July 21, 2022
Whether you’re working for your brand in house, or you’re currently relying on a third party agency, it’s likely you’ll have treated the digital marketing channels in complete silos - but why keep them in their own lanes when they can work so brilliantly together!?
Paid marketing is our thing, and when it comes to PPC and Paid Social, if held in capable hands the two are a powerful pair when working together. Here’s our top 4 reasons why…
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1. Budget Fluidity Between Channels To Achieve Overarching Paid Marketing Objective
Instead of separating budgets per channel, you’ll be giving yourself one overarching budget for your paid channels. Having one budget and objective means the team working on your account are able to do so collaboratively, and react instantly to performance/demand to allow the budget to work as efficiently as possible.
You’re then eliminating a common pain point of channel/platforms falling stagnant due to budget restrictions, and by intelligently moving budgets between channels, you’re able to capitalise on revenue growth opportunities as and when they present themselves, no matter what platform!
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2. Cross-Channel Creative & Audience Insights
Two channels means double the insights to work with. The more data you can get your hands on, the more clear the bigger picture surrounding your strategy becomes. By combining the power of both your paid channels and even shopping feeds, you’re able to access a wealth of insights and tap into untouched growth potential to ensure your ads are unignorable.
If your data is fragmented across 2-3 separate third parties it’s unlikely you’re able to truly join the dots and get the most out of your paid ads. Keeping them working in unison means you’re able to see exactly what is/isn’t working across your channels as a collective and act on the data you’re pulling in real time.
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3. Brand Consistency Across All User Touch Points
Unless your brand guidelines are sh*t hot and those responsible for managing your channels are sticklers with following rules, there’s going to be elements of inconsistency across your user touch points when it comes to brand and messaging.
If you’re using one team for your paid channels they’ll work together to ensure your tone of voice remains consistent across platforms at each point a user comes into contact with your brand, improving recognition and trust in you. Two undoubtedly important factors when a user is deciding whether or not to purchase from your brand.
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4. Understanding The Complete Paid User Journey
Imagine you’re piecing together a puzzle - do you bunch together a couple of corners and leave them detached from the bigger picture you’re trying to create? Managing your PPC and Paid Social together as one ‘Paid Marketing’ arm rather than individual channels means you’re actively promoting joined up thinking with transparency on the bigger picture as a whole.
We know user behaviour is different depending on the platform they’re interacting with, and a culmination of those interactions contributes to the end result. If you look at paid marketing as a holistic experience for a user, your performance results will reflect it and you’ll have sole control over a seamless journey from start to finish.
We’re big believers in a holistic approach to Paid Marketing, if you’re keen to discuss working together get in touch using the button above.