As part of the Digital Marketing Simternship® at Buhi, I gained hands-on experience managing multi-channel ad campaigns, optimizing landing pages, and leveraging data-driven marketing strategies. With a $7,500 budget, I worked on three product campaigns (Backpack, Messenger, and Duffel bags) to maximize click-through rates (CTR), conversion rates, and overall revenue for the American Dream product line.

Ad Campaign Performance & Strategy

1. Display Ad Campaigns – Most Successful for Reach

• Objective: Increase brand awareness and attract new audiences.

• Execution: Designed interest-based display ads that targeted potential customers based on demographics, online behavior, and affinity categories.

• Results:

  • Reached a wide audience at a low cost-per-impression (CPM).

  • Generated high engagement but moderate conversions due to lower intent.

  • Best for top-of-funnel marketing to introduce Buhi to new customers.

2. Search Ad Campaigns – Most Successful for Conversions

• Objective: Capture high-intent shoppers actively searching for relevant products.

• Execution: Created keyword-optimized search ads focused on transactional queries like “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 strong purchase intent.

  • Best for driving immediate sales and bottom-funnel conversions.

3. Retargeting Ad Campaigns – Most Successful for Returning Customers

• Objective: Re-engage visitors who previously interacted with Buhi’s website but did not complete a purchase.

• Execution: Implemented retargeting display ads that reminded users about the products they viewed, offering limited-time discounts to incentivize purchases.

• Results:

  • Higher click-through rates (CTR) than first-time audience ads.

  • Brought back returning customers, reducing cart abandonment.

  • Best for customer retention and increasing repeat purchases.

Landing Page Optimization & Budget Allocation

• Redesigned landing pages to align with ad messaging, reducing bounce rates and improving conversion rates.

• A/B tested call-to-actions (CTAs), layouts, and visuals for optimal engagement.

• Reallocated ad budget to the best-performing campaigns, focusing on search ads for conversions and retargeting ads for customer retention.

  Performance Analysis & Budget Allocation

• Tracked key metrics such as CTR, CPC, conversion rates, and customer acquisition costs (CAC).

• Adjusted spending based on high-performing campaigns, reallocating the budget to maximize revenue potential.

• Used Google Ads and SEMrush insights to refine audience targeting and bidding strategies.

Key Achievements & Business Impact

Generated $100,000+ in total revenue across all campaigns.

Optimized CPC and CTR, improving ad performance efficiency.

Successfully launched a targeted display campaign, increasing brand awareness.

Refined customer segmentation, leading to smarter audience targeting for future campaigns.

Received "The Closer Award" by the professor for my performance

Final Takeaways

This Simternship® at Buhi provided me with real-world experience in ad campaign management, budget optimization, and data-driven decision-making. I gained valuable insights into how different ad formats impact the customer journey, equipping me with the skills to scale digital marketing strategies for any brand.