As head of PPC my goal was to bring qualified buyers to the company. Powtoon offers a Saas that allows people to create videos. It's a freemium model, where people can sign up for a free trial, so they can test the platform and after 3 days trial decide if they want to purchase one of the available plans.

My goal was to bring people that will purchase the yearly pro plus plan, as this is the most profitable for the company in the long run.

The challenges were to target people who actually need the product and not people who occasionally use it.

The best users are Freelancers, graphic designers who want to add video to their arsenal and don't want to learn complex software like Adobe Premiere, etc.

Good target market is also companies that want to use video to simplify their messaging.

This client is a food card and food manager course and testing provider. They help restaurant employees and managers gain the proper credentials they need to follow state and city guidelines. They offer both online and in-person classes and testing.

We faced several challenges.

• They target restaurant employees and we were in the middle of a pandemic
• The user experience of the website was not optimal
• We were unable to track adds to cart, abandoned carts or anyone who started the purchase without completing it.

Our goals were to increase the number of sales and raise revenue while decreasing their CPA and CPC.

This business could not figure out how to scale with their Facebook and Google Ads and had worked with their previous agency for 2+ years. It took us only 15 days to scale them from $70k/mth in sales to $300k/mth in sales and a new growth plateau.

Please read the Process overview first.

Olivela went against the expert opinions of not only myself, but our paid social lead and their Facebook rep. They wanted to set up their ad sets in a very niche way by targeting each celebrity and their charity. For example, one ad set for Jennifer Anniston and one ad set for St. Jude. Not only did I struggle with targeting challenges, but creative issues as well. The celebrities and charity's representation were later seeing the creative live on their feeds and telling Olivela they were not approved, so I had to pause ads and/or launch new ones. The algorithm was consistently being reset almost on a daily basis due to unforeseen circumstances on Olivela's side.