Abigail Kate Wilson

Marketing Consultant Portfolio

• About Me

• Client History

• Account Set-Up

• Daily PPC Optimisations

• Google Ads Case Studies

• Facebook Ads Case Studies

• Multi Channel Case Studies

• Reporting Style
About Me

I am a Google Ads Certified freelance marketing consultant, with five years of

experience working as a pay-per-click agency marketing manager in Newcastle upon
Tyne. I have extensive experience working with Google Adwords, Amazon
Advertising, Facebook, Linkedin, Bing, Twitter, Reddit and Adroll, and am also
extremely competent in Google Analytics, Tag Manager and Google Merchant Centre.

I have managed accounts for both large multinational brands such as QUIZ Clothing
and Mobile Mini, with £100K + monthly budgets, and SME clients such as Silver
Cross and Freeze Pro Shop. This involved creating and analysing a range of
shopping, search, display and video campaigns for a variety of sectors, including
apparel, automobile, education and finance. I have experience with both ecommerce
retail and B2B lead gen websites.

I am particularly driven towards achieving and exceeding KPI targets, whether these are revenue and return on ad
spend targets, or cost per acquisition targets for lead gen sites. I also enjoy using my knowledge to advise on
overarching digital marketing strategies, and am keen to suggest internal KPI's for your business. My top
achievements include reaching monthly ROI figures of above 3000%, generating above £500k revenue for
ecommerce clients, which lead to winning UK Biddable’s Media Awards’ retail campaign of the year 2017.

abigail@tiptopdigital.co.uk
• About Me

• Client History

• Management

• Google Ads Case Studies

• Facebook Ads Case Studies

• Multi Channel Case Studies

• Reporting Style
Client History
Client History
• About Me

• Client History

• Management

• Google Ads Case Studies

• Facebook Ads Case Studies

• Multi Channel Case Studies

• Reporting Style
 Throughout the proactive time that will be spent managing your PPC
Regular PPC account, I will be focusing on optimisations around the following main
areas:
Optimisations
• Account structure maintenance and expansion
• Keyword analysis based on historical performance
• Quality score improvement
• Search terms report analysis
• Negative keyword list expansion
• Ad text creation & a/b testing with a variety of language techniques
• Continual creation and updating of ad extensions, based on
seasonality and company offers
• Location, device and time of day/ week targeting optimisation
• Continual creation of remarketing lists in order to capture valuable
traffic with a pre-existing brand awareness
• Maximisation of search impression share through bidding and budget
recommendations
• Automated bidding strategy trial
• Implementation of appropriate scripts aligning with business
objectives
• Campaign experiment trials and split a/b test PPC strategies
 I can offer the following services to ensure that your account is
Account Setup correctly set up in order to maximize the profitability of your
campaigns, and ensure the account generates maximum value for
your business:

• Google analytics synchronisation

• Google analytics ecommerce tracking
• Google tag manager goal tracking
• Google merchant centre & product feed set up
• Google ads account structure for Display, Search, Video & Shopping
optimisation
• Google Display ad design optimisation
• Google Shopping Feed Set Up & Product title optimisation
• Wider digital marketing startegy
• Facebook/ Instagram pixel tracking
• Facebook/ Instagram ads account structure optimisation
• Facebook/ Instagram ad design optimisation
• Linkedin ads recommendations & targeting insights
• Bing ads recommendations & targeting insights
• Bing ads tracking
• Twitter ads recommendations & targeting insights
• About Me

• Client History

• Management

• Google Ads Case Studies

• Facebook Ads Case Studies

• Multi Channel Case Studies

• Reporting Style
Google Ads Case Studies

Multifix Bury is an established family business formed in 1993 and has built up a reputation of
quality, stock availability, technical back-up and personal service.

Throughout the past year we have developed their PPC strategy predominantly on Google Ads, in
order to drive an increase in revenue through the widening of their loyal customer base and building
up repeat orders. This initiative has focused on expanding campaigns to include a mixture of brand
and non-branded terms, focusing on seasonal items and ‘packaged sets’ where possible, looking
into competitor strategies and competitor targeting, and testing various terminology and phrasing
around B2B-specific products. We have also expanded their range of channels, utilising Youtube
Video marketing, the Google Display Network, and email / Gmail marketing.
Google Ads Case Studies

Mobile Mini are an international leading provider of portable accommodation and secure
storage containers. With an annual budget exceeding £100K, their main objective is to drive
high value leads through on-site enquiry forms, via a range of pay-per-click platforms.

Within 6 months I have successful improved this client’s lead generation strategy, increasing
both the quantity of leads by 21%, and decreasing the cost per conversion by 7%.
Google Ads Case Studies

The Heritage Window Company are a bespoke aluminium windows company based in the UK
who have been running for 30 years. In a period of 7 months I was able to improve the number
of enquiries generated on the website as per the client’s main KPI, and simultaneously increase
footfall to their 3 London-based show rooms.
Google Ads Case Studies

Quiz Clothing are an international fast-fashion retail brand, with over 250 stores worldwide. In a
6 month period I was able to increase the monthly Adwords budget from £10,000 per month to
£45,000 per month, whilst maintaining a 750% ROAS. This increased monthly revenue figures
from £75,000 per month to £337,500 per month, through using predominantly Google Shopping
and Google Search ads.

350% 750% £337,500

Budget
Increase
ROAS Revenue
• About Me

• Client History

• Management

• Google Ads Case Studies

• Facebook Ads Case Studies

• Multi Channel Case Studies

• Reporting Style
Facebook Ads Case Studies l Circle Loop

The client are a heavily-invested UK startup business, offering a cloud based business
telephone services via an app. Primarily targeting for small-medium sized enterprises in the
UK, they offer their VOIP services via an easy-to-use online tool.

Facebook marketing in the past 6 months has focused primarily around:

● App-install campaigns
● Lead-generation ads
● Remarketing campaigns
● Upsell campaigns to those in initial ‘7 day free trial’
● New customer acquisition campaigns (based on industry, job title, company size etc)
Facebook Ads Case Studies l Circle Loop

6 Month Achievements:

500+
App 200+
Downloads Page Likes
£12K 150K+
budget Reach
Facebook Ads Case Studies l Circle Loop

6 Month Achievements (app download campaigns)::

Facebook Ads Case Studies l Circle Loop

Ads:
Facebook Ads Case Studies l Amberly Cosmetics

This client are a well-known family brand in Norway, specialising in premium skincare and
makeup products.

Their main objective over a six month period was to grow revenue and achieve a higher
return-on-ad spend, via Facebook advertising.

● Facebook Shopping Campaigns

● Page Like Campaigns
● Competitions
● Video & brand awareness campaigns
Facebook Ads Case Studies l Amberly Cosmetics

6 Month Achievements:

1800+ 400%+
Purchases ROAS
155K kr 540 kr
budget Revenue
Facebook Ads Case Studies l Amberly Cosmetics

6 Month Achievements::
Facebook Ads Case Studies l Amberly Cosmetics

Ads:
Facebook Ads Case Studies l AEye

AEye is an industry leader in robotic perception and pioneer of Lidar™ technology, as

designed specifically in the iDAR™ product, to act as the eyes and visual cortex for
autonomous vehicle manufacture.

Their main objective over a six month period was to build brand awareness, and encourage
website enquiries from prospective clients. Additionally they wanted to build awareness of
their attendance at the CES 2019 in Las Vegas.

● Facebook Video, Image & Carousel Campaigns

● Facebook Carousel Campaigns
● Location-based targeting, reaching relevant universities and business head-quarters in
related industries.
● Event campaigns, promoting a 5 miles radius around the CES 2019 event.
Facebook Ads Case Studies l AEye

6 Month Achievements:

2,000+ 3,000 +
Page Likes Post
Reactions
$2.5K 1,500+
budget Website
Visits
Facebook Ads Case Studies l AEye

Ad Examples
Facebook Ads Case Studies l Alnwick Castle

Alnwick Castle is one of Britain's most iconic castles, being one of the North East’s and
Northumberland’s top tourism destinations, and also being home to the Harry Potter film set.
Through Facebook I was able to increase ticket sales to the tourist destination in a 1 month
period, using a range of creative ad types.
Facebook Ads Case Studies l Alnwick Castle

Alnwick Castle’s success was achieved through a variety of video, image, carousel and
interactive canvas ads. I targeted a range of remarking lists, lookalike audiences, and various
core audiences based around predominantly two demographics; students and parents.
Facebook Ads Case Studies l House Of Townend

House Of Townend are a successful e-commerce wine merchant, with a predominant KPI of
driving revenue and achieving a strong ROAS. We regularly use Facebook Product ads, and the
range of remarketing lists available (basket abandonment ads, existing customer new product
ads) etc via the Facebook Pixel to target each campaign. Please see the performance of the
post-Christmas period in 2018;
Facebook Ads Case Studies l Sytner

Sytner are the UK's leading car dealership retailing prestigious cars, and are the largest overall
automotive retailer in Europe. I regularly manage weekly promotions and offers on Facebook
that the company push.
• About Me

• Client History

• Management

• Google Ads Case Studies

• Facebook Ads Case Studies

• Multi Channel Case Studies

• Reporting Style
Multi Channel Case Studies
• About Me

• Client History

• Management

• Google Ads Case Studies

• Facebook Ads Case Studies

• Multi Channel Case Studies

• Reporting Style
Reporting Style

Each month I will compile a detailed report using Google Data Studio, in order to provide you
with useful insights into your campaign performance and measurement against specific
business KPIs. This can be tailored to you specifically to ensure maximum value for your
company
Reporting Style

I am also able to provide you with real-time reports offering insight into the current account
performance against KPI objectives mid-month.
 Abigail Wilson
Any Questions?
abigail@tiptopdigital.co.uk