PPC Advertising
Auction media rewards structure and punishes drift. We build paid accounts that can be read, tested and defended against the commercial numbers behind them.
The problem this work solves.
Most paid accounts grow by accretion. Campaigns get added during a busy quarter, budgets get moved to solve a short term problem, and a year later nobody can say which part of the account is actually producing customers.
The account then becomes difficult to argue about. Cost per click looks acceptable, volume looks fine, and the conversation with finance still ends in disagreement because the numbers in the platform were never the numbers the business runs on.
We rebuild the account around a single question. Which queries, audiences and creatives produce buyers at a cost the business can carry, and how far can each one be pushed before it stops working.
How ProData works on it.
The order below is how an account gets rebuilt and then kept in order. Structure first, because everything downstream depends on it.
Account structure
Campaigns split by intent and by margin, not by internal convenience. Structure decides what you are able to read six months later, so it gets settled first.
Audience strategy
Demand that already exists behaves differently from demand that has to be created. The two are separated, funded separately and judged on different timelines.
Creative testing
One variable at a time, enough volume to reach a readable result, and a decision rule agreed before the test goes live rather than argued about afterwards.
Landing page alignment
The promise in the ad and the first screen after the click should be the same promise. A large share of lost conversion sits in that gap, not in the auction.
Budget allocation
Money follows evidence. Spend moves toward the segments that hold their acquisition cost as volume rises, and away from those that only work while they are small.
Optimisation cadence
Weekly work on live signals, monthly review against commercial outcomes. Frequent enough to react, slow enough to avoid reading noise as a trend.
What the work covers.
Paid media has more moving parts than most people expect. This is the list we work through. Scope is agreed per engagement, and not every item applies to every client.
- Campaign and ad group architecture
- Query and keyword management
- Bidding strategy and budget control
- Audience segmentation and exclusions
- Ad copy and creative test plans
- Shopping and product feed structure
- Landing page and form review
- Conversion tracking and event definitions
- Geographic and device level allocation
- Reporting against commercial targets
How measurement is handled.
Conversion definitions come first. If a form fill, a trial and a purchase all count as one conversion, the account will optimise toward whichever is easiest to produce, and the reporting will look healthier than the business does.
Tracking is validated before budget scales, not after a quarter of spend has already been committed to a number nobody trusts.
- Conversion events defined and weighted by commercial value
- Tracking verified end to end before budget increases
- Cost per acquisition read against contribution, not revenue alone
- Platform reported results compared with the client side record
- Results segmented by campaign, audience and creative so decisions have somewhere to land
Where this service is applied.
Work that usually sits alongside it.
Talk to us about ppc advertising.
Every paid account can be read once it is structured properly. Send us access, or the numbers you have, and we will tell you what we see.