Our first step is to get clear on the role paid media having for your brand. What does success look like? This is essential to understand because different things matter to different brands.

For example some companies need to focus on the short term return their getting from advertising, so they can re-invest it into their business.

For other companies, they can focus more on the long term LTV (lifetime value) of the customer journey, and they can therefore make a loss on the day 1 customer acquisition, which allows them to scale up quicker and gain market share.

If your agency hasn't asked you these questions, then how can then manage your paid media campaigns effectively?

As we spend your ad spend on a paid social or search platform, we've making an investment on your behalf.

It's our job to manage these investments and evaluate what's delivering the biggest incremental lift for your brand.

This goes beyond simple evaluating which platform is getting the highest return. We also look at the impact each platform is having on the other. For example the relationship between your paid social, your email campaign efficiency, and your organic or paid search performance.

It's also our job to look at which products or services we're promoting for your brand, and evaluating these for their uplift. For example investing into your flagship product or service might produce a significantly higher return over the next 6 months compared to another product set. By understanding this, we go beyond what is simply producing the lowest cost click, lead, or purchase.

Tracking and attribution is crucial for 2 reason.

Firstly, we need to be able to report with a high degree of accuracy on what's happening post click. We need to know if someone is buying the product or becoming a lead after they click on your advert. This is done by setting up tracking.

Secondly, we need to feed this data back to the platforms so they can optimise. Paid social and search platforms will optimise your campaigns over time towards people who are most likely to take the action you're optimising for. If you do not report back on the results, the platform cannot learn.

Is your business a one legged stool?

The reality is, if you're relying on only one platform to deliver you new customers, you're vulnerable. Not to mention you're missing a lot of potential business.

We look at your entire paid marketing mix across all the relevant channels to ensure you're maximising your growth potential.

This doesn't mean we use every platform for every client, but it does mean we aim to leverage a range of platforms to deliver an optimal result that doesn't leave you vulnerable.

To understand which of our efforts are delivering the most efficient results, we need to be looking at all the metrics through the same lens.

This means we standardise the data to a singular output that enables us to see which platform, creative, or campaign type is delivering the best outcome.