Introducing Fin Deeley, our PPC Executive. Since joining us in December 2024, he’s taken over Google Ads without a hitch. From creating campaigns to serving creative ideas, Fin has already fit into our team with his witty humour and football knowledge.
Before we get to know Fin’s professional side, let’s get to know him outside the office. He loves playing football, and every weekend, he plays for his team, Pool AFC.
It’s safe to say Fin loves travelling. Cuba, Lisbon and Barcelona are just a few of the places he’s been to. He loves a good city break!
Now, let’s hear about Fin in his own words.
What drew you to digital marketing?
When I was 16, I watched business videos on YouTube. I know it’s very random, but these videos went into detail about what goes into running a business. What struck me most was the role of marketing in a business’s success. Seeing how creating successful Google Ads can directly impact a business’s revenue and profit inspired me to look deeper into the strategies behind building a successful marketing campaign.
Now, digital marketing is more complex than ever. You’ve got so many more tools and data points to consider whilst ensuring that other services like SEO, website design and copywriting work in tandem, like a well-oiled machine to ensure your broader marketing mix is successful. PPC is a crucial part of that machine, which contributes significantly to the final result.
Are there any key lessons you’ve learnt that influence your work today?
When you work in marketing, you need to start perceiving your work as your audience would. Let me break it down: You’ve created great ad copy and solid graphics, targeting the right audience and setting a budget. Yet your ad isn’t performing well. That’s because the message is quite complex for the audience to grasp. The copy may be overly complicated, and the graphics may not provide enough information.
It’s important to remember that not everyone has the same level of expertise. While everything may seem fine in your head, they’re the final boss. So, after creating a campaign, I usually read it as if I knew nothing, with a blank mind. If the campaign doesn’t pique my interest, I know I have to adjust it.
However, that’s not been the case ever since I joined Trio. They have this approach where at least three people give their feedback on content before it goes out. So, I know any campaign that I put out is being looked at with a fresh perspective.
What do you believe is the next big thing in Paid Advertising?
Accessible voice is a trend in its early stages, but it will be the future of PPC. More people are embracing voice search, and it can be a real lifesaver when you’re in a hurry or on the road. This feature is especially valuable for individuals with vision impairments, as it helps them navigate their lives with ease.
Voice searches allow users to ask search engines questions without having to type them out. They are powered by AI, which recognises human speech with minimal discrepancies. Google features a built-in voice search processor that delivers results as if you had typed them.
Keywords won’t be the same, and Google Ads will have to adapt. Instead of short and snappy phrases, we’re moving toward full conversational queries. That means intent-based targeting will be necessary, and ad copy will need to sound natural, almost like a real conversation. Optimising for voice search isn’t a maybe. It’s a must.
What current PPC trends do you find most influential?
The trend that I’m currently seeing is short-form video content. These videos are less than a minute long and will be more successful than a static image. Why is this? Images can only give you so much information, while a video sums up everything in one go.
I suggest creating a video with an interesting hook. Need some inspiration? Try these: Start your video with ‘Bet you didn’t know’, ‘quick hack’ and ‘I know this sounds crazy, but…’ and keep it short. You can thank me later.
Is there anything you think SMEs get wrong with PPC?
Yes, there are many misconceptions about PPC, such as ‘Will it increase sales quickly?’ or ‘Is success guaranteed?’ It all depends on your research, strategy and execution.
First and foremost, avoid adding more budget into the hyper-competitive terms. It’s not going to do you any good. Those keywords are already highly saturated, and big brands already have a monopoly on them. Instead, why not try conducting a gap analysis?
A keyword gap analysis identifies which relevant keywords your competitors are targeting that you are not. You understand the missed opportunities, giving you a massive scope for improvement. Now, all you have to do is create a solid strategy and allocate your budget wisely.
However, another thing SMEs get wrong is not allocating enough of a budget. Magic doesn’t happen on its own. A pro tip – if you don’t have enough budget, try targeting long-term phrases. They have low competition and cost-per-click, making it easier for you to appear.
Remember, it won’t be instant; good things take time. But if you’re still having trouble hitting the mark, contact us!
Do you have any tips for doing an effective PPC campaign?
Right now, it’s about leveraging AI to improve your campaign effectiveness. Don’t let it do all your work for you, that’s just cheating. Many tools, like Pmax campaigns in Google and Advantage + campaigns in Meta, will help you use machine learning in your marketing.
AI is the fastest-growing sector, and models are constantly improving. So, it’s very important to use what’s available to us as marketers to help improve our client’s campaign performance.
Testing is also a good habit. Don’t be afraid to take the A/B test. This practice will tell you what works and what doesn’t, making sure your future campaigns don’t flop.
Tell me about a time when you successfully optimised ads
I’m currently working with a client specialising in importing and exporting wholesale vintage clothing, and they reached out to us to help boost the sales of their top-selling products through TikTok ads.
We analysed what kind of videos did well and why they were attracting more sales. We discovered that videos where they showed the most popular products first performed best. This brings me back to the point of creating an engaging hook and roping in your audience before you lose them.
We successfully ran their first campaign, which included four ad groups. With a budget of £1,000, the client saw a 15x return on ad spend within the first 2 weeks. Proof that paid ads can make a business more successful.
It's time for PPC that works.
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Looking for profitable results? Contact us today to find out how we can help you achieve outstanding ROIs and boost conversion value.
