more qualified traffic.
Landing page optimization: We enhanced product landing pages to better align with ad messaging and improve the user experience, contributing to the strong conversion rate.
Negative keyword expansion: We regularly updated our negative keyword list to exclude irrelevant searches, helping to maintain a low CPC while improving the quality of traffic.

Campaign Overview

This search campaign targeted fashion-conscious men and women aged 22-45 in the United States, Australia, and New Zealand, promoting trendy clothing and accessories. The campaign ran during FY23, focusing on showcasing the brand's stylish and contemporary fashion products.

Target Audience: Men & Women (Age 22-45)

Product Category: Clothing Fashion Products

Brand Persona: Trendy Fashion Products and Accessories

Countries: United States, Australia & New Zealand.

We targeted style-savvy adults aged 22-45 in the US, Australia, and New Zealand, we effectively promoted our clothing and accessory lines to a receptive audience.

Search Ads
D2C, Consumer Products

Campaign Performance

Total spend: $1,600,535.33
Impressions: 15,277,000+
Conversions: 34,287.76
Purchase conversions: 33,871.99
Conversion value: $3,572,204.60
Return on Ad Spend (ROAS): 2.23

Key Performance Indicators:

Average cost per click: $1.83
Overall conversion rate: 3.91%
Cost per conversion: $46.68
Average order value: ~$105.46 (Conversion value / Purchase conversions

Key Optimisation

Audience Refinement:
- Created custom audiences based on first-party data of existing mom customers.
- Implemented detailed demographic and interest-based targeting focusing on women aged 27-40 with children or pregnancy-related interests.
- Utilized lookalike audiences based on high-value customers to expand reach while maintaining relevance.
Keyword Optimization:
- Conducted thorough search term analysis to identify high-performing keywords related to specific childcare accessories and healthcare products.
- Implemented negative keywords to exclude irrelevant searches and reduce wasted spend (e.g., excluding terms related to professional childcare services).
- Adjusted bid strategies to allocate more budget to the best-performing keywords.
Ad Copy and Extension Optimization:
- Developed ad copy specifically addressing the needs and pain points of mothers in the 27-40 age range.
- Highlighted product benefits and safety features in ad messaging to appeal to health-conscious parents.
- Implemented and optimized site link extensions to showcase popular product categories and special offers.
Landing Page and User Experience Improvements:
- Created dedicated landing pages for top-selling product categories with content tailored to the target audience of mothers.
- Improved mobile responsiveness to cater to on-the-go moms searching on smartphones.
- Implemented trust signals and customer reviews prominently on product pages to increase conversion rates.

Results: These optimizations led to improved performance across the campaign:

Overall conversion rate increased from 3.2% to 3.91%.
The best-performing segment achieved a 6.72% conversion rate with a $46.07 cost per conversion.
ROAS improved from 1.9 to 2.23, indicating more efficient spending.

Campaign Objective

Campaign Overview: This search campaign targets primarily mothers aged 27-40 and focuses on childcare accessories and healthcare products. The campaign shows strong overall performance with some variations across different segments.

The campaign is generating $2.23 in revenue for every $1 spent, indicating a good return on investment.
Strong conversion rate: The 3.91% overall conversion rate is good for e-commerce, especially considering the niche market of childcare and healthcare products.
Efficient cost per conversion: At $46.68, the cost per conversion is reasonable for this product category, suggesting effective targeting.
High-value conversions: The average conversion value is $105.46, indicating that the campaign is attracting customers who make substantial purchases.
Varied performance across segments: There's significant variation in metrics like cost per conversion ($29.06 to $70.91) and conversion rates (2.66% to 6.72%), presenting opportunities for optimization.
Low average cost per click: The overall average cost of $1.83 per click is relatively low, allowing for a good volume of traffic within the budget.

Search Ads
E-Commerce, Consumer Brands

Campaign Performance

Campaign Results FY24

Key Performance Indicators:
Total Spend: $614,358.44
Total Purchase Conversions: 16,617.54
Total Conversion Value: $1,713,188.97
Overall Conversion Rate: 4.46%
Average Cost per Conversion: $36.97
Return on Ad Spend (ROAS): 2.79

Key Optimisation

Optimizations Performed:

Audience Refinement:
- Utilized first-party data to create lookalike audiences based on high-value customers.
- Implemented detailed demographic targeting focusing on females aged 24-64 with interests in retail and D2C products.
Keyword Optimization:
- Conducted thorough search term analysis to identify high-performing keywords.
- Added negative keywords to eliminate irrelevant traffic and reduce wasted spend.
Ad Copy Personalization:
- Created tailored ad copy for different age segments within the target audience.
- Incorporated product benefits specific to female consumers in the ad messaging.
Landing Page Optimization:
- Developed custom landing pages for top-performing product categories.
- Implemented A/B testing on call-to-action buttons and product imagery.

Results: These optimizations led to improved performance across the board:

Conversion rates increased from an average of 3.5% to 4.46%.
Cost per conversion decreased by 15% on average.
ROAS improved from 2.4 to 2.79.

The campaign now shows strong overall performance, with the highest-performing sub-campaign achieving a 4.99% conversion rate and a $28.12 cost per conversion.

Campaign Overview

Campaign Overview: This search campaign for a retail D2C product targeting primarily female customers aged 24-64 shows overall strong performance, with some areas for potential improvement.

Analysis Points for Client:

Strong overall ROAS: The campaign is generating $2.79 in revenue for every $1 spent, indicating positive ROI.
High conversion rate: The 4.46% conversion rate is excellent for e-commerce, suggesting effective targeting and ad relevance.
Efficient cost per conversion: At $36.97, the cost per conversion is reasonable, especially considering the conversion value.
Varied performance across sub-campaigns: There's significant variation in metrics like cost per conversion ($28.12 to $69.96) and conversion rates (2.26% to 4.99%), indicating opportunities for optimization.
High-value conversions: The average conversion value is $103.10, suggesting the campaign is attracting valuable customers.

Harman Singh

Google Search Campaigns

Search Ads
Retail, Technology D2C

Campaign Performance

Key Optimisation

Reformer Pilates

Search Ads
Fashion, Clothing

Campaign Performance

Key Optimisation

Campaign Overview

Search Ads
D2C, Consumer Products

Campaign Performance

Campaign Objective

Search Ads
E-Commerce, Consumer Brands

Campaign Performance

Key Optimisation

Campaign Overview

Get Free Google PPC Optimisation Tips & Checklist

Achieve 4.5+ ROAS

Google Search Campaigns

Search Ads Retail, Technology D2C

Campaign Performance

Search Ads Fashion, Clothing

Campaign Performance

Search Ads D2C, Consumer Products

Campaign Performance

Search Ads E-Commerce, Consumer Brands

Campaign Performance

Get Free Google PPC Optimisation Tips & Checklist

Achieve 4.5+ ROAS

Search Ads
Retail, Technology D2C

Search Ads
Fashion, Clothing

Search Ads
D2C, Consumer Products

Search Ads
E-Commerce, Consumer Brands