Selected works
Generating a 7× ROI from a multi-channel Black Friday ad campaign
I built a Black Friday advertising campaign across Google Ads, Meta, X, and YouTube that used existing audience data, customer segmentation, and year-round prospect development to generate a 7× return on investment.
7×
Return on investment
YouTube placements
1M
Impressions
Context
Gravity Wiz’s Black Friday campaign needed to capture broad Gravity Forms demand while making better use of the prospect and remarketing lists developed throughout the prior year.
My role
I developed the cross-channel advertising strategy, audience segmentation, remarketing plan, and video creative with my video content creator to pull everyone in our funnel further down.
Actions taken
- Built the remarketing audience throughout the year.
- Used existing audience data and website-pixel activity in Google Ads.
- Developed email list of prospects from free plugin campaigns done throughout the year.
- Built a multi-channel campaign across Google Ads & YouTube, Meta, and X.
- For Google Ads:
- Targeted broad Gravity Forms queries through Google Ads.
- Layered Black Friday promotions onto existing campaigns.
- Created campaigns specific to remarketing audiences.
- Used Demand Gen and tightly controlled Performance Max campaigns (very tightly controlled) for specific targets.
- Ran dedicated YouTube campaigns using video assets targeting relevant URLs and searches.
- Combined ongoing remarketing lists across all platforms.
- Targeted all web pixel activity and prospects between Google Ads and other platforms, like Meta’s Facebook and Instagram with dedicated messaging.
- Segmented messaging by prospect or customer status and licenses purchased.
Results
- Generated a 7× return on investment.
- Reached one million YouTube impressions on YouTube placements.
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