Berkay Ertap · 03Digital marketing · Paid media · Creative strategy
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03

Yappa

As a Digital Advertising Specialist at Yappa, I worked on the digital growth of more than 15 clients across B2B, B2C, e-commerce, retail, tourism, wellness, leisure and the public sector. I translated different business objectives into campaigns focused on lead generation, online sales, website traffic and brand awareness.

My role extended beyond setting up advertisements. I contributed to strategy, audience selection, creatives, funnels and landing pages, managed campaigns across multiple platforms and translated campaign data into actionable optimisations. I collaborated closely with clients, designers, copywriters and in-house marketing teams.

Sector

Client accounts: B2B, B2C, e-commerce, retail, tourism, wellness, leisure and public sector

Role

Digital Advertising Specialist — Agency-side

Year

2025–2026

Platforms
Meta AdsGoogle AdsLinkedIn AdsTikTok AdsPinterest Ads
Industries
B2BB2CE-commerceRetailTourismWellnessLeisurePublic sector
Clients
15+ client accounts14 selected clients named
Digital Advertising Specialist
  1. MetaAds
  2. GoogleAds
  3. LinkedInAds
  4. TikTokAds
  5. PinterestAds

15+ client accounts, as part of the Yappa team.

No client creative or campaign figures are published here.

Final pull, all four plates

What I was responsible for

  • 01Campaign setup
  • 02Targeting & segmentation
  • 03Budget management
  • 04A/B testing
  • 05Daily optimisation
  • 06Performance analysis
  • 07Reporting & presentation
  • 08Working with designers, copywriters and account teams
03.1

The four plates

The plates below present the main areas of my contribution, including responsibilities, channels, tools and outcomes.

Plate 01 · K

Campaign strategy

For each client, I started from their business objectives, target audience and position within the customer journey. Based on these insights, I determined which channels, campaign structures and messages were most relevant.

I developed campaigns focused on lead generation, e-commerce, brand awareness and website traffic. This included audience segmentation, funnel structure, channel selection, budget allocation, advertising creatives and landing pages. This allowed me to adapt my approach to different organisations, markets and audiences.

Campaign objectives4

  • Lead generation
  • E-commerce
  • Brand awareness
  • Website traffic

The order I took the decisions in7

  1. Business objective
  2. Audience & segmentation
  3. Position in the customer journey
  4. Funnel structure
  5. Channel choice
  6. Budget split
  7. Ads & landing pages
Plate 02 · C

Paid media execution

I set up, managed and optimised digital campaigns across Meta Ads, Google Ads, LinkedIn Ads, TikTok Ads and Pinterest Ads. My responsibilities included campaign structure, targeting, budget management, advertising formats, testing and ongoing optimisation.

Working across different client accounts taught me how to move efficiently between different objectives, budgets and platforms. I monitored reach, clicks, conversions, costs and overall campaign efficiency to ensure budgets were used as effectively as possible.

Platforms managed5

  1. Meta Ads
  2. Google Ads
  3. LinkedIn Ads
  4. TikTok Ads
  5. Pinterest Ads

Day-to-day responsibilities6

  • Campaign build
  • Targeting
  • Budget management
  • Ad formats
  • Testing
  • Daily optimisation

Key campaign metrics5

  • Reach
  • Clicks
  • Conversions
  • Cost
  • Campaign efficiency

I monitored reach, clicks, conversions, costs and overall campaign efficiency. Client-specific results and confidential campaign data are not disclosed.

Plate 03 · M

Creative campaign development

Alongside the technical campaign management, I advised clients on the content and presentation of their advertisements. I analysed which angles, visuals, copy and formats best matched the target audience and selected platform.

I translated campaign objectives into creative briefs and collaborated with designers and copywriters to develop advertising assets. I provided feedback on visuals, messaging, calls to action and testing variations, combining performance marketing with a strong understanding of branding, content and consumer behaviour.

From objective to asset6

  1. Campaign objective
  2. Angle & audience fit
  3. Creative brief
  4. Design & copy, with the team
  5. Feedback round
  6. Variants for testing

Feedback and optimisation6

  • Angles
  • Visuals
  • Copy
  • Calls to action
  • Formats
  • Test variants
Plate 04 · Y

Analysis, optimisation & collaboration

I analysed campaign performance, prepared reports and translated data into concrete opportunities for improvement. Based on the results, I optimised audiences, budgets, advertisements, placements and campaign structures.

I also presented and discussed insights with clients and internal teams. This taught me how to communicate complex campaign data clearly and convert it into practical recommendations. By collaborating across different disciplines, I was able to oversee the strategic, creative and technical aspects of each campaign.

The weekly loop5

  1. Analyse performance
  2. Report
  3. Translate data into recommendations
  4. Optimise
  5. Present & discuss

What got adjusted5

  1. Audiences
  2. Budgets
  3. Ads
  4. Placements
  5. Campaign structures

Collaboration4

  • Clients
  • Designers
  • Copywriters
  • Internal marketing teams
03.2

All four, back together

I managed the strategic, technical and analytical side of the campaigns and collaborated with clients, designers, copywriters and internal teams to translate strategy into execution.

Selected clients14 selected clients named
  • Acerta
  • Emmers
  • Elaisa Energetic Wellness
  • TAURA
  • GPS-Time
  • Broekmans
  • Visit Bilzen-Hoeselt
  • Visit Tongeren-Borgloon
  • Compass Pools
  • bNamed
  • Testo
  • Carrect
  • Elektramat
  • Val d’Arimont

These accounts ranged from B2B services and e-commerce to retail, tourism, wellness, leisure and public organisations. This experience strengthened my ability to adapt strategies, communication and campaigns to different industries, audiences and commercial challenges.

  • B2B services
  • B2C
  • E-commerce
  • Retail
  • Tourism
  • Wellness
  • Leisure
  • Public sector

Completed as part of the Yappa team. Client-specific results and confidential campaign data are intentionally not disclosed.

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