Buhi SEO Strategy
Goal: Improve Organic Traffic & Conversions
Platforms used: Google (Search Engine), Blog CMS
My role: SEO Strategy, Keyword Bidding, Landing Page Optimization, Budget Management
As part of the Stukent digital marketing simulation, I managed a comprehensive paid search campaign for Buhi, a fictional lifestyle brand specializing in bags, backpacks, and travel accessories. The campaign generated over 18.6 million impressions, 124,706 clicks, and 5,689 conversions. With a total ad spend of $115,827, I drove $351,810 in revenue and achieved a profit of $235,982 with a Return on Ad Spend (ROAS) of 3.04.
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My performance ranked in the Top 5 out of all participants.​ Throughout the campaign, I optimized keyword strategies, adjusted bidding tactics, and refined ad copy to maximize performance. This experience allowed me to sharpen my skills in PPC advertising, performance analysis, and strategic decision-making—delivering measurable results in a competitive simulation environment.
Problem
Buhi was facing stagnant growth and limited visibility across search platforms. The brand lacked optimized ad copy, efficient keyword targeting, and proper alignment between landing pages and user intent. Initial campaigns also showed limited ROI due to misallocated bidding strategies and poor CTRs across key product categories.
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Solution
To reverse this trend, I implemented a series of strategic optimizations:
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Refined keyword bidding to balance CPC and conversion potential
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Enhanced ad strength by optimizing character counts, relevance, and clarity
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Improved page relevance by aligning keywords with product-specific landing pages
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A/B tested ad copy to determine top-performing messaging
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Monitored performance metrics like CTR, impressions, and conversions to iterate weekly
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Achieved all-star ratings in bid quality, ad relevance, and landing page alignment