We believe in the benefits of layered strategies, meaning we run multiple campaign activities at once. Not only does this mitigate the risk of lower performing campaigns, it presents a more natural link acquisition journey to Google.
For AskTraders, we operated on a structure of what we call ‘hero campaigns’ and ‘audience campaigns’, the former being focused strictly on finance topics while the latter would explore broader audiences through more mass appeal style content. Hero campaigns were larger investments often requiring data, visualisation or large scale analysis, while audience campaigns can be turned around in shorter periods. Underlying all of this was the reactive work of the other agency.