Paid digital is one of the most agile, responsive and powerful ways to advertise.
Our approach centres on delivering smart campaigns that maximise budgets and deliver results – whether that be increased impressions, leads or product sales.
Encompassing PPC, display, remarketing and paid social, our campaigns are delivered by experts who utilise their knowledge and proven tools and strategies to drive measurable ROI and client growth.
We also keep abreast of the latest trends within the paid digital marketing space to ensure we stay one step ahead of the competition and understand how to best optimise campaigns across platforms ranging from Google Ads to LinkedIn.
Adding value is at the heart of everything we do as an agency – ensuring that our paid digital activity leverages the best elements of AI and automation but is ultimately human-led.
Pay-per-click (PPC) advertising across search engine platforms such as Google Ads and Microsoft (formerly Bing) puts B2B and B2C brands of all sizes in front of the target audiences who are actively searching for them, their products or services.
Sitting further down the sales funnel, PPC adverts reach users who are in-market, showing purchase intent and are one click away from converting.
Campaigns can be planned and go live in days – rather than weeks – benefitting businesses that need immediate results. They also help deliver faster ROI for brands that have struggled to drive organic traffic due to a lack of SEO success.
For consumer brands, shopping campaigns can also be extremely effective – showcasing products to shoppers via visual product listings within search engine results.
We work with a range of clients to build fully-optimised ad campaigns informed by in-depth keyword research, impactful ad copy and careful management of budget and ad groups – all underpinned by user-led landing pages to maximise conversions. The result being instant, high quality and hugely relevant traffic.
One of the challenges for brands that only invest in organic social media activity is that they’re only reaching audiences that already follow their channels and are familiar with their brand. Our paid social campaigns across platforms such as LinkedIn, Facebook or Instagram solve this issue, allowing brands to advertise and prospect to a much broader customer base.
Paid social is a great opportunity to prospect audiences, retarget and promote brands, products or service to a captive audience.
We can be hugely targeted with our campaigns to ensure adverts reach the right people who are more likely to convert. We do this by defining audiences based on demographics and criteria such as age and job role, location, interests, individual user behaviour and their online activity. Lookalike audiences also expand reach by finding new users who share traits with a client’s existing customer base.
Reaching the most relevant audience reduces wasted ad spend and assists conversions. A great example of this was a successful paid LinkedIn campaign we delivered for Reward Funding. The client was launching in Scotland and therefore needed to overcome a lack of local awareness amongst its core audience – commercial financial brokers. LinkedIn gave us the perfect platform to communicate key messages, deliver engaging video content and promote the types of alternative funding Reward is able to offer the Scottish market.
When we talk about paid digital marketing it is important to highlight the range of advertising platforms available and their purpose:
Digital display
Online display advertising campaigns through vast advertising platforms such as the Google Display Network allow brands to show adverts across millions of websites and YouTube channels. Unlike PPC, which targets users actively searching online to find answers to queries, display adverts reach users whilst they’re browsing content.
Video
YouTube advertising allows our clients to reach audiences through adverts placed before, during, or alongside video content. The adverts connect brands with audiences consuming content that is relevant to their business, products or services, via powerful targeting options.
App Stores
This form of digital advertising gives brands the opportunity to promote their mobile apps directly within app stores serving iOS and android devices. Adverts appear in store search results or on specific app product pages – helping brands achieve stand out from competing apps.
Brands are drawn towards paid digital advertising because its highly measurable and delivers immediate results.
Every click, impression and can be tracked in real time through a range of analytics tools, whilst metrics like click-through-rate (CTR) and cost-per-acquisition (CPA) enable us to keep a close handle on ROI. This transparency around performance also allows us to continually optimise campaigns whilst our clients can allocate budget accordingly and see a direct correlation between paid digital advertising and business outcomes.
The immediacy of a paid digital campaign is hugely compelling for brands. Platforms like Google Ads provide the opportunity go live and deliver campaign results instantly. Speed is everything as we can also respond and tweak campaigns in real time to react to client needs such as new trends, marketing promotions or market shifts.
One of the many key features of paid digital advertising is its capacity to be hugely audience targeted.
PPC for example, allow us to geo-target client campaigns by country, region, city or even pinpoint a specific radius around a given area.
Our location-based keyword strategies can also align our ad campaigns with geographic intent. For example, a specialist law firm in Manchester may wish to only target location-specific keywords or phrases which meet user intent, such as ‘Construction law firm in Manchester’.
In addition, we can exclude territories to avoid wasting ad spend and then increase spend in those high-performing areas where we’re achieving the best results.
Geo-targeting ultimately improves relevancy, click-through rates, and overall campaign performance – maximising online lead volumes, enquiries or sales.
Paid digital advertising is hugely scalable – allowing us to adjust client budgets, targeting and creative content in real time, to align with ongoing campaign optimisations, testing and improved performance.
Unlike most traditional media channels, campaign budgets can start small and expand quickly as results and ROI is achieved. Platforms like Google Ads offer flexible bidding models and precise audience segmentation – ensuring efficiency at scale.
Programmatic advertising also enhances scalability. This is because it provides automated buying and selling of digital advertising space by using sophisticated algorithms to target specific audiences and optimise the delivery of adverts to users in real time.
The financial flexibility offered by paid digital advertising is endless and particularly resonates with clients with different size marketing budgets at their disposal.
A hallmark of any successful advertising campaign is its capacity to produce eye-catching, insightful ad content that engages audiences, delivers a powerful call-to-action and stands out from the crowd.
From video through to carousel ads, we’re able to draw on a range of interactive formats that are tailored to specific campaigns functions or goals.
Our approach to paid digital content is driven by an in-depth understanding of our client’s customers, user behaviour and which creative is going to resonate and trigger the response we want from audiences.
We’re also able to A/B test different creative formats in real time which again enables us to optimise adverts in-line with top performing content.
If you’re looking to work with a performance-led marketing communications agency, spanning PR, SEO, paid digital and social media, then get in touch – we’d love to hear from you!
Get in TouchAdvertising on search engines such as Google Ads or social channels such as LinkedIn can deliver immediate results. Although clicks, traffic and conversions can happen within hours of going live, it’s important to highlight that the first 4-6 weeks of any campaign is focused on gathering data, adjusting budgets and testing ad variations. Only after that has been completed do we see campaigns start reaching optimum performance.
Talented people with the experience, knowledge, passion and capacity to deliver high impact campaigns is always essential. Agencies should harness automation and machine learning but not be over dependent on it at the expense of human input. Also look for an agency that will go the extra mile in terms of understanding your audiences and the market you operate in, as those insights will prove invaluable and drive campaign success.
Campaigns will typically direct users to a website landing page that will ultimately play a critical role in driving conversions. This is because landing pages are designed to seamlessly guide visitors towards a single conversion action, such as filling out a contact form, purchasing a product or requesting a quote. Successful campaigns are ones that deliver a consistent message between the advert and the landing page content and push customers down the sales funnel via persuasive copy, eye-catching imagery and a strong call-to-action. A poor landing page will always undermine the performance of any campaign.
Quality Score is a metric between 1-10 that measures the relevancy and quality of your adverts, keywords, and landing pages. A higher score indicates that Google sees your advert as being more useful and aligned with user intent. We focus our campaigns on achieving a strong Quality Score, especially as it can lower cost-per-clicks and maximise advertising budgets and ROI.
Our campaigns are optimised ongoing, however we typically report performance monthly and quarterly against KPIs agreed at the very outset. Reporting is underpinned by weekly or fortnightly calls with our clients to check-in on performance and update on key changes needed to any of the campaigns that are currently live.
Yes! It’s important to remember that customers can be reached online through a variety of digital marketing channels and touchpoints. Prioritising one channel over another limits audience reach. For example, some internet users may be heavily reliant on search engines and scrolling websites, some may be steered by social media influencers, whilst some may only consume YouTube video content. When you look at investing in SEO specifically, it won’t convert as immediately as PPC, for example. It will however pay dividends in the long run – allowing you to attract customers through organic search and be less dependent on paid media over time. It’s about adopting a channel agnostic approach to all aspects of digital marketing in order to connect with audiences on the platforms they prioritise and consume the most.
