A Proven Approach to PPC Success
We are Google AdWords Certified Partners with more than 15 years’ experience at building award winning PPC accounts.
CONVERSION FOCUSSED – Our PPC strategies are always focused on conversion: sales, appointments, registrations, even calls or store visits. This is delivered based upon a combination of customer and market insights, best in class campaign structure, advanced technology, robust testing and refinement and bespoke analysis and reporting.
INTEGRATED APPROACH – Our paid search teams work hand in hand with our SEO specialists [link] to ensure your brand visibility online is fully optimised. However the collaboration doesn’t stop there. We work alongside our own teams, your other agencies, or your in-house teams to ensure PPC is joined up with your whole marketing mix – sharing data, ensuring creative synergy, leveraging remarketing segments and sharing planning insights.
COMPETITIVE ADVANTAGE – An ethos of collaboration extends across our entire business. Every one of our clients benefit from the successes of our account portfolio, and every successful tactic the paid team employ. This is also the reason we don’t work on any competing business. At Fusion Unlimited your insights will never be used to fuel your competitor’s campaigns.
RETAIL EXPERTS – With a strong background in multichannel retail we are particularly skilled at managing large accounts encompassing thousands of products, stock changes, in-store collection, promotional activity, regular price updates and the myriad of other challenges presented by this fast-moving sector. This also contributes to our service-led ethos – whether responding to promotional requirements over the Christmas period, delivering presentations at board-level or simply responding to changes in the market and our client’s requirements.
PROPRIETARY TOOLS – We drive maximum efficiency and performance through the use of custom-built tools. These allow us to dynamically manage shopping campaigns at product-level, activate and deactivate search campaigns based on stock or price changes, create bespoke optimisation strategies and flag account issues. This frees up our time to deliver strategic insight and explore new opportunities.
DATA-LED – Data informs everything that we do. We feel that the reporting and analysis we feed back to our clients is almost as important as the work itself. We work with each of our clients to build a reporting structure that works for their business. This includes automated dashboards, competitor analysis, importing CRM and other 1st party data, and crucially visualising everything in a meaningful way. All of our reports are accompanied by insight that makes sense of the numbers, and gives direction for future activity.
How to build a successful PPC account
Understanding your business
The first step with any new client is to get a detailed understanding of your business. This is developed through our own research and experience alongside kick-off meetings and discussions with your business. These involve members of your digital and marketing teams and as wide a section of your business as possible – sales staff, store managers, customer service, category teams, PR, IT and e-commerce.
If we are not managing all aspects of the media mix then where possible we also meet with any other agencies you work with. It is increasingly important that all aspects of your business are joined up in terms of message, approach and strategy. The role of paid search within this bigger picture is often under-estimated and undervalued.
In-depth PPC audit
Once we have gained a solid understanding of your business and market we will carry out an audit of your existing account. This includes everything from structure to tracking, extensions to shopping, incorporating over 30 unique elements.
The audit also helps determine whether we can build on the existing foundation, or if it would be more effective to build a completely new structure from the ground up. This largely depends on the quality and depth of the existing structure. If there is a sound logic, high quality scores, and good depth of coverage across terms and categories then we build on what is there already which generally leads to quicker results. However, if this is not the case, whilst a little more time is then required to build a new structure the rewards are greater as the level of improvement is more significant.
The secret of success in PPC is relevance. In order to deliver the most relevant ad, landing page and on-site experience your activity needs to be as specific as possible to the intent of the keyword.
This means not just ensuring your keyword coverage is extensive, but that each set of keywords with even marginally different intent has its own specific strategy. Your ad, extensions, landing page and on-site experience must all speak directly to the user’s intent. This is crucial not just for successful PPC activity, but for any successful marketing activity.
With a sound structure in place our next step is to identify opportunities to build on existing success by expanding coverage and improving visibility. We identify these opportunities by taking existing conversion data and overlaying margin or lead value information to isolate the areas driving most value for your business.
We employ a similar process to identify areas of opportunity not covered by your current activity which form the next set of priorities for account development.
Optimisation and testing
PPC is a channel that never stops evolving, and neither should your account. Whether it is testing new beta opportunities, landing pages, ad copy, extension strategies or the bidding strategy alongside natural visibility we ensure your account is always moving forwards. Structured testing plans and feedback allow you to see the plan and outcome for all of our testing activity, helping to inform other areas of your business.
We prefer to work alongside you to devise appropriate testing strategies in the areas most likely to deliver a significant impact, though if time is tight we are equally comfortable driving the process based purely on our own experience and expertise.
Data is central both to delivering a successful campaign, and to demonstrating that we are doing so. Our reporting process is highly bespoke in line with your requirements. We can build custom dashboards which can be updated with date ranges and other filters in real time. Alternatively we can create weekly, monthly and quarterly reports tailored to your specific requirements. Unlike with some agencies there are no additional charges to provide detailed analysis or ad hoc reports.
Shopping ads and feed management
For retailers, Google shopping has developed from a supplementary activity to the main event. We have been closely involved with its evolution: working with Froogle more than 10 years ago; being early adopters of product extensions and later PLAs back in 2010-11; and guiding our retail clients through the transition into a paid model in 2013.
After several years perfecting our approach to shopping activity we developed the Fusion Feed tool to automate much of our activity and enhance our capabilities.
We now see over 50% of Adwords revenue for our retail clients coming through shopping activity.
There are a number of factors instrumental in delivering volume and achieving KPIs in shopping:
Make your feed the best it can be – we work with all of our clients on getting the most out of their feed, and ironing out all of the common issues. This step is often overlooked, but probably the most important success factor.
Get your structure right – you need to balance the complexity of your structure against the time you have available to manage it. Thankfully we have a tool that takes all of the labour out of this so we can focus on creating a highly granular structure, and delivering outstanding results.
Optimise incessantly – shopping campaigns can often be overlooked as the copy never needs updating and they can technically look after themselves. However, if you are not bid managing, segmenting and excluding on a regular basis you are definitely missing out on both volume and ROI. Again much of this is handled by the Fusion Feed tool with a strategic guiding hand from our team.
Know how to recognise success – more than for any other type of activity you need to be able to measure true value for your shopping campaigns. Margins, returns, VAT, delivery costs; all need to be built into your profitability calculations. Fusion Unlimited do this as standard, and we incorporate this into our bidding strategies too.
We have a proven track record of delivering results within Google shopping for multi-channel retailers including Halfords and Lloyds Pharmacy.
Simply get in touch for a free initial feed and campaign audit.
Fusion were tasked with identifying new digital channels through which property valuation bookings could be generated, reducing the reliance on established property portals.Read more
Get in touch
Want to know more about PPC?