Paid Strategies Shouldn’t be Flat-Packed: Strategy-Building | Part 2

Missed the chance to see Team Zelst talk in the flesh? Don’t worry – read all you need to know below to approach your PPC strategies more efficiently.

How I suggest you organise your strategy is much like a biology lesson.

So, let's begin: today, we will look at the plant cell structure and how this could make you a better PPC strategist.

We will begin on a cellular level.

1. Nucleus – KPIs

The DNA of the plant cell is in the nucleus, so we'll start here. This is the KPI you are tracking for the client.

This goal is obviously influenced by the client, industry, time of year, and your targets outlined by the stakeholders.

   2. Cytoplasm – Platforms

The cytoplasm is where your vital reactions take place. In PPC land, this is the platform on which you will perform, which is crucial for your structure, copy and events.2.Vacuole – Refining Your Platforms

Your large vacuole, which usually contains sap to support your plant, protects your DNA. In this analogy, you're protecting your goal by refining your platform.

This is where red flags one and two need to be carefully considered. Any roadblocks need to be resolved, and any risks need to be outlined. This is what you and your clients should clearly outline, as it is what your strategy is built around. Hence, it is a large chunk of the cell.

   3. Mitochondria – Ad Messaging

Now, onto the funky element: the mitochondria, which we all know is the powerhouse of the cell. Now, this is the actual messaging of your ad, AKA the intrinsic and germane mental load.

This is what drives your ad, what you rely on to get your nucleus the nutrients it needs. Without it or with poor assets, your strategy is clearly going to be limited.

   4. Chloroplasts – Your Budget

Just like how your strategy would be limited by not having sufficient mitochondria, it would also be limited without chloroplasts to sustain your cell.

This is your budget. When building a strategy, your budget is fundamental – you have to know your campaign can sustain itself and is sophisticated enough to allow itself to grow and expand.

Now, if you have had enough of biology – don’t worry, me too; we are nearly there!

   5. Cell Membrane – Targeting

As we reach the cell membrane, which is basically the security of the cell, this is your targeting, which also includes your exclusion targeting. Not only is this where you are exposed, but it is also when you are exposed and why you have been exposed. This builds the impression base of who gets to see your carefully composed cell and who gets told to try the next plant.

   6. Cell Wall – Strategy Protection

This is where you have to be aware that your cell is robust. It is robust because it has a cell wall that allows it to handle a bit of rejection. The cell wall also protects you from overexposing your cell or over-targeting and restricting it too much, which means you risk depriving it.

Your cell wall is your final layer. So, which is your approach – are you going to retarget, or are you only exposing this cell to new users? If so, what stage of the funnel are they in, and is your landing page built for this?

No plant is made of one cell, but rather lots of tiny cells all working together, some working on the same goal and some working on a whole other DNA nucleus.

And ultimately, that should be how your account is:

You should know what you have in place to prevent duplication, overlaps and inefficiencies, and you should know what is at the core of each strategy.

Now that we have covered the essential PPC strategy tips, I have to ask: are you flat-packed? Or would you make it through my red flag maze still green?

And if you have learned something from this talk, it’s that everything has layers. So, if you are creating flat strategies, I hope you have found some key areas to look to develop your campaigns.

You can also see (and download) the slides from the Paid Strategies Shouldn’t be Flat-Packed: Three Red Flags to Look Out For talk here.

If you’ve been inspired by Phoebe’s talk but aren’t sure where to start building your own strategy, don’t worry — our team is here to provide the assistance you need. If you have a question about bettering your PPC strategies or Phoebe’s talk, we’d love for you to reach out to us.

Moreover, for additional insights, be sure to go to BrightonSEO next year or check out our CEO Peter’s talk on Tactics vs Strategy.