Paid Social and Paid Search

Project Title: Paid Social and Paid Search Campaign for a Healthcare Brand





Project Description: This portfolio project outlines the step-by-step approach used to execute a paid social and paid search campaign for a healthcare brand. The goal of the campaign was to increase brand visibility, drive website traffic, and generate leads for the healthcare brand's services. The project showcases expertise in digital marketing, specifically in paid social and paid search strategies within the healthcare industry.

Project Steps:

1. Research and Analysis:
   • Conducted a thorough market analysis to understand the competitive landscape and target audience demographics.
   • Researched relevant keywords and trending topics related to the healthcare brand's services.
   • Identified key social media platforms and search engines where the target audience is most active.
2. Campaign Planning:
   • Defined campaign objectives, such as increasing website traffic, generating leads, and improving brand awareness.
   • Developed a comprehensive paid social media strategy, including selecting the appropriate platforms (e.g., Facebook, Instagram, LinkedIn) based on the target audience and campaign goals.
   • Designed a paid search strategy, focusing on platforms like Google Ads and Bing Ads, utilizing keyword targeting, ad copy creation, and bid management techniques.
3. Campaign Setup:
   • Set up accounts on selected social media and search engine platforms.
   • Configured tracking mechanisms such as conversion pixels and event tracking codes.
   • Conducted A/B testing to optimize campaign elements such as ad creatives, landing pages, and call-to-action buttons.
4. Ad Creation and Copywriting:
   • Developed compelling ad creatives, including images, videos, and ad copy that resonated with the target audience.
   • Ensured that ad content complied with healthcare industry regulations and guidelines.
   • Utilized persuasive copywriting techniques to drive engagement and clicks.
5. Targeting and Audience Segmentation:
   • Defined target audience segments based on demographics, interests, and behaviors.
   • Implemented advanced targeting options available on social media platforms, such as lookalike audiences and custom audiences.
   • Utilized search engine targeting options, including location targeting, device targeting, and audience demographics.
6. Campaign Optimization and Monitoring:
   • Regularly monitored campaign performance, analyzing key metrics such as click-through rates (CTR), cost per click (CPC), conversion rates, and return on ad spend (ROAS).
   • Made data-driven decisions to optimize ad placements, bidding strategies, and targeting options.
   • Implemented A/B testing for ad variations to determine the most effective elements.
7. Performance Reporting:
   • Generated regular reports summarizing campaign performance, providing insights into key metrics and trends.
   • Shared reports with stakeholders, highlighting the campaign's impact on website traffic, lead generation, and brand awareness.
   • Used reporting data to identify areas for improvement and recommended strategies for future campaigns.
8. Budget Management:
   • Developed a budget allocation plan, distributing funds across different social media and search engine platforms based on performance and ROI.
   • Monitored campaign spending and adjusted budget allocations as needed to maximize results.
9. Continuous Optimization and Iteration:
   • Reviewed campaign performance regularly, identifying opportunities for improvement and optimization.
   • Implemented feedback and insights from stakeholders to refine campaign strategies and tactics.
   • Stayed up to date with industry trends, algorithm updates, and changes in healthcare advertising regulations.