The biggest marketing challenge you face is almost certainly this:

How do you know your marketing spend is worth it?

It is one of the most obvious questions you need to answer but due to the complexity of the web it remains a challenge as not all platforms ‘talk to each other’.

Below is an example of an attribution report, where you can clearly see the ROI for each campaign being run:



Ideally you want to drill down both to the Ad group level, and then deeper into the specific keywords that are converting to customers:

If you CRM system doesn’t allow for such granularity of attribution, it makes it very challenging to know which Lead Generation channels are working (i.e. turning into SALES) and which are not.

If you are starting out, consider this to be a likely split of your Ad Spend:
Facebook – 15%
Google Adwords – 80%
LinkedIn – 5%

Once you’ve proven a channel – move your allocation across.

Tip: in Adwords make sure you differentiate your TOTF conversions e.g. downloading and ebook from your MOTF conversions (e.g. downloading a brochure, booking on an event). This way you can assign a value to each one, and better manage your daily/monthly budgets based on the real value of a conversion (i.e. knowing only 1 in 10 TOTF move to become MQLs).

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Look to use display and responsive adverts to remarket on Adwords to target website visitors and similar audiences.

You can also use ‘Visitors’ and ‘lists’ to target a specific segment of existing Customers; you can also remarket to people who don’t opt in, with a different offer e.g. TOTF when MOTF asset has failed.

Tip: once people visit you site you have a lot more options on how to engage than you may think. Make sure when you draw out your user journey you include those people who have not yet opted in.


Facebook is an incredible database, that allows you to use locations, demographics, behaviour, interests, segmented contact lists imported, as well as similar audiences.

Here are a few ways to use them:

  • Standard Ad – ideal for new audience event bookings – driving people to a landing page for booking
  • Lead Ads – high volume, low cost leads that need connecting with via phone/email to increase attendance
  • Re-targeting to existing lists (similar to our approach to Adwords remarketing)
  • Offers (driving to a landing page offer for e.g. 2 for 1)
  • Boosted Events (for 2 hour sessions, and Women in Tech)
  • TOTF downloads – we’ve used Facebook to generate low cost leads e.g. £3.74 for PDF opt ins but this has not yielded movement to the next stage of the funnel, unlike using other methods on Facebook (e.g. Lead Ads)

As such, test and see what works before committing your whole budget for the month on one approach.


In addition to segmenting the messaging across paid networks, and in the newsletter, if you have the capability, look at different types of content on the homepage based upon the lists to which they belong.

Every time people revisit your site, they will feel you have personalised it for them – and you have.


PPC Management is relatively straightforward, but it’s so easy to waste money when you don’t know what’s working and what’s not.
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