A pragmatic evaluation of the media opportunity is a pre-requisite to ensure international campaign success.

International paid marketing planning

Working across multiple markets, languages and platforms provides numerous media choices. From geotargeting to audience selection and channel comparison, a clear and pragmatic evaluation of the media opportunity is a pre-requisite to ensure campaign success. This evaluation should align with broader business goals, your specific digital marketing imperatives, and the practicalities of market conditions (media know-how, customer insight, competitor awareness). Overall, our paid media planning and forecasting process will provide a clearly defined approach to media selection, metrics and outcomes.

We use all available data from previous campaigns and public platforms to plan and forecast. For example, for paid search, we would review:

History – we utilise historical data from the account to help factor in seasonality and provide insight on how performance alters with additional budget, increased competition, etc.

Impression Share (Budget/Ad Rank) – Google provides impression share data on what opportunity an account has missed due to ‘budget and ad rank.’ We would use this data to forecast an uplift in performance if we anticipated changes to budget and ad rank.

Category – we split our forecast out by category (brand, competition, generic, others). We understand each category performs differently in line with market forces and budget and can modify our forecast for each category.

Keyword Planner Tool – This tool can provide insight into possible CPCs for new keywords. If we were to launch ads on these new keywords, we could factor them into our forecasting.

Incremental CPA – As the cost curve shows an increase in spending would typically lead to additional sales, but at a higher incremental CPA. We factor this in when we sense-check our forecasts at the point of completion.

Experience – We never share sensitive client data between accounts, but the PPC team share trends and best practices. This approach helps us to ensure our forecasting process is always improving & helps provide more accurate forecasts.

With all forecasts, we include certain assumptions. We then track our actual performance vs our forecasted projection to gain an understanding of the actual variance. Future forecasts incorporate these learnings to enable continuous improvement. We will also:

  • Utilise the support of our platform support teams (Google, Yahoo, Twitter, etc.) to establish keyword volumes, CPCs, and general category opportunity.
  • Utilise complementary evaluation tools such as Searchmetrics, AdGooroo, etc. to gain a better understanding of competitor behaviour and landscape opportunity
  • Draw upon past learnings and insight from existing and past Oban campaigns within the same category

Results – Jimmy’s iced coffee

As a rising challenger brand in the FMCG sector, Jimmy’s Iced Coffee gave us a very specific challenge: to help deliver a large international YouTube audience for its latest music video, “Who Got The Beans?”.

Good to know: Small budget stand-out targeting meant Oban smashed the target by 20%

Client comments:

“Oban proved to be easy to work with and also incredibly effective on a very small budget. [The Team] was responsive and made the whole process as easy as it could be. Will definitely be working with them again in the future!”
Luke Wilkes, Data Killah, Jimmy’s Iced Coffee

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Some of our paid media clients

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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.

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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.

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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.

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Denby

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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