Paid media
Paid media that works with the rest of your marketing, not around it.
Ads perform best when the creative, the landing pages and the tracking are built for them, so we plan your search, social, streaming and programmatic media with the same team that handles your brand, website and analytics.
Paid media is led directly by GoodYou Marketing. See GoodYou's paid media work →
What's included
Here is what a paid media engagement can include.
We build the media mix around your goals and your budget, so a regional nonprofit and a national ecommerce brand will rarely end up with the same plan.
Media strategy and planning
We decide which channels to use, how much to spend in each and what success looks like before any money goes out.
Paid search
We build and manage Google and Microsoft campaigns, including Performance Max and Shopping where they fit.
Paid social
We run campaigns on Meta, LinkedIn and the other platforms where your audience actually spends time.
Streaming TV, audio and programmatic
We reach people on connected TV, streaming audio and display networks with targeting that a broadcast buy can't offer.
Ad creative
We produce the static, motion and video ads each channel needs, with the brand and video partners involved when the work calls for it.
Landing pages
We build or fix the pages your ads point to, because a strong ad sending traffic to a weak page wastes the budget.
Measurement and reporting
We set up conversion tracking and report on the numbers that matter to your business, such as leads, sales and cost per acquisition.
How it connects
Media spend goes further when the whole funnel is built for it.
Most ad accounts are managed by a firm that can't change the website, can't produce new video and can't fix the tracking, so problems sit unsolved for months. At Drystone the media team works with the web, video, content and analytics specialists on the same engagement, so when the data shows a landing page or a creative is holding results back, it gets fixed rather than reported.
How it runs
Every paid media engagement moves through four stages.
- 01
Audit
We review your current accounts, tracking and results, or your goals and market if you're starting from scratch.
- 02
Plan
We recommend the channel mix, budget split, audiences and creative needs, and you approve the plan before launch.
- 03
Launch
We build the campaigns, creative and landing pages and confirm the tracking works before spending starts.
- 04
Optimize
We adjust bids, audiences and creative based on results, and we report to you in plain language on a regular schedule.
Who it's for
This work fits organizations ready to spend with a plan behind it.
- You're spending on ads but can't say with confidence what they're producing.
- Your ads, website and creative are handled by different firms that don't talk to each other.
- You're launching a new brand, product or location and need media to support it.
- You're a nonprofit or healthcare organization with a campaign that needs to reach a specific community.
We plan and manage media for companies and organizations across New England, from local service businesses to ecommerce brands selling nationally. Clients choose us when they want the media managed by senior people who can also call in the creative, web and analytics help the campaigns need.
Questions
Here are the questions we hear most about paid media.
How much should we spend on ads?
It depends on your goals, your market and what a customer is worth to you, so we'll recommend a starting budget based on those numbers rather than a rule of thumb, and we'll tell you if we think the budget is too small to produce useful results.
How do you charge for media management?
We'll quote a management fee in the proposal based on the channels and the amount of work involved, and your ad spend is paid directly to the platforms so you can always see it.
How soon will we see results?
Search campaigns often show useful data within the first few weeks, while social and streaming campaigns usually need more time to learn, and we'll set expectations for each channel before launch.
Do you produce the ads too?
Yes, our team creates the ad creative, and for video or larger campaigns we bring in the video and creative partners directly.
Can you take over our existing accounts?
Yes, we'll audit what's already running, keep what's working and change what isn't, so you don't lose the history your accounts have built.
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