High-Performance Paid Media

Reef are Google Partners with several certifications which you can view live on our agency page within the Google Directory. We are also Google Ad Grants Certified Professionals.

We also hold partner status with Microsoft Ads and Optimizely.

100%. You have full administrative access to all the platforms we work with you on, and our view is that your accounts are yours, your campaigns are yours, your data is yours, your creative is yours and anything we create for you is yours. We are simply here to help setup and manage your PPC and online advertising as your specialist PPC agency.

We also disclose the tools and technology in our tech stack (we’re proud of it!) so you know exactly what we’re doing, how and why, to maximise the value you get for your PPC budget.

We can help you with online advertising across all major platforms and several niche networks.

Generally, the approach that works best is to start with the highest-popularity platforms first then expand out as required.

The channel mix you receive will depend on your objectives, but we’ll usually start with SEM (Google and Bing Ads) and supporting Remarketing and Retargeting campaigns across Google’s Display Network and Facebook.

Then, we’ll branch out with more Google Display like YouTube, targeted ad buys, GDN inventory and more Social Ads. After that, wider Programmatic Display.

Your channel mix will depend on your objectives and strategy, which we will help create with you.

We’re unique in five core ways:

The first is with Strategy. We really do take the time to understand your goals, your business and how your customers become your customers; what their journeys and buying cycle looks like. With this information, we’re together able to develop the right channel mix and messaging for your objectives while also establishing the goals, KPIs and milestones for steering your engagement.

The second is with experience. The average level of industry experience for a client-facing PPC practitioner at Reef is 6.5 years. We’re intentional about this because we want to offer you a depth of expertise in any and all of the PPC channels we’re working with you on, so you have confidence that these platforms are being used to their fullest potential.

The third is with how we meet our client’s resourcing needs. If you select Reef as your PPC agency, you will get a full team of people with all the skill sets needed for success. These skill sets include platform specialists, digital designers, Conversion Rate Optimisers and data analysts, all working together.

Fourth, data. You have likely heard the classic “what gets measured, gets managed”. In our experience, that has a corollary: “what gets mismeasured, gets mismanaged”… especially online. For this reason, our team are strong at fixing data problems, correcting broken and incomplete tracking situations so that you have a clear idea about what’s working, to what extent, and that makes day to day decision making on campaigns much easier.

Accurate data collection is also important if any machine learning or artificial intelligence is active, so it has the right information to work with and doesn’t race in the wrong direction.

Fifth, account ownership and transparency. Your accounts, data, campaigns and creative are all yours and you have full administrative access to your ad platforms.

Yes, Reef Digital Agency has been recognized with several prestigious PPC awards. These accolades reflect our ability to deliver outstanding results and our commitment to excellence in PPC advertising. Our award-winning campaigns have consistently driven high conversion rates and impressive revenue growth for our clients. We won the 2019 Rising Star Agency award for the APAC region with Microsoft, and an individual award.

We use a combination of Google Data Studio, DashThis and Databox, with insights added regularly.

For most clients, we do a fortnightly check-in and monthly reporting, with quarterly strategy sessions. For our larger clients with particularly complex needs, we do daily check-ins, weekly WIPs, monthly reporting and strategy sessions as required.

The goal of all of our reporting is to present you with the metrics that you care about. Because this varies from organisation to organisation, your reporting will be tailored to your needs, evolve as you require and is highly customisable.

Your campaigns will remain exactly as they are and be accompanied by a smooth handover from Reef to whoever is responsible for them moving forward.

We will then remove you from our MCC agency account and, if requested, delete any past reports, spreadsheets, meeting notes or other items.

We do not charge a fee for continuing to use our campaign structures or any part of the PPC accounts we’ve created for you. The reason for this is because these are your campaigns, not ours. They belong to you and as such, are yours to use as you wish.

During our onboarding sessions, we’ll together determine the metrics that you care about most and build our campaign management and reporting accordingly. If these metrics evolve or change over time, we’ll update them together.

Generally speaking, we optimise and report on a combination of micro and macro metrics including:

• Quantity metrics (conversion volumes, conversion types)
• Cost metrics (cost per click, cost per acquisition/conversion, total spend by network and device, budget pacing)
• Revenue metrics (total revenue generated, revenue per click, top-selling products and services, return on investment)
• Consumption metrics (time on site, average pages viewed)
• Engagement metrics (click through rate, interaction rate)
• Reach metrics (impressions, impression share)
• Competitive metrics (lost impression share)

Reef PPC reporting is delivered via a combination of live dashboards and monthly and quarterly snapshots, typically comparing time periods like month on month and year on year.

When we commence your engagement, we will together go through several Strategy workshops to establish the foundation for the work ahead.

These workshops dive into important items related to your audience, messaging, channel mix, measurements, marketing calendar and much more, which speeds up the agency learning curve and gets us moving fast.

From there, we’ll be in a close contact working relationship where we manage your PPC campaigns and continuously optimise your ads, keywords, targeting, account organisation, bidding, budgets, networks and data collection methods.

Together, we’ll use each platform to its full potential so you benefit from the latest features and innovations happening in PPC.

Ad platforms like Google and Microsoft also offer exclusive beta testing opportunities to some of our clients, which we can also enrol you into if you would like.

Absolutely. Both Google and Microsoft support us with local representatives who help us resolve any issues and provide industry research data. We also have some larger clients who have dedicated account representatives at Google who we work with.

Within every PPC marketing campaign, there are constraints. These constraints are areas where the performance of the account is being held back. Once the constraint is fixed, the PPC account can profitably expand.

The challenge with PPC management, especially for large, cross-channel accounts, is identifying the most valuable constraints to work on, so that effort goes to the highest impact area first.

To surface these constraints, your PPC management team at Reef uses a combination of human processes and PPC technology.

The human process component is about examining the performance of ads, keywords, targeting settings, account organisation, bidding, budgets, landing pages, data collection and strategy, to drive continuous improvement through testing and experimentation.

The technology element accompanies this, running rules and sending alerts to bring issues to our attention. This is in addition to leveraging machine learning and AI capabilities, as appropriate.

The best combination is skilled practitioners working with market-leading tech around a smart strategy, which is what you will receive if you decide to work with us as your PPC agency.