The latest additions to the Reckless portfolio are customer engagement software provider MaxContact, healthcare recruitment agency Nurseplus; and online furniture retailer Tidy Bedrooms.

Mike Griffiths, Managing Director at Reckless said: “It’s been a brilliant and busy start to 2024 as our client portfolio continues to grow. The brands we’ve welcomed on board operate in very different sectors, but this perfectly highlights our team’s ability to adapt and tailor their skillset to any industry.”

The first project is with Manchester-based customer engagement tech company MaxContact, for which we are supporting with SEO and content creation.

The second is with national care recruitment agency Nurseplus, which provides nursing and social care staff support across the UK. We have been appointed to create a new bespoke website design and build.

The third win is for Bedfordshire-based furniture retailer Tidy Bedrooms, for which we are managing PPC to scale the brand online.

Mike continued: “2024 is a huge year for Reckless. We’ve hit the ground running with new clients, and we’ve got some exciting changes happening over the next few months, so watch this space.”

The new clients will join Reckless’ broad and long-standing client base including property developer Castle Green, AI-powered beauty brand DCYPHER, and global toy retailer Keycraft. 


We’ve been shortlisted for ‘Best Platform/Tool of the Year’ at the 2024 UK Dev Awards! 

The nomination is for ‘Willow’, the new homes digital assistant that we built alongside property developer Castle Green Homes.

Willow is a fully integrated housebuilder management system that couples CGI technology with e-commerce, customer relationship management and snagging software. Willow enables both homebuilders and buyers to manage everything digitally, from initial enquiry through to aftercare, in one place.

Senior Project Manager at Reckless, Hannah Worsley, said: “Over the past year we’ve built in loads of new features to enhance the UX of Willow with a focus on accessibility and personalisation. One of our latest features is the ability to directly integrate with leading property portals like Rightmove, Whathouse and OnTheMarket. This has streamlined the home buying journey online, and enables Castle Green to track and nurture prospective buyers using real-time data.”

Reckless also integrated Willow with live chat software MoneyPenny to provide outstanding customer service, and email marketing provider RedEye for targeted and automated campaigns.

With Willow’s CGI virtual tours, buyers and prospective buyers can ‘walk around’ homes and developments to see their new neighbourhood, even before they’re built.

Hannah continued: “Willow is an extremely complex piece of technology and we are immensely proud of what we’ve achieved. The results have been phenomenal, with visual CGIs now available for 85% of all extras and an impressive 93% of homeowners stating they’d recommend Castle Green. The project has been so successful that we are already planning the next phase to further enhance Willow’s capabilities. Being shortlisted for Best Platform/Tool of the Year at the 2024 UK Dev Awards is a testament to the team’s hard work and dedication.”

Some of the key features within Willow

Roll on February for the 2024 UK Dev Awards winners ceremony!


To kickstart the new year, we asked the team what their digital marketing predictions are for 2024. We’re keeping an eye on generative AI, omnichannel marketing and the results of game-changing industry cases like the New York Times suit against Microsoft and OpenAI. We also expect to see way more brands focus on social media, particularly leveraging UGC and video marketing to grow and engage their audience.

What’s in store for digital marketing in 2024?

2024-digital-marketing-predictions-abi-crosbie-seo-manager-reckless

Abi Crosbie, SEO Manager

“2024 is the year of AI finding its place in everyday life. We’ll start to see further roll out of Google’s generative AI,  and those brands using AI to improve work processes will stay ahead of the game. We’ll also see big impacts on the future of AI with the results of the New York Times suit against Microsoft and OpenAI for copyright infringement. Whether this case signals the blow up of AI being able to access anything, or it hobbles AI’s ability to access content to learn from, the outcome is one to watch closely.

I think there’ll be advancements in omnichannel marketing too. There’s been talk for years that other platforms meet the criteria for being search engines and that SEO techniques are transferable to them (think Amazon, Ebay, YouTube and TikTok), but few SEOs have ventured beyond discussion. I think 2024 will see SEOs going beyond a website-only focus, branching out to push the benefit of content on multiple platforms.

The reason we’ll see this is the transformation of the SERPs. Google in particular is adding more SERP features from platforms like X and TikTok into prime SERP positions. This means SEOs pushing for optimised content on these platforms is a technique that will help organic performance, increasing visibility right where we care about it – in search engines.”

2024-digital-marketing-predictions-yasmin-rowlands-social-media-executive

Yasmin Rowlands, Social Media Executive

“Platforms like TikTok, Instagram, Facebook, Pinterest and even LinkedIn will continue to heavily invest in creator marketplaces and tools. This will make it even easier for creators to produce and distribute high-quality content, work with brands, and connect better with their audience. I also think we’ll see an increase in brands partnering with influencers and sharing UGC to build trust, credibility and ultimately, sales. Creators being the most authentic will thrive because people want to see real, relatable content that resonates”

2024-digital-marketing-predictions-bryn-jones-technical-director

Bryn Jones, Technical Director

“It seemed like 2023 was finally the year where the popularity and crucially, the capabilities, of AI and machine learning made a huge leap. In 2024, we’ll continue to see big developments and new ways of using these exciting technologies. You only have to look at the evolution of Midjourney, an image generation tool to see the staggering progress made in a short space of time. As a Web Developer, tools like Copilot and Chat GPT can be incredibly useful (when used in the right way) but they are far from perfect. They often give plausible yet inaccurate answers to prompts, so I definitely expect progress to be made here.”

2024-digital-marketing-predictions-leanne-bates-marketing-manager

Leanne Bates, Marketing Manager

“I think we’ll see way more brands putting the spotlight on their internal teams and sharing ‘real people’ stories to engage their audience. I think brands that have been reluctant to start turning to video marketing and while short-form styles will prevail, I do think we’ll see an increase in long-form video and live-streaming.”


PPC or ‘pay-per-click’ can be a powerful tool for driving targeted traffic to your website and achieving your business goals. You’ve probably already heard of PPC campaigns. However, before you dive straight into the world of PPC advertising, it’s essential to have a solid understanding of what it is, what it can do and what’s involved to achieve great results for your business. 

In this guide, we’ll break down PPC in simple terms, explaining what it is and why it’s significant for your online presence. 

Before we get started, take a look at our PPC glossary to help you familiarise yourself with key terms you’ll encounter along the way.

What is PPC?

Pay-per-click (PPC) is a form of online advertising where you pay every time someone clicks your advert. Done right, PPC is a cost-effective way to quickly reach relevant customers and generate leads. 

Traditionally, only platforms that use cost-per-click (CPC) pricing models to charge for ad placements are classed as PPC. This includes Google, Bing, Amazon and similar search-focused platforms.  

However, despite leaning towards impression-based pricing models like cost-per-mille (CPM), social media adverts often fall under the broader category of PPC advertising too.

Don’t worry though, in this guide we will explain all these different ad types.

How does PPC advertising work?

Both Google and social media ads operate on bidding systems where you compete for ad spaces. On Google, depending on the placement, you bid on keywords, products or audiences. On social media, you bid for ads to be shown to target audiences and in various placement locations such as newsfeeds or stories. 

Where your ad appears, who sees it is and how much you pay is determined by your bid amount and quality scores (on social media quality scores are called relevance scores). These are affected by a variety of factors including ad and landing page relevance, engagement and quality.

How do I set up a PPC campaign?

The way you set up PPC campaigns differs slightly on every platform, but there are lots of similarities. Generally speaking, here’s what to expect:

*Make sure you’ve got correct tracking tags and conversion actions set up to allow you to monitor and optimise your campaign performance.

What are the different types of PPC ads?

You can create PPC adverts on various platforms, either completely text-based or with images and videos. Here are the four main types of PPC adverts: 

Search

Search ads are the sponsored links that appear at the top of, or more prominently in, SERPs. You bid on keywords you want to rank for, then your ad appears when a user searches for them. 

Here’s an example of two text-based Google Ads that appear when we search for ‘coffee equipment’.

What is PPC advertising?

The ads are the two sponsored links right at the top for Nisbets and Clumsy Goat. Each link takes you to a page on their website where you can buy coffee machines and espresso makers.

What is PPC advertising?

Nisbets and Clumsy Goat pay a fee when someone clicks the ad, whether they buy a coffee machine or not. This cost is taken out of the budget they have already set in Google Ads Manager.

Shopping

Shopping ads are product-based ads that include an image, title, price and store name. These are designed for e-commerce businesses.

Social 

Social ads appear on platforms like Facebook, Instagram, TikTok, X (formerly Twitter) and LinkedIn. These ads are displayed to users within their social media feeds and timelines, while they browse or engage with social content.  The ads come in various formats, including images, videos, carousels, and slideshows, and they seamlessly integrate into users’ social media feeds. Unlike Google ads, Social ads allow you to reach people who aren’t specifically looking for the products you offer.

Display

These are the adverts you see on other websites, platforms and apps. They are strategically placed, targeting specific audiences based on a range of criteria like demographics, interests, or browsing behaviour.

Remarketing

Remarketed ads are shown to those who have already engaged with your brand’s website or social channels. So the next time you visit a website and wonder why you’re suddenly inundated with related adverts, that’s why.

Which platforms should I use to create PPC ads? 

Here are the most popular PPC platforms to consider.

Google

Google Ads (previously AdWords) is the biggest PPC platform in the world. With a market share of 28%, it allows you to create and manage various ad types like search, shopping and display all within your account. Bing (Microsoft) Ads offers similar functionality too.

Meta, TikTok, X for Business, LinkedIn 

You manage social media paid ads within your account. Each social platform has its own ad manager tools, including:

Amazon Ads, eBay, Etsy 

Again, you create PPC ads within your marketplace account – this applies to Amazon Ads, eBay or Etsy. Each one differs in appearance and features but offers similar bidding, targeting and reporting functionality. 

Display Network 

To launch a display ad campaign, you need to use an external publisher network such as Google Ads. These tools allow you to promote your ad on other websites where your audience is browsing, to help stay front of mind. 

Why is PPC important?

Before you jump into launching a PPC campaign, let’s explore the benefits PPC could bring to your business. 

Quick results

PPC adverts are one of the only digital marketing tactics where you can generate traffic and leads almost instantly. This makes it much faster than other strategies as you can see results and report back within hours of starting.

Effective customer targeting

PPC enables you to position your brand in front of relevant people. The level of targeting depends on the platform, but generally speaking, you can expect to refine your audience by:

Targeted ads ensure that clicks come from genuinely interested people, so you spend your budget in the right places. You’re paying for quality, over quantity.

Managing your PPC campaigns

You’ll only enjoy the benefits of PPC if your campaigns are effectively managed. This can be time-consuming and difficult to drive results without expert knowledge.

The following explains what is involved in PPC management, including which metrics to measure and which tools you need to track them. 

What is PPC Management? 

PPC management involves overseeing and continuously improving your entire PPC strategy. This involves everything from budgets and bidding to targeting and tracking, to ongoing optimisations and reports. It’s a crucial role because if your ads aren’t set up, adjusted and scaled correctly, they quickly become expensive for minimal return. 

Measuring and tracking results 

Accurately tracking PPC campaigns enables you to gain valuable insights. You’ll understand which ads work and which don’t, so you can make data-driven adjustments to achieve better results. 

Two of the most important metrics to report on are return on ad spend (ROAS), which measures a specific ad campaign, and return on investment (ROI), which measures your overall profit from the wider investment.

Before we dive into these, let’s first explore the tooling you’ll need to accurately track your PPC campaign.

PPC tracking tools

There are various marketing tools and software you can use to monitor your campaign. Popular platforms like Google Ads, Meta and Amazon Ads all offer a suite of metrics including: 

External tools like Google Analytics 4 enable you to see what users do after they click your ad, and if they convert. You can set up a conversion (event) as anything you want, whether it be a sale, subscription, content download or form completion.  

Measuring your return

To understand how much bang you’re getting for your marketing buck, you need to measure your return on ad spend (ROAS) and return on investment (ROI).

These two metrics determine if PPC is worthwhile for your brand. They’re often confused as the same thing, but they are different. Here’s a quick breakdown of each, with an example of how to calculate them.

The difference between ROAS and ROI

ROAS 
ROAS measures your return on a specific ad campaign.

Calculation: ROAS = (ad revenue / ad spend ) x 100%  

Example
(£2,000 ad sales / £500 ad spend) x 100% = 400% ROAS.
This means you earn £5 for every £1 you spend on ads.

ROI 
ROI measures your overall profit from the wider investment. This means you need to account for additional costs like staffing and software. 

Calculation
ROI = (total net profit / total ad investment) x 100%

Example
(£800 net profit / £500 ad investment) x 100% = 160%.

Your ROI is 160%, so you earn £1.60 for every £1 spent.

Ongoing PPC strategy and management

For your PPC campaign to be successful, you need to constantly test and optimise your ads to uncover what works and what doesn’t. Great performance takes time, analytical thinking and being reactive. Done right, you can achieve fantastic results for your business.

How to optimise your PPC campaign

You can’t create a PPC campaign and hope for the best. You need to analyse your campaign’s data while it’s live and adjust your ads accordingly. 

There are several optimisations you can make to improve ad performance. These differ by platform but include:

Key takeaways

Hopefully, you now know the answer to “what is PPC?” but to summarise, here are the key points:

PPC glossary

Book your free PPC audit

Reckless is a PPC agency in Liverpool, Chester and Manchester. We’ve been around since 2007, helping global brands reach new customers and generate leads through PPC. Here’s a bit more information about our paid media services so whether you’re considering PPC or already running campaigns and want better results, get in touch.


In 2022, 89% of UK shoppers said they used Amazon to buy Christmas gifts. So, as the festive season fast approaches, now’s the time to optimise your Amazon product listings to maximise on the Christmas rush. 

But how? Well, the good news is there are lots of things you can do and many of them are relatively quick to implement. In this blog, we’ll share four tried and tested tips for selling on Amazon over the festive season. It includes useful marketing tools, case studies and a short Amazon glossary at the end.

Four key tips for selling on Amazon

1. Optimise your Amazon product listings using SEO best practice

Amazon competition is tough, especially during Christmas. To stand out, optimise your product listings effectively so they rank higher in search results.

There are four main parts of your listing to optimise; product title, product description, bullet points and product images.

Here’s a quick image of an Amazon product listing to show you these different sections:

Three effective ways to optimise these areas of your Amazon product listings are:

Add relevant keywords

Use tools like Ahrefs to research popular Christmas keywords and add relevant ones to your listings. Don’t keyword stuff though – your listings still need to read well to get your customers interested and to increase visibility.

Upload festive photos 

Upload Christmas-themed images and videos to promote your products. Remember, your image is the first thing shoppers see when they’re scrolling, so it needs to be high-quality and look the part. You could even add extra infographics or close-ups of your products to help shoppers take a closer look.

Add Christmas use cases 

Explain why your products make a great Christmas purchase. If you sell candles for example, make it known that your cinnamon-scented range is the perfect fragrance for a festive living room. If you sell toys, describe the way they’ll light up a child’s face on Christmas morning. If you sell tongue-in-cheek novelty gifts, say why they’ll make the perfect present for Secret Santa.

Next, test the success. If you’re Brand Registered on Amazon, use the ‘Manage your Experiments’ tool to A/B test your description, title and images. This will help you identify which listings your customers prefer, so you can then optimise accordingly. 

2. Holiday bundles and gift sets

The demographic of Amazon buyers tends to shift during the Christmas season. While the rest of the year caters to low-cost, self-purchasing customers, Christmas brings a new market seeking last-minute gifts on Amazon. 

Tap into this market by creating new festive bundles and gift sets. For example, if you sell wax melts, include tealights and a wax burner in a Christmas relaxation gift set. If you sell coffee equipment, assemble a carefully curated gift box with fresh coffee samples and biscuits. 

Take Dryft, an online retailer which traditionally sells ultrasonic essential oil diffusers. Dryft expected more sales over Christmas, so they gave a free essential oil with each diffuser bought. This bundle was the perfect Christmas gift for those who love scenting their homes and as a result, drove 50% more sales than usual.

3. Offer Special Promotions

Christmas is the perfect time to run special offers. After all, who doesn’t love a bargain? There are three different ways to run Amazon product promotions, including:

Lightning Deals 

Lightning Deals are great for drumming up quick sales and increasing customer reviews ready for peak season. Just keep in mind that they come at a cost, with a minimum discount of 15%, and the product must remain at this price for at least 90 days.

Best Deals 

Best Deals are product discounts that last for seven days. They’re great for driving shoppers to your catalogue and increasing visibility across one or multiple brands. They also help you feature your products on Amazon’s ‘Deals’ page for longer than usual. 

Vouchers 

Customer vouchers and coupons show up before the ‘add to basket’ button on your product pages. They’re an effective way to boost product rankings and sales because your customers get a last-minute saving before checking out. ‘Money-off’ coupons tend to work better than percentage-based discounts, simply because they’re more appealing.

4. Outsmart the Competition

Do your best to capture your competitors’ share of the market. Take a look at brands similar to yours, snoop on their product listings and tactics, and do one better! 

You could even trial running sponsored ads to lure shoppers away from your competitors. You know the ones I’m talking about, right? Those little ads that appear under the ‘products related to this item’ section. Just like this:

Sponsored ads are a great way to position your brand in front of shoppers who are browsing products similar to yours. Just remember though – don’t target all of your competitors. This is far too broad and you’ll end up wasting valuable time and resources for no real benefit. Instead, narrow down your competition and focus on those with:

Finally, ensure your listing has better content  and you’re on track to persuading shoppers to choose you over your competitors.

Any other tips for selling on Amazon?

Ultimately, for any of these Amazon selling tips to work, you need to price your products competitively. After all, cost is important to customers, especially during the most expensive time of the year! 

Find similar products, check their prices, and if possible, sell yours for a little less. If you can’t, try to reduce your price to match, or throw in a discount voucher. Remember, cutting your prices might mean lower margins but it also means more sales and brand exposure.

Let’s look at a quick example of online retailer NordChem to demonstrate the power of competitive pricing.

NordChem started selling on Amazon to enter new markets. They created a pricing strategy by analysing NordChem’s profits, desired revenue, expected TACoS, and competition. NordChem launched on Amazon and made £1-million in revenue in the first year. Plus, most of NordChem’s products achieved ‘Amazon’s Choice’ status.

Tips-for-selling-on-amazon

Tips for selling on Amazon summary

So there you have it, our best tips for selling on Amazon over Christmas. Researching your competitors, optimising your product listings and setting competitive prices may seem obvious. But, the reality is, many sellers simply don’t follow these tips, which is exactly why you should. Couple these with a festive touch and you’ll stand out in your market, drive Amazon sales and visibility.


Amazon sellers glossary


Amazon Standard Identification Number (ASIN)

An ASIN is a unique sequence of 10-characters assigned to every product on Amazon. ASINs make it possible for Amazon, sellers and shoppers to identify, manage, search for, and track the millions of items available.

A+ Content 

A+ Content is an advanced marketing feature that allows you to improve your product listings with rich text, images, banners and videos. Amazon claims  A+ content increases product sales by 20%. 

A/B testing 

Also known as split testing, A/B testing compares two versions of a product page or ad campaign to determine which performs better.

Advertising Cost of Sales (ACoS) 

A key metric that represents the ratio of ad spend to sales revenue as a percentage. ACoS = Ad spend / Ad revenue * 100.

Best Deals

Best deals are promotional product offers on Amazon that last for seven days.

Brand Registered 

A program that allows brand owners to enroll with Amazon to gain benefits and control over product listings. To become “Brand Registered” a brand needs a registered and active trademark. 

Bundle 

A group of two or more complementary products sold together under one Amazon listing. 

Buy Box 

The Buy Box is the section that shows “Add to Cart” and “Buy Now” buttons on product pages. You’re eligible to ‘win’ the Buy Box as long as you have a professional account. Winning the Buy Box is crucial because it generates the majority of sales on Amazon.

Fulfilment by Amazon (FBA) 

A program where sellers send their products to Amazon’s fulfilment centres, and Amazon handles storage, packing, and shipping.

Listing Optimisation 

Optimising your product listings involves enhancing your product’s title, images, description and bullet points with high-quality, relevant content.

Ranking 

The position of a product in Amazon’s search results for a specific keyword. Products with higher rankings are more likely to be seen by potential customers.

Sponsored Products 

You pay to be displayed more prominently in Amazon search results and on other product pages.

Total Advertising Cost of Sale (TACoS)  

TACoS measures your overall ad performance and profit to your business. TACoS = Ad spend / Total sales

A bit about Reckless
We’re an e-commerce digital marketing agency in Liverpool, Chester and Manchester. We help brands grow through paid media, SEO, online marketplaces, custom website builds and maintenance. If you need a hand get in touch, we’d love a chat.

Let’s talk


    The AI-powered website we built cosmetics brand DCYPHER has won Best Beauty, Health and Wellbeing Website at the UK Ecommerce Awards!

    Reckless and DCYPHER win at UK Ecommerce Awards

    DCYPHER customers can use its AI-powered skin tone analyser to easily create and buy personalised, custom-blended foundations, concealers and coverage drops that perfectly match their skin tone and complexion.

    Reckless and DCYPHER win at UK Ecommerce Awards

    Senior Project Manager, Hannah Worsley, said: “We are absolutely made up to take home the Best Beauty, Health and Well Being Ecommerce Website of the Year. Working alongside Adam, Claire and David at DCYPHER to produce their exciting new website has been a pleasure, and we can’t wait to continue to push the technical norms of the healthy and beauty industry moving forwards.”

    Reckless and DCYPHER win at UK Ecommerce Awards

    Read our case study to find out how the new and improved DCYPHER.me works, as well as how the brand is harnessing AI technology to revolutionise the beauty industry.

    Well done, team!



    The power of backlinks has long been debated. Some swear they’re the best way to boost search visibility, while others are sceptical due to the rise in low-quality, irrelevant links.

    At the recent Pubcon Pro event in Austin, Google Search Analyst Gary Illyes said links are not a top 3 Google Search ranking factor. He said: “I think they [backlinks] are important, but I think people overestimate the importance of links. I don’t agree it’s in the top three. It hasn’t been for some time.”

    Gary also mentioned an example of a website that had 0 links, but the content was that fantastic it consistently ranked number on Google.

    Here’s our take on the backlink debate 👇

    How much do backlinks matter?

    Abi Crosbie, Reckless SEO Manager says: “People have been saying for years links don’t matter (as much) but I’ve yet to see real evidence. Search Engines desperately want to diminish their importance because it’s still something that can be manipulated. But everything I’ve heard so far says their tests fail. I think they’ll get there one day, with pushing us to use other quality signals, but it’ll be a long and slow process.” 

    How much do backlinks matter?

    Lauren Simmons, Reckless Content Strategist says: “Link building is considered an authority building tactic but as we’ve already seen from moves like the helpful content update, authority is being redefined to help users distinguish what is truthful and what is not thanks to AI. I agree with Abi that links can be manipulated, so I think they’ll be a bigger shift towards quality over quantity and quality links will centre even more on brand relevancy.”

    As more Google search updates are released, it’ll be interesting to see what algorithm changes impact backlink building strategies in the near future. The debate lives on… 🔗

    A bit about Reckless
    We’re an e-commerce digital marketing agency with offices in Liverpool, Chester and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your e-commerce brand to the next level, get in touch.

    Let’s talk



      Reckless expands into Liverpool office to drive ambitious growth plans

      We’ve taken up co-working space in Avenue HQ on Mann Island after welcoming Sarah Trowler-Wren as Client Account and Project Manager, Nicole Milligan as Senior Digital Account Manager, Engjell Pireva as Software Developer and Leanne Bates as Marketing Manager. 

      Founded in 2007, Reckless has a broad and long-standing client base including property developer Castle Green Homes, independent craft beer brewery Polly’s Brew Co and global toy retailer Keycraft

      Mike Griffiths, Managing Director at Reckless said: “Choosing Liverpool was a no-brainer because there’s so much potential, talent and innovation here. Avenue HQ is a brilliant location right on the waterfront, and we can’t wait to build new partnerships across Liverpool’s creative and digital scene. Plus, I studied at Liverpool John Moores University in 2007 so coming back means the world to me.”

      Reckless now employs a team of over 30, specialising in digital marketing, bespoke websites and software development for B2B and B2C eCommerce brands.

      Founder, Callum Reckless added: “Reckless is home to an incredibly talented team who are the reason we’ve been able to scale over the years. We can’t wait to see what Liverpool brings and this is just the start, we have some very exciting plans in the pipeline to push on our offering and the support we can offer to our clients.”

      A bit about Reckless
      We’re an e-commerce digital marketing agency with offices in Chester, Liverpool and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your e-commerce brand to the next level, get in touch 👇

      Let’s talk


        By Martyna Karpinska, Paid Media Specialist at Reckless


        Simply put, paid media is where you pay (no surprise) to advertise products or services on channels like social media, search engines and e-commerce marketplaces. Done right, it can be a great digital marketing tactic to increase reach, drive website traffic and conversions.

        To track the success of a paid media campaign, establish clear goals and what a ‘conversion’ looks like beforehand. As a result, you’ll know which metrics to measure (sales, click-throughs, subscribers) so you can demonstrate your return on investment (ROI). You can then learn and harness this data further, using it to optimise future paid media campaigns and ad spend accordingly.

        What are some examples of paid media?

        Paid Search and Shopping
        Paid search is a form of online advertising where you bid on specific keywords or phrases, and your ads are displayed prominently in search engine results pages (SERPs) when users search for those keywords. The good news is you only pay when someone clicks on your ad, so it’s a cost-effective way to drive targeted traffic to your website.

        Shopping however, is a type of paid search advertising that focuses on promoting products for online retailers. These ads showcase product images and prices within search engine results, allowing users to easily compare what they’re looking for. Like paid search, you only pay when a user clicks on your listing, so again, it’s an effective way to attract potential customers and drive sales.

        Social Media Advertising
        Exactly what it says on the tin. Social media advertising is where you pay to promote a post or advert on channels like Facebook, Instagram, LinkedIn and YouTube. It enables you to reach a large audience, and the cost is determined by your ad quality and estimated action rates, as well as your campaign objectives and bids.  

        Online Marketplaces
        Selling through third-party marketplaces like Amazon, eBay and Etsy is really competitive. Sponsoring your marketplace listings however improves the visibility of your organic listings and helps provide a competitive edge. Sponsored ads also provide valuable data on keyword performance which can then feed into your organic search strategy.

        Mysa Flowers on Etsy

        Display Advertising
        You’ll see display ads online everyday, even if you don’t realise it. Their appearance depends on the website or app you’re paying to promote them on – they could be an eye-catching static banner image or an interactive video advert. Either way, their job is to reach a wide audience if you’re doing prospecting, or to keep your brand in people’s minds while they’re browsing the web if it’s retargeting.

        These four examples of paid media can all be set up using the PPC model. PPC stands for pay-per-click, so you only pay when a user clicks your ad. Your cost-per-click (CPC) is determined by your ad rank, which is calculated from your bid amount, quality scores and competition at the time of the auction. Let’s dive into PPC a little deeper.

        What is PPC management?

        Effective PPC management is time consuming, but super important. There’s no point spending money if you’re not using the right types of media, marketing channels or optimising campaigns suitably because you won’t see any return. 

        Here are some examples of what’s involved in PPC management, and how to action them so your ads are set up, tracked and scaled correctly. 

        Choosing the right channels
        Identify which channel to run your PPC advertising campaign on. Do you have a product to promote through Google Shopping? Or a service you’d like to advertise through Google Ads? Do you want to sell more through online marketplaces like Amazon Ads? Choose the paid media platform most relevant to your audience, run tests, and see where you get the best return.

        Market research
        Before setting up your PPC ad campaign, do your research. Start with your target audience and look at their shopping behaviours. Find out what they buy, what they like and dislike, and what platforms they use. This will make sure you’re refining and targeting effectively, using the right channels.

        Then look at your competition,  see what keywords they’re bidding on and how much they’re spending. There’s lots of free and paid software out there, like Google Keyword Planner, to help you out. By doing so you’ll be able to make an informed decision on how to allocate your PPC budget and ensure your ads perform.  

        Landing page optimisation
        When we talk about our paid strategy as well, we don’t just mean our keywords, ad copy or campaign structure. We mean the landing page on your website that your ad links to. 

        Focus on conversion rate optimisation (CRO) and user experience (UX), make sure your copy is clear, well-written and reflects exactly what your ad says. Look at other landing pages and compare them to yours – what does the design look like? What’s the tone of voice like? How are they capturing sales? The buying process has to be easy and fast to convert.

        Website built by by web development agency in Chester, Reckless

        Split testing
        Consistently A/B test different variations of your PPC adverts. Regular testing is vital for ad success as it enables data-driven decision making, optimisation, and cost-efficiency. By comparing different ad elements or strategies, advertisers can identify what resonates best with their audience, leading to improved ad performance. It helps continuously improve ad campaigns, understand audience preferences, and adapt to platform changes. By avoiding assumptions and relying on real performance data, split testing empowers advertisers to achieve better results and make informed decisions in their digital advertising efforts.

        Conclusion
        Good planning, continuous tracking and optimisation are the drivers of every successful paid media campaign. Spend time setting your campaigns up properly, set realistic goals and truly understand how you’re going to track and report on them. Ultimately it’s about being able to say that by spending X amount of money you gained X amount of sales – so you need a robust paid media strategy in place.

        If you’re looking for a PPC agency, don’t hesitate to get in touch. We can support with paid media strategy and managing PPC campaigns on social media, Google Ads, Google Shopping and online marketplaces.

        Let’s talk