Digital Marketing

Imagine me as a digital marketing maestro, conducting an orchestra of keywords, hashtags, and catchy content. I'm the Sherlock Holmes of SEO, solving the mystery of low website traffic with my magnifying glass on analytics. Think of me as a social media ninja, stealthily sneaking your brand into the feeds and hearts of potential customers. I'm the digital world's answer to a mad scientist, always experimenting with ad strategies and concocting the perfect formula for viral success. With a blend of creativity, data wizardry, and a touch of humor, I turn clicks into customers and likes into love for your brand.

Tools I Know

Social Media Marketing

I know social media like a pro—think of me as the digital maestro of likes and shares! From cracking algorithms to crafting catchy content, I've got the secret sauce to make your feed pop. Let's turn followers into fans and have a blast doing it!

Tools for visual content

Skill Showcase Project

As a fresher, I may not have work experience to showcase my skills, but don't worry, I've got an idea. I created an imaginary brand called HeyDay with no customers, no brand awareness, and no recognition. My challenge? To generate new customers and build brand awareness in Kuwait within just 2 to 3 days. This project will demonstrate my ability to quickly develop and execute effective Digital marketing strategies from scratch.

HeyDay

Introducing

Heyday, the ultimate energy and hydration drink for sports, gym, and fitness lovers. Packed with essential electrolytes, natural caffeine, and antioxidants, Heyday fuels your workouts, boosts endurance, and speeds recovery. Our delicious, refreshing flavors keep you energized and hydrated, helping you reach your peak performance. Elevate your fitness journey with Heyday—where every sip propels you to greatness!

Ingredients

•100mg caffeine

•300mg electrolytes

•No Sugar

•Vegan

Persona

Persona 1: Fitness Enthusiast Ali

Persona 2: College Student Ayesha

What's My Goal?

Goal: Increase website traffic to HeyDay's site through targeted Google Ads (Video ads), Meta Ads (Instagram & Facebook), and TikTok.

I aim to increase website traffic for HeyDay's site using targeted Google Ads, along with Meta Ads and other social media marketing platforms. Social media is an excellent medium for raising brand awareness. Since HeyDay is a new brand with zero customers and no recognition, my goal is to attract 200 visitors to the website within 3 days.

Why Google Ads, Meta Ads & TikTok Ads?

Target Audience

Google Ads: Google Ads have an extensive reach across Google's search network, YouTube, and partner websites, ensuring visibility to a large audience. (Using YouTube’s targeting options to reach fitness enthusiasts, young professionals, and health-conscious individuals.)

Advanced targeting capabilities allow us to reach specific demographics, interests, and behaviors.

Instagram & TikTok: Both platforms attract a younger audience, particularly those aged 18-37, which aligns well with Heyday's target demographic of fitness enthusiasts and active individuals.

TikTok and Instagram are popular among young people; they offer engaging visual content and effective advertising solutions that drive awareness and engagement for Heyday's products.

Facebook: The largest social media platform with over 2.8 billion monthly active users, spanning a wide range of demographics. That can include older fitness enthusiasts and active individuals as well.

SMART Breakdown:

Implementation:

Instagram Ads

Ad Type:

• Stories: 3$

• Reels: 4$

My Plan is to run ads on Google Ads, Meta Ads & TikTok and check which platform perform better and have higher click rate for now i have planned to 12$ on Google Ads, 6.52$ on TikTok, 7$ on Instagram & 7$ on Facebook

Total Budget: 32.61$

Used: 32.52$

Budget Left: 0.09$

TikTok Ads

Ad Type:

• In-feed ads 6.52$

Facebook Ads

Ad Type:

• Reels: 3$

• Feed Post: 4$

Content: Create engaging short videos with clear CTAs like "Swipe Up to Shop Now" or "Learn More".

Budget Planning

Target Interest, Demographic & Behaviors

1. Fitness and Wellness: People interested in fitness, workouts, yoga, and overall wellness.

2. Sports: Fans of sports like running, cycling, basketball, soccer, and more.

3. Healthy Living: Those interested in health food, hydration, and nutritional supplements.

4. Gym Enthusiasts: Individuals who follow gyms, personal trainers, and workout routines.

Interests

Demographics

1. Age: 18-37 years old.

2. Gender: Male & Female

3. Location: Kuwait

Behaviors:

1. Fitness Activities: Engaged in activities like running, gym workouts, and sports.

2. Purchase Behavior: People who have shown an interest in buying fitness-related products or energy drinks.

Google Ads

Ad Type:

• Video Ads: 12$

HeyDay Ad

I created a simple ad in various sizes to introduce a new drink in Kuwait, aiming to raise awareness among potential customers.

9:16 Size For

In-Feed Ad For TikTok

Stories/Reel For Instagram

1:1 Size For

Feed-Post For Facebook

Now it's time to run and test the ads to see which ones are worth spending more money on and determine what changes need to be made.

16:9 Size For

Video Ad For Google Ads

What happens when someone clicks on the ad?

As I mentioned earlier, HeyDay is an imaginary company with no actual products to sell. So, how will we know if the campaign really works? Don't worry, I have an idea for that. I've created a dummy website for HeyDay to test the effectiveness of our campaign.

How will we know if they bought it or just window-shopped online like I do?

Now, I know not everything is possible, but here's the plan: when anyone clicks on the "Buy Now" button, they'll see a message that says "Product is Out of Stock." Then, we'll use Google Analytics to see how many people viewed that "Out of Stock" page. This way, we can figure out how many people were interested and tried to buy the product. How's that for a clever workaround?

It's time for the big reveal! (Day 1)

On 1st day we spend 8.53$ out of

TikTok: We spend 3.26$ from 6.52$

Which got us

• Views: 5,275

• Cost Per Click: 0.072$

• Link Clicks: 45

• Profile View: 76

• Follower: 1

• Like: 20

Instagram: We spend 1.76$ from 7$

Story

• Reach: 360

• CPC: 0.33$

• Link Clicks: 3

• Profile View: 360

• Follower: 1

• Like: 0

Facebook: We spend 3.51$ from 7$

Reel

• Reach: 124

• CPC: 0.257$

• Link Clicks: 3

• Profile View: 124

• Follower: 1

• Like: 0

Post

• Reach: 2,286

• CPC: 0.04$

• Link Clicks: 63

• Profile View: 120

• Follower: 0

• Like: 1

Reel

• Reach: 1,173

• CPC: 0.05$

• Link Clicks: 33

• Profile View: 120

• Follower: 0

• Like: 0

So from the results of the first day, it seems like Instagram isn't the best place to spend our budget, especially since our budget is already limited. Therefore, I've decided to stop ads on Instagram and reallocate the remaining amount of $5.24 to Facebook and TikTok, as these platforms are performing better for us.

I'll first create a new ad showcasing product details and offering a coupon code for free shipping. Afterward, I'll allocate the remaining budget from Instagram to promote this new ad.

Google ad: No Data on first day

New Ad

I've crafted an ad that details our product features and includes a customer coupon code for free shipping to encourage purchases.

9:16 Size For

In-Feed Ad For TikTok

Reel For Facebook

• I will promote this ad on TikTok In-Feed Ads with a budget of $3.24 and allocate an additional $0.02 from our remaining budget to round it off in KWD. (2KWD)

• Facebook Reel, I'll allocate a budget of $2

We now have two types of ads: the Old ad, which we started first, and the New ad, created with the remaining Instagram budget.

• Old ad on TikTok (In-Feed Ad) Campaign 1

• Old ad on Facebook (Post/Reel) Campaign 1

• New ad on TikTok (In-Feed Ad) Campaign 2

• New ad on Facebook (Reel) Campaign 2

We spend 45.67% (5.48$) out of (6.52&)

It's time to unveil the results! (Day 2)

Google Ads

These ad was shown on three different places Mobile Feed, Native, and Messager Inbox

Google Ads Data

After the first Result, it became clear that our performance on Google Ads wasn't meeting expectations, particularly given our limited budget. Allocating funds to Google Ads at this stage isn't the most effective use of our resources. Therefore, I decided to halt the Google Ads campaign after spending $5.48 and redirect the remaining $6.52 to other platforms that are currently performing better. We'll reassess and allocate this budget on Day 3 to maximize our results.

We spend 100% (6.52$) and 100% (5.24$)

TikTok

First Ad (Old Ad) Campaign 1

With the first campaign, I gained a better understanding of our audience insights.

These insights provide me with detailed information on various demographics, interests, and behaviors, which will help me refine and optimize my 2nd ad campaigns.

Second Ad (New Ad) Campaign 2

After analyzing the first campaign's data, I made some changes to my second campaign. And guess what? With a lower budget of $5.24 (compared to the first campaign's $6.52), it performed way better than the first one!

CPC (Campaign 1): 0.072

CPC (Campaign 2): 0.005

129.89% increase

in Link Click

We spend 100% amount of first campaign (7$) and 100% amount of second campaign (2$)

First Ad (Old Ad) Campaign 1

Facebook

Facebook Post

These ad was shown on three different places Mobile Feed, Native, and Messager Inbox

Age

Placements

Locations

Facebook Reel

This ad was also shown on three different places Mobile Feed, Native, and Messager Inbox

Age

Placements

Locations

Second Ad (New Ad) Campaign 2

Facebook Post

These ad was shown on three different places Mobile Feed, Native, and Messager Inbox and the budget was 2$

Age

Placements

Locations

What Happened to Google Ads Budget?

Based on our results so far, TikTok has proven to be the most effective platform for promoting our drink. After analyzing the data and gaining a deeper understanding of our target audience on TikTok, it's clear that we can achieve even better results.

Therefore, we will allocate the remaining budget to TikTok for our next round of promotions. With this strategic shift, we aim to maximize our reach and engagement, driving more traffic and conversions for our brand.

Let's start the promotion and take full advantage of TikTok's potential!

Result of Day 3

TikTok: We Spend 100% budget (6.52$) on our third TikTok ad campaign

And here we go again—whopping 378 clicks! In our 3rd campaign, we achieved an impressive 89% increase in link clicks compared to our last campaign, which had 200 clicks. All this with a budget of just $6.52—definitely worth every penny!

And here we are at the end of our campaign! The results are in, and it’s clear that TikTok is the top platform for promoting HeyDay drinks. With a growth by 167.07% higher than combined of Meta Ads & Google Ads, TikTok proved to be the superstar of our advertising efforts. So, for future campaigns, especially with a limited budget, TikTok will be the best place to invest and get the most bang for our buck. Cheers to more successful campaigns ahead!

Now, let’s see how many people actually bought our product!

As of now, we've received total of 914 link clicks from all our campaigns combined

• TikTok: 665

• Facebook: 207

• Google Ads: 36

• Instagram: 6

We set our Goal on 200 clicks, but we've smashed that goal with 914—a whopping 357% increase! Now, let's dive into Google Analytics to see how many people tried to buy our product. Remember, those visiting our 'Out-Of-Stock' page count as potential purchases!

How Much Total Clicks We Got?

Data From Google Analytics

So from the data, it's clear that 958 people visited the HeyDay page—914 from paid ads and 44 from organic clicks on TikTok. Out of these visitors, 293 landed on the "Out of Stock" page when attempting to buy the product, even though it doesn't actually exist, hence the "Out of Stock" message. If we assume all 293 intended to purchase the product, then...

Before diving into profit calculations, let's delve into a few details about the product.

• Production Cost: 0.60$ Per Can (For 4 Pack It will be 2.4$)

• Packaging For 4 Can Cardboard box: $0.20

• Shipping

Total Cost For 4 Pack is 2.6$. We r selling it for 2.295KWD (7.48$)

Cost of Product

Return on Investment (ROI):

But?

Return on Investment (ROI):

Now, let's calculate the ROI. If 55 people had puchase our product.

• Net Profit: 684.75$

• Total Investment: 382.2$ (Production Cost), 32.61$ (Advertisement Cost) = 414.81$

Our ROI is 164.97%, which means for every dollar invested in expenses, we earned approximately $1.65 in net profit.

Since our product isn't real, we can't track actual sales to real customers, making it challenging to determine the real conversion rate. This project was designed to showcase my skills in real-world marketing using authentic tools and strategies.

Our initial goal was to achieve 200 link clicks within 3 days with a modest budget of $32.61. As a brand-new entity with zero customers and no brand recognition, this target was ambitious. However, we exceeded expectations by obtaining 914 link clicks—an impressive 357% increase over our goal. Out of these, 293 people clicked on the "Buy Now" button.

If we assume all 293 clicks represented actual purchases, our net profit would be $1,875.63, resulting in an ROI of 236.17%. However, using a typical conversion rate of 50% to 70%, we can estimate that between 147 and 205 people might have purchased the product after adding it to their cart.

Let's assume a conservative conversion rate of 50%. This would mean 147 potential purchases, yielding a net profit of $684.75 and an ROI of 164.97%.

While determining the real conversion rate is difficult due to the absence of a tangible product, this project effectively demonstrates my ability to plan, execute, and analyze a marketing campaign with real budgets and real audience engagement. Thank you for considering my work.

Conclusion

• Net Profit: 1,875.63$

• Total Investment: 761.8$ (Production Cost), 32.61$ (Advertisement Cost) = 794.41$

Now, let's calculate the ROI to evaluate the success of our campaign.

Our ROI is 236.17%, which means for every dollar invested in expenses, we earned approximately $2.36 in net profit.

So the campaign is a success! We earned $1,835.63 (563.13 KWD) after spending $32.61 (10 KWD) on advertisements.

Of course, not all 293 people would have bought the product. Some might have been just window shopping or added items to their cart and abandoned it. Assuming a typical conversion rate from cart to purchase (which can vary but is often it is around 50% to 70%)

• At a 50% conversion rate: 293 x 0.50 = 146.5 people might purchase.

• At a 70% conversion rate: 293 x 0.70 = 205.1 people might purchase.

Based on these estimates, we might expect approximately 147 to 205 people to purchase the energy drink after adding it to their cart