TL;DR - Get the right ad messaging in front of the right people, at the right time and nurture them from awareness to conversion.

Like many businesses, you will probably know that Paid Advertising could help boost your traffic, leads and sales. However, when it comes to navigating the plethora of Paid channels available, it can quickly become quite a daunting task. We want to help you turn the monster of Paid Advertising into an adorable little kitten – approachable and easy to handle. With the constant interface re-designs and the volume of features available, from complex audience targeting to targeted remarketing, it’s easy to see why so many of us avoid eye contact with Paid Advertising.

However, relying on channels such as Organic, Referral and Direct alone is unlikely to give you the immediate traffic boost you need to meet your objectives. But that’s ok – this is what we do. We can help ensure your Paid campaigns are built for success and triumph, so that you can meet your conversion and ROAS objectives and look back on them with pride. So forget about dipping your toes in the water. Let’s dive right in.

Search & Shopping

Search and Shopping campaigns run on the Search Network and are great for targeting users with a real-time intent to purchase – we mean the kind of intent only felt by somebody that has seen next-day-delivery on Boohoo only lasts another 33 minutes. Conversion rates are typically higher across these campaigns, as people are either interested in or ready to buy something. The crux of a good Search or Shopping campaign lies in the initial set-up and ongoing maintenance. Think of the kitten again – you can’t neglect it.

It is important that your campaigns are backed up by a foundation of keyword research and a good understanding of customer journeys. We know how important it is to keep Quality Scores at the heart of everything – that’s why we developed a formulaic process (which is as impressive as it sounds) to ensure Quality Scores and Shopping Feeds are constantly reviewed, so that they remain of the highest quality.

Display & YouTube

Expanding your online reach is important, especially if you’re launching a new product or service, are going through a rebrand, or are looking to break into a new market. However, with the vast array of affinities and in-market interest targeting methods available, it’s easy to feel out of your depth and not know where to even begin. That’s where we come in, like a digital Mary Poppins, to guide you and make sure you’re ok.

Although the Display Network is full of endless opportunities and is known to have the biggest overall reach available out of all Paid channels, it is important to know how to harness your Display targeting methods. This is in order to be able to find your target audience amidst the billions of users you don’t want to pay to get in front of – forget them, you don’t need them.


With most of us expected to spend approximately 3 years, 5 months and 18 days of our lifetime scrolling through Social Media feeds, it’s easy to see why Paid Social is a key opportunity for many businesses (Social Media Today). Particularly across the retail sector, Social advertising across Facebook, Instagram, Twitter and Snapchat can be invaluable due to the endless targeting capabilities. Also, feel free to take a quick coffee break after acknowledging the horror of the statistics we just shared with you.

One ability these campaigns have is to retarget in very short time frames, allowing businesses to stay at the front of consumers’ minds – don’t think of it as being needy, think of it as being present. For B2B sectors, LinkedIn advertising can be very powerful thanks to its granular targeting capabilities, allowing you to get in front of key decision makers within specific industry sectors and job roles.

Audience Targeting

Sick of limiting your reach to a rockpool of users that are already aware of your business? Looking to increase awareness ocean-wide, among users that might not actively search for you, but would definitely fit within your target audience? Mastering audience targeting is essential for your business!

By leveraging a number of trusted market insights reports, as well as Analytics data, we can go all Sherlock Holmes again and help you track down your most profitable target audience online.

Furthermore, we can show you how to target them effectively and direct you to the correct channels to reach them. Drawing on a number of audience targeting tactics that go beyond demographics targets, we can help you get in front of the right users, wherever they are. Throw away your dignity and visualise a little ‘pick me!’ sign, and your audience will come flooding in.


If you do happen to utilise audience targeting, the next step in your Paid Advertising utility belt would be unleashing the beast of the potential of remarketing. Remarketing campaigns are known to generate conversion rates that are around 3 times higher than other campaigns (Google).

People are constantly learning, so are likely to keep re-visiting sites until they feel they are confident to make an informed decision, like whether that pair of trainers actually is too expensive or not. Therefore, it is often during repeat visits that people are most likely to convert. This is why, in addition to running powerful acquisition campaigns, it is important to ensure you are working to nurture and bring these potential customers back to the site through remarketing campaigns across all channels.


Working with KW Digital has been a joy!! For the first time in my 25 years of working in the digital industry I’ve finally found a team that utterly understand the data world and paid search / social marketplace . Understanding the way all this works is one aspect that KW have excelled in but also the results they are getting for our clients is really as good as it can get. It’s a happy union between our two agencies!

Bruce ThomasModern English