Online Advertising & Promotion
Planning and coordinating paid and promotional campaigns around agreed objectives — with the audience, channels, creative and measurement considered together before any budget is committed.
Objectives first, channels second
It is easy to plan advertising the wrong way round: a platform is chosen, an advert is made, and the question of what it should achieve comes later. We start with the objective and the audience, then decide where and how to reach them.
Our approach is platform-neutral. We recommend channels and placements on the basis of the audience, the objective and the budget available, and we are clear about the trade-offs between them.
What a campaign involves
Objectives and audience
What the campaign must achieve — awareness, enquiries, event registrations, sales — and the specific audience it needs to reach.
Channels and placements
Where that audience can be reached at a sensible cost: search, social platforms, display networks, sponsored content or other placements, chosen for the objective.
Creative and messaging
Adverts, copy and landing pages developed together, so that the promise in the advert is kept on the page people arrive at.
Planning and implementation
Budgets, schedules and set-up planned in detail. Where agreed, we support or carry out the implementation; otherwise we brief your team or another supplier.
Tracking and evaluation
Agreeing in advance what will be measured and how, and evaluating results against those measures where suitable data is available.
Ongoing refinement
Adjusting audiences, placements, creative and budgets during and after a campaign, in line with what the agreed measures show.
Measurement, where the data allows
Measuring advertising usually relies on tracking technologies on the advertising platform and on your own website. In the UK, many of these require visitors’ consent under privacy and electronic communications rules. We plan tracking with that in mind, agree it with you before a campaign starts, and are open about what the resulting data can and cannot show.
We do not promise particular click-through rates, conversion rates or returns on spend. We do commit to setting measurable objectives at the outset and reporting honestly against them.
Contact
Discuss a campaign.
Tell us what you want to promote, who it is for and any timings you are working to. We will suggest how a campaign could be approached.