Paid Search Keyword Optimization

As part of the Customer Analytics course, my team and I analyzed keyword-level paid search campaign data to optimize performance for BrandX Hotel Chain 🏨 🔍.

- Evaluated 301 keywords based on key performance indicators such as impressions, clicks, conversions, and cost.
- Conducted segmentation analysis using the RFM framework concept to identify underperforming and high-value keywords
- Recommended actionable strategies to refine bidding and keyword targeting to improve campaign effectiveness.

Through this project, I applied customer analytics concepts such as campaign performance evaluation, CTR analysis, and RFM segmentation. This experience strengthened my ability to translate marketing data into strategic recommendations that drive measurable business outcomes.