Thoughts Archives - Legacy Communications

How To Use Reddit To Find Inspiration For Digital PR Campaigns

Posted on May 22, 2026May 27, 2026 by Micheal Brennan

Where do the best stories come from? They come from real people, talking honestly about real problems. That’s exactly why Reddit has become one of the most powerful research tools recently. And in this blog post, we’re going to walk you through exactly how we used it to build a campaign that landed 27 pieces of coverage in publications like the Irish Independent, LadBible Ireland, Lovin Ireland and more for one of our car insurance clients.

Why Reddit?

If you’ve never used Reddit as a research tool, here’s a quick explanation.

It’s a massive online forum made up of thousands of communities (called subreddits) covering virtually every topic imaginable.

People discuss everything from niche hobbies to major life decisions and because it’s anonymous, they’re brutally honest about it.

That anonymity is the key. On Instagram or LinkedIn, people try to curate the perfect caption. On Reddit, they want the TRUTH. They share real fears, real frustrations, and real opinions without any filter. For a Digital PR campaign, that’s gold. You’re essentially getting unfiltered access to what your target audience actually thinks and feels not what they tell a focus group.

Step 1: Start with a simple google search

You don’t need a Reddit account or any special tools to begin. You just need Google.
For our car insurance client, we started by thinking about who their customers are.

Irish drivers, many of whom are learner drivers or newly qualified.

So we asked ourselves: What do learner drivers in Ireland genuinely struggle with?

Driving tests. Specifically, the wait to get one.

So we typed into Google: driving test “reddit”

That’s it. Adding the word “reddit” in quotes to any search query is a reliable shortcut to get relevant threads. Google indexes Reddit content exceptionally well, so you’ll land directly inside conversations that matter.

Step 2: Read the threads

The first result that caught our eye was a thread where someone was venting about waiting roughly 4.5 months since booking their driving test without hearing anything back.

On the surface, that might sound like a minor complaint. But learner drivers in Ireland are frustrated, anxious, and stuck in a kind of limbo. They’re paying for lessons. They’re practising routes. But they can’t get a test date.

One thread became a thread of threads. People piled in with their own waiting time stories…

You start to see patterns. You start to see a story. This is the research phase, and it’s genuinely enjoyable. You’re not analysing spreadsheets yet you’re reading about people’s experiences.

Step 3: Find the angle

In this phase ask yourself: What’s the story here, and can we back it up with data?

The Reddit thread told us that the experience of being a learner driver in Ireland varies dramatically depending on where you live. Some people were sailing through. Others felt like they were stuck in a black hole. That disparity county to county, test centre to test centre felt like a campaign.

Our idea was to reveal which counties in Ireland are the best and worst for learner drivers on the road to their full licence.

It’s relatable. It’s regionally relevant (critical for media pickup). And it had never been done before.

Step 4: Collect the data

A great Digital PR campaign lives or dies on the credibility of its data. Ours came from two publicly available, authoritative sources in Ireland.

The Central Statistics Office (CSO) is an exceptional resource for all kinds of data, and one we’d recommend bookmarking for any future campaigns you need data for in Ireland.
Road Safety Authority (RSA).

We then pulled the latest 2025 data from both sources and compiled a set of key metrics for each county which included:

Number of test centres
Pass rates
Waiting times
Number of tests delivered
Fatal collision rate
Penalty points

Each county was then scored across these metrics and given a final score out of 600. The result was an index, a clear, defensible ranking of where in Ireland learner drivers have the best and worst chance of getting their licence.

Step 5: Create a linkable asset

Data on its own isn’t enough. We built an onsite asset. A long-form blog post published on the client’s website that presented the findings in full. This gave us a credible, linkable destination that journalists could reference and link back to. That’s the backbone of any strong Digital PR campaign. A story that lives on the client’s domain, and every piece of coverage drives traffic and links back to it.

Step 6: Personalise the outreach

This is where a lot of PR campaigns fall short. They send the same pitch to every journalist and hope something sticks. We took a different approach. Each email was personalised for both regional and national publications, tailoring the angle to what would matter most in that specific county and their audience.

A journalist covering Galway doesn’t want the national average. They want to know how Galway ranks, what the wait times are there, and what that means for their learner drivers. Give them that, and you’ve done half their job for them.

The results

27 pieces of coverage.

In news publications including:

The Irish Independent

Galway Beo

Mayo Live

Roscommon People

And more…

The campaign didn’t stop at news outlets. Because the data was regionally specific and shareable, it took on a life of its own on social media. Picked up by high-reach Instagram pages like LadBible Ireland, Lovin Ireland, iRadio and Beat 102 103, all with huge, engaged followings across Ireland.

That social spread dramatically extended the lifespan of the campaign. A piece of coverage in a regional outlet might be read once and forgotten. But when that same story gets picked up by an Instagram page with tens of thousands of followers, your client’s brand is sitting at the centre of a conversation that reaches their exact target audience.

How to apply this to your category

You don’t need to be in the car insurance space for this to work. The step-by-step approach works across any industry.

The key is thinking about what genuinely worries or frustrates your ideal customer and then searching for that on Reddit.

A few examples to inspire your next search:

Home security / alarm systems?
Search: burglaries Ireland “reddit”
You’ll find threads full of genuine fear and first-hand accounts. That’s campaign territory.
Mortgage or financial services?
Search: first time buyer Ireland “reddit”
Anxiety about deposits, rates, all of it is there.
Health or wellness brand?
Search: [relevant condition or concern] Ireland “reddit”

Real experiences, real questions, real frustrations.

The formula is simple: [topic related to your customer’s pain points] + [your market] + “reddit”

From there, look for patterns. Look for the question that keeps coming up. Look for the emotion underneath the post. That’s your story.

The key takeaways

Search your category on Reddit. Add “reddit” to any topic in Google and look for recurring frustrations that’s where campaign ideas live.
Think in pain points, not products. Search for what keeps your customers up at night, not your brand. Let the audience lead you to the story.
Validate with data. A Reddit thread gives you the insight, public data gives you the campaign. The CSO is a great place to start for Irish campaigns.
Build a linkable asset. Publish the findings on your client’s website first. Journalists need somewhere credible to link back to.
Go regional with your outreach. If your data has a regional angle, tailor each pitch to what matters in that specific county or city.
Pitch beyond news outlets. High-reach social and radio pages love regionally specific, shareable content. Don’t leave them off your list.

How the World’s Smartest Companies Turn PR Into a Revenue Machine

Posted on March 3, 2026March 3, 2026 by Daniel Kelly

James Elms is the Head of Business and Corporate at Legacy Communications. He writes about how major companies around the world are using PR to increase their revenue globally.

Companies spend millions making it easy to buy from them, then make it impossible to trust them. They optimise checkout flows and sales processes whilst their prospects Google them and find silence. Or worse, competitors.

In B2B, 57% of buyers are more than halfway through their purchase decision before they contact sales. The battle is won or lost before your team gets involved.

In done well, PR sits in a unique position as a growth engine that drives demand, defends pricing, and accelerates revenue simultaneously. And, turn that trust into beautiful revenue!

When your company appears consistently in respected media, when your executives speak with authority on industry challenges, these signals transforms “Can we trust these people?” into “Everyone knows these people.”

Strategic PR establishes credibility in the invisible half of the buying journey. It makes you uniquely valuable. And unique vendors get chosen, often at premium prices.

PR accelerates your pipeline

Companies with strong brand recognition close deals 33% faster than unknown competitors. When prospects arrive familiar with your company, conversations skip credibility-building and dive into substance. Objections decrease, approvals accelerate and deals close.

As more deals close with the same sales capacity, better forecast accuracy, lower customer acquisition costs, higher team productivity, it compounds and protects your margins

Buyers accept higher prices when they perceive lower risk. People don’t choose what they like. They choose what feels safe to defend!

The vendors maintaining premium pricing are invariably those with the strongest market presence. That perception protects your margins and stops the discounting spiral that erodes profitability.

It removes buying friction

Recognised brands require 40% fewer approval layers than unknown vendors. After your champion agrees to work with you, the real battle begins: internal selling. If you’re unknown, each stakeholder, procurement, legal, finance, leadership, requires education and proof. Each one can kill the deal.

If you’re recognised, it’s a shortcut to objections diminishing before they form. Approvals accelerate. Deals close. Recognition removes resistance. Resistance creates delay. Delay kills revenue.

If your sales team burns the first two meetings establishing credibility, you’re extending every cycle and killing conversion rates. If you’re competing primarily on price, it’s because prospects see you as interchangeable, without reputation, commoditisation is inevitable. If you lose deals when you’re the unknown vendor in a shortlist, you’re not alone: buyers choose recognised names three-to-one when all else is equal.

What strategic PR actually requires

It means mapping the trust journey your buyers take before contacting sales. What questions are they asking? Which publications do they read? It means positioning your executives as definitive voices on the challenges your buyers face, not your features, but their problems.

It means securing placement where your buyers actually form opinions. And it means measuring what matters: deal velocity by prospect awareness, win rates against recognised competitors, pricing pressure across your pipeline, and inbound lead quality.

The competitive reality

The smartest companies treat PR as non-negotiable growth infrastructure. They’re compressing sales cycles whilst their competitors grind through objections. They’re defending pricing whilst competitors discount their way to the bottom. They’re winning on value whilst competitors scramble on price.

This advantage compounds. Every quarter with strong PR builds on the previous quarter. Every piece of strategic coverage makes the next placement easier to secure. The flywheel accelerates.

The companies winning their markets have already made this choice. They’re investing accordingly and pulling further ahead every quarter – they’re closing deals faster, protecting margins better, and building the reputation moat that makes them increasingly impossible to displace.

Sources

B2B buyers are more than halfway through their purchase decision before contacting sales (57–70%) Google & CEB (now Gartner), The Digital Evolution in B2B Marketing https://www.thinkwithgoogle.com/marketing-strategies/b2b/digital-evolution-b2b-marketing/
Strong brands close deals faster (brand familiarity linked to materially shorter sales cycles) LinkedIn B2B Institute, The 95-5 Rule & B2B Brand Research https://business.linkedin.com/marketing-solutions/b2b-institute
Companies with stronger reputations can command premium pricing (up to ~9%) PwC, Global Consumer Insights Survey – Willingness to Pay for Trusted Brands https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html
Typical B2B buying groups involve 6–10 decision-makers (driving layered approvals) Gartner, The New B2B Buying Journey https://www.gartner.com/en/marketing/insights/articles/the-new-b2b-buying-journey

The Hidden Metric Costing You Leads & Sales: Why Keyword Quality Score Matters

Posted on October 14, 2025October 14, 2025 by Shane McKenna

Pay Close Attention to Keyword Quality Score

In the world of digital advertising, marketers often focus their efforts on bidding strategies, keyword selection, and audience targeting. There’s a lesser-known factor quietly influencing performance behind the scenes. This is Keyword Quality Score.

Many overlook it, assuming it’s just a technical detail, but in reality, Keyword Quality Score directly affects how much you pay per click (CPC), where your ads appear, and how efficiently your budget is spent.

In my role as a PPC Account Director, I’m tasked with driving measurable ROI from paid search, and improving Keyword Quality Scores is a strategic priority and not an afterthought, as it allows me to drive lower CPC’s more clicks and more leads for my clients.

Why Should You Care About Keyword Quality Score?

Google uses a 1–10 rating system to assess the quality of your keywords. This score reflects how relevant and helpful your ad experience is to users searching on Google.

While it doesn’t appear on your invoices, Keyword Quality Score directly impacts three critical areas:

CPC (Cost Per Click) — Higher scores generally result in lower CPCs.
Ad Rank — Your position on the page is determined by both your bid and your Keyword Quality Score.
Ad Visibility — Higher scores increase your eligibility for ad extensions and impressions.

Put simply, better Keyword Quality Scores = more visibility, for less spend.

Its Three Core Components

Google evaluates your keyword’s Quality Score using the following factors, with an above average, average and below average rating system for each element below.

1.Expected Click-Through Rate (CTR)

This estimates how likely users are to click on your ad when it’s shown. It’s based on your historical performance, ad format, and keyword relevance.

Tip: Craft clear, compelling headlines with strong calls to action. Demonstrate value quickly and speak directly to user intent.

2. Ad Relevance

Google assesses whether your ad copy aligns with the keyword being searched. If your ad is vague or too broad, your relevance and your score will suffer.

Tip: Create tightly themed ad groups and tailor your ad copy to each group. This ensures better alignment and a stronger score.

3. Landing Page Experience

Your ad might attract clicks, but if your landing page is slow, unengaging or disconnected from the ad message, users will bounce and Google will notice.

Tip: Ensure your landing page is directly relevant, fast to load, mobile-optimised, and provides a clear user journey.

It Directly Affects Your Advertising ROI

It’s a common misconception that higher bids guarantee better ad placement. In fact, Google rewards advertisers who offer the best user experience, not just the deepest pockets.

This means that a competitor with a lower bid, but a better Keyword Quality Score can still outrank you and pay less per click.

By improving your Keyword Quality Score, you’re not just reducing costs. You’re creating a more efficient, high-performing account. Over time, this leads to:

Higher ad visibility
Increased conversions
Lower cost per acquisition (CPA)
Greater marketing ROI

As you see from the image below, a lower quality score will lead to a higher cost per click. If you push your scores higher, with solid improvement in click-through rates and a good landing page experience, you would see a sizable reduction in costs.

Practical Strategies to Improve Performance

Here’s how to take your campaigns from average to exceptional:

Restructure Your Ad Groups

Avoid large, generic keyword groups. Instead, group 5–10 closely related terms to enable highly relevant ad copy. Simply put, this allows you to tailor the ad copy for the keyword theme better, which will resonate better with your audience. You should see an increase in click-through rate.

You really need to think about the theme of each ad group and bucket keywords accordingly.

Embrace Responsive Search Ads

Use Google’s responsive ad format to test multiple headlines and descriptions. The system learns and adapts over time to improve performance.

You should have more than one responsive search ad in each ad group. A single ad holds 15 headlines, for instance, which is a lot of copy to test. However, a second or third ad allows you to test splitting our ads by theme. For instance, one ad has price point calls to action, while the second has “talk to a salesperson” calls to action. This will enhance your ad testing strategy.

Optimise Your Landing Pages

Use tools like Google PageSpeed Insights and Hotjar to analyse load speed, content relevance and conversion paths. Align every page with the intent of your ads.

Consider using Accelerated Mobile Pages (AMP) to increase page speed across mobile. Tagging can also be an issue with page speed. Make sure that all your tags are configured correctly with a tag management system (we use Google Tag Manager).

Leverage Negative Keywords

Actively exclude irrelevant traffic that drags down your CTR. Negative keywords help preserve your ad’s integrity and improve your overall Keyword Quality Score.

Not only will this help your click-through rate, but it will also impact your conversion rate, which will lead to more leads and sales as you will be showing more ads to a better audience. We like to set the irrelevant term in the keyword (free, job etc) to a phrase negative as it allows you to stop other searches around this term from showing in the future, therefore giving you a lot of control over the keyword matching.

Also, don’t be afraid to add negatives at an ad group level to stop a single search term from triggering more than one keyword.

Your Underused Competitive Advantage

My clients regularly ask me: “How can we increase leads without increasing budget?”

The answer often lies in the Keyword Quality Score. It’s one of the few levers that rewards smart strategy over spend. It encourages more thoughtful campaign architecture, better user experience, and tighter messaging.

And the best part? It’s entirely within your control.

5 PPC Optimisations I’ve Personally Used to Boost Campaign Performance

Posted on August 13, 2025 by Shane McKenna

As a marketing professional who’s been deep in the trenches of PPC for years, I know exactly how frustrating it can be when your campaigns feel like they’ve plateaued. You’ve got the budget, the targeting, and the creative all lined up, but somehow, performance just isn’t where you want it to be.

Over the years, I’ve tested, tweaked, and experimented with countless PPC strategies. Some were instant game changers, others however, not so much. But there are a few proven tactics I now go back to time and again because they consistently deliver better click-through rates, stronger conversions, and higher returns.

Here are five optimisations I’ve personally implemented for clients that you can start using today.

Location-Based Ad Copy – Speak Directly to Your Audience

One of the simplest yet most effective changes I’ve made in campaigns is adding location-specific copy to ads. For example, instead of saying “Get A Quote In Your Area”, I’ll say “Get A Quote In Rosedale”. It’s possible to include the location where someone is searching from in the ad copy. That single tweak can make a world of difference.

Why? Because people respond when they feel like you’re talking directly to them. It gives your ad an instant sense of relevance.

Years ago, implementing this meant messing around with business data uploads and location feeds. Now, it’s much easier with built-in tools, so there’s no excuse not to try it. Every time I’ve rolled this out, I’ve seen higher engagement from local audiences.

Turn Off Search Partner Networks and Optimised Targeting

This is one of those “hidden budget drains” that I catch all the time in new account audits.

Search Partner Networks and Google’s Optimised Targeting often bring in clicks that look good on paper but don’t convert; many of them are even bots. I’ve lost count of the times I’ve seen spammy leads come from these placements.

The issue? You can’t see the performance of individual partner sites, so you have no control over where your ads appear. And Optimised Targeting can dilute your audience, especially on remarketing campaigns.

Whenever I switch these off, click quality improves immediately, and invalid click rates drop. That’s more budget going towards clicks that stand a chance of converting.

Don’t Over-Pin Your RSAs

I get why marketers pin headlines and descriptions in Responsive Search Ads. It feels like you’re keeping the brand message consistent. But I’ve learned the hard way that over-pinning can kill performance.

Google’s machine learning works best when it has flexibility. When I tested removing pinning entirely in a campaign, I saw a slight decrease in CTR, but conversion rates improved and CPCs went down.

Lesson learned: give the algorithm some breathing room.

Use Testimonials to Build Instant Trust

If your prospects don’t know you, they have no reason to believe your claims, unless you bring in proof.

I’ve had great success adding short testimonials or star ratings directly into ad descriptions. For instance, “Rated 4.9/5 by over 1,000 customers” gives instant credibility. People are far more likely to click when they see that others have already trusted you.

I’ve tested this multiple times across different industries, and every time, click-through rates increased.

Target Locations Individually for Smarter Bidding

This is one of my go-to budget optimisation tactics.

Instead of targeting an entire country, I’ll set up separate bids for individual cities or regions. This allows Google’s bidding algorithm to push harder where performance is strong and scale back where results are weaker.

The first time I tried this, I didn’t see a massive jump in CTR, but CPCs dropped and conversion rates went up. Cost per conversion decreased -17%. It’s a simple change that can have a big impact.

Final Thoughts

These aren’t just “best practices” I read online. Every single one of these tactics comes from hands-on testing and real client campaigns. And the best part? You can implement them quickly without a complete account overhaul.

If your PPC results have stalled, pick one of these strategies and test it this week. You might be surprised at how much of a difference a small tweak can make.

If you’d like to chat through your PPC challenges and get tailored recommendations, feel free to reach out to Shane, our PPC Account Director, at shane@legacycommunications.com.

Expert Media Pitching: The Building Blocks to a Perfect Pitch

Posted on March 27, 2025March 27, 2025 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 March 19, 2025March 19, 2025 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 3^rd 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

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.

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.

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.

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.

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 December 11, 2024December 11, 2024 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:

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!

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.

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:

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

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.

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 July 3, 2024 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 June 13, 2024 by Mariana R

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 April 18, 2024November 7, 2025 by Shane McKenna