📚 PPC & Social Media Strategy development.
The first step for any campaign is to establish a high converting strategy and to gather more information about the product and target market. Firstly, we asked our client who their ideal customer would be. We needed various demographical information like;
- Average age bracket.
- Financial status (household income).
- Locations at which potential customers live.
- Parental status (important for this campaign).
- Interests and hobbies.
- Job type and job status.
- Competitors and similar companies.
We discovered, from communication back and forward with our client, that they wanted to target parents of children ranging from toddlers to young teens all over the United Kingdom. Having this information aided our campaign strategy. This allowed us to determine how the campaign would run, how it would look and how it would be worded.
Learning about the product is also very important for us. We learned the ins and outs of our client's product, and exactly how the customer would use it and benefit from it. The product was a feet measurement stylus that had been developed by footwear industry experts and extensively tested with children and parents over many months. It lets you draw around a foot really easily, and accurately, whilst also being fun to use.
Our clients also had a downloadable on iOS and Android app to accompany the stylus.
After establishing a better idea about the product, campaign and competitors from our client, we provided them with a proposal for a strategic combination of PPC and social media marketing. Due to the target market, campaign background and information we gathered from our clients, we quickly established that these two marketing platforms would be most effective. With all of our campaigns, we advise our clients of the best platform to market their products or services through to drive the best return on investment (contact us here for advice on your campaigns).
As with all of our proposals, we provided our clients with a full, in-depth run-down of everything we will be doing for them within the campaign and proposed budget.
Within the strategy, we proposed to post every day on Facebook and Instagram with a professionally designed social media template centred around the client's colours, logo and product. Building a theme on social media opens doors such as brand recognition, increased professionalism and greater customer trust. We also outlined our PPC strategy which involved targeting competitors and their low-cost keywords, products and more.
We discovered that various competitors from the conversations with our clients. While you cannot use competitor names in AD titles and descriptions, you can in keywords and targeting. Often, competitor keyword targeting has extremely low cost per click while being extremely targeted (due to the products and services being the same). We discovered that various competitor names had below £0.02 CPC (cost per click).
👁️ Review phase.
As with any PPC campaign, it’s important to ensure the landing website is correctly optimised before sending paid traffic to it. We review this factor within our initial review phase. We don’t charge our clients any extra to review their website and/or marketing materials before we publish the AD.
While we were limited with what we could propose to change, as the website was already live, we found multiple items that still needed to be changed in order to better convert paid traffic.
Here are a few examples of updates that we advised, and then completed for our clients;
- Moving call to actions to more optimal positions.
- Adding and updating headlines.
- Adding a more convenient page for contact information.
- Displaying terms and conditions.
We then reviewed our client's social media profiles. They did not have a great deal of content that was already live, so we advised to remove the few posts they had on Instagram so we could start fresh with our professional theme/design.
We also discovered that only a small following had been built prior to our work, so we had to prepare an optimised plan to grow it from the ground up.
🟢 Campaign start!
We had our in-house AD design team create a bespoke social media graphical content template for the posts we planned to send out every day on Instagram and Facebook. We also had many captions and text content developed with some aid from our clients.
Instagram was a larger focus for us during this campaign. Instagram has a much more attractive average daily follower and interaction growth with our in-house campaigns compared to Facebook for this budget and time scale.
We use targeted growth methods where our in-house specialists target competitors and pages that match our client's ideal customers. We find the pages that they interact with and/or follow... then interact with the 1000s of potential customers on a mass scale to drive follows, link clicks, enquires, sales and likes from the traffic of the correct demographic.
The initial start to the social media campaign was fairly slow - this is solely down to no interaction on the page prior to us getting started. We knew this would soon change as the campaign progressed.
We also proceeded to publish our clients PPC campaign on Google AD’s. Instantly, our clients began to see traffic from their competitor targeted keywords. They also began to see clicks from more generic search terms, but with a much less attractive cost per click and click-through rate.
Our clients were keen to monitor the click-through rate of this campaign for the competitor's keywords, as it demonstrates how interested the competitor's customers are in our client's products. If we were to generate a high click-through rate, there would be clear evidence that people looking for their competitor's products are interested in what our client had to offer.
💬 Report & review.
Every 30 days we provided our client with analytical feedback on how their campaign had performed for the month;
- The average cost per click and top-performing cost per click keywords.
- The average click-through rate and top-performing click-through rate keywords.
- The number of impressions and top-performing keywords via impressions.
- The number of clicks and top-performing keywords via clicks.
- Demographic information about the generated traffic.
- Times that the AD was most active.
- Predictions for future months.
- And much more.
We also provide some of our own written feedback on;
- How we think the campaign has run,
- What changes need to be made,
- How we can better optimise the landing page,
- How the campaign is comparing to similar campaigns we’ve run.
- Advice for other marketing avenues.
As an agency, thats main goal is to drive the results that our clients are looking for, we find it very important to share feedback on the progress of the campaign every 30 days.
Data and analytical feedback was particularly important for this campaign, as our clients wanted to assess what interest their product was getting, and from what type of people within their target market. Everything from device type to the time of day the ADs had most interactions was vital for our clients to know and use to improve their marketing and product.
📖 To conclude.
Our clients were very happy with the results, data and information generated from our campaign. They were able to ascertain a much tighter scope on who their potential customers are, what they are looking for and at what time they're looking for it.
On social media channels, their following had grown by ~2232% in 90 days. And, they now had a solid social media following and foundation to work from and grow with. Social media is vital to earn customer trust.
The PPC campaigns CPC dropped to an extremely low price by the end of the campaign, this was due to our on-going work behind the scenes to keep costs down and conversions high. The number of clicks received was well over our original predictions for this campaign.
Our campaigns aided our client's success in settling large order deals with high street and online giants, solely down to the mass amount of in-depth data and information they held from our campaigns. Unfortunately, due to our client's requests, we cannot share the names.
They were also able to assess which competitors customers held the highest interest for their products and their typical purchasing habits. This will aid the success of future campaigns that we are due to run next year once our clients have made some crucial updates to the product itself.
Finally, we presented a document with all our advice and guidance for the future of all marketing campaigns, and the advised route to follow from this point on.
From this campaign, we can see that when a firm strategy is put in place with the right marketing platforms, we can deliver the results that our clients are looking for.
If you'd like to learn more about this client, or if you'd like to launch a campaign of your own, you can contact us here and we will get to work right away.