Praphool Aggarwal

Experience

• 

  Onkar InfoTech Pvt. Ltd.

  Mar 2016 - May 2018

  Digital Marketing Executive

  • Worked for In-house marketing team to manage & optimize paid search & display campaigns using Google Ads, Bing Ads.• Handled a daily budget of more than £5,000.• Developed marketing strategies as per the market trend & business goal to improve ROI.• Maintained leads/calls within desired CPA i.e $40 using optimization techniques i.e campaign restructuring, LP optimization, remarketing, dynamic remarketing, ad testing etc.• Managed to improve the impression share by improving Quality Score & ad rank.• Created different ads and extensions to improve Quality Score (ad relevancy & CTR).• To improve conv. rate (%) tested different bidding strategies, audiences & targeting settings using experiment campaign.• Worked on remarketing audience to target existing users who visited the website but didn't convert.• Coordinated with product, designing & development team to create different landing pages for ad testing.• Performed A/B testing on landing pages using third party tool i.e Optimizely to gauge user engagement. Show less

• 

  Omnicom Media Group

  Jun 2018 - Jan 2019

  Supervisor - Performance Media

  • Managed & optimized paid search & shopping campaigns using Google Ads, Bing Ads for the LCS client.• Managed ad campaigns on Amazon Marketplace to improve the sales.• Handled a monthly budget of more than INR 10,000,000.• Responsible to provide weekly report to the client about the performance of the campaigns.• Responsible for monthly meeting with the client to determine product needs for campaign planning.• Client's goal was to increase website visits. Hence, worked on extensive keyword research using keyword planner tool and created tightly themed campaigns using different combinations on the basis of brand, generic & competitor keywords.• Maintained overall SOV(90%) by working on impression share (budget, ad rank).• Managed to lower down the overall cpc by 10% while maintaining the CTR around 5% by working on optimizing the bids, ads & ad extensions.• Created offer led adcopies resulted in 8% higher CTR.• Involved in planning, budget allocation and developing of marketing strategies as per the product.• Competitive Analysis using Auction Insights Report & Google Trends.• Worked on search terms to identify irrelevant keywords• Optimize the website to improve LP experience by suggesting changes in landing pages as per the client's goal.• Analyzed data using Google Analytics on the basis of sessions, session duration, new users, page views, pages/session, bounce rate, exit rate to ascertain the performance of a website.• Setup business listings on Google Business Profile (GMB) to get it appear with ads to improve store visits. Show less

• 

  Cognizant

  Jan 2019 - Jul 2022

  Senior Google Ads Specialist

  • Optimized Google Ads accounts on Search, Display & Video Network for LCS & SMB clients like Amazon, Apple, Fastsigns, Lord Elgin Hotel, Rice University across the globe.• Responsible for weekly meeting with Google AMs and Advertisers to discuss about challenges & performance of the account.• Handled a daily budget of more than £5,000.• For search campaigns, worked towards lower down the overall cpc while maintaining the CTR by working on optimizing bids, negative keywords & ad extensions.• Worked on campaign restructuring, identifying poorly performing keywords, add new keywords etc.• To improve conv. rate(%) & lower down the CPA tested different bidding strategies, audiences & targeting settings using experiment campaign.• Created different ads and extensions to improve QS (ad relevancy & CTR) and thus ad rank.• Optimize websites to improve LP experience by suggesting changes in landing pages as per client goals.• Analyzed data on various metrics like quality score, impression share, ad rank to improve the account performance.• Prepared reports for clients using Google Analytics to ascertain the performance of a campaign.• For video campaigns, optimized towards improving view rate by testing different bidding strategies, ad formats, placements, frequency capping, content exclusion etc.• For video campaigns, suggested clients to go for manual placements (YouTube Channels) rather than topics & content targeting. It helped us to get the quality views and there was sudden improvement in CTR also. Show less