Vikas L
Mysore
Summary
Performance-driven Digital Marketing Specialist with 3.5+ years of experience in managing and optimizing Google Ads and Meta Ads campaigns. Proven ability to drive leads, improve ROAS, and reduce CPL through strategic bidding, targeting, and creative testing. Passionate about data-driven marketing and delivering measurable results in fast-paced environments.
Overview
4
4
years of professional experience
1
1
Certification
Work History
Associate Programmatic
Riches Media Digital Marketing Agency
Mysore
08.2021 - Current
- Managed and optimized paid advertising campaigns across platforms like Facebook, Instagram, LinkedIn, and Twitter to drive engagement and conversions.
- Created and executed social media strategies that increased brand awareness and audience engagement.
- Implemented smart bidding strategies (e.g., Target CPA, Target ROAS) to improve conversion performance.
- Created and structured campaign hierarchies using campaigns, ad groups, and keyword themes to improve relevance and quality score.
- Utilized negative keyword lists to prevent wasted ad spend and improve CTR.
- Conducted keyword research using Google Keyword Planner to identify high-intent keywords.
- Set up conversion tracking via Google Tag Manager and Google Ads to measure ad effectiveness.
- Performed geo-targeting and ad schedule adjustments based on high-performing locations and times.
- Developed and managed Lead Generation campaigns using Facebook Lead Forms to collect qualified leads.
- Created and tested Lookalike Audiences based on website visitors and customer data to scale campaigns.
- Implemented retargeting strategies to re-engage users who interacted with previous campaigns.
- Optimized for Lowest Cost per Result (CPR) and improved Return on Ad Spend (ROAS) by continuously refining targeting and creatives.
- Conducted split testing (A/B Testing) on ad formats, headlines, creatives, and placements.
- Managed and monitored campaign performance in Ads Manager, analyzing KPIs like Reach, Frequency, CPM, CPC, and CTR.
- Managed and executed digital advertising campaigns using Campaign Manager 360 (CM360) for track and optimizing performance.
- Set up and monitored placement, creatives, and ad trafficking to ensure seamless campaign execution.
- Pulled and analyzed detailed reporting (CTR, Viewability, Conversions, and Impressions) using CM360's Reporting & Attribution tools.
- Optimized campaign delivery, pacing, and frequency capping to maximize efficiency and avoid overspending.
Education
B.E. - Mechanical Engineering
Maharaja Institute of Technology
Mysore10.2020
Skills
- Google Ads
- Meta Ads
- LinkedIn Ads
- Twitter Ads
- Bidding Strategies
- Budget Allocation
- Audience Segmentation
- A/B Testing
- Google Analytics
- Meta Ads Manager
- CM360
- CTR
- CPC
- CPA
- Conversion Rate
- ROAS
- Impression Share
- Carousel,Video & Collection Ads
- Responsive Search Ad
- Instant Experience Ad
- Weekly Reports
- Monthly Reports
- Insights for Optimization
- Client Communication
Certification
- Snapchat Advertising certificate
- Twitter Advertising certificate
- Google Ads Advertising certificate
Languages
Kannada
First Language
English
Upper Intermediate (B2)
B2
Hindi
Intermediate (B1)
B1
Timeline
Associate Programmatic
Riches Media Digital Marketing Agency
08.2021 - Current
B.E. - Mechanical Engineering
Maharaja Institute of Technology
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