Portfolio

MiHCM Search Engine Marketing Strategy

MiHCM.com serves as the official website for MiHCM, a provider of HR cloud-based solutions. As part of a comprehensive digital marketing approach, my role involved initiating and managing Search Engine Marketing (SEM) strategies to enhance online visibility and drive targeted traffic. This included creating and optimizing campaigns, analyzing performance metrics, and adjusting strategies to maximize return on investment and conversions.

Project Detail

Duration: July 2019 – March 2024
Platform: Google Ads
Target Regions: South Asia (Sri Lanka, Bangladesh) and Southeast Asia (Malaysia, Indonesia, Philippines, Singapore, Thailand, Cambodia, Myanmar), Global

2024

About this project

I initiated the Search Engine Marketing (SEM) campaigns for MiHCM, focusing on lead generation, increasing traffic, and improving brand visibility across key regions, including Sri Lanka, the Philippines, Malaysia, Indonesia, and other Southeast Asian countries. These campaigns were crucial in expanding MiHCM’s digital presence and driving user engagement.

Project execution

Managed and optimized SEM campaigns, generating over 3.67 million impressions across multiple platforms.
Improved click-through rate (CTR) to 1.27%, significantly driving user engagement.
Reduced average cost-per-click (CPC) to $0.22, optimizing budget efficiency.
Managed a total campaign budget of $18.9k USD, which included a sponsorship from Microsoft, enabling us to partner with them for running ads and expanding our campaign reach.
Targeted high-performing keywords such as “HR software,” “HRIS systems,” and “payroll system” to boost search rankings and increase qualified leads.
Conducted in-depth performance analysis using Google Analytics and Microsoft Clarity, monitoring user behavior and refining campaigns for better results.
Developed campaigns designed to maximize conversions, leading to a 25% increase in demo requests through optimized ad strategies.
Integrated video ads on YouTube to improve engagement and raise brand awareness.
Adjusted campaigns for different devices (mobile, tablet, and desktop), ensuring consistent performance and user experience across all platforms.