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Client

Mettle by Abby

Tags

Digital Marketing, Data Visualization, Web Development

Year

2017-2018

The Challenge

Mettle by Abby, a handcrafted jewelry business, needed to optimize its online presence and advertising spend. The primary challenge was to identify the most effective keywords for Google Search ads and organic SEO to attract relevant customers and maximize ROI from their Shopify e-commerce store, which I also developed and managed.

My Solution & Approach

I conducted comprehensive keyword research, compiling over 600 relevant terms. To make this data actionable, I utilized the R programming language, specifically leveraging the ggplot2 package, to process and visualize key metrics: search volume, competition level, and cost-per-click (CPC). The resulting visualizations clearly mapped out the keyword landscape, allowing us to pinpoint “sweet spot” opportunities. This data-driven approach directly informed the Google Ads campaign strategy and provided insights for on-page SEO. The client reported feeling more informed and confident in the marketing decisions being made with their budget as a result of these clear, data-backed insights.

Key Elements:

  • Shopify E-commerce Website: Developed and managed the Shopify website for Mettle by Abby.
  • Google Ads Campaign Management: Ran and managed Google Search ad campaigns.
  • Extensive Keyword Research: Gathered and analyzed over 600 keywords relevant to the client’s niche.
  • Data Analysis & Visualization with R (ggplot2): Used R and the ggplot2 package to process keyword data and create custom visualizations, including:

    • A key scatter/bubble plot effectively displaying the relationship between search volume, competition, and cost.

    • A bar chart of the top 20 keyword opportunities.

  • Actionable SEO/SEM Recommendations: Translated data insights into concrete recommendations for ad targeting, budget allocation, and website content strategy.
  • Improved Client Confidence: Provided clear, visual reports that empowered the client, leading to increased trust and understanding of their marketing investments.

Tools & Technologies Used

Web Development: Shopify, HTML, CSS
Programming: R (RStudio IDE, ggplot2)
Software: Adobe Illustrator, Adobe Photoshop
Marketing & Analytics Platforms: Google Ads, Google Analytics