Objectives are specific to each channel.
Largely independent, but some common objectives across channels.
Common objectives across similar channels - e.g. same eCommerce objectives across Paid Search and Paid Social.
Common or complimentary objectives across all digital channels.
We don't use customer data to inform targeting decisions.
We segment based on behavioural data only - e.g. customers vs. non-customers.
We have two or more core customer segments, and provide them with tailored messaging within campaigns.
We have two or more core customer segments, and provide them with tailored messaging within campaigns, together with on-site personalisation.
We outsource all of our performance marketing channels to agencies or freelancers.
We outsource most of our performance marketing channels to agencies or freelancers, with some channels managed in-house.
We manage the majority of performance marketing channels in-house, but use agencies or freelancers for some channels.
We manage all of our performance marketing channels in-house, and do not use agencies or freelancers to manage these on our behalf.
Agencies work mostly independently of each other, with separate reporting in place.
Some cross-agency collaboration - e.g. social agency works with search agency.
Cross-agency collaboration with regular all-agency meetings, and some all-agency reporting.
All agencies collaborate actively - e.g. multi-agency meetings and reporting, inter-agency Slack channels utilised.
Within 2 seconds
Between 2 and 4 seconds
4 seconds or longer
Our landing pages are not optimised specifically for mobile. Pages are not responsive.
Our landing pages are responsive and cater to the needs of mobile users.
Our mobile experience leverage the latest mobile capabilities - e.g. Pinch Zooming, Product Bookmarking, Suggested Search etc..
It's primarily defensive, we bid on brand keywords only.
We bid on brand keywords, and generic keywords related to our products. We use standard ad formats - e.g. text ads.
We bid on an extensive range of brand and generic keywords related to our products. We use both standard and specialised ad formats - e.g. shopping ads, dynamic search ads.
We use 3rd party data, such as in-market or affinity data within our Paid Search campaigns.
We use audiences based on website traffic data - e.g. remarketing.
We use CRM data (e.g. customer match) to target customers within our Paid Search campaigns.
We use lookalike modeling (e.g. similar audiences) within our Paid Search campaigns.
We mix and match multiple audience targeting methods with Combined Audiences For Search.
We set bids manually.
We set bids manually, but employ bid adjustments based on time of day, device, or geographic location.
We use both manual and automated bidding (e.g. Target CPA, Maximise Clicks) across campaigns.
We use automated bidding (e.g. Target CPA, Maximise Clicks) across all campaigns.
We use exclusively revenue-based automated bid strategies such as Target ROAS.
Platform metrics - e.g. impressions, clicks, cost per click
Conversion metrics - e.g. conversions, cost per acquisition
Revenue metrics - e.g. revenue, profitability, Return on Ad Spend
Custom Audiences based on website traffic, engagement
Custom Audiences based on customer data
Value-based Custom Audiences - e.g. based on LTV
Creative mainly based on brand principles.
Creatives are based on what's working within each individual channel.
Creatives are based on what's working across one or more performance channels.
Creatives are based on what's working across performance channels, in addition to primary customer research - e.g. customer surveys, focus groups.
Single Image Ads
Dynamic Product Ads
We use last-click attribution to measure across all performance channels.
We use rules-based attribution (e.g. time-based, position-based) across specific or multiple performance channels.
We use data-driven attribution across specific or multiple performance channels.