Each digital channel has a role to play in the user journey, be that introducing a new consumer to your brand on Facebook, maximising product share of voice at the point of purchase through PPC or keeping the brand front of mind throughout the consideration/comparison period through remarketing. The path to purchase will span multiple media touchpoints across various channels, so understanding the role and contribution of each of these touchpoints becomes critical in maximising overall campaign effectiveness. Attribution modelling and user journey mapping is a fundamental part of our planning and measurement process.
Paid Media Agency in London
Every day your audience is discovering new brands and products on Google, Amazon and social media. Our expert team of paid media specialists is here to help you advertise on these platforms in the most impactful and effective way.
Benefits of investing in a paid media agency
Investing in a paid media agency ensures that you are maximising the discoverability of your products at all stages of the purchase funnel. Performance marketing is all about ensuring you are hitting your target audience at the right time, with the right messaging, in whichever platform they prefer to use.
Our paid media expertise
Unlike traditional media, the vast majority of digital media is traded programmatically; effectively each ad impression enters a real-time auction and advertisers will make a bid for that impression based on its expected value/return. Where are we going with this? Well, in order to maximise your return on investment it is imperative that your media buying team understands the nuances of bid management, quality score, reach CPM, first time impression ratio, impression share, product feed management, and more.
The Passion Digital paid media team are specialists in their disciplines, be that PPC, Facebook, YouTube or Programmatic Display. We fine-tune and optimise media delivery across hundreds of optimisation levers daily to ensure maximum return on your investment.
All paid media services
What our clients say about our Paid Media work
Freddie & the team heads up our PPC account for the Science Museum. We are mainly focusing on Google shopping and search, where we have 500-800 products online at any given time. We just had a really great end of 2021 – our busy Q4 Christmas period, Freddie was driving a high ROAS and hitting targets/forecasts across the board. He’s been great with any ad-hoc requests and explaining the management of the account to the new starters in the team. Passion Digital comes highly recommended!
Passion Digital has done an excellent job managing our Google PPC activity over the last six months. We sell over 300 products on our ecommerce site, across multiple categories – which is a tough task. But Freddie and the team has delivered consistently against our KPIs, exceeding sales targets and delivering a positive return on ad spend. He’s demonstrated strong account management, planning and reporting expertise. I would recommend working with Passion Digital!
Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.
Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.
Benefits of a combined paid media strategy
Consumers don’t think in channels the way advertisers do, so to maximise overall impact it’s imperative that messaging and tone of voice is consistent and aligned across the various digital touchpoints. That said, it’s important that the messaging is also aligned to the role of the channel in that user journey – is it to inspire, educate, motivate or convert?
A holistic, multi-channel approach to paid media also has the more practical benefit of reducing susceptibility to media inflation and diminishing returns. Advertisers who have the ability to quickly flex budgets between channels – existing or new – are much better placed to avoid inflated CPAs and to maximise overall spend effectiveness.
Frequently Asked Questions
What is your approach to media planning?
We need to determine a few things before we get started to ensure we create the best plan to deliver our client’s goals. How are we going to measure success? Who is our audience? What creative do we have available? Have there been any previous campaigns, and how did they perform? Is there any clear seasonality related to your product or service? The answers to all of these questions form the basis of our planning phase.
We’ll need to decide which media KPIs align with the business objectives that the campaign is looking to achieve. With these KPIs in mind we can then think about how we define our audience – through interests, behaviours, keyword research, etc. – and which channels and platforms we can use to reach them at scale. A clear understanding of the key motivators for each audience determines which ad formats to use and what the messaging strategy should be for each audience.
We conduct audits and reviews of campaign structures to identify where efficiencies can be made and review all relevant historic campaign data to gain a comprehensive understanding of what would work best to achieve our KPIs.
Using first party data or other available trends data we can assess how the media delivery should be phased to capture demand and to avoid wastage during low-interest periods. This enables us to deliver detailed media plans outlining all aspects of a campaign including estimated performance of key objectives.
What is your approach to media buying?
We build out advertising campaigns based on our insights and implement the tools and tactics that will be key to the success of the campaigns.
Paid media campaigns are not just about using a particular set of keywords or just targeting a particular audience. We take a multi-layered approach to our targeting, using the right mix of audiences, location, interests and any other data to create narrow, hyper-focused ads that can be tested against each other.
Our mix of manual and automated optimisation will allow for incremental uplift in performance but our testing and learning approach is what will take your performance to the next level.
What is your approach to measuring success?
Our reporting capabilities are second to none (if we say so ourselves!). We report transparently through Google Data Studio, using a number of high-powered data connectors to ensure all of your data sources – from social media ad accounts, to Google ads, CRM data or analytics platforms – are accounted for and part of the picture. Our customised dashboards will show what matters most to you, and is updated and available 24/7.
We regularly analyse all channel/platform data to ensure we’re making the right decisions to deliver results, ensuring the KPIs in place measure the success of our campaigns, be it in the form of ROI/ROAS, sales and CPA or customer acquisition and their lifetime value.