Ad land’s young guns: Yasha Gohil, Performance Marketing Exec, Admatazz

Yasha Gohil is a Performance Marketing Executive at Admatazz. She is good at planning media, managing campaigns, working with influencers, and helping clients. Gohil is quick at learning new things in digital marketing and finds new tools to help the team. She is also great at creating and running campaigns that get real results, and aims to be a leader in Performance Marketing.

In conversation with Adgully, Yasha Gohil, Performance Marketing Executive, Admatazz, speaks about why she was drawn towards performance marketing, balancing creativity with data-driven decision-making, overcoming some common challenges that you face in performance marketing, and more.

What drew you to the field of performance marketing, and what do you find most rewarding about it?

I was drawn to performance marketing because it’s all about measurable results. Unlike traditional marketing, where success can be hard to define, performance marketing uses clear metrics to show the impact of your work. What I find most rewarding is seeing real results and being able to improve campaigns for even better outcomes.

Could you describe a campaign you managed that significantly exceeded its performance goals? What strategies did you employ?

One memorable campaign was for an e-commerce jewelry client during the festive season. We used a very custom audience set and timed it with contextual creatives to generate successful results. We achieved a 4.5 ROAS directly attributed to the campaigns. Key strategies included:

• Targeting: We used detailed customer segmentation to target ads more precisely. We used custom audience sets from the first party as well as dmp platforms
• Retargeting: Implemented strategies to re-engage users who had shown interest but hadn’t converted. Near past as well as distant past engaged audiences
• Influencer Collaborations: Partnered with influencers whose audience aligned with our target market, significantly boosting engagement and conversions. We created multiple UGC type content as well with influencers that worked in our favour.

How do you balance creativity with data-driven decision-making in your marketing efforts?

Creativity is key for making messages and visuals that connect with the audience.

Data, on the other hand, guides the direction and optimization of these creative elements. I share in depth insights with the creative team from past campaigns. Once live, we use regular data points and KPIs to make adjustments and iterations based on what works best.

What key metrics do you prioritize when evaluating the success of a performance marketing campaign?

This depends on the objective. I believe performance is great for lead generation and e-commerce and hence, we look at CPL and ROAS, but I also believe it’s a great way to create awareness and for that we track reach, frequency and of course CPM.

How do you stay updated on the latest trends and developments in performance marketing?

Staying updated involves a combination of continuous learning and networking:

• Industry Publications: Regularly read industry blogs, news sites, and whitepapers
• Online Courses and Certifications: Enroll in relevant courses on platforms like Coursera and LinkedIn Learning.
• We have regular knowledge sharing sessions at Admatazz too.

What are some common challenges that you face in performance marketing, and how do you overcome them?

Some of the common challenges include:

• Tracking Issues: Ensuring accurate attribution in all channels. Use tools to get a clearer picture of the customer journey
• With data privacy at the helm of all compliances and fading of third-party cookies tracking has become a bit of a task
• Scaling high budget campaigns without increasing unit costs

And the main challenge is Ad fraud that plagues the entire digital ecosystem.

What advice would you give to someone starting a career in performance marketing?

My advice would be:

• Stay Updated on trends and different ad formats/ platform
• Keep patience to get your desired results
• Learn how to convince the brand that the strategy you are sharing is up to the mark, show smaller case studies or small budget performance to prove your strategy
• Always be in learning mode