SEM & Paid Social Performance Analysis (Q1–Q2 2024)
Assess cost efficiency of Paid Search (SEM) and Paid Social (Meta) campaigns between Q1 and Q2.
Identify top-performing and underperforming campaigns across both channels.
Provide recommendations to optimize future budget allocation and campaign strategies.
SEM and Paid Social (Meta) Raw Performance Data
Budget Forecast vs. Actual Spend Reports
Conducted quarter-over-quarter (Q1 vs. Q2) performance comparisons to assess overall trends and efficiencies.
Utilized Pivot Tables in Microsoft Excel to pull, organize, and calculate key metrics including Spend, Revenue, Orders, CTR, CVR, CPC, CPA, and ROI across multiple data sets.
Analyzed channel performance by comparing Paid Search and Paid Social based on cost efficiency and engagement metrics.
Performed deep-dive analyses on individual campaign categories to assess contribution to business objectives.
Visualized performance data through charts and tables to clearly present trends, gaps, and optimization opportunities.
Delivered strategic recommendations grounded in quantitative analysis.
These charts highlight the performance of each product category, where the Dog campaign emerged as the strongest across clicks, orders, revenue, and conversion rates, while the Reptile campaign showed the weakest results across all key metrics.
This Excel analysis shows that while clicks and CTR improved from Q1 to Q2, overall orders and conversion rates declined, pointing to lower campaign efficiency in the second quarter.