Due to a limited budget of $50 per day, I felt it was best to invest solely in search, and solely in driving as much web traffic as possible (their conversion tracking wasn't initially configured).

KPI: Cost-per-click (CPC)

Cadence of reporting: Weekly

Kelsey and team at Collide, Inc. were in between agencies. I met with her and their managing partner, Justin, to better understand what their ultimate revenue drivers were, their ideal customer base, and how much budget they had available. From there, I was able to go away and create the business plan.

• Week 1: Begin with email exchange with VP and investor to understand what the goal of the spending is

  In this instance, they understood it's difficult to move the needle with such a limited budget. Therefore, we focused on exact match keywords only. We need to ensure that conversion tracking is implemented onsite and integrated before we can optimize for email signups.

• Week 2: First round of adjustments following review of report with clients.

  After allowing a full week to understand the ebbs and flows of impressions with a larger sample size, I began to recommend expanding competing on phrase matches, relative to competitors like Patreon, to limit the scope and reduce the chance of unnecessary spends.

• Week 3: Second round of adjustments.

  I worked with client partner to get conversion tracking implemented. In the meantime, search performance had dropped due to client wanting to run conquesting ads (i.e. bid on exact match terms of competitors) which I advise against.

• Week 4: Finishing touches on client workload.

  The client only wanted to run ads for one month to understand their effectiveness before signing on with a big agency. I helped them understand conversion tracking was necessary, as well as gaps in reporting and optimization needed.

Throughout the entire project, I made it a point to communicate changes and progress. I provided two weekly reports to outline the plan for the week, and then review how those changes manifested at the end of the week.

Big changes were made: 1) conversion tracking was being set up for long-term growth via Google Analytics because of my recommendation and 2) despite spending $50 daily, I was able to increase the CTR by 30% across all search terms and shave $0.20 off each click by project end.