Category: Thoughts

Expert Media Pitching: The Building Blocks to a Perfect Pitch

Posted on by Mariana R

In today’s fast-moving media landscape, expert pitching is both an art and a science. Journalists are inundated with story ideas daily, so ensuring your expert stands out requires precision, preparation, and the right approach.

Here are four essential elements for securing expert coverage when it comes to media pitching for your clients:

 

1. Finding Your Timely Hook & Building Your Foundations

Timing is everything when it comes to pitching to the media. When you anticipate news cycles, relevant campaign hooks, and industry trends, you can position your expert as a timely, go-to source. Being proactive rather than reactive gives your pitch a competitive edge and increases the chances of securing meaningful media opportunities.

 

2. Finding & Collaborating with the Right Spokesperson

The best media opportunities happen when you have a relevant spokesperson who is informed, engaged, and ready to deliver strong, clear, and compelling insights. A concise briefing session with your chosen spokesperson before media outreach ensures you and your client are aligned on messaging, aware of potential questions, and prepared to communicate key talking points effectively—both in your pitch and in any subsequent interviews. This effectively sets your campaign up for success before you even start engaging with journalists.

 

3. Working Within Your Timeframe & Building Your Narrative

In the world of news, things move quickly, and availability is crucial. If your expert isn’t accessible when needed, the opportunity may be lost. Ensuring your spokesperson can respond promptly to media requests and avoiding unrealistic commitments helps maintain credibility with both clients and journalists. Outlining clear availability in your outreach and providing supporting materials—such as headshots, bios, data points, or relevant reports—can enhance the story’s credibility and depth. This not only allows your spokesperson sufficient preparation time but also helps the journalist build their story more effectively.

 

4. Making Your Pitch Relevant to Your Target Audience

A successful pitch starts with targeting the right journalists for the story you are trying to tell. Mass emailing a generic pitch won’t yield results and may even frustrate media contacts. Instead, curate a media list that aligns with the expert’s industry, area of expertise, and the journalist’s specific beat. Tailoring your outreach to each journalist’s interests and past coverage increases the likelihood of engagement and helps build trust and credibility for future opportunities.

 

The Main Takeaways

Effective expert media pitching requires foresight, preparation, and strategic targeting, but collaboration is key. By planning ahead, briefing your spokesperson, ensuring availability, and pitching to the right media contacts, you can significantly boost your chances of securing valuable press coverage for your clients. A well-executed media strategy not only delivers strong campaign results but also fosters long-term relationships with journalists, setting the stage for future success.

From Good to Great: How To Set Your PPC Campaigns Up For Success In 2025.

Posted on by Shane McKenna

As we enter 2025, the landscape of PPC advertising is changing, shaped by updates in data privacy, automation, and keyword targeting strategies. To remain competitive, we must stay ahead of these developments. With this guide you can refine your PPC strategy for this year, ensuring your campaigns are optimised for more leads and sales.

 

The Changing PPC Landscape

Data Privacy and Limited Insights

With tighter privacy regulations and Google’s ongoing data policy updates, advertisers now have less access to user data than ever. As Google puts less emphasis on third-party cookie tracking (after flip-flopping on the removal of 3rd party cookies in mid-2024) and restricting granular insights, the importance of first-party data collection is increasing.

We are big fans of server-side tracking, which gives you more control over your data and therefore allows for better marketing insights.

 

Automation Speeds Up

Automation in PPC is no longer optional—it’s essential. From automated bidding strategies to AI help with ad copy, automation simply saves time and allows for great performance. However, you need to be careful of over us of AI and relying on it solely.

 

Shifts in Keyword Targeting

Google is moving more towards broad match and intent-based targeting, reducing marketers’ control over exact match keywords. Exact is no longer exact. This shift requires a continuous approach to keyword management, including refining negative keywords and continuously looking for new search terms.

 

Diversification Beyond Google Ads

With rising costs and growing competition on Google, many businesses are switching their PPC efforts by exploring other platforms such as Microsoft Advertising, Amazon Ads, and even TikTok.

The overall cost of the traffic can be on (for instance) Microsoft Advertising. This means it is possible to get a better return on investment when your budget is limited.

 

 

Actionable Steps for PPC Success in 2025

  1. Strengthen Your Keyword Strategy

  • Identify New Converting Search Terms – Use insights from the search term report but also Google Search Console and campaign data to discover high-performing keywords. Add them into your campaign on exact match, so that you can create a “kingpin” list of keywords to point budget towards.
  • Keep Negative Keywords Updated – Regularly refine your negative keyword list to minimise wasted ad spend.
  • Leverage 2025-Specific Keywords – Stay ahead of seasonal trends and industry changes by incorporating relevant 2025 keywords for the year ahead.

  1. Refresh Your Ad Copy

  • Update Offers and Promotions – Ensure your messaging aligns with current business objectives and customer expectations.
  • Use AI for Ad Copywriting – AI tools can generate and test multiple versions of ad copy, optimising them for better performance. However, all AI-written content must be sense checked. It’s a tool that will speed up writing but it can make mistakes and your ads must feel authentic.
  • Incorporate Ad Customisers and Countdown Timers – If you are running time-sensitive promotions, ensure countdown timers and dynamic content are properly set up.

  1. Optimise Landing Pages for Conversions

  • Ensure Consistency Between Ads and Landing Pages – A seamless transition from ad to landing page enhances conversion rates.
  • Implement a Testing Plan – A/B test various elements such as CTAs, headlines, and form lengths to improve performance.
  • Develop a Testing Calendar – Schedule experiments throughout the year to continuously refine your landing pages.

  1. Leverage Forecasting for Smarter Budgeting

  • Analyse Past Data – Review previous years’ performance to identify seasonal trends and set realistic budget expectations.
  • Optimise Media Spend – Avoid overspending past the point of diminishing returns by strategically allocating your budget to high-performing campaigns.

  1. Let Automation Do The Heavy Lifting

  • Automate Bidding Strategies – Experiment with smart bidding options like Target ROAS or Maximise Conversions for efficiency.
  • Budget Pacing and Reporting – Implement scripts and automation tools to track campaign spending and performance metrics in real time.

 

Final Thoughts

This year’s success will require a more strategic and data-driven approach to PPC. By refining your keyword strategy, optimising ad creatives, improving landing pages, and embracing automation, you can drive more leads and sales. The time to prepare is now.

Are you ready for the year ahead? Start optimising your PPC strategy with us today!

E-commerce SEO: 5 Lessons the USA and Emerging Markets Can Teach Us

Posted on by Mariana R

If you’re running or working in an e-commerce business, you’re probably all about getting more traffic and increasing sales through organic search. With SEO, you can target a wider range of keywords (since PPC usually focuses on high-intent, commercial terms) and even beat bigger players with equally bigger paid ad budgets  

This guide breaks down some of the basics of e-commerce SEO Product Detail Pages while sprinkling in some fresh, standout tips inspired by examples from the USA and emerging markets. These insights can help you get a solid edge over your competition. 

 

Well, a little context on Product Detail Pages (PDPs) first 

Google SERPs with an e-commerce intent are increasingly moving away from the traditional “blue links” results. Sponsored Shopping Ads and Organic Product Listings are becoming dominant, particularly in the U.S. (for now).  

Here’s an example of a SERP (search engine result page) in Ireland and the U.S. for the same query: 

 

The U.S. version looks like a Google Shopping tab, doesn’t it? But it has paid and organic results in there, all very visual and linking directly to product pages rather than category pages (which is what the Irish version does). 

But Google goes a step further — it is essentially creating its own version of a category page right on the SERP (Amazon style!), with filters and refinement tools to make navigation and purchase easier.  

With that in mind, investing in a rich product page – including product-specific structured data – is even more important to get a better chance of ranking among other competitors (that will have the same or very similar products displayed).  

 

Here are a few examples of what you can do on PDPs that stand you out from the basics: 

 

1. Capture people’s attention right from the start 

A fun and engaging brief description of what your product is and what it’s good for is the first way to catch users’ attention: 

rei intro pdp content

                                      North American e-commerce REI.com 

 

2. Be thorough and specific in your product descriptions  

Steer clear of generic texts that can apply to multiple products or copy that comes straight from the suppliers (I bet with you that loads of other e-commerce websites will be using the exact same text). Even a simple dress description can be tailored to be detailed and unique! 

pdp descriptions

 

They’ll do more than boost your organic visibility (Google favours fresh, unique content); they’ll also strengthen your product’s appeal, persuading potential customers to make a purchase. The result? Higher conversion rates and increased overall sales. If you have millions of SKU’s, you should look into automating e-commerce content initially and moving to an editorial review before launch.

 

3. Create videos displaying the product or explaining it 

Videos are engaging and improve your conversion rates (you can read all about videos for e-commerce here).  

For fashion retailers, catwalk videos offer consumers a dynamic view of how a product fits and looks from multiple angles, bringing the clothing to life: 

                                                 Brazilian retailer Lojas Renner

If you’re selling products that need a bit more explanation — whether it’s installing an appliance, selecting a smartphone, or choosing the right camping gear — providing clear, informative content can be invaluable to your audience. It helps them make confident, informed decisions and enhances their overall experience.

As an extra, your video might even be featured in Google’s SERPs, depending on the search intent of the query. 

rei.com product videos

 

4. Use images in context

Images in context allow users to imagine themselves using the products. A prospective buyer can see him/herself using a product when they see another person using it too. ​ 

​Chinese retailers like Shein and AliExpress use this all the time. Looking for beachwear? Images of people at the beach or swimming pool: 

shein images

 

Buying a cardigan or a jacket instead? Imagine yourself having a warm cup of coffee on a winter day: 

 

shein images in context

 

Images are more real to a visitor on your site when they show the target customer. Studies also reveal that customers prefer isolated product images (like a white background) during the evaluation phase but gravitate toward contextual imagery when deciding to make a purchase. You can read more about images in context for e-commerce companies here and here. 

 

5. Allow Product Q&As 

Allowing people to ask questions about your products and displaying them on your product page is a great SEO tactic because it’s user-generated content (UGC), something that Google has pushed in its most recent algorithms updates (yes, that includes the huge amount of Reddit threads you’ve been seeing in search results).  

Plus, every new question and answer brings fresh content to your page (which we’ve established that Google likes!) and helps clear up things other potential buyers might be wondering about too. 

rei q&a

 

If you need any help with your e-commerce SEO, we’d love to hear from you and have a chat! From boosting your site’s visibility to optimising content for conversions, we’re here to guide you every step of the way.  

Advantages of Microsoft Advertising: A Comprehensive Guide

Posted on by Shane McKenna

We like Microsoft Advertising. It has always been the smaller, little brother to Google Ads and therefore (especially in Ireland), often gets left behind. However, it can prove to be an impressive addition to your performance marketing tool kit.

Microsoft Advertising, formerly known as Bing Ads, is Microsoft’s online advertising platform that provides businesses with the tools to reach a global audience across the Microsoft network. This article explores the unique benefits of Microsoft Advertising and how it compares to other digital marketing platforms like Google Ads.

 

Introduction to Microsoft Advertising

Microsoft Advertising is a robust pay-per-click (PPC) advertising system that enables businesses to create ad campaigns on Microsoft’s network, which includes Bing, Yahoo, DuckDuckGo, AOL, and other partner websites. While often compared and looked-over in favor of Google Ads, it offers unique advantages that can unlock new opportunities for advertisers.

 

Expanding Your Reach with Microsoft Advertising

 

Accessing a New Audience

As we have mentioned, Microsoft Advertising gives you access to the Microsoft Search Network, which includes Bing, Yahoo, DuckDuckGo, AOL, and other search engines. This network boasts billions of monthly searches and hundreds of millions of unique users worldwide. By leveraging Microsoft Ads, you can tap into this potential market and expose your brand to a new audience segment.

 

The Power of Microsoft Search Network

The Microsoft Search Network may not be as expansive as Google’s, but it still commands a substantial audience. It provides a brand-safe environment for your ads, ensuring that your messaging reaches users in trusted online spaces.

While not as big as Google’s network, we have seen a sizable share within certain sectors particularly tech and B2B, due to its integration with Windows.

 

Lower Competition and Cost-Effectiveness

Microsoft Advertising typically faces less competition compared to Google Ads. With fewer businesses utilising the platform, there’s less competition for ad space, potentially leading to a lower cost-per-click (CPC).

The fact that you can buy traffic at a lower cost per click often gives you a better return on your investment. For this reason, there is a case for a Microsoft Advertising-First forecasting and budgeting model for your performance strategy. This is especially true if you are advertising outside of Ireland.

 

The Unique Benefits of Microsoft Advertising

 

LinkedIn Profile Targeting

Microsoft’s acquisition of LinkedIn in 2016 opened new advertising possibilities. With LinkedIn profile targeting, advertisers can target potential customers based on their LinkedIn profile information, including their company, industry, or job title.

This makes Microsoft Advertising great for any B2B campaigns where you might want to bid up on people in different industries. This coupled with the fact that Bing is the default search engine on the Windows operating system and in general users are more likely to use this feature at work, makes it a winner.

 

Microsoft Audience Network

The Microsoft Audience Network is an advertising network that allows you to reach a plethora of websites, apps and other digital platforms with text, display and video ads. Ads placed on this network can be targeted based on a range of criteria, including demographics, interests, and behaviours.

The system will automatically opt your paid search campaigns into the audience network. Microsoft allows you to monitor the URLs that are being sent to, so it is vital to exclude anything that is not driving performance.

 

Advertising on Xandr

Microsoft’s acquisition of Xandr in 2022 broadened its advertising reach further. Xandr offers programmatic advertising solutions for display, native advertising, video, and connected TV, thereby significantly expanding Microsoft’s reach.

 

User-friendly Campaign Management

Microsoft Advertising provides a user-friendly interface for managing your campaigns. If you’re familiar with Google Ads, you’ll find similarities in terms of usability and layout. The platform offers features for creating and controlling your campaigns, bids, and targeting options effortlessly.Microsoft Advertising Editor

Just like Google Ads, Microsoft Ads also has an Editor. This free tool offers many features, such as offline and bulk campaign creation and editing.

 

Smart Campaigns and Expert Mode

Microsoft Advertising offers the option to create smart campaigns that leverage Microsoft’s AI capabilities to generate and manage ads based on your website’s content.

 

Importing Campaigns from Google Ads

Microsoft Advertising allows for a seamless import of campaigns from Google Ads. This feature eliminates the need to set up campaigns from scratch, saving you time and effort.

 

Targeting Different Time Zones

Microsoft Advertising offers the flexibility to target different time zones with your ads. This feature is particularly useful when targeting large countries with multiple time zones or when running campaigns across different countries simultaneously.

 

Advertising Types in Microsoft Ads

Microsoft Advertising supports various types of ads, such as responsive search ads, dynamic search ads, product ads, Microsoft Audience Ads, App install ads, Vertical ads, and Multimedia ads.

 

Microsoft Advertising Policy

The Microsoft Advertising ad policy is similar to that of Google. However, it’s essential to monitor the rejections within your Microsoft Advertising account as ad texts or products can be rejected in Microsoft Ads while they are still valid in Google.

 

Microsoft Advertising Maturity Model

For advertisers who want to get the most out of Microsoft Advertising, the Microsoft Advertising Maturity Model provides a roadmap to improve accounts step by step, from basic settings to advanced strategies.

 

Conclusion

Microsoft is brilliant if you want to get profitable traffic. Simply put the CPCs are cheaper and in general the search traffic converts at the same (or better) rate than Google. This means that in a general sense, you can drive leads at a better ROAS. The main issue that we see is generally around scale. This is especially true for the Irish market where Google has a near monopoly on the search market. As we mentioned earlier, there is a solid argument for a Microsoft advertising-first strategy in terms of budgeting and forecasting.

 

Please note: All information in this article is correct to the best of our knowledge. Make sure that you consult a professional (cough cough) when making a decision on your performance marketing.

Legacy Communications uses AI to predict next 12 Euros Winners

Posted on by Ed

Legacy Communications, the award-winning Creative Communications agency that “assumes nothing and explores everything’, used AI to forecast the next 12 UEFA European champions from 2024 through to 2068. 

The AI platforms predicts that the winners of the next 12 tournaments will be France (2024, 2044, 2052), Spain (2028), Germany (2032), England (2036), Portugal (2040), Netherlands (2048, 2056), Belgium (2060), and maybe most surprisingly, Poland (2064) and Ireland (2068). 

ChatGPT’s predictions are based on a detailed analysis of talent development, youth academies, coaching advancements, and historical team performance. The AI also considered long-term strategic planning, demographic changes, and evolving playing styles to forecast future champions.  

According to the AI-platform, the full list of future winners are: 

2024: France Final Result: France 2-1 Germany Details: France’s tactical superiority and clinical finishing lead them to a narrow victory over Germany. 

2028: Spain Final Result: Spain 3-1 Italy Details: Spain’s possession-based play and technical skill overwhelm Italy, securing a comfortable win. 

2032: Germany Final Result: Germany 2-0 Netherlands Details: Germany’s physicality and tactical intelligence see them dominate the Netherlands. 

2036: England Final Result: England 1-0 Portugal Details: England edges out Portugal with a solid defensive setup and a decisive goal. 

2040: Portugal Final Result: Portugal 2-1 Spain Details: Portugal’s balanced approach and technical prowess allow them to overcome Spain. 

2044: France Final Result: France 2-0 Belgium Details: France’s depth and talent prove too much for Belgium in a commanding win. 

2048: Netherlands Final Result: Netherlands 3-2 England Details: In a thrilling encounter, the Netherlands outplay England with fluid attacking play. 

2052: France Final Result: France 2-1 Germany Details: France once again shows their dominance by narrowly defeating Germany. 

2056: Netherlands Final Result: Netherlands 1-0 Italy Details: The Netherlands’ solid defence and strategic play secure a narrow victory over Italy. 

2060: Belgium Final Result: Belgium 2-1 Spain Details: Belgium’s golden generation finally delivers, outlasting Spain in a tightly contested match. 

2064: Poland Final Result: Poland 2-1 France Details: Poland’s emerging talents and strong team cohesion lead to an upset victory over France. 

2068: Ireland Final Result: Ireland 1-0 Spain Details: Ireland’s resilience and determination see them secure a historic win against Spain. 

PPC Training Hub

Posted on by Shane McKenna

Welcome to the Legacy PPC training hub, where you can watch all of our past webinars on-demand.

 

How to Increase Conversion Rates & Drive More Business with PPC

This webinar covers everything you need to know about:

  • How conversions rates affect performance?
  • On page tactics
  • In campaign ideas

How To Structure A Paid Search Campaign For Ultimate Success

This webinar covers everything you need to know about:

  • General campaign structure best practises
  • Creative targeting
  • Tracking your campaigns

How A Single Search Strategy With Both SEO & PPC Can Boost Your Sales

This webinar covers everything you need to know about:

  • A general intro to PPC and SEO
  • Best practices
  • Advanced strategies

PPC for eCommerce – The Internet’s Shop Window

This webinar covers everything you need to know about:

  • An intro to ecommerce PPC
  • Text and shopping ads
  • Advanced strategies

Landing Pages – The Secret Ingredient For PPC Success

This webinar covers everything you need to know about:

  • Intro & general best practices
  • Example of “what to do” & “what not to do”
  • The importance of testing

 

Link Building Outreach: Crafting the Perfect Pitch Email

Posted on by Andrea Piackova

As an award-winning Digital PR agency we know that outreach is a vital aspect of acquiring links from other websites. But, you can’t secure high-authority links by sending average emails. 

Crafting the perfect pitch email is essential for successful outreach campaigns, both for link-building and Digital PR. 

If you expect to acquire links by sending the same generic email to everyone, you’ll quickly become frustrated and likely hit a wall. Every email you send out needs to be personalised. 

In this blog post, we’ll break down the process for Digital PR and link building, focusing on various forms and providing tips for writing the perfect email pitch that will land you great branded coverage and juicy links.

 

Digital PR Campaigns:

If you’re getting into Digital PR, it’s important to know about its different forms. Each campaign needs a different approach when you’re trying to get journalists interested in your story.

Digital PR campaigns include:

  • Reactive Digital PR (Newsjacking)
  • Expert Commentary
  • Survey/Data-based PR
  • Dream Job 

 

Reactive Digital PR (Newsjacking):

This involves seizing opportunities presented by existing conversations or breaking news stories relevant to your brand. Crafting a pitch email for reactive PR requires promptness and relevance. Keep an eye on news sites and social media for ideas. For example, TikTok is a good place to find trends. Earlier this year, “Drunk Elephant” skincare was trending on TikTok for the wrong reasons. 

Why?

Girls between the ages of 8 and 15 were using products like retinol on their faces without understanding the potential long-term effects.

If you’re a dermatologist, this was the perfect opportunity to react to this trend and point out the potential downsides. Even though it may seem entertaining at first to watch these girls have a 50-step skincare routine at only twelve, what about the negative effects it can lead to down the line in the future?

Drunk Elephant skincare

 

Crafting the perfect email pitch:

Tailor your email to provide valuable insights that the journalist might not be aware of. This gives you leverage as you’re offering something unique. Make sure your subject line references the “trending topic” you’re responding to for relevance.

Grab their attention with the subject line:

  • Innocent Skincare Routine? How Drunk Elephant Is Damaging Young Girls Skin
  • Teens Risk Skin Damage with Early Retinol Use According to a Dermatologist
  • Expert Reveals: 75% of Premature Retinol Users Face Skin Issues Down the Line with Drunk Elephant Products

Adding numbers to your subject line makes the story stronger and more meaningful.

When searching for journalists to send your story to, it’s important to do your research. You don’t want to send your story to a journalist who covers sports when your story is about skincare.

How to find the right journalist?

  • Go to Google
  • Type in the trending topic – for example, “Drunk Elephant Skincare TikTok”
  • Go to the News section
  • Compile your list of journalists 

If some news publications don’t have the journalist’s email address when you click on the article.

Try this:

  • Go to Hunter.io
  • Create a FREE account
  • Go to Finder
  • Type in the journalist’s name and copy the news publication URL
  • Voila their email should appear

 

Expert Commentary:

Establishing yourself  as a thought leader in your industry involves providing valuable insights on trending topics or issues. Reactive and Expert Commentary have a similar approach with only a few tweaks when it comes to crafting the perfect email pitch.

 

Crafting the perfect email pitch:

When crafting a pitch email for Expert Commentary, make sure to mention the word “Expert” in your subject line to add weight to the story. 

For example, if you’re a dermatologist or a skincare aesthetician, be sure to mention that in the subject line.

For example:

  • Teens Risk Skin Damage with Early Retinol Use According to a Dermatologist
  • Drunk Elephant’s Dilemma: Expert Warns Early Retinol Use Puts Teens’ Skin at Risk

In your email, if you want, you can even provide a snippet of a quote from the expert to grab the journalist’s attention. If you’re providing a quote, make sure you state the person’s name, position, and put what they said in quotation marks so it’s clear to the journalist that it’s a quote from the expert.

For example:

Ann Doe, Dermatologist at XYZ Clinic said “…..”

 

Survey/Data-based PR:

Leveraging internal data or conducting surveys can generate newsworthy insights. When pitching data-driven stories, focus on key findings and their implications. Provide journalists with access to your data or offer to provide additional insights or analysis if needed.

When creating your email pitch, it’s important to lead with the results.

For example,

One of our clients, had a data-led Digital PR release about the “Best counties to start a business in Ireland” which led to over twenty links on high-authority publications.

This was our email pitch:

 

Why it worked?

  • We discussed the metrics we analysed that led to our results.
  • We explained how our data is set up, making it easy for the journalist to understand. In this instance, 1 being the best and 0 the worst.
  • We quickly outlined our results by listing out the counties that made the top 5.
  • We provided a link to our raw data set for the journalist to review and extract anything extra they might need.

Samples of our coverage:

Make it as easy as possible for the journalist to find everything they need in your email pitch. If you have any images or infographics, ensure you use a Dropbox link instead of attaching them as files, as it makes the email look messy and overwhelming. Be sure to state in your email pitch what the Dropbox link includes.

 

Dream Job Stunt:

This is another form of a Digital PR campaign where you outline a dream job that is exciting and shareable. You’ve probably seen them before, but if you haven’t, here are some examples:

  • Dream Job: Get hired as a professional cheese taster
  • Get paid $2,500 to watch Christmas Movies? Your dream job is here
  • Get paid $2000 to become a “Siminfluencer”

We did a dream job for one of our client’s who works in the influencer marketing space

The dream job was called “Calling all TikTok addicts – this company will pay you $50 an hour to watch TikTok!”. 

Our subject line: 

This Digital PR campaign led to amazing results of 136 links and 199 pieces of coverage. We also increased the client’s referral traffic by over 2000%.

This was our email pitch:

Why it worked?

  • Our subject line, as outlined above, grabbed the journalist’s attention. After all, who doesn’t want to get paid for watching TikToks?
  • We quickly outlined the job and its compensation.
  • We included a link to the application page, ensuring easy access for them to swiftly locate all necessary information.

Quick tip: if you’re pitching your dream job to other countries, make sure you change the currency to reflect that country. For instance, when we sent our dream job campaign to journalists in Ireland, the UK, and the US, we had to ensure we changed the currency for each country to make the story relevant to them. If you want to learn more about this campaign, you can read the full case study here.

Samples of our coverage:

 

 

When you’re doing link-building, it’s important to personalise your email depending on what strategy you’re using. When you write your email, think about what the other person gets out of it. If you only talk about what YOU want, they might ignore you. Consider how your request benefits them.

 

Link-Building Strategies:

There is a variety of link-building strategies out there. Before you choose one, consider your brand and the industry you’re in. Some strategies might not work as easily as others.

Link-Building Strategies include:

  • Guest Posts
  • Resource Link Building
  • Broken Link Building
  • Unlinked Brand Mentions

 

Guest Posts:

Guest posting is a link-building strategy in which you write and publish articles or blog posts on other websites within your industry or niche. These posts typically include a link back to your website, aiming to improve search engine rankings and drive referral traffic. While guest posting offers benefits such as building backlinks, expanding audience reach, and establishing authority, it’s crucial to create high-quality, relevant content that aligns with the site’s audience and their guidelines.

 

Crafting the perfect email pitch: 

Explain how your guest post would help their audience, showing your expertise and unique view. Share examples of your past work to prove your writing skills. Make sure the links you provide are to guest posts you’ve done before, not just blog posts from your website. Also, talk about how your post fits their website and what their audience likes. 

For example, we once worked with a health supplement company and we reached out to pharmacies that stocked their products.

We highlighted the rationale behind our desire to contribute a guest post on their website.

  • We analysed their blog posts and selected the ones that could be interlinked with our content.
  • We informed them that it would be a collaborative process:
  • We would suggest topics,
  • They would choose the ones they wanted us to write about.
  • It was FREE! 
  • It would be a blog post written by our experts.

Make sure your email is clear, short, and professional to improve the chances of getting a positive response.

 

Resource Link-Building: 

Is a link building strategy used in to acquire backlinks from a website that creates valuable industry resources. It requires research as you need to find sites that are relevant.

Example of a resource page can be seen below: 

If your brand is free or offers a free feature related to web design, you can reach out to the author of that page and suggest its inclusion.

How to find these websites?

The easiest way to find relevant websites it to use search operators such as:

  • web design intitle:resources inurl:links.html
  • web design intitle:links inurl: resources.html
  • web design inurl:.com/resources
  • web design inurl:resources intitle:resources

 

Crafting the perfect email pitch: 

Explain why your product would be the right fit for that specific page. For example, if your web design product is not free or doesn’t offer a free feature, you should not be pitching it to this website. If it’s the right fit, highlight its benefits and try to use stats/figures to show how many people use your product on a regular basis and how they find it useful. Try to link to some testimonials if you can to add that bit of credibility.

 

Broken Link-Building:

Broken link-building is a strategy used to get links to your website by finding broken or dead links on other websites and suggesting replacements with links to your target page. It involves identifying relevant websites in a particular niche or industry, then searching for broken links within their content. Once broken links are found, the blog post author is contacted, and they are informed about the broken link. 

 

Crafting the perfect email pitch:

Address the broken link in your email and make sure to include a link to the specific blog post where the broken link is located. Also, mention the anchor text associated with the broken link so it’s easy for the recipient to locate. You don’t want them to go on a treasure hunt trying to find it. When offering a replacement link to your content, be specific about where the link would lead. Ensure that the link directs to your blog page rather than your product or home page. Finally, end your email by offering something in return.

For example:

  • If you’re writing a new blog post, express your interest in featuring their product or service within it.
  • If you have a newsletter, mention that you’d like to include them in it, providing details such as the number of subscribers, open rates, engagement etc.
  • Offer them the opportunity to choose a link placement within your blog post in return.

Reciprocity goes a long way.

 

Unlinked Brand Mentions:

Unlinked brand mentions occur when online content references a brand but lacks a hyperlink to the brand’s website. In the realm of link building, identifying and pursuing these unlinked brand mentions represents a valuable strategy for acquiring additional backlinks.

 

Crafting the perfect email pitch:

Begin by expressing gratitude for the mention of your product or service. Then, provide the person with a direct link to the specific blog post or article where the mention occurred. Clearly indicate where you would prefer the link to be directed to on your website. This proactive approach helps streamline communication and eliminates unnecessary back-and-forth in email exchanges.

Sometimes this might happen when you’re doing Digital PR where you send out your release and the journalist forgets to include a link.

This is how you can approach it:

While this approach doesn’t guarantee that you’ll receive the link, it does increase your chances. Remember, if you don’t ask, you don’t get. However, if the journalist or website owner doesn’t respond to your initial email, refrain from sending follow-up messages. Journalists are busy individuals receiving thousands of emails daily, so bombarding them with follow-ups risks straining your relationship with them.

Perfecting your email pitch takes practice. It’s about trying different things and learning what works best. What works for one person might not work for someone else. There’s no one-size-fits-all approach to writing emails. That’s why it’s important to try out different strategies and see what works best.

Go get them links!

Check out our guide if you’re interested in learning more about the link prospecting process, but if you want to take your Digital PR and Link-Building to the next level in 2024, get in touch with our amazing SEO team who will work with you to move your business up the rankings and help you build a ton of high-authority links.

 

Maximise The Exit Value of Your Business: The Power of Strategic PR

Posted on by Andrea Piackova

Unlocking the secret to skyrocketing your business exit value lies not just in your balance sheets, but in the power of reputation—now recognised as a pivotal driver of business value, influencing a substantial portion of market capitalisation across leading companies (as highlighted by ‘The Reputation Dividend Report‘).

In the realm of startups, where every journey is fraught with challenges and competition, a well-crafted PR strategy can be the difference between a modest farewell and a grand exit. Here’s a guide to leveraging PR for maximising your business value upon exit.

 

1. Craft a Compelling Brand Story

Why It Matters: A compelling brand story does more than distinguish you from the competition; it connects on an emotional level with your audience, including potential buyers. This connection can turn into a powerful driver of value. 

How to Do It: 

  • Define Your Core Message: Start by clearly defining what your startup stands for. What problem are you solving? How does your journey resonate with a broader narrative? 
  • Be Authentic: Authenticity can’t be faked. Share real stories of challenges, victories, and lessons learnt. 
  • Engage Your Audience: Use multiple channels to tell your story. Blogs, social media, and press releases are your allies in weaving a narrative that engages and captivates.

 

2. Build Unshakeable Credibility

Why It Matters: Trust is the currency of business. Establishing your business as a credible, authoritative source in your industry can dramatically increase its attractiveness to potential acquirers. 

How to Do It: 

  • Showcase Expertise: Share your knowledge through thought leadership articles, speaking engagements, and participation in industry panels. 
  • Leverage Testimonials and Case Studies: Nothing builds credibility like the endorsement of satisfied customers and successful projects. 
  • Partner with Reputable Brands: Collaborations can lend their credibility to your business, enhancing your stature in the industry. 

 

3. Highlight Your Unique Selling Points

Why It Matters: Your Unique Selling Points (USPs) are what set you apart. In a sea of businesses, your USPs are your lighthouse, guiding potential buyers to your shore. 

How to Do It: 

  • Identify and Articulate Your USPs: Clearly define what makes your business unique. Is it your technology, your business model, or perhaps your team’s expertise? 
  • Create USP-focused Content: Develop content that highlights your USPs, from detailed blog posts to engaging videos. 
  • Use PR to Broadcast Your USPs: Get your USPs featured in media outlets, industry blogs, and social media channels. 

 

4. Shape Perceptions

Why It Matters: Perception shapes reality in the business world. A positive public image can enhance your value and make it a more attractive acquisition target. 

How to Do It: 

  • Monitor Your Online Reputation: Use tools to keep an eye on what’s being said about your business online. Address negative feedback promptly and professionally. 
  • Engage with Your Community: Be active in your industry community. Attend events, contribute to discussions, and support causes related to your field. 
  • Highlight Milestones and Achievements: Regularly share your business milestones and achievements through press releases and social media. 

 

5. Master Crisis Management

Why It Matters: How you handle crises can define your business. Effective crisis management preserves value by maintaining trust and credibility during turbulent times. 

How to Do It: 

  • Have a Plan: Develop a crisis communication plan before you need it. Know who will speak for your company and what channels you will use. 
  • Respond Quickly and Transparently: In times of crisis, a swift and transparent response can prevent damage to your reputation. 
  • Learn and Adapt: After a crisis, analyse what happened and how you can prevent future issues. This learning process is valuable and demonstrates maturity to potential buyers. 

 

6. Tell Your Story

Why It Matters: Every company has a unique story that can be a powerful asset when attracting potential acquirers. Your story can turn your vision and journey into tangible value. 

How to Do It: 

  • Craft a Narrative: Develop a narrative that includes your origin story, the obstacles you’ve overcome, and the successes you’ve achieved. 
  • Use Visuals: People love stories, but they love stories with visuals even more. Use images, infographics, and videos to tell your story in a more engaging way. 
  • Share Regularly: Consistency is key. Regular updates keep your audience and potential acquirers engaged with your journey. 

 

7. Boost Your Visibility

Why It Matters: Visibility can lead to opportunity. Keeping your business in the spotlight ensures it remains on the radar of industry players, influencers, and potential buyers. 

How to Do It: 

  • Engage with Media: Build relationships with journalists and bloggers in your industry. Pitch interesting stories and be available for comments on industry trends. 
  • Maximise Social Media: Use social media platforms to increase your visibility. Engage in conversations, share content, and participate in relevant hashtags. 
  • Host and Participate in Events: Whether it’s online webinars or industry conferences, being present and visible in these spaces increases your company’s profile.” 

 

8. Support Your Financial Story 

Why It Matters: While PR doesn’t fill your coffers directly, it amplifies your financial success stories, attracting buyers willing to pay a premium for a financially sound, popular, and respected company. 

How to Do It: 

  • Highlight Financial Milestones: Use PR to broadcast your financial achievements, such as funding rounds, revenue milestones, or profitability. 
  • Tie Achievements to Narrative: Connect your financial success stories back to your broader company narrative. This demonstrates not just growth but sustainable, value-driven growth. 
  • Use Data Effectively: Data can tell a compelling story. Use metrics and analytics to back up your success stories, making them more tangible and credible to potential acquirers. 

Remember, a strategic PR approach can be the difference between a good exit and a great one. As you build your business, build your story and reputation alongside it. When the time comes to exit, you’ll find that your efforts have significantly increased your company’s worth.  

Let’s make your exit story as remarkable as your business journey! 

Server-Side Tracking: Enhancing Performance Marketing Campaigns

Posted on by Andrea Piackova

There is a change around the corner within digital marketing. Google has announced that will remove 3rd party cookies (and therefore tracking) from all Chrome browsers. With this change, staying ahead of the curve is crucial. One solution is the use of server-side tracking.

In this article, we will explore the world of server-side tracking and examine its pros and cons for performance marketing campaigns.

 

What is Server-Side Tracking?

Server-side tracking is a method of collecting user data through a 1st party cookie which you own. This is hosted on your website, and it sends the data to your cloud server, from where it will be directed to your marketing interfaces (Google Ads, Meta, Tiktok etc).

With traditional tracking, we see third parties collecting the raw data directly for your website. This allows server-side tracking to give you more control over the data that is collected on your website.


Image = Google

 

The Need for Server-Side Tracking

The digital marketing industry has relied heavily on traditional tracking (using cookies) for years. This method involves transmitting data directly from a user’s browser to third-party servers using tags or pixels. However, with increasing privacy concerns and the rise of ad blockers, traditional tracking is facing limitations. As a response, server-side is seen as a workaround to the removal of traditional 3rd party tracking, so that you can continue to track conversions.

 

The Impact of Google’s Removal of 3rd Party Cookies

Google’s decision to phase out third-party cookies from its Chrome browser marks a significant shift in the digital marketing landscape. With Chrome holding a substantial market share, this move will have far-reaching implications. Marketers must adapt to this cookie-less future and explore alternative ways to gather accurate data for their campaigns.

Google is working on this removal, and it should happen in Q4 of 2023, however this could get pushed back due to limitations. Google is currently testing the impact of this on 1% of browsers globally.

We have already seen the impact of the removal of 3rd party cookies on IOS. Anyone advertising on Meta for example could have seen a major decrease in performance as apple’s ITP updates restricted the Meta ad pixel.

The removal of 3rd party cookies on Chrome is the next logical step as we move more towards a privacy-focused world.

 

Understanding Server-Side Tracking

To understand the benefits and drawbacks of server-side tracking, we must first differentiate it from traditional tracking. Traditional tracking involves collecting user data directly in the browser using JavaScript snippets. This data is then sent to third-party servers for analysis. In contrast, server-side tracking operates by sending user data to a tracking server owned by the website. For example, this could be a Google Cloud server with can easily integrate with Google Tag Manager. The tracking server acts as an intermediary, consolidating and controlling the flow of data.

 

The Pros of Server-Side Tracking

 

1. Enhanced Data Control and Privacy Compliance

One of the primary advantages of server-side tracking is the increased control it provides over data collection. Unlike traditional tracking, where third-party services may scrape user data without consent, server-side tracking ensures that sensitive user information remains secure. The tag is 1st party, meaning that you remain in control of the data which prevents dependance on 3rd parties.

By maintaining control over data collection, marketers can adhere to privacy regulations such as GDPR.

 

2. Bypassing Ad Blockers

Ad blockers have become a common tool for internet users seeking to eliminate intrusive advertisements. However, these blockers also hinder traditional tracking by preventing the firing of tags and scripts. Server-side tracking offers a workaround by leveraging a website’s subdomain, making it difficult for ad blockers to detect and block tracking requests. This allows marketers to gather data even from users employing ad-blocking software.

 

3. Improved Website Performance

3rd party tracking tags can significantly impact website performance, leading to slower page load times. This can result in a poor user experience and negatively affect SEO rankings and also crucially conversion rates.

Server-side tracking, on the other hand, reduces the reliance on resource-intensive JavaScript code, resulting in improved website speed and overall performance. This is because server-side tracking deploys a single (1st party) tracking tag on the site. This streamlines all performance tagging in the site which leads to greater efficiency.

 

4. Prolonged Cookie Shelf Life

3rd party tracking relies on cookies stored in a user’s browser to track their activity. However, browsers like Safari and Firefox automatically delete these cookies after a certain period. Server-side tracking overcomes this limitation by utilizing first-party cookies with extended expiry dates. This ensures that user data remains accessible for longer periods, allowing for more accurate attribution and personalized experiences.

 

The Cons of Server-Side Tracking

 

1. Implementation Complexity

Implementing server-side tracking requires technical expertise and involvement. It involves setting up a tracking server, configuring the data flow, and ensuring seamless integration with analytics tools. This complexity may pose a challenge for marketers with limited technical resources or expertise.

 

2. Limited Cross-Domain Tracking

Server-side tracking operates within the confines of a single website’s subdomain. This can limit the ability to track user behaviour across multiple domains, which may be a requirement for some marketing campaigns. Marketers must carefully consider their tracking needs and evaluate whether server-side tracking can adequately fulfil them if they are relying on cross-domain tracking.

 

3. Potential Data Loss

As data passes through various servers and systems in server-side tracking, there is a potential risk of data loss or discrepancies. Marketers must implement robust data management practices and ensure data integrity throughout the tracking process.

 

Implementing Server-Side Tracking

Implementing server-side tracking requires careful planning and consideration. Here are some steps to help you get started:

 

1. Determine Your Tracking Needs

Evaluate your tracking requirements and identify the specific data points you need to collect. Consider factors such as attribution, personalization, and user journey analysis.

 

2. Choose a Server-Side Tracking Solution

Research and select a server-side tracking solution that aligns with your business goals and technical capabilities. Popular options include Google Tag Manager but there are numerous other solutions depending on your needs.

 

3. Set Up a Tracking Server

Establish a tracking server that you own and control. This server will act as the intermediary between your website and analytics tools, ensuring data privacy and security.

 

4. Configure Data Flow and Integration

Map out the data flow from your website to the tracking server and then to your chosen analytics tools. Ensure seamless integration and data compatibility between systems.

 

5. Test and Optimize

Thoroughly test your server-side tracking implementation to ensure data accuracy and integrity. Continuously monitor and optimize your tracking setup to maximise its effectiveness.

 

Conclusion

Server-side tracking is an alternative to traditional 3rd party tracking. The beauty is the use of a single first-party tracking tag that you own. With the removal of 3rd party cookies, we must adapt and we at Legacy Communications believe that server-side tracking is the way to go.

Server-side tracking provides greater control over data, bypasses ad blockers, improves website performance, and ensures compliance with privacy regulations. Implementation may be difficult but once you overcome this barrier, you will have a valuable tool for enhancing performance marketing campaigns across all channels. This will allow you to future-proof your marketing analytics.

Get More Leads and Increase Sales with Automated Bidding Strategies

Posted on by Andrea Piackova

In today’s digital landscape, driving leads and increasing sales is a top priority for businesses of all sizes. One effective way to achieve these goals is through automated bidding strategies in your paid search campaigns. By leveraging advanced machine learning algorithms, automated bidding can optimise your bids in real-time to maximize conversions while staying within your budget. In this comprehensive guide, we will explore the power of automated bidding and provide actionable insights on generating more leads and increasing sales using these strategies.

Understanding Automated Bidding

Automated bidding is a feature within Google Ads that utilizes machine learning algorithms to automatically adjust your bids based on real-time data. Unlike manual bidding, where you set bids manually, automated bidding takes into account a wide range of factors to determine the optimal bid for your ads. By automating the bidding process, you can save time and effort while maximizing your return on investment (ROI). This allows you more time to concentrate on other important items, such as testing.

The Power of Maximize Conversions Bidding

One of the most popular automated bidding strategies is Maximize Conversions bidding. This strategy is designed to help you get the most conversions possible while staying within your budget. Maximize Conversions bidding leverages historical campaign data to adjust your bids during auctions, ensuring that you are bidding competitively for valuable leads.

When to Use Maximize Conversions Bidding

Maximize Conversions bidding is particularly effective for campaigns where the primary goal is to generate as many conversions as possible. Whether you’re looking to drive newsletter sign-ups, app downloads, product purchases, or leads this bidding strategy can help you achieve your objectives. Additionally, if you have a specific target cost per action (CPA) in mind, you can set a target CPA with Maximize Conversions bidding to ensure that your bids are optimized to meet your desired cost per conversion. As seen below.

Best Practices for Maximize Conversions Bidding

To make the most of Maximize Conversions bidding, it’s important to follow some best practices:

  1. Provide Sufficient Data: Maximize Conversions bidding relies on historical campaign data to optimize your bids. Therefore, it’s crucial to ensure that you have enough conversion data for the algorithm to work with. The more data the algorithm has access to, the better it can optimize bids to drive conversions.
  2. Allow Sufficient Learning Time: Automated bidding strategies like Maximize Conversions bidding require time to learn and optimize your bids. It’s common for the algorithm to take a week or more to gather enough data and provide meaningful results. Be patient and give the algorithm enough time to gather insights and improve your bidding strategy.
  3. Track Conversions Regularly: Tracking conversions is essential to gauge the effectiveness of Maximize Conversions bidding. Regularly monitor your conversion data using Google Ads’ tracking tools and make necessary adjustments to your campaign to ensure effective budget allocation and bidding optimization.
  4. Monitor Your Budget: While Maximize Conversions bidding is designed to maximize conversions, it’s important to keep an eye on your budget. This bidding strategy will aim to spend your entire budget to maximize conversions. If you have a strict budget limitation, consider using alternative bidding strategies outlined in this guide to prevent overspending.

Exploring Other Automated Bidding Strategies

While Maximize Conversions bidding is a powerful strategy, it’s worth exploring other automated bidding strategies to find the one that best aligns with your campaign goals and budget. Here are some additional strategies to consider:

Target CPA (tCPA)

We have already touched on Target CPA. Target CPA is an automated bidding strategy that sets bids to help you achieve the most conversions at your target cost per action (CPA). By specifying your desired CPA, Google Ads will automatically adjust your bids to optimize for conversions while maintaining your desired cost efficiency.

This is a good solution for ad campaigns that steady conversions each day. You mustn’t see a sudden drop-off in conversion data when running this strategy. The system will continue to look for the target CPA and will start to bid down to achieve this. This will result in you dropping out of the auctions and therefore you will see fewer clicks.

Maximize Conversion Value

For campaigns where conversion value is more important than the sheer number of conversions, Maximize Conversion Value bidding is a suitable strategy. By setting a target ROAS, you can ensure that your budget is allocated to maximize conversion value while achieving a minimum return on ad spend.

Again this can be great for B2B and full-funnel strategies. However, you need to make sure that you pay close attention to your campaign budgets. The system is designed to spend your budget and will increase CPCs which can lead to overspends.

Target ROAS (tROAS)

Target ROAS is a bidding strategy that focuses on maximizing conversion value at your target return on ad spend (ROAS). By setting a target ROAS, you can optimize your budget to generate the highest possible conversion value while achieving your desired return on investment.

This can be a good strategy for B2B accounts, with multiple lead goals. You assign a value to each lead goal and the Google Ads system will prioritise the goals with the highest value. It is also great for “full-funnel” strategies where you assign a different value to a goal further up the funnel versus those at the bottom.

As with Target CPA is vital that you don’t see a sudden drop in any conversions. The system will start to bid down and you will see fewer overall clicks.

This strategy can be implemented by selecting the TROAS option within the conversion value strategy, as seen below.

Maximize Clicks

If your primary goal is to drive traffic to your website, Maximize Clicks bidding is an effective strategy. This automated bidding strategy optimizes your bids to generate the maximum number of clicks within your budget, helping you increase website traffic and potential leads.

This strategy can be great for accounts that see high levels of conversions that are stable day to day. The thinking is that if clicks go up so do conversions. If you use this strategy when “limited by budget”, the system will look for more clicks at the lowest possible cost and will therefore drive more overall traffic and conversions.

As with Maximize Conversion Value, this strategy will tell the system to spend your budget, so you must play close attention to campaign budgets.

Choosing the Best Bidding Strategy for Your Campaign

Selecting the best bidding strategy for your campaign depends on your specific goals and budget. If your primary objective is to drive conversions, Maximize Conversions bidding is a strong choice. For advertisers focused on maximizing return on ad spend (ROAS), Target ROAS is the ideal strategy. Maximise clicks is effective for driving website traffic which can lead to more overall conversions.

Whatever bidding strategy you use, it is important to remember that the strategy will go into a learning period, which could take several weeks to exit. During this time, it is likely that you will see a decrease in performance. However, once the strategy gets enough data and starts to optimize, performance should recover and exceed past performance. Remember, sometimes you need to go “down” to go “up”. Therefore, it’s also important to test a new strategy. This can be actioned with a simple A/B test within Google Ads. However, remember to leave enough time for the test to run with the learning period.

Conclusion

Automated bidding strategies offer an efficient and effective way to generate more leads and increase sales from your Google Ads strategy. By leveraging advanced machine learning algorithms, you can optimize your bids in real-time to maximize conversions while staying within your budget. Whether you choose Maximize Conversions bidding or explore other automated bidding strategies, remember to provide sufficient data, allow sufficient learning time, and regularly track conversions and budgets. With the right bidding strategy in place, you can drive meaningful results and achieve your campaign goals