ROLE: PAID MEDIA (SEM) SPECIALIST

SKILLS: KEYWORD RESEARCH, MOCKUPS, GOOGLE ANALYTICS, GOOGLE TAG MANAGER

BACKGROUND: Coaching with Steph is an individualized academic coaching service catered towards high school seniors and community college transfer students. Its goal is to assist students with the transition to university by helping them navigate financial literacy and mental health resources.

APPROACH: Since the client had no experience creating google ads, my team and I focused on conducting keyword research using SEMrush, Google Tag Manager to identify keywords that made her business stand out from university academic advisors. Steph’s business resembled that of a life coach and personal well-being, which is what we wanted to capture in the language used within the ads. The goal was to make it simple and relevant enough that she ranked high on the SERP.

SOLUTION: As a result, we compiled a list of keywords and experimented with various headlines and meta-descriptions and turned them into mockups for mobile, which we found was the interface most prominently used for this target audience.