Finding efficiency in paid media
Using targeting, keyword structure, and ongoing performance analysis to improve campaign efficiency.
The challenge
Paid campaigns need to attract relevant audiences without allowing the cost of each click to rise unnecessarily. The goal was to improve efficiency while continuing to monitor audience and keyword relevance.
The approach
Review audience segments, search queries, bids and campaign performance. Reduce wasted exposure through tighter targeting and negative keywords, and use the results to guide ongoing adjustments.
What I did
I worked with paid campaigns across Google, Facebook and Bing. My work included audience segmentation, bid adjustments, keyword reviews, negative-keyword management, creative optimization and performance-based budget decisions.
The result
Average cost per click declined by 20%+ at Golchha Group, as documented in my résumé. The specific starting and ending CPC, reporting window and platform-level attribution still need to be verified. A lower CPC is a cost-efficiency result, not by itself proof of higher ROAS or better leads.
What supports the result.
What I learned
Click costs matter, but targeting quality and downstream actions matter too. I evaluate CPC alongside engagement and conversion signals when those data are available.