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2013 - 2018 | Taipei Philharmonic Youth Ensemble
First chair violist
2013 - 2018 | Taipei Philharmonic Youth Ensemble
First chair violist
2013 - 2018 | Taipei Philharmonic Youth Ensemble
First chair violist
• Attended over 30 professional performances in the national concert hall.
• Toured in the United States, Germany, and Portugal for music festivals and cultural exchange.
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Overview
In this simulated project, I leverage the capabilities of Google Ads' Performance Max (P-Max) campaigns, a prime example of the growing trend towards automation driven by machine learning and algorithms. The focus is on The North Face, a prominent outdoor apparel brand, as I delve into enhancing their online advertising strategy. The central point of interest lies within three key asset groups: women, men, and kids, each with its distinct appeal. Within these segments, captivating link text, descriptions, and callout text for the URLs are thoughtfully crafted, ensuring a seamless and engaging user experience. The ultimate aim is to establish a well-structured and effective campaign flow that not only drives the promotion of The North Face's products but also maximizes overall business performance.
CAMPAIGN SETTINGS
In this mock project for Google Ads performance evaluation, I've named the campaign "PMax Sale." The primary focus is directing potential visitors to the sale page, but there's room for flexibility, allowing us to guide them to other sections like best sellers or new arrivals, based on the website's current popularity. The campaign's testing environment is e-commerce, offering a wide array of products, from clothing and toys to makeup and more. The ultimate goal here is conversions, specifically, motivating visitors to make purchases. For this mock project, I've set an initial daily budget of $50, recognizing that Google Ads billing can fluctuate while ensuring that the monthly total spend doesn't exceed $1,520. Our bidding strategy revolves around optimizing for conversions with a Target Cost Per Action (CPA) set at around $15, signifying the readiness to invest up to $15 for each customer who clicks on our mock ad and successfully makes a purchase. The campaign is hypothetically targeting the entire United States and using English as the language, aligning with the website's language. In this mock scenario, I suggest running the campaign for at least six weeks to allow the machine learning algorithm ample time for optimization. The ads would hypothetically appear on various Google platforms, including YouTube, Display, Search, Discover, Gmail, and Maps. The asset group in our mock project would encompass various creative elements, such as text, images, videos, and ad copy, with the aim of captivating the mock audience and compelling them to make simulated purchases, ensuring a successful PMax Sale campaign.
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ASSET GROUPS
I have three distinct asset groups, each tailored for different segments: Asset Group 1 for women, Asset Group 2 for men, and Asset Group 3 for kids. The reason for this separation is to ensure that each asset group has a unique final URL, different images, and distinct headlines. Here's how I'll set up Asset Group 1:
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For audience signals, I specify "People who search for hiking clothing women's" to align with the interests or demographics the business wants to target in this asset group. This level of segmentation allows for more effective ad targeting, ensuring the ads reach the most relevant audience. In this project, these asset groups help the North Face fine-tune ad messaging and targeting, catering to specific customer segments and optimizing the ad campaign's performance.
AUDIENCE
Audience Selection: To target the right audience, I download a CSV file from Google's Audience Targeting page. For this mock project, I’ve chosen "Apparel and Accessories Apparel" from the available segments. However, there are other related segments like activewear and running apparel that could also be suitable.
SITELINKS SETUP
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The goal of Site Links is to provide users with quick access to specific sections of the website that are most relevant to the needs. By choosing appropriate link text and providing informative descriptions, the North Face can enhance the user experience and encourage them to explore further on the site.
CALL-OUT ACTION
Value-Oriented Snippets: Callout Extensions allow the North Face to provide brief, value-oriented information about their offerings. For my clothing company, consider including snippets like "Fair Trade Certified," "100% Organic Cotton," "Pesticide-Free," "Recycled Fabrics," and "Responsibly Sourced." These snippets convey important information about the sustainability and quality of the clothing.
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Callout Extensions are an excellent way to differentiate the ads and inform potential customers about the value and benefits of North Face's products. In the case of a clothing company, the sustainable and ethical aspects can be powerful selling points that can effectively convey through these short and impactful snippets.
STRUCTURED SNIPPETS
In my mock Google Ads project, I'll conclude with "Snippets." These are valuable for showcasing different types or styles of the products, providing potential customers with a quick overview. Here's how I set up Snippets for the North Face:
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Character Limit: Remember that each snippet has a maximum character limit of 25. Ensure the headers and values are concise and clearly convey the information. Strategically, it's best to aim for a maximum of 10 values, but the minimum is three. This allows me to offer a good amount of information without overwhelming potential customers. I include these Snippets in my Google Ads campaign, demonstrating the diversity and versatility of the clothing products to the audience.
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