Paid Advertising
I have been certified in Google Analytics and Meta Blueprint. I've worked as a digital media ad buyer in both advertising agency and in-house settings. My strategies are rooted in prioritizing your recommended budget and leveraging creative advant
Below, you'll find I made a huge impact on the PACBACK study, and you'll also find ads for a symposium conference, and mindfulness programs.
PACBACK Study
This ad campaign was for the PACBACK research study, funded by an 11.2 million grant from National Institutes of Health to research back pain.
I took over the digital efforts for the University of Minnesota site in January 2021. My success led to me also taking over the advertising for the University of Pittsburgh partner site. I advised at every step of the campaign from selecting video creative, to implementing target audience testing so as to find the most productive strategy.
Since my involvement, the PACBACK study has seen 63% of completed screening surveys come from social media. 51% of the eligible participants enrolled in the study came from social media. This Meta advertising campaign became the study's biggest source of new participants. The final cost per enrolled participant was reduced by 73%.