Have you met… James? – Digital coast
Have you met… James?
James (or JC), our digital manager and PPC guru has been with us for 7 years and over that time has quickly become our Google Grants partner for our charity clients. Starting with SEO, he quickly grabbed hold of the quick results PPC had to offer and built a team around him that took the world of digital marketing by storm.
What are the advantages of offering a PPC campaign to an agency like ours rather than keeping it in-house?
In my experience, the knowledge sharing that occurs within an agency is unmatched. With Coast there are so many experts in the entire marketing mix that can not only improve your current skills, in my case PPC, but you can also tap into other areas like SEO, Email, and Networking. social, and bring those ideas to the table. for each customer too. Our clients may work with a few specialists on a day-to-day basis, but in fact, they also have access to a team of over 40 marketers across multiple disciplines.
What would you like customers to know / understand better about PPC?
The importance of attribution and why the last click attribution model no longer cuts it. I can’t think of a single area where I only watch the last channel to interact with before a conversion makes sense. It can really have an impact on the decisions we make about marketing campaigns that could contribute to success further down the funnel. Once you start having conversations around attribution models, you open your eyes to the real impact of your campaigns on the goals you set for measuring success … and once you do that, you can really start generating positive performance.
How did you become our resident charity expert?
About a year into my life as a PPC specialist, I had the opportunity to work on a Google Ad Grants account for one of our charity clients. I really enjoyed having to rethink what I knew about managing classic Google Ads accounts and adapting to a new way of doing things. There is also an overall positive feeling about working with charity clients, knowing that what I put into the PPC account can make a difference and help improve people’s lives.
What are your top three tips for charities?
- Make sure you’re tracking the right conversions, downloads, calls, emails, donations, registrations, and more. You cannot maximize success if you are not configured to measure it.
- Create and manage a regular paid account. For high priority / competitive keywords, you may have to pay very well for them to ensure their visibility. You can also run display, YouTube, and remarketing campaigns.
- Add audiences to your campaigns for observation. You can’t remarket with a Google grant, but you can track these learnings and use them in a paid account.
Was there a charity project you worked on that you were particularly proud of?
I am very proud to work with Cystic Fibrosis Trust. We started working with them in August 2016 and still are today. I have been managing the PPC account from the start and have really enjoyed their success in raising awareness, donating and signing up for fundraising events. The CF Week campaign is always very fun to work on and very rewarding. Each day in June, they spend an entire week talking about different CF topics each day, which then culminates in their infamous Wear the yellow day the last Friday of the week. The whole company gets involved every year, puts on their brightest yellow clothes and comes together for a few photos which are then shared on social media. It’s so nice to plan, execute, and optimize a PPC fundraising campaign that I’m also involved in. Reporting on campaign fundraising results is even more enjoyable when you know you’ve actively contributed in some way.