Mettle

Challenge

Mettle by Abby needed to maximize the effectiveness of limited ad spend by identifying the keywords and ad targets most likely to convert for a handcrafted jewelry shop.

Solution

Keyword Analysis & Insights

• Performed comprehensive keyword research (600+ terms) and used R/ggplot2 to generate actionable visualizations (scatter/bubble plots, top-20 charts).
• Identified “sweet spot” keywords balancing volume, competition, and CPC to inform bidding and content priorities.

Paid Search & SEO

• Translated analysis into an optimized Google Ads strategy and on-page SEO recommendations to improve targeting and ROI.
• Ran and refined Google Search campaigns based on performance data.

Shopify & Creative

• Built and managed a Shopify storefront optimized for discovery and conversion.
• Produced a short brand video to support landing pages and paid media.

Reporting & Client Enablement

• Delivered clear, visual reports that made data actionable for the client and increased confidence in budget decisions.