The basics of our Paid Search management:

• Keyword analysis: Discovering and targeting specific keywords and search queries being entered by likely leads for a company.
• Channel strategy: Google AdWords, Bing Ads, affiliate networks, and paid social media placements are some of the channels to consider for PPC marketing.
• Monitoring: Monitoring search term reports closely to learn which keywords/queries are most often used, to focus their buys on the most common searches.
• Keeping an eye on overall ROI and using that as a guideline to dictate the amount paid and scope of ad buys.
• Competitive analysis: Keeping an eye on tactics and strategies utilized by competitors is key — and time consuming. For example, deciding whether to compete directly by bidding on the same queries, or instead targeting queries a competitor is overlooking (competitive gap).
• Negative match: Optimizing ad spend by filtering out users who match a category that makes them unlikely to convert. A high-end fashion retailer, for example, might limit their ads to users in the top 10% of earnings. A physical business, like a restaurant, would limit ads to those within close geographic proximity.
• A/B Testing: Constantly split testing is one of the most effective methods for optimizing PPC ROI. Text, graphics, and other display variables can be used interchangeably to find the most effective method.

The basics of our Social Media  management:

Complete a social media audit

If your company already uses social media, start by auditing your brand’s profiles and performance.

Here’s a simple workflow you can follow:

• Make a list of all the social accounts your company owns, including the handles, display names, and channels. Are the handles, display names, and branding consistent from channel to channel? If not, consider aligning them on all channels to reduce confusion and make your business easier to find.
• Prepare social media reports so you can analyze performance for each social profile. Review audience growth, account reach, and engagement rates. Are these social media metrics improving over time, or do they spike when you publish certain types of content on social media? Look for patterns and identify top-performing content.
• Compare your recent social media results to your brand’s past performance, industry benchmarks, or your competitors. Use your insights to do a strengths, weaknesses, opportunities, and threats (SWOT) analysis. Then use this analysis to guide your social media planning.

Set SMART goals

Every social media plan should start with at least one goal to work toward. And that goal needs to include objectives that aren’t vague nor unreachable nor open-ended.

To set SMART goals, choose objectives that are …

Specific
If your brand is new to the market, your main goal might be something like “make sure more customers know about us.” Convert that general statement to a more precise goal, such as “gain [a certain number] of followers” for your social networks or “generate [a certain number] of brand mentions.”

Measurable
If you can’t quantify your progress, you’ll never know whether you’ve reached your goal. Think about how you can measure progress by tracking engagement, counting followers on your social platforms, or using other metrics. (Just be sure to avoid those pesky vanity metrics, which just make a social media manager feel good but don’t actually generate more business.)

Achievable
Sure, you can think big—but setting an impossible goal won’t benefit your team or your brand. Instead of aiming to gain 10 million new followers for a small account, choose a realistic number you can achieve if you execute well.

Relevant
It isn’t easy to feel inspired to reach an ambitious goal if the objective doesn’t really matter in the long run. Rather than working toward a long list of minor objectives, put your energy and resources into the goals that matter most to your brand’s success.

Timely
Every goal needs a deadline … or else you could work on it forever. Give your social media goals target dates, so you can apply resources and measure progress effectively.

Choose social media platforms

It’s easy to assume that any successful brand has to be on every social media channel, but that idea isn’t true.

Before you start creating profiles on every possible platform, find out which channels offer the most value for your brand.

First, review general demographics data to see which platform tends to attract your ideal customer. For example, if your ideal buyer is 18 to 24 years old, you may want to focus on Snapchat or Instagram. Maybe they prefer live video, like Periscope.

Next, do some basic competitor research. Find out which platforms your closest competitors have adopted and what channels offer the best results.

Then let your findings inform which social media platforms you adopt for your brand.

The basics of our Shopping ads management:

If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads. To get started, you’ll send us your product data with Merchant Center and create a campaign in Google Ads, Microsoft Ads or Amazon. Then, we’ll use your campaign to create ads on Google, Microsoft or Amazon, and around the web where potential customers can see what you’re selling. We call these placements Shopping ads because they appear in a different, more visual format. In contrast to a text ad, which displays text only, Shopping ads show users a photo of your product, plus a title, price, store name, and more. These ads give users a strong sense of the product you’re selling before they click the ad, which gives you more qualified leads.

The basics of our Digital Strategy management:

Identify your business goals: The first step of a digital marketing strategy is understanding your business objectives. For example, increase leads or e-commerce sales, increase the traffic to your website, increase your brand awareness through social media (likes and followers).

• Identify the target audience: You should build your buyer persona profiles. Include demographics data, income, job position, interests, wants and needs.
• Creating a customer journey: You should identify the different stages, the users take from awareness to retention. You should think about product information and questions that are required to get noticed, to create an intention to buy, and how to retain customers.
• Identify channels: For each action on the customer journey you should think about a specific channel. For example if you want to attract new customers you could use Paid search Advertising or a blog article (remember the importance of SEO).
• Planning the content: Based on the customer journey you can start planning content and allocating it during the journey.
• Analysing and optimising: At this point you would measure the impact of your strategy and optimise it where necessary. You need to set up SMART (specific, measurable, achievable, relevant and time bound) goals. For example: if one of the business objectives is to increase brand awareness, you would set up a SMART goal such as: I want to increase my Facebook followers by 30% in the next 3 months.