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The Future of Audience-First Paid Performance

By Victoria Blount
on 16/2/18

The paid landscape has seen some huge developments over the last year. Thanks to Return’s dedication to connecting our clients with the right audiences through deep data insight, we’ve managed to stay at the forefront of paid performance. Here, our Head of Paid Performance, Victoria Blount, gives her thoughts on what the future has in store, from audience-first targeting, to breaking down silos.

 What does ‘audience-first’ mean to you?

If you don’t understand your audience moving through 2018/19, you will start to see lower click-through rates, which will affect the overall results of the campaign.

 It doesn’t matter what marketing you’re running – whether it’s TV, banner ads, print or radio – you’re still trying to affect an audience. Gone are the days of putting out an ad and expecting people to align themselves. Individual audiences expect more, so targeting has to be better and messaging needs to be super-relevant.

 Combining this change in audience focus with the vast amounts of data provided to us by the likes of Facebook and Google, means that more relevant targeted campaigns are expected. As marketers, we need to truly understand who we’re targeting; who are they, what do they need the product for, what are their triggers, what are their blockers for not converting? We deep-dive into data analytics, overlay psychology and use all that insight to craft a campaign.

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Paid search and social must work together in a holistic way

Regardless of the channel, your goal is to reach out to a customer base and influence them to complete an action, whether that’s filling out a contact form or buying a product.

To achieve this, we must ensure agility is front of mind on every campaign: how do we turn up and turn down certain channels to make sure we’re in front of the customer at the right point in their journey, to increase the potential of them completing the target action?

 The learnings that we gained during 2017 from pushing the audience-first approach via paid social put us in a really strong position to deliver exactly the right message, to the right customer, and at the right time. And now we’re approaching paid search in the same way.

 All of the data points that we already understand about a customer apply equally to paid search. Focusing on keywords is still part of the equation, but it has to be combined with a strong understanding of the customer, their consideration period, and any barriers that could stop them from converting.

 We look at how each channel can benefit from influencing that audience. Social, for example, might do a lot of the new audience acquisition, and then PPC might pick up a lot more of the remarketing.

 How does Return’s expertise set it apart from other agencies?

Because we think differently.

 We typically come across two main issues when we’re auditing clients’ accounts. The first, is that in PPC people are still hammering keywords, when paid search is now far more sophisticated than that. Our audience-first approach maximises the potential of paid search, to deliver highly relevant campaigns to the right people during the right micro-moments. Our ROAS stats speak for themselves.

 The second issue is around paid social. It isn’t mature industry, so there are a lot of bad practices, and no one set way of working. People do whatever they think they should do – chuck in £20k to promote a post and hope for the best, or just run bottom-of-the-funnel activity because they can’t attribute the value to new audience.

 At Return, we take our audience-first approach team it with agility, to create multi-channel solutions that drive the very best ROI from our client’s digital marketing spend. We have clients that give us their entire digital marketing budget, as they trust us as experts to manage their budgets in the right channels at the right time to maximise return. Long gone are the days of prospects coming to us saying “we need PPC”; now they come to us with business problems, objectives or KPIs and ask us to help them achieve it regardless of channel. 

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 We love to innovate

From a paid perspective, we love getting to grips with new ways to help our clients get in front of the right audience, whether that’s through testing placements within Facebook collection ads, or using the Messenger ads with specific copy. Using lifetime value audience was one of the breakthroughs for us, where we’ve been able to get new audience campaigns to break even.

 We’ve also been looking more at the integration between both paid channels, to stop them running in silos. For example, we’ll as set up audience lists based on new audience campaigns in Facebook, collect that data within AdWords, and speak to those customers in different ways. In this instance, we know that they’ve been qualified by social and have come in as high-quality users, because we’ve used pixel data to make sure they are a lookalike of someone who has purchased or spent over a certain value previously.

 

We made our name in B2C, but we have expertise across the board

It doesn’t matter whether you’re a fast fashion brand, or a B2B ecommerce business, our approach, processes and capabilities are applicable across the spectrum. Successful marketing is all about reaching the right people with the right message, which is something we’re adept at.

 Like what you hear?  Talk to us about how we can smash your ROI into the stratosphere.

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