Digital Marketing: Simternship® at Buhi
As a Digital Marketing Simtern at Buhi, I had to manage campaigns running on multiple channels, optimize landing pages, and utilize a $7,500 budget effectively to maximize performance.
Display Ads: Best for brand building and reaching a broader audience.
Search Ads – Top performing for conversion metrics, targeting consumers with a strong purchase intent.
Retargeting Ads - encouraged repeat purchases and improved customer loyalty.
Through the reduction of CPC costs, the increase of the CTR, and the optimization of the conversion rate, I have been able to generate more than $100,000 in revenue.
Digital Marketing
February 6, 2025 at 11:54:01 AM
As a participant in the Digital Marketing Simternship® at Buhi, I had the opportunity to apply the concepts of multi-channel campaign management, landing page optimization, and data-driven marketing. With a budget of $7,500, I conducted the projects for three products: Backpack, Messenger, and Duffel, to optimize the click-through rate (CTR), conversion rate, and total revenue for the American Dream products.
Ad Campaign Performance & Strategy
1. Display Ad Campaigns - Most Successful for Reach
Objective: Enhancing brand awareness and reaching new audiences.
Execution: Interest-based display ads that targeted customers based on demographics, behaviors, and affinity categories.
Results: Reached a larger audience at a low cost-per-impression (CPM).
Created high engagement but moderate conversions with lower intent.
"Best for top of funnel marketing to introduce Buhi to new customers."
2. Search Ad Campaigns – Most Successful for Conversions
Objective: To engage high-intent shoppers searching for their desired products.
Execution: Developed targeted search ads based on keywords such as "best travel backpack" and "durable messenger bag."
Results: Highest conversion rate across all campaigns.
Lower CPC but higher return on ad spend (ROAS) due to high purchase intentions.
Best for driving sales or bottom-funnel conversions.
3. Retargeting Ad Campaigns – Most Successful for Returning Customers
Objective: To reactivate those visitors who previously visited the website of Buhi but did not make a purchase.
Execution: Executed retarget display ads that reminded the user of the products they browsed, and the incentive was a discount offer.
Results: Higher click-through rates (CTR) compared to first-time audience ads.
Brought back returning customers and prevented cart abandonment.
Most effective in customer retention and encouraging repeat business.
Landing Page Optimization & Budget Allocation
Optimized landing page designs to align with ad copy messages, resulting in lower bounce rates and enhanced conversion performance.
Conducted A/B tests on call-to-actions, layouts, and visuals to maximize engagement.
Allocated ad dollars to the most successful campaigns through search ads for conversions and through retargeting ads for customer retention.
Performance Analysis & Budget Allocation
I tracked the following key metrics: CTR, CPC, conversion rates, and customer acquisition costs (CAC).
Spending adjusted based on highly successful campaigns, where budget is rebalanced to maximize earnings.
Applied Google Ads and insights from SEMrush to optimize targeting and bidding.
Key Achievements and Business Impact
Generated $100,000+ in total revenue across all campaigns.
Improved efficiency of ad performance: Optimized CPC and CTR.
Achieved a successful display ad targeting, resulting in increased brand awareness.
Improved customer segmentation, which leads to effective targeting for future communications.
Received “The Closer Award” by the professor for my performance
Final Takeaways
The Simternship® experience at Buhi has given me hands-on knowledge of managing advertising campaigns, budget allocation, and data-influenced decision-making. I have received significant insights about the effect of different types of advertisements on the consumer journey, enabling me to effectively expand the online marketing plans of any business.
As a participant in the Digital Marketing Simternship® at Buhi, I had the opportunity to apply the concepts of multi-channel campaign management, landing page optimization, and data-driven marketing. With a budget of $7,500, I conducted the projects for three products: Backpack, Messenger, and Duffel, to optimize the click-through rate (CTR), conversion rate, and total revenue for the American Dream products.
Ad Campaign Performance & Strategy
1. Display Ad Campaigns - Most Successful for Reach
Objective: Enhancing brand awareness and reaching new audiences.
Execution: Interest-based display ads that targeted customers based on demographics, behaviors, and affinity categories.
Results: Reached a larger audience at a low cost-per-impression (CPM).
Created high engagement but moderate conversions with lower intent.
"Best for top of funnel marketing to introduce Buhi to new customers."
2. Search Ad Campaigns – Most Successful for Conversions
Objective: To engage high-intent shoppers searching for their desired products.
Execution: Developed targeted search ads based on keywords such as "best travel backpack" and "durable messenger bag."
Results: Highest conversion rate across all campaigns.
Lower CPC but higher return on ad spend (ROAS) due to high purchase intentions.
Best for driving sales or bottom-funnel conversions.
3. Retargeting Ad Campaigns – Most Successful for Returning Customers
Objective: To reactivate those visitors who previously visited the website of Buhi but did not make a purchase.
Execution: Executed retarget display ads that reminded the user of the products they browsed, and the incentive was a discount offer.
Results: Higher click-through rates (CTR) compared to first-time audience ads.
Brought back returning customers and prevented cart abandonment.
Most effective in customer retention and encouraging repeat business.
Landing Page Optimization & Budget Allocation
Optimized landing page designs to align with ad copy messages, resulting in lower bounce rates and enhanced conversion performance.
Conducted A/B tests on call-to-actions, layouts, and visuals to maximize engagement.
Allocated ad dollars to the most successful campaigns through search ads for conversions and through retargeting ads for customer retention.
Performance Analysis & Budget Allocation
I tracked the following key metrics: CTR, CPC, conversion rates, and customer acquisition costs (CAC).
Spending adjusted based on highly successful campaigns, where budget is rebalanced to maximize earnings.
Applied Google Ads and insights from SEMrush to optimize targeting and bidding.
Key Achievements and Business Impact
Generated $100,000+ in total revenue across all campaigns.
Improved efficiency of ad performance: Optimized CPC and CTR.
Achieved a successful display ad targeting, resulting in increased brand awareness.
Improved customer segmentation, which leads to effective targeting for future communications.
Received “The Closer Award” by the professor for my performance
Final Takeaways
The Simternship® experience at Buhi has given me hands-on knowledge of managing advertising campaigns, budget allocation, and data-influenced decision-making. I have received significant insights about the effect of different types of advertisements on the consumer journey, enabling me to effectively expand the online marketing plans of any business.