During this semester-long project for my Search and Display Advertising course, I developed and executed a comprehensive, multi-channel digital advertising strategy for my personal blog, Terrifically Toni. The project spanned the full campaign lifecycle—from initial market research and audience profiling to live account management and data visualization. I engineered integrated campaigns across Google Search, Display, and YouTube Video, utilizing advanced targeting techniques such as In-Market and Affinity audiences, while managing a live budget to test real-world performance. By structuring complex ad groups and crafting high-relevance Responsive Search Ads, I gained hands-on experience in driving quality traffic and optimizing for key performance indicators (KPIs) like CPC and CTR.
Beyond the technical build, I focused heavily on data storytelling and long-term growth strategy. I transformed raw campaign data into a bespoke, client-ready Looker Studio dashboard, providing a high-level view of cross-channel insights and performance trends. To conclude the project, I authored a $100,000 multi-product media plan and testing roadmap, rooted in the historical data collected during the term. This project, paired with my Google Ads Certification, demonstrates my ability to manage high-level marketing budgets, perform rigorous optimization, and translate complex digital metrics into actionable business intelligence.
Looker Studio
Ad Mockups
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