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Asmaa Elsawy
Director-level Performance & Growth Marketer specializing in Paid Media and SEO
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About
Performance marketer specializing in high-spend search and multi-platform paid media (Google Ads, Bing, Meta, TikTok), with a standout case doubling WinkBeds monthly revenue from $1M to $2M while materially improving ROAS on both Google and Bing. Strong in rigorous experimentation (Google Ads Experiments), campaign consolidation to eliminate overlap, and tracking/brand protection—successfully identifying and stopping affiliate ad hijacking that caused a conversion drop.
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Key Strengths
- Drove WinkBeds revenue from $1M to $2M/month across Google Ads + Bing
- Improved Google Ads revenue $800K→$1.3M and ROAS 15→21
- Scaled Bing revenue $200K→$700K and ROAS 6→25
- Systematic keyword optimization using search term reports + GA organic conversion data
- Disciplined testing using Google Ads Experiments with confidence score threshold (90%+)
- Turned around a complex account by reducing overlap, pausing poor campaigns, and consolidating/merging based on QS, conversions, CPA, and conversion rate
- Built a promotion path for winners (move best keywords/ads into a higher-budget campaign while keeping a testing campaign)
- Diagnosed and resolved performance decline caused by affiliate ad hijacking via Auction Insights and escalation to affiliate team
- Data integrity focus via regular tracking audits (GA/GTM), conversion quality selection, and traffic/location controls
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