Digital Advertising Achievements2(Home and Living Brand)

Overview:
Managed digital advertising for a direct-to-consumer Home and Living e-commerce brand with a monthly ad spend of approximately ¥2,000,000 (≈ CAD $20,000) from Nov 2022 to Jun 2024. Campaigns ran across Google (Branded Search, Shopping, P-MAX, Display), Facebook/Instagram, and Pinterest, with the primary conversion goal being product purchases.

Key Initiatives:

Branded Search Optimization:
・Switched to broad match with smart bidding to improve efficiency
・Paused underperforming regions (e.g., Tottori, Yamanashi) and reallocated budget to high-converting areas (e.g., Tokyo, Osaka, Fukuoka)
・Aligned ad copy and sitelinks with monthly promotional campaigns

Shopping & P-MAX Enhancements:
・Prioritized high-performing categories (e.g., sofas) and optimized audience signals and search themes
・Improved product feed using the dfplus tool (e.g., edited titles, added custom labels like “Free Shipping”)
・Added mid-funnel conversion actions (e.g., cart adds, membership signups, special page scrolls) for smarter bidding

Landing Page Optimization (LPO):
・Used Clarity heatmaps to analyze mobile user behavior and moved high-CTR content like best-seller rankings above the fold
・Updated feed title structure to improve CTR by prioritizing product category over brand name

Results:
Branded ROAS improved from 274% to 958% (+3.5x)
Shopping ROAS improved from 57% to 384% (+6.7x)