Roberto B.

Online Marketing Expert with special focus on PPC/SEM/Google/Bing/Meta (Facebook) Ads, demonstrated experience both from a strategical and a technical point of view. Hands on approach, able to setup and manage top performing campaigns across multiple industries, proven in demanding and competitive environments / markets. ???????? ????????: ‣ ?????? ??? ?????????: leveraging all available tools such as campaign types (Search, Shopping, pMax, App, Video, Discovery, Display etc), Bidding methods (tCPA, Max Conversions, Max CPC, pCPA, CPM etc), Match Types, Audiences, Extensions, Segments, Ad Types, Negatives, Shared Libraries, Automated Rules, and more. ‣ ???? ??? ?????????: leveraging all available tools such as Campaign Objectives (Sales, Leads, Video Views, Advantage+, Traffic, etc), Custom Audiences, Lookalikes, Interest Audiences, Creative Types, Bids and Budgets Optimisation (CBO, ABO, Bid Cap, Scheduling, etc), Dynamic vs. Static AdSets, Automated Rules, and more. ‣ ????????? ?????: using the right approach for creative testing and identifying new winners to succeed in Meta Ads. Working with experienced Ad copywriters and graphic/motion designers to produce highly converting Ads, and adopting a pragmatic yet quantitative approach for fast iterations to identify winning concepts. ‣ ????????? ????????: focussing always on the big picture, developing synergies within each single channel, but also with other acquisition channels and re-engagement strategies. ‣ ???????? ??? ?????????: working with Google Ads / Facebook Pixel Tag, GA4 and GTM, importing Offline Conversions,Setting Up Server-to-Server tracking (Conv. API or Enhanced Conversions), Integration with internal data warehouse / CRM, working with multi-touch attribution models. ‣ ??????? ???????????: maximising relevance but also favouring data collection for machine learning to work effectively. When needed, using automated scripts for campaigns creation. ‣ ???? ??? ??????????: Python scripts both to analyse and manage accounts, usage of automated tools and AI wherever possible, focussing on conceptual and qualitative work. ‣ ????????????? ?????: usage of clean naming convention, documentation, and processes harmonised with the internal stakeholders and other channels. ‣ ???????????? ???????? ??? ???????: leverage of data and statistical approaches (for example, using Experiments or a χ2 test for statistical significance) for decision making. ??????????: ✔️ Online Marketing Experience in more than 40 countries/5 continents. ✔️ Experience in managing 7 digits monthly budgets. ✔️ Close collaboration with Google/Meta ✔️ Creation of performance oriented strategy and campaigns in 15+ verticals. ✔️ 12+ years of experience 'in the field'. ✔️ Direct work experience with world top class experts/companies