OUR THINKING

Here are some of the most commonly used terms when it comes to all things PPC (that means Pay Per Click btw 😉)

Ad Extensions

An AdWords feature that shows additional information in your ads like your business location, phone number, business ratings, and links to your webpage.
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Ad Group

The structure that contains one or more ads and a target set of keywords for Google Search, and a target set of placements for Google Display.
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Ad Scheduling

A setting within AdWords that allows you to select the time of day and days of the week you wish to serve your ads.
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PMax = Performance Max

A new goal-based campaign type that allows advertisers to access all of their Google Ads inventory from a single campaign.
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CPC = Cost per Click

The price you pay Google each time someone clicks on your ad.
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CTR = Click Through Rate

The percentage of people who click on your ad after viewing it. The formula to determine your CTR is the total number of clicks divided by the total number of impressions.
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Impressions

The measurement of how many times your ad is shown.
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RSA = Responsive search ads

Ads that have multiple headline and descriptions which Google uses to optimise over time by using different combinations to see which work best with your customers.

Finding inspiration or advice can sometimes be a daunting task. So we’ve done it for you. Here are our top picks of TED Talks by female start-up founders. Enjoy getting acquainted!
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The Secret Power of Female Entrepreneurs

So much of modern day business success and mentorship is still based in masculine paradigms. Igniting an evolution of women entrepreneurs reaching their highest potential by designing businesses and the modern market to compliment both genders.

Sage Lavine

View here
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The Future of Female Entrepreneurship: Girlhood Pipeline

Looking back in time to understand how we can actively engage the potential of girls. In order to support a future full of female entrepreneurs, we have to build a pipeline from girlhood.

Cathrine Smith

View here
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Heard mentality

Ensuring that when you speak, people listen. Finding your voice and being your authentic you.

Sheelagh McNamara

View here
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My year of saying yes to everything

The hum. The hum is a drug, the hum is music, the hum is God's whisper in her ear. But what happens when it stops? Through her "year of yes" she got her hum back.

Shonda Rhimes

View here
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Build your dream team

A dream team is something everyone should develop - people who have higher expectations of you than you have of yourself. They’re the people who create the necessary environment for you to take risks and break through.

Lisa Skeete Tatum

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Two rules of thumb:

1. A search term report is a list of the search terms that triggered your ad
2. Keyword expansion is a vital part of managing your PPC account
   

By using the search terms report, you can identify new search terms with high potential, and add them to your keyword list to increase visibility, click through and overall campaign performance.

You can also look for search terms that aren’t as relevant to your business, and add them as negative keywords.

1. You can view your search terms report within Google Ads
2. The aim is to expand the keywords that will perform well for you
3. Look for the search terms that already have conversions or get a lot of clicks
4. Think to yourself: “if someone were to type this into Google would they be interested in buying my product?”
5. If so then add them as keywords and tailor your ads to them.

These days, businesses often work with multiple agencies at once.

With so many distinct channels available, it’s (we’re going to say) impossible for one agency to provide every service a business or brand might need.

Many agencies now specialise in a niche or particular practice.

Creative, ad, media, digital. All agencies. All with a very specific purpose.

Let’s run through what they’re all about.
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The creative agency 🧑🏻‍🎨

For your brand, logo design and specific creative assets that you’ll need to tell your brand story along the journey. You may have started here, with an agency to help you create the brand for your new business.
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The digital agency 🧑🏻‍💻

For your performance marketing - often paid ads and SEO, sometimes other channels and sometimes build websites.
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The ad agency 🤓

For creative strategy, conceptualisation and production.
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The media agency 🧐

For planning and buying on- and offline media. Sometimes they cross over with digital agencies.
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The PR agency

PR, Influencer and blogger outreach and generally manages your brand’s relationships with people who will tell your story or talk about your products and business.
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The ingredients for a happy relationship?

1. Hold monthly inter-agency meetings
2. Give each agency very clear directives about their scope
3. Communicate plans and ideas between agencies
4. Get everyone on-board with your goals
5. Share the reporting and analysis
   

Lookalike Audience

The Lookalike Audience feature develops a list of users who share similar characteristics and behaviours with your current followers. It’s a game-changing tool that can help you expand your reach and connect with people who are more likely to be interested in your products.

You have the flexibility to choose what percentage of your audience to mimic, with the top 1% being your smallest audience but the closest match. Try 1%, 2%, 3%, 5% and 10% to see what works best for you. The bigger the percentage, the bigger the audience pool.

Where do I find it?

Go to the Ads Manager section of your Instagram account and simply select the option to create a new lookalike audience and choose your source audience (such as your Instagram followers). Instagram’s intelligent algorithms will work their magic and find people who closely resemble your current audience, creating a whole new audience with similar characteristics.
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What’s so great about it?

This hardly tool is ideal for brands that have a limited budget and aren’t quite ready to scale but want higher returns for their investment. Not only does it save you time on research and targeting, but it’s also a quick and straightforward way to increase the effectiveness of your Instagram ads.

Steal Customers from Competitors

Get your products in front of interested customers by researching who your competitors are targeting.

Here’s how to research who’s seeing your competitors’ ads

1. Go to Meta Ads Manager
2. Go to the ad set level, scroll down to the Audience section
3. Next to Detailed Targeting, click the Edit button
4. Enter your competitors’ brands into the search bar
5. Hover over the search result to see the total estimated audience size
6. Click to add it to your target audience
   

You can target several competitors’ audiences in a single Instagram ad set. One thing to watch out for though — this only works when using accounts with a large number of followers.

But wait…there’s more! To reach the largest possible slice of your competitors’ audiences, use demographic targeting. This include age, gender, and location. You can borrow the exact settings or make tweaks to your existing demographic settings.

And ta da! You’re targeting your competitor’s audiences directly with your content. You’re welcome ;)

It’s easy to fall into the trap of thinking about being ‘on’ or ‘off’ your period. But our cycles don’t just affect us on the days of the month when we’re menstruating.

The rise and fall of oestrogen, progesterone and testosterone during the whole month affect our brain’s energy levels and therefore our productivity and performance.
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So start thinking about the month in 4 phases not 2
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Not all women menstruate, but many women who are in the prime phase of starting and growing a business are still getting their periods. If this is you, this post is for you! During the four phases of your cycle, hormones fluctuate, affecting the brain. By understanding and recognising this, you can tailor your schedule to take advantage of hormonal changes when they occur.
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Menstruation phase

Hormone levels are at an all time low here so get lots of R&R, minimise anything that doesn’t give you energy and be kind to yourself!
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Follicular phase

The increase in oestrogen means you have more energy. Now is a good time to crack on with creative or complex tasks and projects. And the great news is, this phase lasts an average of 2 weeks so there’s plenty of time to finish the tasks too!
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Ovulation phase

In these 3 - 4 days you’ll likely feel more proactive. This is the time to book important meetings and embrace the extroverted energy the hormones trigger.
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Luteal phase

The calming effect of progesterone during these 2 weeks means you might prefer to reduce your work commitments and re-prioritise self-care. Alone time to complete solo tasks like admin is also best taken during this phase.