Paid media account setup

Market opportunity

Although it is natural for PPC accounts to evolve and improve over time, the paid media account setup is crucial in ensuring long-term PPC success. The best way to realise your paid media opportunity is to optimise the setup process using a recent PPC account audit, well-defined goals, reliable KPIs, solid customer insight and alignment with complementary digital channels and overall marketing objectives.

Oban product offer

Before account setup starts, Oban will invest time and effort in immersion sessions with your team to ensure that we quickly gain a rapid understanding of your brand, customers, internal team requirements and overall objectives. Because we specialise in international PPC and have substantial experience in retail and e-commerce, we will be up and running quickly and easily. We often start with a ‘light-touch’ series of improvements focused on the quick wins identified during our initial account audit, including targeting and bid management settings. Following this, a more in-depth setup process will include:

  • A review of past data from all platforms, markets and languages
  • Cross-referencing with the navigation of your website and the structure that underpins your product portfolio
  • A review of the current split between brand and non-brand activity, with a plan to adjust as required
  • Documentation and logic to support either a brand new or evolved account structure
  • An investigation into the best options for the use of match types across the campaign
  • A discussion on measurement priorities, and whether we optimise towards the cost per lead (CPL), cost per acquisition (CPA), return on investment (ROI), return on ad spend (ROAS) etc
  • A look at attribution principles and implementation roadmaps
  • An analysis of how our setup addresses both PPC specifics and broader multi-channel priorities


Oban’s paid media experts specialise in international paid media so your setup process can align your USP input from our LIME (Local In-Market Expert) network. Our LIME specialists will work closely with Oban’s in-house PPC team to engineer market specific language/cultural nuances into the setup. These nuances include market considerations for website taxonomy, account structure, ad-copy and seed/negative keywords. We can also conduct in-market competitor reviews of websites and visible paid media efforts. Over 90% of all Oban employees are Google AdWords, and Google Analytics accredited – that’s more than three times the average for our agency peer group.

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Some of our paid media clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.

bbc world service logo

BBC World Service

Oban has been working with BBC World Service for over four years. We have delivered digital campaigns across 51 markets, in 26 languages, winning awards such as Best Use of Paid Media for our work on the BBC 100 Women campaign. We now work with the BBC World Service to deliver above the line campaigns across Africa and the Middle East.

Mitsubishi Heavy Industries Logo

Mitsubishi Heavy Industries

We have been working with Mitsubishi Heavy Industries, a multinational electrical equipment and electronics company headquartered in Tokyo for over a year, promoting the brand’s thought leadership hub, Spectra. Initially working on paid media campaigns in Europe, we have recently expanded the scope of our work to cover North America.

Denby Logo


Denby Pottery Company is a British manufacturer of beautiful tableware. Oban provided Denby with technical SEO consultancy on a critical e-commerce multi-platform migration, and we now execute highly targeted, results-driven paid media campaigns across multiple brands and international markets.

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