Zinc Digital sent our marketing team to the biggest digital marketing event in the UK – BrightonSEO. It’s the place where some of the best marketing minds in the country get together to talk about the latest developments in our field.
Khaleel, our Head of PPC, went to a talk by Arianne Donoghue where he learned about the Magnificent 6 – a toolkit of Paid Media resources that can help maximise the performance of Paid Media Advertising Accounts.
1. Identify Client Business Objectives
In order to successfully improve the performance of Paid Media Advertising activity, it’s vital we understand our client’s Business Objectives. This enables us to implement an extensive Paid Media Marketing Plan on how we meet our client’s Business Objectives from paid media advertising goals & targets to relevant paid media advertising channels.
2. Channel Strategy
All Digital Marketing channels play a key role in the customer journey, however some businesses rely heavily on Google Paid Search. You may want to implement a video marketing campaign on YouTube if you want to raise the awareness of a brand or product & a Prospecting Display marketing strategy to acquire new users to your website. It’s really important to understand your channel strategy because a Digital Marketing channel strategy is unique to your business.
One of the many buzzwords in Paid Media Advertising right now is Attribution. Many businesses only rely on “last click” attribution. However in 2018 & beyond businesses need to understand the many other attribution models for their business based on their channel strategy. This will enhance your Paid Media Advertising to understand what role each of your Digital Marketing Channels are playing in the customer journey.
Another important buzzwords at the moment is Audiences. Audiences are playing a bigger role in Paid Media Advertising than ever before. Therefore it is important to tailor your creative based on the audience you are targeting. Just like your channel strategy, your creative needs to be tailored based on your audience. This will enhance your Click Through Rate & therefore improve your ROI.
On average users only spend a split second viewing online adverts – therefore it’s important to ensure your creatives are highly relevant to your users & also eye-catching. Your creatives will play an important role in the channel strategy depending on the Digital Marketing channels chosen in your strategy – You may have Text Ads, Display & Remarketing Responsive Ads & also Social Media Video Ads. Ensuring all of these Ads are tailored to your audience is essential for success.
6. Landing Pages
CRO can have the best ROI across all channels. Why? Because all Digital Marketing channels are driving new & returning visitors to your website – therefore making tweaks to your landing pages will improving the conversion rate of all users to your website & improve your ROI.
Zinc Digital are never afraid to try new things, especially if it means that our clients could be getting even better results from our Paid Search services. To see what a difference a professionally managed PPC page could do for your business, get in touch today.