Digital advertising
Give every campaign a clear purpose
Start with goals and measurement, then connect execution to interpretation.
See our approachDOES THIS SOUND FAMILIAR?
Does this sound familiar?
Campaigns are running. Goals, conversion definitions and optimisation need to stay aligned.
A CLOSER LOOK
Before the campaign, make three things clear
A shared direction makes optimisation meaningful.
01Who are we trying to reach?＋
Start with people and context
Understand what matters to the audience and how the product fits.
02What should happen next?＋
Make the goal specific
Awareness, engagement, leads and sales call for different ways of measuring.
03How will we recognise progress?＋
Connect measurement to the goal
Agree on metrics and limitations before interpreting performance.
OUR APPROACH
A clear question. A practical approach
- 01
Align goals, audiences and measurement
- 02
Plan execution around channel behaviour
- 03
Connect interpretation to optimisation
WORKING TOGETHER
Useful beyond the handover
These are starting points for scoping. Deliverables and timelines are agreed for each engagement.
Campaign and measurement plan
Execution and performance review
Optimisation recommendations
SCOPE
Channels we plan with
Google & YouTube
- Google Ads: Search, Display, Shopping, Performance Max
- YouTube: video ads and creator content
Social & messaging
- Facebook, Instagram
- LINE (Official Account, LINE Ads)
- LinkedIn, TikTok, Dcard, Pinterest
Native, video & audio
- Yahoo and Taboola native ads
- OTT streaming (iQIYI, LINE TV and more)
- Spotify audio and video ads
- Uber Ads in ride and delivery moments
Programmatic & networks
- The Trade Desk, Appier, Criteo
- Ad2, Bridgewell, TAmedia
- Third-party audience segments
Content & word of mouth
- Creator partnerships selected with iKala KOL Radar data
- Word-of-mouth placements guided by QSearch social listening
- Press releases
- Out-of-home: MRT, office buildings, buses, taxis
This service at a glance
| Item | Details |
|---|---|
| Typical situation | Campaigns are running. Goals, conversion definitions and optimisation need to stay aligned. |
| How we work | Align goals, audiences and measurement; Plan execution around channel behaviour; Connect interpretation to optimisation |
| What you receive | Campaign and measurement plan; Execution and performance review; Optimisation recommendations |
| Before we start | Your product, audience, budget range and current conversion measurement. |
OFFICIAL REFERENCES
References: Google documentation
Our approach follows Google’s official documentation. When the rules change, the latest official guidance applies.
- About Performance Max campaignssupport.google.com
- Get started with attributionsupport.google.com
BEFORE WE BEGIN
A useful place to start
Your product, audience, budget range and current conversion measurement.
Discuss your situationCan we start without knowing the root cause?
Yes. Describe the confusing numbers or workflow, and we can discuss whether diagnostics, analysis or another service is the right starting point.
Do we need to change tools first?
We first review the current setup and constraints. A new tool should follow a clear need.
How are scope and timing agreed?
We scope the data, systems, participants and deliverables together before proposing the engagement.
COMMON QUESTIONS
Advertising with fewer signals
With fewer cookie signals, how do we keep campaign performance stable?
Restore the signals before working on bids. Record conversion events correctly, turn on Google Ads enhanced conversions and connect the Meta Conversions API. Platforms then still receive conversions when browser signals are missing, and automated bidding has something to learn from.
How do we show what each channel contributes to revenue?
Do not rely on a single report. We put several views side by side: conversions reported by each platform, GA4 data-driven attribution, last click and, where feasible, incrementality tests. Agree in advance which view drives budget decisions, so the results do not turn into a debate each time.
What are micro-conversions, and when should we optimize ads for them?
Micro-conversions are steps before a purchase, such as adding to cart, starting checkout, completing a quote or leaving contact details. When final conversions are too few for the platform to learn from, a micro-conversion that closely tracks sales can become the optimization goal. Check against past data that it really is linked to sales first; otherwise the algorithm learns to bring people who click but do not buy.
How we work
- Check conversion events and how they are sent back.
- Turn on enhanced conversions and connect conversion APIs.
- Use past data to pick micro-conversions linked to sales.
- Agree on success criteria and stop-loss thresholds before launch.
- Compare attribution views weekly and adjust budgets.
Sources for these answers
- Google Ads Help: About enhanced conversions
- Meta for Developers: Conversions API