PPC Campaign

Before launching the campaign, we needed a clear strategy in place. That started with learning more about PinPoint’s product, their audience, and what they wanted to achieve.

We asked PinPoint who their ideal customer would be and gathered information about the audience they were trying to reach. This included things like age, income, gender, where they live, parental status, job type and more. All of this information helped us build out a customer profile so we could decide how to run the campaign, how it should look and how to word everything.

From discussions, we found out that PinPoint wanted to target parents of children ranging from toddlers to early teens, across the UK.

We also took time to understand the product fully. PinPoint’s product is a feet measurement stylus, developed by footwear experts and tested by real families. It’s designed to help parents measure their child’s feet at home accurately and in a way that’s quick and fun. The product also connects to a downloadable app available on iOS and Android.

Once we had everything we needed, we proposed a mixed strategy using PPC and social media marketing. Based on everything we’d learned about the target market, competitors and the product itself, this was clearly going to be the strongest route.

We proposed daily posting on Facebook and Instagram, using a custom-designed template that matched PinPoint’s branding. Our goal here was to build a recognisable brand presence, grow trust and create a foundation for social growth.

We reviewed PinPoint’s existing Instagram content and advised that they start fresh. Their existing posts were few and inconsistent. We wanted to start from scratch using a theme that would feel more professional and trustworthy. We also had to grow their social audience from almost nothing, so we put together a plan to build that up from the ground.

PinPoint mentioned a few of their competitors (like Clarks) in our early discussions. While you’re not allowed to use competitor names in ad titles or descriptions, you can use them in keyword targeting. This strategy can be incredibly powerful, as competitor keywords are often overlooked and can have really low costs.

We discovered that some competitor keywords had click costs as low as £0.02. This meant we could start getting high-quality traffic to PinPoint’s site for a fraction of the cost of generic keyword targeting.

Before sending any traffic to the site, we carried out a review of the website. This part of our process is always included at no extra cost.

While we didn’t build the site and couldn’t overhaul it entirely, we identified a few key things that needed changing. These included moving key call-to-action buttons, updating headings, improving access to contact information, and tweaking terms and conditions visibility. We made all of these updates before launching.

Once everything was ready, we got to work.

We launched the social media campaign with a mix of branded posts and captions crafted by our team, with some input from PinPoint. Instagram was a bigger focus than Facebook due to better average results for this type of campaign.

To grow the audience, we used targeted growth methods. We found competitor pages and content that matched the right audience, then engaged with those users at scale. This approach helps build followers, boost link clicks and increase engagement from the right people.

Alongside this, we launched the PPC campaign. From day one, traffic started flowing in from competitor keywords and other relevant searches. The cost per click was incredibly low for many of the targeted phrases, meaning we could make the most of the budget. If you’re wondering whether PPC is viable for smaller companies, we’ve covered that in our Can small businesses run PPC? article.

Click-through rate was another stat we monitored closely. We wanted to see if customers searching for competitor products would click through to PinPoint. The answer was yes. A high click-through rate proved that this audience was interested in what PinPoint had to offer.

Every 30 days, we provided detailed reports on campaign performance. These included:

• Cost per click and which keywords performed best
• Click-through rates and top keywords
• Impressions, clicks and traffic sources
• Audience breakdown including age, location and device type
• Performance by time of day
• Forward-looking predictions and feedback

We also included written insights from our team on what was working, what could be improved and what to do next. This level of analysis helped PinPoint understand who their audience was, how they behaved, and how to improve their product and marketing based on real-world data.

PinPoint were really happy with the campaign. It gave them valuable data on their audience and opened up new marketing opportunities moving forward.

Over the 90-day campaign:

• Instagram following grew by 2232%
• PPC cost per click dropped significantly
• Traffic numbers were well above initial forecasts

Following the success of the campaign, PinPoint were able to take the next step with their business. The data, traction and growth generated from our PPC and social campaigns played a key part in helping them secure a major deal. Off the back of this campaign, they successfully sold the business and product to Marks and Spencer.

We were proud to support PinPoint during this stage of their journey, and this outcome shows just how powerful the right strategy can be when it’s done properly.