Multi-Channel PPC Management for a Custom Merchandising Products Brand

Website SEO

• Conducted a full SEO audit covering technical issues, on-page gaps, content structure, and keyword opportunities.
• Resolved crawlability issues and optimized page titles and meta tags to capture high-intent commercial searches in the custom printing segment in the UK.
• Optimized internal linking structure to channel authority toward priority category and product pages.
• Identified relevant keywords around custom stickers, DTF transfers, heat press prints, and related commercially relevant and high-potential terms.

Amazon PPC Management

• Built campaign structures based on exact, phrase, or broad match keyword types to allow more precise bid management and prevent budget cannibalization.
• Reviewed search term reports weekly to identify high-performing search queries and continuously identified negative keywords to avoid unrelated traffic.
• Adjusted keyword bids using conversion and ACoS data instead of impression volume, while pausing underperforming terms to maintain overall campaign efficiency.
• Launched product targeting campaigns across complementary and competitor product listings to capture high-intent shoppers browsing relevant categories.
• Applied placement bid and dayparting modifiers based on performance data to secure high-converting placements without increasing spend across lower-performing ones.
• Defined SKU-level ACoS targets based on product margin to manage profitability thresholds at the individual product level instead of a catalog-wide average.

Google Ads Management

• Assigned Maximize Clicks, Maximize Conversion Value, Maximize Conversions, Target CPA (tCPA), and Target ROAS (tROAS) according to campaign objectives and efficiency targets.
• Structured Performance Max campaigns around audience signals, including brand, in-market, and interest-based signals to expand qualified reach.
• Segmented Search campaigns by keyword match type, product type, and search intent, including exact and phrase match targeting for purchase-intent queries and broad match targeting for widening reach while maintaining query relevance.
• Applied affinity, custom intent, demographic, device, and location-based targeting, along with Remarketing Lists for Search Ads (RLSA) and in-market audience bid adjustments to improve targeting precision.
• Created and tested multiple Responsive Search Ads (RSAs) to improve ad relevance, message coverage, and Quality Score across high-value queries.
• Optimized Google Merchant Center by correcting product feed issues, refining product type structure, and improving Shopping campaign eligibility & query matching.
• Conducted ongoing optimization at the campaign, ad group, and keyword levels using Quality Score, impression share, CTR, conversion rate, and ROAS to guide bid and budget decisions.

TikTok Ads Management

• Set up the TikTok Pixel and conversion events to track campaign performance and optimize across user journeys.
• Built an awareness-stage campaign around video views / reach maximization using broad and interest-based targeting focused on print, craft, small business, and creator audiences.
• Structured consideration campaigns around traffic and click optimization, using custom engagement audiences and device & location targeting, with a focus on mobile users in the UK.
• Managed sales campaigns around the Complete Payment conversion event, combining high-intent custom audiences with pixel-based retargeting for cart abandoners and previous visitors.
• Applied value optimization and lookalike audience (1%–3%) targeting based on existing purchasers to support efficient budget scaling.
• Monitored hook retention rates and viewer drop-off points to refine opening sequences, improve video completion rates, and increase viewer retention.
• Tracked creative fatigue at the ad set level, used Spark Ads to amplify high-engagement organic posts, and maintained daily CPA monitoring during budget scaling.

Meta Ads Management

• Built a full-funnel Meta Ads framework across Facebook and Instagram to support awareness, engagement, and sales conversion objectives.
• Established Meta Pixel and conversion events to track page views, add-to-carts, and purchases with greater accuracy across the conversion path.
• Created custom audiences using website visitor data, CRM lists, and engagement signals to improve audience targeting across prospecting and retargeting campaigns.
• Expanded acquisition reach by developing lookalike audiences from existing purchaser profiles to attract higher-potential new users.
• Applied demographic and behavioral targeting, including age, gender, and interest-based segmentation, to improve audience fit by campaign objective.
• Used location and radius targeting to concentrate spend on relevant UK-based geographic segments across business and consumer audiences.
• Matched bidding models to campaign intent, with Maximize Conversion Value for awareness, Maximize Conversions for engagement, and Bid Cap and Target Cost for sales-focused campaigns.
• Deployed website visitor retargeting to re-engage cart abandoners and previous site visitors, while continuing creative and audience testing to identify higher-performing ad sets.