Devesh D.
PPC Specialist
SUMMARY OF EXPERIENCE
• 5+ years of digital marketing experience with a strong focus on PPC and growth marketing strategies during the last 3.5 years.
• At GrowthBuddy, Devesh implemented comprehensive growth strategies for clients like Archa (AU/NZ and UK markets), achieving a 48% improvement in Sales Qualified Leads and a 16% reduction in Customer Acquisition Cost within 5 months through optimised user journeys and conversion funnels.
• For Damteq (a UK-based agency), he streamlined PPC processes, introduced innovative ad formats, and achieved a 4.5% increase in Return on Ad Spend within 6 months.
👍 What we loved about them
• One of Devesh's core strengths is his commitment to a data-driven approach. He meticulously tracks and analyses campaign performance metrics (search terms, quality scores, conversions), ensuring that his strategies are grounded in empirical evidence rather than gut instincts or assumptions.
• He has collaborated directly with Google as a vendor partner, gaining invaluable insights and expertise in leveraging the full potential of the Google Ads platform while staying ahead of the curve and implementing best practices directly from the source.
• Perhaps most notably, Devesh possesses a rare combination of coachability and self-reflection. He actively seeks feedback and embraces it as an opportunity for personal and professional growth.
ℹ️ Things to be aware of
• Relatively limited hands-on experience with LinkedIn Ads execution compared to Google and Meta.
• He also has limited experience with emerging ad platforms like TikTok Ads (understandable given restrictions in India).
• Ad platform experience – Google (5 years), Meta (3.5 years), LinkedIn (1 year). For more details, click here.
💁♀️ Where he may need support
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Although he lacks extensive experience with LinkedIn and Bing ads, his proficiency in Google ads suggests a high adaptability to new platforms.
👩💻 Technical interview performance
Objective
This candidate was invited to a 60-minute follow-up interview to assess their technical capabilities in more detail. During this interview, we assessed their critical-thinking skills, technical expertise, and overall conversational skills.
Technical abilities
• Data analysis and optimisation [8.5/10]: He shows a strong grasp of data analysis and optimisation techniques. He highlights the significance of analysing search term reports, ad copy performance, quality scores, and conversion data to pinpoint areas for enhancement. Overall, he has a sound understanding of various techniques within the dashboard and ad setup for navigating and manipulating campaigns.
• Channel expertise [8.5/10]: He demonstrates proficiency across various performance marketing channels, such as Google Ads, Meta Ads, and LinkedIn Ads. His knowledge extends to campaign setup, audience targeting, and optimisation techniques specific to these platforms. He adeptly uses and explores both platforms' dashboards to execute, oversee, and interpret campaigns and analytics.
• Campaign strategy and planning [9/10]: He excels in comprehending brand briefs and devising end-to-end strategies for paid ad campaigns. His example of the "50 Net Zero" campaign highlights his ability to develop comprehensive strategies, from keyword selection to campaign structure and optimisation. In particular, he cares about creating value-based campaigns to achieve desired objectives and fulfil ROAS targets.
• Conversion rate optimisation [8/10]: He recognises the importance of optimising landing pages and ad creatives for a seamless user experience. He has a clear understanding of funnel-based goals and how to achieve them through ad campaigns, leveraging key elements such as keywords, audience lists, and retargeting.
• Reporting and communication [7.5/10]: His reporting process appears to cover essential metrics like CTR, spending, and conversions, along with documenting optimisation efforts and next steps.
Areas of growth
• Improving LinkedIn Ads skills: He needs more experience with LinkedIn ads execution to enhance performance and effectively leverage cross-channel utilisation.
• Data analysis and optimisation: Using advanced techniques like attribution modelling or machine learning-based optimisations.