Inspired by what he had seen in Tokyo, and at toy conventions in Hong Kong, Budnitz founded Kidrobot in 2002.

The coveted toy, known as Kid Hunter, was a mischievous pirate figurine, a riff on the American cereal icon Cap’n Crunch-and you had to be in the know to get one. The shop was owned by streetwear designer Hikaru Iwanaga and sold small plastic toys, inspired by the trinkets found in cereal boxes, that could only be obtained by purchasing clothing from his boutique. PPC can then drive traffic lower down the funnel where they are actively looking at your products or services.Nearly two decades ago, Paul Budnitz was walking through Tokyo’s Harajuku district when he spotted a long line of Japanese youth waiting to enter a tiny gothic clothing store called Bounty Hunter. Social is great for driving consumers at the top of the funnel to build awareness and it’s really low cost. More recently we have seen PPC and paid social working together. Conversion tracking is essential, see what is and what isn’t working well, ensuring the budget you do have is as effective as possible.

Be realistic about what your budget can achieve and think long term, using a tool like ubersuggest. If you can afford to, it’s worth getting a professional agency to build your initial campaign, saving you a lot of money in the long term. The best way to get started with PPC is to be clever with it don’t trust Google to guide you through the set up process as they aren’t always clued up on how to use the budget effectively. Be strategic and use the extra functionality. When using PPC for ecommerce, product listing ads work really well, you get a good return and you can include the whole product feed in search without having to create text ads for everything. Remarketing search ads have been around since 2013, it’s key to understand them as another layer of targeting to existing search campaigns.

So, in effect, you’re targeting people and behaviour, instead of keywords. She tells us there is a shift from keyword targeting to people targeting where you can now tailor bidding based on someone’s previous action on your site. We asked Tara what the latest news is with PPC. Today we are joined by Tara West, Biddable Media Manager at Headstream.

Something More Boxed Set by Tara West