Lia Zoryan

Dunnes Stores has an app for same-day grocery home delivery. The KPIs required us to improve ROAS, CPA, and order volume. When I entered the company, the KPI metrics were below the target.

To achieve the monthly targets, I audited ad accounts and conducted a customer journey analysis. It turned out that there had been a brand awareness issue about the same-day home delivery service in the app, and there was also a choke point in the customer journey, as people didn't know how to attach the ValueClub card, which is a required step to complete the registration process.

To solve these issues, I launched awareness campaigns on Meta, TikTok, and YouTube, showing informative ads about the app's same-day home delivery service. We've also created an email campaign to send to installers who have not completed the registration process. In addition, I optimized the prospecting campaigns to drive more in-app purchases by doing value testing at the ad group and ad levels. Also, I launched remarketing campaigns on Google, Meta, and TikTok, retargeting registered users, cart abandoners, and past purchasers.

Dunnes Stores has two websites, one for textiles and the other for grocery shopping. I've worked on increasing the online sales and revenue for both verticals. My main goals for the web were optimizing the overall performance marketing activities to improve ROAS and CPA and increasing the click-and-collect service's order volume to hit the monthly target.

To achieve these goals, I audited ad accounts on Meta, TikTok, and Google. I discovered the campaigns weren't optimized for purchases and focused only on the top of the funnel. Plus, there was only one purchase event for two service types: home delivery and click and collect.

My growth strategy included optimizing the existing prospecting campaigns. I created a conversion action for each purchase type, launched regular sales campaigns for each service, and conducted value testing on targeting and ad levels based on personas. I also launched standard shopping campaigns on Google and started collaborating with niche influencers and adding user-generated content on Meta and TikTok. In addition, I launched remarketing and retention campaigns for cart abandoners and past purchasers with customized content.

The project involved helping an online liquor store increase online sales by at least 120% during the first six months, decrease CPA, and improve brand awareness. The channels I used to get the desired results included Google Ads, Meta Ads, email marketing through Mailchimp, and SMO on Instagram and Facebook.

I leveraged Google and Meta Ads with a $120,000 monthly advertising budget to reorganize the ad accounts based on the initial audit, change the targeting in some ad sets/ad groups, and implement value testing on the prospecting campaigns. In addition, I launched remarketing and retention campaigns, and after six weeks of testing, I gradually reallocated the budget to give more to the remarketing and retention activities. At the end of the sixth month, we had a 300% increase in online sales, and CPA was $63.

On the other hand, I used Meta and TikTok Ads to improve brand awareness. I launched engagement campaigns on these channels and worked on increasing the follower base. I started cooperating with influencers and launched conversion campaigns with user-generated content to enhance the social proof.

The company offers allergy telemedicine treatment across seven US states. It wanted to provide online appointment requests directly from its website, but its patients mainly came from a 3rd-party app called Zocdoc. My goal was to help the company improve brand awareness and attract patients to fill in the form directly on the website.

This project involved conducting performance marketing, sales funnel optimization, and SMM with influencer marketing. I implemented a growth strategy for the paid activities using Google, Meta Ads, and influencer marketing. I leveraged prospecting conversion and lead form campaigns to generate sales-qualified leads and increase social proof. In the 3rd month, I started remarketing activities by targeting people who hadn't completed the lead form or visited specific web pages. At the end of the 3rd month, I met the target KPIs and reached 12 sales-qualified leads monthly with an $80 CPL.

The company produces desalination devices, and its main target markets are the US and the UK. My role in this project was launching and managing crowdfunding campaigns on Republic and Seedrs every two to three months. The main project goals included building brand awareness and obtaining the estimated investment amount from each crowdfunding campaign.

My approach included equity crowdfunding campaigns, performance marketing, and media buying using Google, Meta, LinkedIn, Native Ads, and email marketing. Before the launch date, I estimated investment amounts and helped prepare the landing pages for Republic and Seedrs. For the actual campaigns, I used LinkedIn Ads for B2B/equity crowdfunding and Google Ads and Meta Ads for B2C. According to the final metrics provided by those crowdfunding platforms, most investments came from LinkedIn Ads and email marketing. Google Ads and Meta Ads usually brought in around 30%-35% of the total investments.

One Planet Group has several platforms that offer qualified leads and enhanced clicks to its B2B partners, specializing in the home improvement vertical. My role in the project was to increase the qualified leads and improve the ROAS by leveraging Google, Bing, and Meta Ads.

The advertising budget was the highest I'd managed so far, $120,000 daily. We used 70% of the budget on the search campaigns, 5% on the Google discovery and display campaigns, and 25% on Meta Ads. Historically, the best results came from Google search, and it remained the same despite the platform and campaign tests I'd implemented. Speaking of the search campaign structure, I used single keyword ad groups, as the ad account was extensive. Also, I had a keyword mining campaign with the most competitive broad match type keywords to get new converting terms more quickly. This project's most successful Meta campaigns were regular conversion campaigns, with both prospecting and remarketing performing excellently.

Dexatel offers business messaging solutions spanning marketing, authentication, reminders, and alerts. Its target markets are the US and the UAE. My role was to generate leads in both markets and build brand awareness in the UAE. Toward this end, I conducted sales funnel optimization, CPA improvement, and ROAS maximization through performance marketing.

The main challenges I faced were decreasing the CPA and improving the ROAS. After auditing the ad accounts, I set up new conversion actions that were more accurate for the business. Their primary conversion actions were "create an account" and "email verified," so I created "payment done" and "transactions" events. I also launched search campaigns in Google Ads, conversion campaigns and message ads in LinkedIn Ads, and conversion campaigns in Meta Ads. The best results were in Google Ads. Meta Ads also worked well with almost the same CPA as Google Ads but brought fewer qualified leads. LinkedIn Ads' CPA was the highest, bringing around 15% of the total leads.

DishDivvy is an online food delivery service targeting the US market that specializes in preparing homemade food. My role involved enhancing social proof, improving ROAS and CPA, and increasing online orders. To reach these goals, I leveraged performance marketing through Google, Meta, TikTok, and Pinterest Ads.

The main issue with the service type was that people needed to trust that hygiene was prioritized in the food preparation process. As a result, increasing the number of orders was challenging. The first thing I did was rebuild the profiles of buyer personas. Then, after the prior audit of the ad accounts, I created a growth strategy for awareness and acquisition. I used Google, Meta, TikTok, and Pinterest for acquisition purposes, as well as TikTok, Meta, YouTube, and Hulu Ads to improve brand awareness. I also used Pinterest Ads to collect convertible audiences and use them in my remarketing campaigns on Meta and Google Ads. As there was also a brand awareness issue, I started cooperating with relevant influencers and using their user-generated content in Meta and TikTok Ads. Also, creating new personas helped optimize the campaigns by testing new values on targeting and ad levels.