Why Strong Brand Foundations Matter In Paid Media - Mount Digital - Nov 2025

Transcript

1. Why Strong Brand Foundations Matter In Paid Media
2. can-do-digital.co.uk Hello!
3. can-do-digital.co.uk
4. Strong brand foundations What does that mean? can-do-digital.co.uk Fame Setup for scaling Consistant tone of voice/USPs A B C
5. Brand is an ROI multiplier can-do-digital.co.uk Consistent branding can increase revenue by 23% Can improve CTRs by 2-6% on generic queries
6. Many view the carousel as ‘the shopping list’ can-do-digital.co.uk
7. can-do-digital.co.uk Focus on impacting emotion, not revenue
8. But invest with caution can-do-digital.co.uk Price sensitive industries Raw materials Groceries Economy airlines Fast fashion Brand focussed industries Luxury goods Pharmaceuticals Consumer Electronics Source: Quantilope.com
9. Certain companies going aggressive on price can-do-digital.co.uk But are not building loyalty
10. can-do-digital.co.uk How do you build a brand through Paid Media?
11. can-do-digital.co.uk First cookware brand to air a Super Bowl commercial 6 billion impressions across campaign touchpoints $100 million investment from Fox / Studio Ramsay & Gordon Ramsay Tight ROAS target No campaigns above the line Only low hanging fruit on Google Shopping Heavily reliant on branded traffic
12. can-do-digital.co.uk
13. can-do-digital.co.uk
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16. can-do-digital.co.uk How do you build a brand through PPC? Show up when your audiences is Not just on Google & Meta Double down on your USPs Funny tone of voice? Expert guidance? Northern roots? Don’t go after everyone and anyone It’ll burn your budget faster than you can say AOV
17. Do something your competitors wouldn't can-do-digital.co.uk
18. Don’t let a strong brand make you complacent can-do-digital.co.uk ‘Guaranteed’ traffic, lower CPCs Less focus on new, incremental customers Struggle to get generic growth
19. PPC that supports a brand capable of scaling Find the bottlenecks can-do-digital.co.uk B
20. Common bottlenecks Not enough drivers Not enough warehouse space Not enough budget Not enough product can-do-digital.co.uk
21. can-do-digital.co.uk Performance marketing ROAS POAS Conv% Revenue Brand Awareness Impressions Site visitors Not enough communication
22. What I’ve seen work can-do-digital.co.uk Investing in a DDA model (that everyone uses) Aligned KPIs (that are actionable)
23. Consistant tone of voice C
24. AI MAX, PMAX, Advantage+ ← They’re trying to take control 👀 Tone of voice, offers, need to be consistent with other channels It’s easy to get lost in the noise What I’m seeing in search..
25. can-do-digital.co.uk
26. can-do-digital.co.uk What does this mean?
27. can-do-digital.co.uk Hyper-targeted ads
29. CEOs don't care about your CPCs or tone of voice. If they don't see business growth. can-do-digital.co.uk
30. can-do-digital.co.uk Rounding up Create ads that spark emotion Reach your customers, whatever platform they are in Double down on your USPs Be consistent with your messaging through all channels (unless performances shows otherwise!)
31. can-do-digital.co.uk
32. Thank you! can-do-digital.co.uk