Paid Media

At Luna Performance Marketing, we specialize in a wide range of paid media channels to ensure comprehensive coverage for our clients’ digital advertising needs. Our primary focus areas include:

1. Google Search Ads: We create and optimize search campaigns to capture high-intent users actively looking for your products or services.
2. Google Performance Max: We leverage this AI-powered campaign type to drive performance across all of Google’s advertising channels, including Search, Display, YouTube, Gmail, and Maps.
3. Display Advertising: We design and implement eye-catching display ads across the Google Display Network and other programmatic platforms to increase brand awareness and drive conversions.
4. In-Stream Advertising: We create engaging video ad campaigns to reach your target audience on the world’s largest video platforms, like Youtube and streaming services.
5. Retargeting Campaigns: We implement cross-channel retargeting strategies to re-engage users who have shown interest in your brand.

Our team of certified experts stays up-to-date with the latest features and best practices for each of these channels, ensuring that your campaigns are always optimized for maximum performance and ROI.

Our approach to keyword research and ad copy creation for Google Search campaigns is thorough and data-driven, designed to maximize your campaign’s effectiveness and ROI. Here’s an overview of our process:

Keyword Research:

1. Industry Analysis: We start by analyzing your industry, products/services, and target audience to identify relevant search terms.
2. Competitor Analysis: We research your competitors’ keyword strategies to identify opportunities and gaps.
3. Keyword Tools: We use advanced tools like Google Keyword Planner, SEMrush, and Ahrefs to discover high-value keywords.
4. Long-tail Keywords: We identify long-tail keywords that may have lower competition but high conversion potential.
5. Negative Keywords: We create a comprehensive negative keyword list to prevent wasted ad spend.
6. Intent Mapping: We categorize keywords based on user intent (informational, navigational, transactional) to tailor ad copy and landing pages accordingly.

Ad Copy Creation:

1. Compelling Headlines: We craft attention-grabbing headlines that incorporate target keywords and highlight unique selling propositions.
2. Clear Value Proposition: Our ad copy clearly communicates the benefits of your products or services.
3. Call-to-Action (CTA): We include strong, action-oriented CTAs to encourage clicks.
4. Ad Extensions: We implement all relevant ad extensions to provide additional information and increase ad real estate.
5. A/B Testing: We create multiple ad variations to test different messaging and optimize performance.
6. Dynamic Keyword Insertion: When appropriate, we use dynamic keyword insertion to increase ad relevance.
7. Character Limit Optimization: We ensure our ad copy is concise yet impactful, making the most of Google’s character limits.

By combining thorough keyword research with compelling ad copy, we create Google Search campaigns that not only attract clicks but also drive conversions and deliver a strong return on your advertising investment.

Performance Max is an innovative, goal-based campaign type offered by Google Ads that uses advanced machine learning algorithms to optimize your advertising performance across all of Google’s advertising channels. At Luna Performance Marketing, we’ve embraced this powerful tool to drive exceptional results for our clients.

Key features of Performance Max:

1. Cross-channel Reach: Performance Max campaigns can appear on Google Search, Display, YouTube, Gmail, Maps, and Discover, maximizing your reach across the Google ecosystem.
2. Automated Bidding: The system uses Smart Bidding to automatically set bids based on your chosen conversion goals and target return on ad spend (ROAS).
3. Asset-based Creatives: You provide various creative assets (text, images, videos), and Google’s AI combines them to create optimal ads for each placement and user.
4. Audience Signals: While the AI handles targeting, you can provide audience signals to guide the system towards your ideal customers.

Benefits for your business:

1. Increased Reach: Access all of Google’s advertising inventory with a single campaign, expanding your potential customer base.
2. Improved Performance: Machine learning algorithms optimize your campaigns in real-time, often leading to better performance than traditional campaign types.
3. Time Efficiency: With much of the optimization handled automatically, you can focus on strategy and creative aspects.
4. Data-driven Insights: Performance Max provides valuable insights about your best-performing creative assets and audience segments.
5. Adaptability: The system quickly adapts to changes in user behavior and market conditions, keeping your campaigns effective.
6. Simplified Management: Instead of managing multiple campaigns across different channels, you can consolidate your efforts into a single, powerful campaign.

At Luna Performance Marketing, we have extensive experience in setting up and managing Performance Max campaigns. We ensure that your campaigns are structured correctly, your creative assets are compelling, and your audience signals are strategically chosen to guide the AI towards your ideal customers. We continuously monitor and refine these campaigns to maximize your ROI and achieve your business goals.

At Luna Performance Marketing, we believe in transparent, comprehensive, and actionable reporting for all paid media campaigns. Our measurement and reporting process is designed to provide you with clear insights into your campaign performance and ROI. Here’s how we approach this crucial aspect:

1. Key Performance Indicators (KPIs): We establish relevant KPIs based on your business goals, which may include:

• Return on Ad Spend (ROAS)
• Cost Per Acquisition (CPA)
• Conversion Rate
• Click-Through Rate (CTR)
• Quality Score (for search campaigns)
• Impression Share
• View-Through Conversions (for display and video)

2. Attribution Modeling: We implement appropriate attribution models to understand how different touchpoints contribute to conversions. This may include:

• Last-click attribution
• First-click attribution
• Linear attribution
• Time decay attribution
• Data-driven attribution (where available)

3. Cross-channel Analysis: We analyze how paid media campaigns interact with other marketing channels to provide a holistic view of your digital marketing performance.
4. Custom Dashboards: We create personalized dashboards using tools like Google Data Studio or Looker Studio, providing real-time access to your campaign data.
5. Regular Reporting: We provide detailed weekly or monthly reports, depending on your preference, which include:

• Performance summaries for each channel
• Trend analysis and period-over-period comparisons
• Insights and recommendations for optimization
• Budget pacing and forecasting

6. Advanced Analytics: We go beyond surface-level metrics to provide deeper insights, such as:

• Audience segment performance
• Geographic performance
• Device performance
• Day and time analysis

7. ROI Calculation: We work with you to understand your customer lifetime value and profit margins to calculate true ROI from your paid media efforts.
8. Competitive Analysis: Where possible, we provide insights into your performance relative to competitors in your industry.
9. Call Tracking: For businesses that receive phone calls, we implement call tracking to measure conversions from phone leads.
10. Custom Goal Tracking: We set up custom conversion tracking in Google Analytics and ad platforms to measure specific actions that are valuable to your business.

Our goal is to provide you with clear, actionable insights that drive continuous improvement in your paid media campaigns. We’re always available to discuss our reports in detail and answer any questions you may have about your campaign performance.

Budget allocation across paid media channels is a critical aspect of maximizing your advertising ROI. At Luna Performance Marketing, we use a data-driven approach to ensure your budget is distributed effectively. Here’s our process:

1. Goal Analysis: We start by understanding your specific business goals, whether it’s increasing brand awareness, generating leads, or driving direct sales.
2. Channel Performance Review: For existing accounts, we analyze historical data to identify which channels have performed best for your specific goals.
3. Customer Journey Mapping: We map out your typical customer journey to understand which channels play crucial roles at different stages of the funnel.
4. Competitive Analysis: We research your competitors’ paid media strategies to identify opportunities and potential gaps in the market.
5. Audience Insights: We use data from your website analytics, CRM, and social media to understand where your target audience is most active and receptive.
6. Testing Budget: We allocate a portion of the budget for testing new channels or strategies, ensuring we’re always exploring new opportunities for growth.
7. Seasonality Considerations: We adjust budget allocation based on seasonal trends in your industry.
8. Cross-channel Attribution: We use attribution modeling to understand how different channels work together, allowing us to allocate budget more effectively across the entire customer journey.
9. ROI Projections: We create ROI projections for different budget allocation scenarios to help inform decision-making.
10. Dynamic Allocation: We continuously monitor performance and dynamically adjust budget allocation based on real-time results.
11. Platform-specific Factors: We consider factors like keyword competition in search campaigns, audience targeting options in social media, and placement quality in display advertising.
12. Incremental Returns Analysis: We analyze the incremental returns of increasing spend on each channel to determine the optimal budget distribution.

Our budget allocation strategy is not set-and-forget. We continuously monitor performance and make data-driven adjustments to ensure your budget is always working as hard as possible across all channels. This agile approach allows us to capitalize on opportunities quickly and shift budget away from underperforming areas, maximizing your overall return on ad spend.