Multi-Platform Media Advertising: SoCal Chevrolet Dealers Association

Platform: AdWords, TrueView, Facebook, Instagram, Spectrum, Pandora
Project: Media Planning and Buying
Assignment: Advertising Strategy, Behavioral Targeting, Lead Generation, Geofencing

Target Market: General and Hispanic Market

Location: Los Angeles DMA

Role and Objective

Supports LMA Tier II sales in all post sales activities including weekly reporting, trafficking of campaigns, budget management and campaign management. Responsibilities include campaign set up, IO processing, campaign optimization, prepare reports detailing delivery, pacing, insights and performance of campaigns, and creative media planning execution. Assists in the creation, trafficking and set up of video and display campaigns in 3rd party DSP and programmatic buying platforms. Communicates weekly performance of automotive campaigns with account services team. Ensures full delivery of all display, video, social campaigns by month end while meeting clients KPI.

Implemented new retargeting strategies like retargeting the clients’ Youtube and Facebook engagements as well as assigning vehicle specific retargeting pixels to retarget near market customers. Initiated and developed new Facebook targeting strategies and creative templates that resulted to a 1.25% CTR in November 2018 compared to the auto industry benchmark of 0.80%.