TURNING PROMOTIONAL CAMPAIGNS INTO MEASURABLE DIGITAL MARKETING
I led the development of social media advertising and PPC campaigns designed to drive qualified traffic to a dealership website, promote sales offers, and help clear inventory. The campaigns combined creative strategy, paid media, landing pages, lead generation, email automation, and performance tracking to create a measurable customer journey from advertising through to ongoing engagement. My role covered the campaign strategy and creative direction, as well as coordinating the resources required to develop and execute the campaigns.
THE CHALLENGE
The campaigns needed to support a range of promotional objectives, including driving website traffic, generating interest in specific offers, and helping move existing inventory. The challenge was to create advertising that could capture attention across social and digital channels while communicating the offer clearly enough to encourage customers to take the next step. The campaigns also needed to work across different customer demographics, requiring creative and messaging that could adapt to different audiences while maintaining a consistent brand identity.
THE STRATEGY
I developed a series of digital advertising concepts focused on strong visual communication, clear offers, and prominent calls to action.
The campaigns were designed to work across social media advertising and PPC, with targeting ranging from specific audiences through to broader campaigns designed to maximize reach and generate additional traffic.
Rather than treating the advertising as the end of the customer journey, I connected the campaigns to dedicated landing pages where users could sign up to receive additional information and offers.
This created a clear pathway:
Social Media / PPC → Landing Page → Lead Capture → Email Automation → Ongoing Engagement
CREATIVE DIRECTION & CONTENT
I led the creative development of the banners and social media advertising, including concept development and art direction. The creative focused on making promotional offers immediately understandable while maintaining consistency with the brand.
I also worked with the engineering team on the development of CAD models for the "Pure Farming" project, which were incorporated into the advertising creative. This required close collaboration between marketing, creative and engineering to turn technical product information into engaging visual marketing content.
PAID MEDIA
I oversaw media buying and placement across PPC campaigns, developing campaigns for both targeted and broader audiences. The objective was to balance reach and relevance while directing users toward the appropriate landing pages and offers.Campaign performance was monitored throughout the process so that targeting, creative and media activity could be refined based on user response.
LEAD GENERATION & MARKETING AUTOMATION
The advertising campaigns were connected to landing pages designed to capture customer information and generate ongoing engagement. Once a user submitted their information, email marketing automation was used to nurture the relationship and keep customers informed about additional offers. This extended the value of the initial advertising interaction and created an opportunity to continue communicating with prospects beyond their first visit.
MEASUREMENT & OPTIMIZATION
I established campaign tracking using HubSpot, Google Analytics and Google Tag Manager.
Key performance indicators included:
• Website visits
• Landing page activity
• Form submissions
• Conversion rates
• Campaign traffic
• Audience engagement
• Landing page activity
• Form submissions
• Conversion rates
• Campaign traffic
• Audience engagement
This provided the data needed to evaluate campaign performance and make informed decisions about creative, targeting and campaign optimization.
MY ROLE
CAMPAIGN STRATEGY
Developed the approach for promotional campaigns designed to drive traffic, generate leads and support inventory clearance.
Developed the approach for promotional campaigns designed to drive traffic, generate leads and support inventory clearance.
CREATIVE DIRECTION
Led concept development, art direction and the creation of social media ads and digital banners.
Led concept development, art direction and the creation of social media ads and digital banners.
TEAM MANAGEMENT
Coordinated the creative team and worked with internal departments to deliver campaign assets.
Coordinated the creative team and worked with internal departments to deliver campaign assets.
DIGITAL ADVERTISING
Managed PPC campaigns, media buying, audience targeting and placement.
Managed PPC campaigns, media buying, audience targeting and placement.
LEAD GENERATION
Developed the customer journey from advertising through landing page and lead capture.
Developed the customer journey from advertising through landing page and lead capture.
MARKETING AUTOMATION
Integrated email automation to nurture leads and maintain customer engagement.
Integrated email automation to nurture leads and maintain customer engagement.
ANALYTICS & OPTIMIZATION
Used HubSpot, Google Analytics and Google Tag Manager to measure performance and optimize campaigns.
Used HubSpot, Google Analytics and Google Tag Manager to measure performance and optimize campaigns.
THE OUTCOME
The campaigns established a connected digital marketing process that brought together paid social, PPC, creative content, landing pages, lead generation, email automation and analytics. Rather than using social media and digital advertising simply to generate impressions, the campaigns created measurable pathways from advertising engagement through to lead capture and ongoing customer communication.
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