General FAQS
all FAQs
What is PPC?
PPC (Pay-Per-Click) is a digital advertising model first popularised by Google Ads (then known as AdWords in the early 2000s). Rather than paying for space, like you would in a magazine or billboard, advertisers pay a fee each time their ad is clicked, hence the name pay per click.
It uses an auction-based bidding system that ranks advertising based on their quality score (a score of 1 - 10 given based on a range of factors including expected click-through rate and landing page quality) and the amount they are willing to pay for a user to click their ad. This gives the advertiser an ad rank for that particular auction and determines where they appear within the search results.
In this way, an advertiser only pays for users who directly interact with their ad. Making it a popular channel for businesses who want to get the best value for their marketing budgets.
Can you create forecasts?
Yes, we use forecasting to validate the objectives and targets you want to achieve.
Looking at current search volumes, seasonality trends, and your current performance around click-through rates (CTR), conversion rates, and average order values (AOV) we can create a good picture of expected performance.
But as always this has the usual caveats, it doesn't account for external factors that might affect performance. This can include but is certainly not limited to:
- Changes in market trends
- Changes in competitors' activity
- Inaccurate data due to tracking issues on-site
- Website down time
- Stock issues or product availability
- Website changes that affect conversion rates
- Changes in price competitiveness
- Product feed issues
- Changes in media spend and budget
We recommend that forecasts act as a measure of what can be achieved, and should be strived for but are not guarantees of performance.
What do we get for the management fee?
Our management fee starts at £2,500 typically, per month.
You’ll receive a highly strategic and growth focused plan that is built around your business goals.
We start with a bespoke onboarding process, creating a custom PPC strategy aligned to your business goals. Whilst we have a set process for this to maximise efficiency, every plan is tailored to your business/brand, leveraging insights and proven tactics from working with other high-growth brands to accelerate results.
From here, we move into performance planning. We develop activity based on the research phase above to show areas for growth and scalability as well as defining clear KPI expectations around efficiency, scalability and return on investment. This provides you with total transparency into what is possible and where the opportunities are.
We handle campaign creation end to end; from planning right through to building and launching the activity. We’ll build out the campaign structure based on the aforementioned research and forecasting, and your ad copy for the entire campaign will be found in a live document that you can access with ease 24/7. (See what the campaign template looks like here: TEMPLATE)
Once everything has been approved and signed off, the confirmed structure is then built offline, allowing us to run final pre-launch checks before uploading to your account.
That’s just the beginning. Your management fee goes even further.
Ongoing optimisations are key to the success of your campaigns and KPI performance. Whilst we have a detailed process that we have formulated over the years, an example of what the ongoing optimisations include:
- A/B Testing: Identifying impactful iterations of what’s currently working
- Ad asset review: Keeping your ads fresh, cutting through the noise
- Competitor analysis: Reviewing how we stack up against in-market competitors and how do we combat heavy hitters?
- Ad quality review: Reviewing and analysing where the opportunities are to improve Quality Score
- Search term reporting: Refined targeting to ensure relevancy
- Creative placement reviews: Hone in on the surfaces we want to be displaying your brand.
Ongoing weekly and monthly reports fall into your management fee too. We’ll share transparent insights into performance metrics, results and actions, all aligning with your commercial goals. Plus you’ll receive ad hoc insights too. Alongside this, we provide regular meetings to run through reports, actions and anything else we all feel is worth bringing to the table. But for those day to day fluid conversations, we use Basecamp, an online project management software. This tool allows for seamless communications, all necessary documents shared in one place plus, enhances collaborative working and helps us to remain accountable with digital to do lists.
And finally, account maintenance. From day one we’ll conduct a full 130+ point account health audit to identify any risks as well as recommendations to future proof your account. This ensures policy compliance too. Interested in what these entails? View our process in full here: Account health audit
What tools do you use to manage PPC campaigns?
We use a combination of industry standard platforms and tailored tools, to maximise your campaign and ensure our efforts are strategically aligned with your wider business objectives.
These include:
- Google Ads: Our core platform for campaign set up, optimisation and in-platform reporting; we also use the tools within this such as Keyword Planner, Performance Planner, Google Ads Editor, Reach Planner and, Ad Preview and Diagnostics
- Google Analytics: Connecting the dots between paid performance with on site behaviour and conversion journeys, allowing us to use it for wide performance insights. Including: Standard reporting views, custom report setups, exploration reporting, debug view, plus event and key event setup.
- Automations and scripts: Supporting efficiency across technical support, reporting and optimisations. See a brief breakdown of these below:
- Technical: To support account health and tracking, we use Syncing Custom Value Parameters for effective UTM tracking
- Reporting: Coefficient helps us to consolidate multi-platform reporting
- Optimisations: Multiple in-account scripts help to inform our strategy and optimisation (search term reporting, negative keywords, link checkers, ngram analysis, etc.)
- Shoptimised: Our preferred tool for CSS and product feed management. Shoptimised are a Premium Google CSS Partner, as well as Google CSS Spotlight Winner, offering the best in market feed optimisation capabilities. Using Shoptimised means, we receive dedicated support for technical issues and CSS migration, ensuring a smooth transition and minimal disruption. Plus, the non-Google CSS adoption has many benefits such as access to lower CPCs and wider ad placement opportunities, you can view the full external list here
- Looker Studio: For fully customised reporting dashboards, providing you with a transparent view of KPIs, spend and outcomes in real time.
- Third party integrations: We’ll aim to work with the stack you’re using, this could be HubSpot, Shopify, custom CRMs or analytical tools etc. to ensure tracking, attribution and reporting remain seamless.
Do you change your creative approach based on different platforms?
Yes, we always adapt our creative approach to different platforms to maximise engagement and impact.
Our key focus is always maintaining brand consistency across all platforms, whilst factoring in:
- Audience differences and platform features to tailor the creative towards
- Engagement expectations and algorithm influences, these impact the content type and format of our creative.
How do you keep up to date with current ad trends?
We incorporate trending design elements that will have an impact on shaping user perceptions and to not become a carbon copy of everyone else.
To do this, we follow and engage with experts, industry leading blogs and webinars, whilst also taking advantage of the vast online communities, like design forums to share thoughts and opinions. We couple this with experimenting with new tools and techniques to see if they are appropriate for our work.
That’s not all, we collaborate with our experienced paid media and client management teams. They’re in the advertising accounts daily (think Google Ads, Meta etc.,), feeding back what’s working and the trends that may suit a particular brand, client and/or industry.
What does PPC management look like?
PPC management starts with in-depth research, uncovering the most valuable keywords and audiences. To support in the building of your advertising foundations, we analyse your competitors, identifying opportunities for strategy advantage. This builds insight into the creation of high-impact campaigns that drive qualified traffic to your website, app or chosen destination.
From here, we manage and optimise your ad campaigns across multiple platforms like Google Ads and Microsoft Ads, ensuring your brand, product and/or service is visible where your audience are. Our role is to maximise the performance of these campaigns, to make sure this activity is contributing to your business success.
The paid media team monitors and optimises performance metrics such as click-through rate, cost-per-click, return on ad spend and cost per acquisition (CTR, CPC, ROAS, CPA) as part of our daily, weekly and monthly optimisations, enabling us to fine-tune campaigns, improve efficiency and maximise your return on ad spend.
Finally, to remain aligned with your business goals and objectives, we provide regular reporting and often quarterly strategy discussions. Reporting commercially is important to us, we don’t just report on channel metrics, we report on how our activity impacts your businesses commercial goals.
Do I own the asset(s) created for me?
Yes, everything we create for you is owned by you. All assets are provided upon completion, and we will keep copies for a minimum of 3 months in case you misplace them.
But ultimately, they are yours to keep and use as you please.
Do you produce videos?
Yes, we have extensive experience with a range of video types including;
- Facebook creatives
- YouTube ads
- Product videos
- Brand videos
- Interviews and Case Studies
Check out our showreel on YouTube.
Do you store all the assets you create? If so, how long?
All assets created for clients are handed over upon completion of that project. We keep copies in secure cloud servers for the duration of the client relationship and a minimum of three months after.
How do you charge for creative projects?
All projects are quoted and charged specific to their needs. Each client usually has different requirements.
We require a deposit for each project before we begin work. Depending on the size of the project this will either be 50% of the project with the remaining balance paid upon completion, or split across three payments.
What is your approach to creative strategy?
Great creative doesn’t just look good, it drives results. At 43CN, we believe that every piece of creative must not only look compelling but also connect with your audience’s emotions at every stage of their journey. That’s why we’ve developed a 9-stage process that blends data, psychology, and creativity to produce high-performing, scroll-stopping creative that convert.
Here’s how we make that happen:
- Alignment: We start by deeply understanding your brand, goals, and key products. This ensures our strategy is built on your unique value proposition and your audience’s needs.
- Research: We analyse customer reviews, competitors, and past creative performance to understand what resonates, and what doesn’t. This includes mapping emotional triggers that can drive engagement and conversion.
- Avatars: We build detailed customer avatars that go beyond demographics, capturing their mindsets, motivations, and pain points. This helps us design creative that speaks directly to the emotions that matter most to them.
- Creative Ideation: We generate fresh, innovative concepts that align with different stages of the funnel from awareness-driving top-of-funnel creative that sparks curiosity, to mid-funnel creative that builds trust, and bottom-of-funnel activity that drives action. We carefully select the right emotional tone, whether it’s excitement, trust, urgency, or reassurance to match each stage and maximise impact.
- Creative Briefing: Every concept gets a clear, actionable brief that outlines not just the visuals and messaging but also the emotional objective, so production stays on-brand and on-strategy.
- Creative Production: Our team brings these ideas to life, crafting assets that are emotionally engaging, visually appealing, and tailored for each platform.
- Launch: We launch activity in a structured testing environment with clear KPIs, ensuring we can confidently measure performance and learn from every test.
- Creative Analysis: We go beyond just clicks and conversions. We analyse how each piece of creative resonates emotionally, using data to refine and enhance creative elements to improve performance.
- Creative Iteration: We refine and evolve creatives based on real-world data and emotional impact, ensuring your creative remains fresh, relevant, and continue to drive results.
Our approach ensures everything we produce is emotionally intelligent, strategically aligned with the customer journey, and rigorously tested to drive business outcomes. While we have a proven framework, we adapt every step to your brand’s unique needs, budget, and audience.
Most importantly, we work as partners, not just providers. Keeping you in the loop every step of the way so you know exactly how creative is contributing to your growth.
Discover how we used compelling creative to drive low awareness into high demand for The Great Caravan, Motorhome and Holiday Home Show. View the case study.
How do you monitor and manage how much is spent each month?
We appreciate every pound spent needs to be strategically allocated. That’s why our Paid Media team monitors ad spend daily, both in platform and using our custom built reporting via Google Sheets and Looker. This allows us to spot anomalies early and keep ad spend firmly on track.
Budget management is bespoke to each account. Whether you need oversight at campaign, product category or regional level, there are no limits to the granularity you may need. As a guide, you can expect something along the lines of this, our Paid Media Budgets template., which you’ll have access to 24/7.
Is there training available to help me in my role?
Yes, all staff undergo the normal onboarding and training process specific to their role. Getting you up to speed with the processes and systems we use is really important.
On top of this, we have a training budget available to all staff to help develop their skills further. This can be used for online or in-person training, attending events, courses or buying additional resources such as workbooks and other literature.
Why is being a Google Partner a good thing for our business?
Being a Google Partner is a signal that we consistently meet Google’s high standards for performance, spend and certifications. But more importantly, it comes with tangible benefits for your business. Keep reading to discover what these are
- Early access to beta features: We gain access to features that allow us to test new tools and ad formats before they’re rolled out to the wider market. We’ve had access to around 80 betas to test across relevant accounts in the last 2 years, meaning we can introduce these features to your account before your competitors. Some examples include:
- Growing online sales
- Lead generation
- Measurement, analytics and tools
- Awareness and consideration
- Growing offline sales
- App engagement
- Enhanced support from Google: As a Partner, we have direct access to dedicated Google account managers. This means quicker resolutions, deeper insights and proactive input on your campaigns. To put this into perspective, our Google account managers have supported on providing us and clients with:
- Competitor insights and analysis’
- Industry trends
- Upcoming betas (as above)
- Technical support, including access to the Google Tag Team should we need support with any tracking issues
- Access to the Accelerated Growth Program: For qualifying clients whose accounts are primed to scale and there’s ambition to substantially grow performance, we can unlock additional resources. The Accelerated Growth Program allows us to access strategic 121 support from Google to help fast track performance and scale.
To summarise, being a Google Partner helps us to deliver better results, whilst giving your business and brand a competitive advantage in an increasingly evolving ad landscape.
How do you stay up to date with the new features within Google Ads?
Staying ahead of changes and remaining up to date with Google Ads is key to keeping all campaigns competitive and future proofed. We have a number of ways we stay informed and remain proactive.
- Industry monitoring: We regularly review updates via the Google Ads blog, Search Engine Land and Search Engine Roundtable to stay in the know of new features, policy changes and trends.
- Ongoing training: We attend Google led webinars, training sessions and industry events either through partner invites or word of mouth.
- Direct access to Google: As a Google Partner, we have frequent bi-weekly and monthly meetings with our account managers.The bi-weekly sessions help us to stay aligned on performance and updates within the account, whereas the monthly sessions are agency level sessions, helping us to stay ahead of product changes and opportunities across all clients.
- Power Hour: A 43 Clicks North event, where we bring in the top industry experts sharing their insights, knowledge and know-how in the industry. From here we can take some exponential learnings that can transform your business.
How much media spend do you manage?
We currently manage around £4M per year across all Google surfaces, including Search Shopping, Performance Max, Display, Demand Gen and YouTube. Our managed spend has grown every year since our inception in 2019.
Have you used performance max successfully?
Yes. The success of Performance Max (PMax) relies heavily on a clear strategy, as well as the use of high-quality assets: photography, graphic-based images, videos etc. as well as segmenting campaigns effectively, and leveraging the right audience signals.
For a particular ecommerce brand in the US, we have seen a 67% increase in revenue (~£1.3M) since launching Performance Max activity to uplift overall results. This data is taken from the start of Q4 2023 to the end of Q1 2025.
However, it goes without saying that there can be some common pitfalls with PMax. Especially if not addressed strategically, these include:
- Lack of transparency: Historically, as you may be aware it has been difficult to diagnose performing issues and optimise. This is improving with the rollout of search term reporting.
- Poor audience signals: Many assume audience signals are strict targets, which is something we've seen in a lot of accounts, but they’re more like a hint to Google of who to target. Weak or vague signals = misaligned targeting.
- Low quality creative: It goes without saying poor assets, whether it’s creative or ad copy can drag down performance. Google will continue to spend budget here unless they’re proactively swapped out. Let’s not forget, auto-generated content is produced by Google, and not controlling this ends up with your account serving poor content to high value audiences.
- Mixed intent targeting: Blending upper and low funnel goals confuses the algorithm. PMax setups like this result in the algorithm not knowing whether to optimise for awareness or conversion, so it does both, which isn’t efficient for a client's budget.
- Lack of segmentation: A catch all approach with PMax gives Google too much freedom, reducing granular insights further and thus making performance harder to analyse or steer.
- Neglecting exclusions: Not actively excluding brand terms means PMax can and will cannibalise your brand traffic, inflating results and, thus, masking poor performance across non-brand activity.
- Longer learning phases: Unlike other channels, PMax needs time to find and scale winning performance. You’re looking at 2-3 weeks minimum before any big changes can be made.
- Reliance on automation: PMax isn’t a set and forget. There’s an assumption that it will work without strategic input. We’ve seen this when we’ve audited and taken on accounts. PMax can be delicate or, it’ll do what’s easiest and not necessarily best for your account.
Done right, Performance Max can be a powerful growth lever; it needs to be steered, there needs to be structure, insight and active management to deliver real results.
Is there parking nearby?
3- hour on street parking is available the fruit market and paid parking close to the fruit market is available at these car parks:
MULTI STOREY CAR PARK - Open 24 hours
SHORT STAY MARINA CAR PARK - 9am -6pm
HIGH STREET CAR PARK - Open 24 Hours
Can you work in tandem with our development team?
This process is critical to success. Our role is to identify roadblocks in the user’s conversion journey, test ways to remove them, and ensure successful solutions are implemented. Without a strong working relationship with your development team, this becomes much more difficult.
After each successful test, we create a detailed development brief, which is then shared with your developers and reviewed together on a call. This approach, proven across hundreds of campaigns, helps ensure the solution is clearly understood and implemented as quickly and accurately as possible.
What we’re aiming to avoid are delays that lead to lost revenue. If a test shows a 5% increase in conversion rate, we want to roll out that improvement right away to start capturing the uplift.
What is your approach to testing?
Our testing strategy is structure, hypothesis driving and aligned with your commercial goals, below details how we approach this.
- Monthly test planning: We hypothesise tests based on account performance and your wider business objectives. These are mapped out in a shared/live gantt chart form on Google Sheets.
- In platform A/B testing: Using Google’s native testing/experimentation tools, we test in-platform on relevant attributes like ad copy, audience targeting, landing pages, platform experiments etc.
- Data led decisions: Monitoring test results, applying or rejecting these variations based on results.
- Insights sharing and iterations: We report on all test outcomes to feed into future testing cycles, helping us to have informed decisions on broader campaign optimisations .
- Goal based success metrics: Every test is measured against a specific objective. The success is based on the hypothesis or desired outcome, which can be different for each test. However, for most testing it is centered around increasing Quality Score, click through rate, or conversion rate.
All of our tests are built with your performance in mind.
What do you do to ensure peak health of ad accounts?
Maintaining account health is fundamental to sustained performance. We regularly conduct audits and ongoing hygiene checks to ensure everything is aligned and fully compliant. To gain an insight into our health audits, keep on reading.
- Keyword relevance: We actively review search terms, removing budget draining queries whilst double downing on high intent keywords.
- Ad copy reviews: Ensure creative remains relevant, fresh, on brand and most importantly optimised for conversions and click throughs.
- Conversion tracking audits: We regularly validate that key events are firing correctly, but we do rely on you to tell us if something has changed like a URL structure for example. Collaboration is key.
- Budget and bid strategy alignment: Regularly assessing whether current spend and bidding approaches are aligned with performance goals.
- Performance monitoring: Closely track all key performance indicators (click-through rate, cost per click, return on ad spend, conversion rate to name a few), correcting any signs of inefficiency.
- Policy compliance: Staying ahead of Google’s ad policies to avoid violations that could potentially impact delivery or the account.
Your account health is non-negotiable to us, regular audits like the above ensure we are maximising your account success.
How do you monitor performance?
Our multi-layered approach to monitoring performance is rooted in clarity, consistency, and commercial impact. Rather than solely looking at the raw data our tools show us, we focus on interpreting this data, giving us great visibility to track momentum, discover what’s under/overperforming and where the next opportunity lies.
We track performance across key pillars, including:
- Ranking movement, looking across your core keyword set identifying trends and early shifts in visibility.
- Content and category performance, helping us to understand the areas that drive value and where it needs attention.
- Search demand and market trends, meaning we stay ahead of seasonality and shifts in user behaviour.
- Site performance metrics, to ensure the organic traffic being driven is converting into value, such as: revenue, leads, sign-ups (events, emails etc.), store visits and so forth.
- We can use reporting in CRM systems such as Hubspot to identify exactly where our activity is driving value to your business.
What tools do you use?
We use a combination of performance tools to provide us with the insight, accuracy and visibility needed to drive results. For an insight into our core toolkit keep reading:
Research and analysis
- SEMRush: Our go to for keyword research, domain performance, competitor gap analysis (links and keywords) and backlink reviews. It’s one of the tools we use daily to benchmark ranking growth across varied timeframes.
- AccuRanker: A newer tool to our portfolio, used for monitoring and tracking keyword rankings plus, measuring visibility and share of voice versus competitors across the tracked keywords. AccuRanker also powers the weekly ranking reports, monthly reports and helps surface SERP insights.
- Google Trends and Keyword Planner: Google Trends provides us with the ability to monitor search demand for keywords and topics, helping us to formulate content plans. Whilst Keyword Planner allows us to understand the search volumes and monthly trends, this tool is predominantly used for Paid Media as the keyword search volume is an amalgamation of plurals, non plurals and close variants
Technical SEO
- Sitebulb: An ideal site crawler used for surfacing technical and structural issues such as, unoptimised meta data, duplicate content, speed, security, and page hierarchy. The intuitive tool helps to surface issues found on websites, as well as supporting the prioritisation of fixes.
- Screaming Frog: An advanced site crawler more suitable to our needs, giving our SEO team the ability to dive deeper and input custom parameters to gather the information needed. Despite the many ways of using this, we tend to use it for site crawling, uncovering: indexing, meta data and duplicate content issues, plus sitemap and hreflang reviews and custom data extraction.
Reporting and monitoring
- Looker Studio: A metric-based reporting tool we use across our entire company. Looker allows us to build clear, easy to digest reports highlighting: SEO performance, site health and keyword visibility. Often shared with our clients monthly alongside a detailed commentary.
- GA4: Used for behavioural analysis and understanding our clients on site performance.
- Google Search Console: Another great tool by Google that we used to track the organic performance across keywords and landing pages.
Utilising a combination of these tools helps us to identify quick wins, dive deeper into clients websites to find opportunities, and keeps performance moving in the right direction.
Are dogs allowed in the office?
Yes! We welcome well behaved dogs at 43 and have many of the team's furry friends visit the office every week.
We do ask that all staff plan and ask senior staff before bringing in their pooch. This helps to ensure they don’t interrupt or get in the way of any meetings or activities that may be taking place in the office on that particular day.
What is parking like near the office?
We don’t have any parking on site, however, we do have plenty of parking options close by from as little as £2.30 a day.
How do you monitor and manage how much is spent each month?
To monitor your ad spend we use two different Google Sheets. The first being client facing, which you will have access to, shows the overall annual budget broken down to reflect the monthly trends in spends throughout the year. We then, through scripts, sync this to your paid platform (Meta for example) which updates daily showing you the spend tracking against the budget, plus the variable highlighting whether we are over or under budget.
The second sheet, which is what we use internally everyday, is a manual pull. Here we track your spend to the pence. We’ll know when to scale, when to pull back or when we’re level with what has been proposed. We’ll also manage the spend in-platform, where we can see trend lines, what’s working, what’s not etc. this helps us to effectively optimise your ad spend throughout the month.
What is SEO and how does it work?
Search engine optimisation is the practice of maintaining and improving your website, ensuring it meets best practices to aid their understanding of your business. In turn, increasing our chances of ranking better organically to drive free traffic through the search results.
Done right SEO ensures your website is built to serve users and search engines. To maximise this we focus on three pillars: Content, links and technical.
Content
Creating relevant and useful content to your industry that supports the users at every stage of their buying journey. The content needs to be:
- Easy to find and navigate
- Clear, engaging and tailored to search intent
- Encourages users to click through the site
- Unique, information and signals authority in your niche
Links
Links include both external backlinks (sites linking to you) and your internal link strategy. Our SEO team ensures a strong and healthy backlink profile from authoritative sources that summarise who your company is and your offering, whilst regularly disavowing spammy or harmful backlinks to avoid penalties from Google.
Technical SEO
Technical SEO is the process of building a solid foundation to your website. It is important to make sure your website is set up in the best way technically, allowing Google to effectively crawl, index and rank your site. This will enable the search engines to find all the relevant content easily and efficiently.
Some key technical SEO areas would entail:
- Optimised site structure and navigation
- Including Internal linking to support the navigation and keyword targeting
- Correct use of sitemaps and robots.txt
- Fast page speed and good core web vitals
- Clean, crawlable code with the correct semantic markup
- Ongoing fixes for meta data, redirects, duplicate content and more.
SEO is an ongoing process of improving performance and maintaining the technical and content quality, ensuring you align with Google’s evolving best practices.
Will you implement the changes from tests directly on the website?
No, this will need to be handled by your development team.
While our team is responsible for building and running the test, typically through VWO or another testing tool, once we’ve validated its benefit to the site, we then prepare a development brief. This brief should be handed off to your developers for implementation.
Tools like VWO apply code as an overlay, which is useful for testing and identifying which version performs better. However, this approach isn’t usually robust enough for a permanent implementation.
Every site has its own nuances and technical intricacies. Your development team is best equipped to manage these, as they have a deeper understanding of the site’s structure and how different elements interact. To ensure the best long-term result, we rely on your developers to carry out the final implementation.
What are typical working and office hours?
All staff are contracted to 9-5 with the expectation that most client communications take place during these times.
However, we understand that life often gets in the way; sick children, doctors and dentist appointments just to name a few examples.
As such we trust you to complete your work in the time and manner that best fits your schedule as long as clients' objectives and communications are not impacted.
All changes to regular working hours or periods of unavailability need to be confirmed with management, for regular changes to office hours management sign-off is required ahead of time.
What equipment will I be provided with to do my job?
All staff are provided with a laptop, a charger, a mouse and a keyboard as standard. We also have a range of branded stationery such as books and pens that are available to all staff to use as they see fit.
Should any specific equipment be needed we are happy to look at this on an individual basis. This must be discussed with line managers and assessed on a case-by-case basis.
Why is SEO important?
SEO is essential for maintaining a healthy website and ensuring Google can easily find it, understand and rank the content that you want people to consume. Without investing in a robust SEO strategy, your organic visibility is unlikely to grow, and overtime your site can quickly become unkept, and underperform whilst being difficult for search engines like Google, to interpret.
SEO is a long term strategy built on consistent and methodical work. Whether you are rolling out a technical update, publishing new content, or acquiring links, it is paramount for SEO to always be a part of the conversation. Otherwise you risk sending mixed signals to Google and missing out of valuable traffic.
An important consideration to note, SEO is not solely about rankings. You need to understand how your target audience searches and aligning your site with their expectations. SEO’ers take this into consideration and devise strategies based on user intent, meaning your site can capture more qualified traffic, improve conversion potential, and ultimately drive more revenue.
Do I need an SEO agency?
The answer to this question truly depends on the size, structure and expertise of your internal teams. One thing for certain, SEO isn’t a one person job. To do it well, you require consistent focus across three key pillars: technical, content, and links. Each of these requires specific skill sets, and a joined up approach to ensure everything works smoothly to drive visibility and revenue.
We’ve highlighted below what effective SEO typically demands:
- An SEO Strategist to lead the overall direction, defining target categories, keywords and aligning the path with the user intent and overarching business goals.
- A Content Specialist who crafts the compelling, optimised content across your/the marketing funnel, combining commercial knowledge with SEO best practices.
- A Link and PR Lead to build your websites authority with quality backlinks and coverages, whilst maintaining the health and trustworthiness of your domain.
- A Technical SEO to keep the site crawlable, indexable and performing at its optimum level. Ensuring Google can understand and rank what matters most.
An agency, like us, adds real value to your business if you don’t have these bases covered in house. We bring deep expertise across each pillar, giving you access to a well rounded and experienced team who can plug the gaps in your business. Whilst keeping up your strategy moving consistently.
What is Paid Social?
Paid Social is advertising delivered across social media platforms; think Meta, TikTok, Snapchat, Pinterest etc. It’s creatively led, but when paired with a strong testing culture and smart use of data, it becomes a powerful driver of business outcomes—from brand awareness to customer acquisition and revenue growth.
Do you have a minimum media spend level you require a business to have?
We appreciate clients’ budget is very dependent on their financial situation, which is why we don’t have an official minimum spend requirement. However, we are seeing that the minimum ad spend at present is around £10,000 per month.
What information do you need to maximise lead volume?
We typically ask for your ideal customer profile, what customer relationship management (CRM) system you use, how you use it and how the journey actually works for prospective customers. From here we can gain a better understanding of how best to support you and your lead generation.
In addition to the above, we always make sure the tracking is working optimally and lead flow is where it should be. The last thing anyone wants is to have activity up and running, but the leads we are generating are not flowing into your system. So we always run a couple of tests from different points to ensure everything is in working order.
What is the probation period?
All staff have a 6-month probationary period.
During this time objectives will be put in place by your line manager that clearly outline the expected performance, and how to demonstrate it during that period.
Staff can pass probation early by excelling at the objectives, as such probation can also be extended for poorer performance.
Monthly 1-2-1s are used to discuss performance against these objectives to ensure everyone is on the same page.
How much does Paid Social cost?
Our management fees typically start at £2,500 per month.
In terms of ad spend, this heavily relies on what you can afford. We always recommend calculating what your ad spend should be, by basing the figure on your commercial goals—for example, an ecom brand with 40% margins might need a 250% ROAS to break even, and is happy to break even on new customers because they have excellent retention strategies to drive large amounts of profit. Therefore, if the AOV is £40, we can spend £16 per conversion on Paid Social activity targeting new customers. If our revenue goal from Paid Social is £125k a month, we would be looking at a £50k a month to hit those goals. The result of the formula changes based on your margins, AOV, and end goal.
We help clients who aren't hitting their goals identify what’s holding them back and implement specific strategies to relieve the bottlenecks, and much of that dictates recommended budgets. Some of the most common issues we come across on paid social are low data quality, a lack of brand demand, weak creative, or underperforming landing pages, all of which we have a proven track record of addressing, and lots of case studies to show how we have resolved these challenges..
Can you help us with our tracking set-up?
We’re happy to support tracking and have strong experience with tools like Google Tag Manager, GA4 and Meta Business Suite. We work closely with our Head of Paid Media to audit and set up your tracking. However, we’re not a tracking agency, and we’ll always flag if something sits outside our remit and needs a dedicated specialist.
Do you need us to provide the creative?
We believe creative is the biggest driver of paid social performance, without a strategy behind it, we wouldn’t recommend running paid social ads. Ideally, we work alongside our in-house studio who have produced multi-million-pound-performing assets. That said, we’re happy to collaborate with your existing creative partners if a clear process is already in place.
We do ask that you have a media library of approved assets for us to use, alongside clear brand guidelines for us to adhere to (and break where necessary).
What tools do you use?
We use Motion for creative analysis, Atria for competitor analysis and ad creative idea generation, and custom-built tools for internal processes. Our creative team uses the Adobe suite, and we provide clients with Looker Studio dashboards to access clear, up-to-date results. We also use ChatGPTand other LLM tools to assist with creative analysis, brief development and ad format iterations, but AI is not the start point of our creative ideation.. (We’re currently evaluating tools like Funnel or Databox for future reporting improvements, but those aren’t live yet.)
How important is creative in Paid Social?
Creative is everything in paid social, especially post-iOS 14/Privacy Sandbox. Platforms now optimise based on behaviour, not personal data (this includes former interest targeting and decreasing value of manual first-party data imports), so your creative needs to signal who the right audience is. And the less social platforms know about people with the deprecation of cookies, the more your creative has to do the heavy lifting.
An example in practice would be taking the same product, positioning it differently, and seeing that it will be shown to completely different types of people. Great creative guides the algorithm, not just the viewer. Not to mention how saturated paid social has become, thanks to social platforms lowering the barrier to entry for anyone with a credit card and a Canva account, your creative needs to cut through the ever-growing mediocre creative out there.
How do I see results from Paid Social?
Results depend on your goals, but ultimately, we measure success by understanding profit, efficiency, and incrementality. That means looking beyond in-platform metrics and combining different data sources to see what’s truly driving growth. Anyone only looking at CTRs or CPCs in isolation, is not going to succeed at scale.
Do I need a Paid Social agency?
Most in-house teams simply don’t have the time, headspace or specialist skillset to succeed on Paid Social. An agency brings proven experience, structured testing processes and the resources to consistently improve performance.
If you’re asking yourself this question, it’s likely you already know the answer.
Are the courses more practical or theory based?
Our courses are mainly practical based. They have being built to give you real knowledge that can be applied with days of attending the course.
What happens if I miss my courses date?
You can rearrange your course up to 48 hour before the course date, if you cancel or try to rearrange within 48 hours you may not be able to re-arrange this depending on availability.
What is Conversion Rate Optimisation?
Conversion Rate Optimisation (CRO) is the process of improving your website so that more visitors take the desired action, whether that’s buying, signing up, or getting in touch.
It’s not about getting more traffic. It’s about making your existing traffic work harder.
How It Works:
- Research & Data Gathering: Tools like Hotjar, GA4, and user interviews help pinpoint friction points.
- Hypothesis Creation: “If we simplify the contact form, more users will complete it.”
- Testing (A/B or Multivariate): Run experiments to compare the original vs. the new version.
- Analysis & Iteration: Learn from results and either roll out, revise, or test again.
CRO goes beyond surface-level tweaks by leveraging psychology and UX principles to understand user behaviour and motivation, using tactics like social proof, urgency, and simplification. It targets both micro-conversions (like newsletter signups) that feed into macro goals (like lead generation and sales) and relies on cross-functional collaboration between designers, developers, copywriters, and analysts to drive meaningful results.
Will you design and build the tests?
Yes, we have an internal team of designers who work with the analysts to ensure the designs match the current aesthetic and branding of the website.
We can then build these tests using our team of developers or within the tool itself depending on the complexity.
On occasion we have also worked with the development team of our clients to build the tests. This can prove to be more cost effective to the client, especially when the website has more complexities.
Finally, we are able to utilise services such as Unbounce to build bespoke landing pages which are branded the same as a clients website, if the above options are not possible.
Does A/B testing slow down the website?
Not likely if it's implemented correctly.
A/B testing can introduce minimal latency, but when done right, its impact on performance is negligible.
Client-side testing tools (e.g., VWO, Optimizely) typically inject scripts that wait for DOM elements to load before modifying the content. This can result in a "flicker" effect or a delay in rendering, but this is minimal and usually not noticed by most users.
Additionally, too many experiments running simultaneously can compound load times, especially if each loads external resources (images, fonts, analytics events). This is easily avoidable with the right testing and implementation road map with a development team.
The easiest way to avoid this is to use server-side A/B testing when possible, which means that changes are rendered before the page reaches the browser, resulting in zero flicker.
When implementing the testing tool, we would always prioritise asynchronous script loading to further limit any speed impact and use well-optimised experiment code, and don't use the Wizwig editors to create these, as this is traditionally poorly written, bloated code.
Finally, if you are worried about the impact on speed, conduct a speed test using Google Lighthouse or a similar tool before launching.
When implemented correctly, there is no impact on page speed. At the end of the day, CRO is designed to maximise conversion rate and not hinder it, so most of the tools are well equipped to prevent an increase in load time.
What is your approach to creative across paid social?
Creative makes or breaks paid social performance. You’ve only got a second to stop the scroll, so every ad we develop is treated like a mini campaign: clear message, strong hook, built to convert.
Our approach builds on the same strategy we use across all channels, but with a sharper focus on platform behaviour and speed of learning.
We design for the platform, not just the brand. We don’t just lift and shift content. Each asset is built to suit how people use Meta, Instagram, TikTok or whatever channel we’re working in. That means testing different formats, placements and structures to match how people consume content in-feed.
We lead with emotion. Every ad is mapped to the stage of the funnel it’s targeting and crafted to tap into the right emotional driver – curiosity, trust, urgency, reassurance – whatever’s most likely to land with your audience and move them to action.
We build creative diversity in from the start. That means exploring multiple angles, testing different hooks, and developing a suite of variants designed to perform at scale, not just a handful of one-offs.
We learn fast. We use real-time feedback from performance data to refine creatives based on what actually drives action – not just clicks, but emotional response and business outcomes.
We work with you, not just for you. Whether we’re producing the creative or supporting your team with briefs and direction, we stay hands-on throughout. So you always know what’s live, what’s working, and what’s next.
How long are the courses?
Most courses are between 3-6 hours long depending on the course. The 6 hour courses include lunch which is provided.
Will running tests affect the performance of other channels?
Yes and that's kind of the point.
And whilst there are risks, when carried out through thoughtful A/B testing, you can harness a powerful catalyst for improving performance across multiple marketing channels. Whether you're running PPC, paid social, email campaigns or affiliate activity, testing variations in landing pages, headlines or calls to action helps uncover what genuinely resonates with your audience.
These insights often lead to increased conversion rates, smoother user journeys, and more compelling messaging — all of which boost the effectiveness of your campaigns without the need for additional budget or traffic.
Of course, tests need to be managed carefully. A test can just as easily have a negative impact as it can positive. However, these risks are easily mitigated through good planning, clear tracking, and cross-team alignment.
Ultimately, A/B testing enables each channel to work harder and more efficiently. By making informed, data-led improvements, you not only optimise individual campaigns but strengthen your overall marketing strategy.
How much traffic do I need to run A/B tests?
The amount of traffic you need to run an A/B test on a website depends on three key factors:
- Minimum Detectable Effect (MDE) – the smallest difference you want to reliably detect between variants.
- Baseline conversion rate – your current conversion rate (e.g., sign-ups, purchases).
- Statistical significance and power – commonly, 95% significance and 80% power.
Don't worry if none of that makes sense to you. As a general rule of thumb if you have a conversion rate between 2-5% and are looking for a 10% improvement you will be looking for roughly 10,000 - 50,000 visitors per variant.
If you expect smaller changes in conversion rate you will need more traffic, and if you expect larger changes you may get away with fewer visitors.
You can see an example calculation here:
- Assume:
- Baseline conversion rate = 5%
- MDE = 10% relative (i.e., detect a change from 5% to 5.5%)
- Significance level = 95%
- Power = 80%
You’d need about 25,000 users per group (so 50,000 users total).
To estimate this properly there are a tonne of online tools available. Below are a few that we use:
These ask for your baseline conversion rate, desired improvement, significance level, and power.
We suggest running this calculation before conducting any test.
How do I get there from the train station?
Humber Street is a twenty-minute walk through he centre of town towards the Marina.
Are there any bars and restaurants nearby
There are several eateries and bars located on Humber Street.
The city centre is nearby, with wider options too.
Is the venue dog friendly?
Yes, the venue is dog-friendly!
How do you approach user research?
We take a structured, problem-led approach to user research, combining both quantitative and qualitative methods to understand what’s happening on your site, and why.
Quantitative Research
This type of research is all about the numbers. It helps us identify what is happening and where issues might exist, though it doesn’t always explain why. It’s particularly useful at the start of a campaign to uncover obvious problem areas and generate testing ideas.
Common quantitative methods include:
- GA4 data analysis
- User flow analysis
- Heatmaps
- Structured questionnaires
These insights help us spot friction points and guide early test hypotheses, often grounded in UX best practices and heuristics.
Qualitative Research
Qualitative research digs into the why behind user behaviour. It’s more nuanced and often more time-intensive, but incredibly valuable, especially for understanding motivation, perception, and emotional barriers.
We use methods such as:
- User testing
- Review analysis
- Focus groups
- Interviews and open-ended questionnaires
- Screen recordings
This type of research is especially powerful when addressing deeper issues like messaging, trust, or clarity, not just usability.
The type of research we use depends entirely on the problem we’re solving. Some situations call for data-heavy analysis; others need direct input from real users. On a standard retainer, you can typically expect one new piece of user research per quarter, tailored to the needs of the campaign at that time.
Let us know the challenge, and we’ll find the right way to uncover the insight.
How many people can attend a course from one business?
We limit it to 3 from a single business. Any more than this will require a bespoke course being booked in. This can then be tailored to your need and is usually more cost effective.
Will CRO testing impact organic SEO performance?
Not if done correctly. But it can if you’re careless.
CRO can harm SEO when it’s implemented poorly. This could be in the form of duplicate content, when proper canonical tags are not used or if testing tools block crawlers, meaning Google might not see the tested content rather than the original version, causing confusion on which to rank.
However, in the main, CRO helps SEO. All conversion rate optimisation activity is designed to make a website more usable and add value to the user, and Google just wants to rank useful websites. They are both pulling in the same direction.
Typically, we see CRO helps SEO specifically in the following way:
- Better UX = Better Rankings: Faster, more engaging sites lead to lower bounce rates and better dwell time, both SEO signals.
- Higher Engagement = Higher Conversion: Google pays attention to how users interact with pages. A well-optimised page that gets users to act sends positive signals.
CRO and SEO aren’t enemies — they’re teammates. If SEO brings people to the door, CRO gets them through it. Just make sure your tests don’t trip over your rankings by hiding content from Google or creating confusion.
What type of creative work does 43CN provide?
We provide a range of creative work, specialising in creating stand-out pieces to support your digital marketing activity, We offer creative ad production for all paid platforms, video production, animation and supporting creative materials to help support your marketing activity, whether it be for performance or brand purposes.
The main area we support our clients in is paid creative whether this be across YouTube, Meta, Display Advertising, Google Ads and/or the plethora of platforms available. Some of the work we produce can include:
- Social static ads
- Social video ads
- YouTube ads
- Banner ads
- Carousel ads
- Product feeds ads
- UGC ads
See a range of creative work we have produced on our YouTube.
What experience do you have in my industry?
Our industry experience is vast, as a collective the paid media team have worked across multiple industries such as manufacturing, construction, hospitality, sports, ecommerce, health and wellbeing to name a few.
However, we always ask that when working together we collaborate on industry news, topics, insights etc. as you are the industry expert so we’ll lean on you for support. Much like you lean on us for paid social support.
What type of reporting do we get?
You will receive multiple reports from us: weekly, monthly, quarterly business reviews and ad hoc reports via weekly calls.
Weekly reports
Once we’ve agreed on your key performance indicators and what you’d like to see in the reports, we’ll provide you with a Looker report and supporting commentary. The Looker report will highlight week on week changes in a visual format, broken out into campaigns where relevant, the commentary provides extra information as to why we are seeing that particular performance, alongside the actions we’ll be taking moving forward.
Monthly reports
We mostly provide monthly reports within the first two weeks of the month and these are fully tailored to you providing you with the information you need to see, reflecting your business goals. Whilst we often produce these in the form of Google Slides, we appreciate that sometimes less is more, therefore we always offer Looker reports should you not require a long piece.
Our monthly reports typically cover:
- A breakdown of performance at campaign level
- Trends we have seen throughout the month that may have impacted performance
- Actions we’ve taken
- Creative analysis
Call reports
We schedule our calls either weekly or fortnightly, and within these we’ll run through the weekly performance and any changes we may have seen once attribution settles, alongside initial performance for that week. We’ll also cover the next steps for that week and the coming weeks, whilst also touching on any campaigns, promotional offers etc., you may be needing support with.
Our reporting has always, and will continue to be tailored to clients business goals and requirements.
How up to date are the courses?
The course content is reviewed every quarter, so it's very up to date. Using the team at 43 Clicks North in partnership with G10 the course content is reviewed by experts running campaigns for clients on a daily basis. Not created by educators who are nowhere near real marketing campaigns.
What platforms do you work with?
We’re always testing and looking to expand across different platforms. At the time of writing this, our paid social offering covers Meta (Facebook and Instagram) and TikTok.
How much media spend do you manage?
Our managed spend has grown and continues to grow ever since our inception in 2019. However, yearly we manage around £300,000 in ad spend across the UK, US and European markets.
What tools do you need access to to manage it effectively?
First and foremost we’ll require partner access to your Meta account, as without it, we can’t run any activity. From here we can then assign the relevant individuals within our paid media team.
We always ask for full access initially, this gives us the ability to audit, fix and/or set up any tracking where necessary, check the audiences and mainly make sure your account is in the best possible place for us to launch activity. From here, it’s quite alright for you to either keep us at full access or drop us down to partial access.
Often we’ll ask for access to your CRM and CMS. Why? To make better decisions, if we can see the quality of your leads or the type of orders we're driving we’ll have greater knowledge of the optimisations we need to make. If we can’t see these we could be optimising for growth but driving you lower quality conversions - which we’re not a fan of.
Other tools or areas we may need access to would be a media library, for pretty obvious reasons - to support your creative and identify what we’re working with from a creative perspective.
What sort of success can I expect working with you?
Whilst we’d love to say you’ll see increases from the start, that’s not always the case.
We build campaigns for longevity, that means you’ll see peaks and troughs as the market changes. That being said, we often do see great starting results either from fresh activity or restructuring, we’ve popped these below but have maintained our clients anonymity.
- At this stage last year (2025) an international manufacturer within the construction industry was seeing $337k revenue attributed on Meta at a 535% ROAS, whereas this year we are at $1.05m at a 768% ROAS; scaling spend by 116%, seeing site growth increase 16% across Meta-active states whilst non-active states only grew by 10%
- Home improvement based client saw record breaking results after a restructure of our own work during quieter months driving a 429% increase in leads at their lowest cost per lead yet.
How do you stay up to date with the new features within Meta and other platforms?
We regularly catch up with the Meta Marketing Pros who provide us with the latest news across the platform and industry. We often hear of new tools and updates before they’ve been released to the market, meaning we can try the latest tools on your account giving you that competitive edge in some cases.
We don’t stop there, our paid media team follow reputable paid media experts across LinkedIn, with Bram Van Der Hallen being a top favourite of ours. If you’re not familiar with him, then we strongly recommend checking his content as it’s extremely insightful!
What is your approach to testing?
Our approach to testing is well structured, with a strategic testing framework focussing on isolating variables to accurately determine what is ultimately driving performance. Each test is designed to avoid overlap and confounding factors, giving us the ability to acquire clean and reliable data.
For creative testing, we use advanced third party creative analytics tools such as Motion, to gain deeper insights into performance trends. Here we can see when creatives are at peak performance and when they’re showing fatigue, and from this we can take learnings, reviewing headlines, tag lines, the format of the creative as well as the style (e.g., photo, render, design etc.).
When conducting creative testing, we’re very much aware this is at the core of the strategy-especially since iOS 14 shook up the targeting options. So when we see a successful creative, we evolve and expand whilst also using the learnings from underperformers to inform future tests.
The main goal for us in terms of testing, is consistent, incremental testing. With the aim of driving better results through continuous creative refinement and data-driven decisions. This isn’t just about creative, we take this approach right through to ad copy too: create, review, test, learn, iterate and the process repeats.
For the iterative process, we see this happening every month or fortnight, it truly depends on the spend and activity going through the account. Outside of the iteratives, depending on your retainer we have a larger swing of creative changes happening every three batches of iterations. This means we can put creative in the account that we know works, and plan new tests to hopefully iterate on should they be a success.
Can you create forecasts?
Yes we create forecasts. These validate the objectives and targets you’re looking to achieve.
When creating the forecasts, we review and analyse your current performance, looking deep into Meta and GA4 to formulate a good picture of what type of results you should expect, based on different spend levels: maintain, grow and scale.
This comes with the usual caveats and does not account for external factors such as:
- Changes in market trends
- Website down time
- Stock issues or product availability
- Website changes that may affect conversion rates
- Changes in price competitiveness
- Platform shifts
- Change of objectives
Forecasts are guides and act as a measure of what can be achieved, we do aim towards achieving these however it is not a guarantee of performance.
What do you do to ensure peak health of ad accounts?
Our approach balances strategic thinking with operational excellence; we don’t spend every minute of the day in your ad account. To ensure peak health we often have to step away from the ad account to see the full view. In doing this we can truly see what’s working, what’s not and what we need to change and when.
Couple this with our paid media team meeting bi-weekly to host department sessions, where each team member shares learnings and troubleshooting challenges. It gives the paid media strategists on your account the opportunity to apply the insights learned to your account, maximising not only performance but your overarching account health.
Let’s not forget, we have hundreds of thousands of pounds in managed ad spend across platforms each month, we benefit from broad visibility into what’s working across many industries and funnel stages. That being said, we appreciate not everything will work across multiple industries.
Finally, we stay deeply aligned with the latest platform updates, tools and best practices applying these were necessary. Whilst following our robust internal paid media process to ensure every account receives weekly health checks and optimisations; we’re serious when we say no task is skipped and no stone is left unturned.
What do we get for the management fee?
Our management fee starts at £2,500, per month.
Within this you’ll receive a highly strategic growth plan tailored to your business goals.
To start, you’ll have a bespoke onboarding process alongside a custom paid social strategy aligned to your business goals. Every plan we produce is tailored to your business and brand, but we do have a set process to maximise efficiency.
Our next step is performance planning, here is where we conduct industry and competitor research to identify areas of growth and scalability, as well as defining key performance indicator expectations. Providing you with total transparency into what is possible, where the opportunities are and how we believe we’ll get there.
Regarding the campaign, we handle the creation end to end; from planning right through to launch. Your campaign structure will be built out in a live Google Sheet, that you will have access to 24/7 as well as all the other sheets you’ll be provided with: creative briefs and ad copy.
Your management fee goes further than this, we build you an entire creative strategy (more on this in the creative section!) to ensure we’re pushing your business, your brand out to the right audience at the right time.
If you’re looking for a summary of what your management fee covers keep reading:
- Custom campaign strategy and plans
- Research phase: industry/platform competitors, identify areas of growth and scalability
- Forecasting
- Creative analysis
- Competitor analysis
- Ad asset review (ad copy, placements, formats etc.)
- Ongoing weekly and monthly reporting
- Regular face to face meetings where possible, including QBRs
- Paid Media Processes performed every week to drive incremental improvements
Covered within your management fee are your reports; you’ll receive transparent weekly and monthly updates covering performance metrics, results and actions. Plus ad hoc insights too that we think you’ll find useful or that you’ve requested. As well as reporting, all communications between us are covered. Need us for a quarterly business review? Covered. Got a board meeting you need us to attend? We’ll come armed with insights. But for those more fluid day to day conversations, we use Basecamp, an online project management software that houses all messages, to do lists, documents and email forwards, and yes your access is covered within the management fee too.
To summarise, you get a lot.
What type of reporting do we get?
In a nutshell you will receive monthly and performance updates on weekly or fortnightly calls (depending on the agreement). However, to provide further context on the reports please see below.
Weekly updates
Once we’ve agreed on the target keyword set, we track them weekly using our rank tracking tool. This report allows us to be reactive against any unexpected declines and spot quick wins.
Monthly reports
Produced within the first two weeks of the month, our monthly reports are fully tailored to you. Whether you prefer an in-depth analysis via presentation (Google Sheets) or a streamlined Looker Studio dashboard. We produce easily digestible reports.
Typically our monthly reports cover:
- Organic site performance: Month on month and year on year traffic, revenue, conversions and new user trends, plus brand vs. non-brand split analysis
- Key drivers: Such as keywords and landing pages that are impacting performance
- Site visibility: Growth (or decline) in total ranking keywords, this helps us to identify how we are progressing organically
- Progress of work: What we have completed in the last month, along with the plan for the month ahead
- Monthly action plan: An outline on what work we plan to carry out following the monthly report, to improve performance and build on already secured successes.
Call reports
Calls either fall weekly or fortnightly, and within these calls we’ll cover:
- Current month performance so far, including: traffic, revenue, sales, conversions and visibility
- Progress against planned actions
- Next steps for priorities that week and the coming weeks
Ultimately we like to ensure our reports tie back to your business goals rather than simply sharing data.
Can you help us with our tracking setup?
We can definitely support your tracking setup and we have experience with tools such as Google Tag Manager and GA4. Working closely with the Head of Paid Media, we can audit and set up your tracking, but if something falls outside our remit and needs a dedicated specialist we’ll always flag this, should it be the case.
Do you implement technical fixes yourself?
Where possible, yes.
If we have access to your CMS, we can implement a range of technical and on page fixes directly. This is usually advised so we can support things like content edits, meta data updates, and internal linking improvements. These are often the quick wins that support faster growth and shouldn’t be held up in your development queue.
That said, some technical work will require development support. In those cases, we like to work closely with your developers to ensure that we find the best solution and implementation is done correctly, efficiently and with minimal friction.
What experience do you have in my industry?
Our team has worked across multiple industries. However, we like to work in a collaborative environment whereby you’ll support us in providing industry news and insights.
Though we conduct a lot of research into your industry, more often than not the collaborative approach from yourselves helps guide us. Because let’s face it, you’re the industry experts here.
Having said that, whilst individual industries will have nuances when it comes to SEO, the approach we take is fairly standard, irrespective of your field. We audit where you are currently, identify what needs to be improved, assist with making those improvements, and then monitor the impact of them.
What tools do you need access to to manage SEO effectively?
To successfully manage your search engine optimisation (SEO), we typically need access to most of your set up. This includes Google Search Console, analytical tools, your CMS and where appropriate, your Google My Business Profile. We expand on this further below:
- Google Search Console: Allows us to monitor organic search performance, indexation and flag any site health issues
- GA4/Google Analytics: To track site traffic, user behaviour, conversions, all whilst helping us to connect organic performance with your business outcomes
- CMS (where applicable): To ensure we can implement content and meta changes without needing to rely on your development resource
- Google Business Profile (where applicable): Especially important for businesses with local intent, helping us manage visibility and monitor local search results.
Should we have seamless access to your accounts we can drive a greater impact, but we’ll always work flexibly around your internal process too.
Do you write and provide content as part of the service?
Yes we can if it’s something you need support with, we normally advocate for us to support with content writing. By writing the content ourselves we can conduct the necessary research to ensure we are targeting the right audience and formatting the content for optimal results.
If you prefer to write the content yourself we can conduct the keyword research and provide you with a brief, plus guides on how to write for optimal performance.
How do we monitor keyword search volume?
We use a combination of tools to monitor and measure, SEMRush and Accuranker provide us with the exact search volumes for specific keywords without grouping close variants of plurals.
Whereas if we’re looking for volume around topics, we’ll use Google Keyword Planner- this also collates plurals and close variants. We’ll also use Google Keyword Planner to look at keyword trends, so we can see the impact and change in search volume over time; allowing us to report on seasonal fluctuations.
What sort of success can I expect working with you?
Should we have been given the correct access to your tools, where we can implement changes frequently you’ll see greater success than if we haven’t developed that process.
Over the years, through building solid relationships with our clients we’ve delivered great results, you can view all case studies. But for a little snippet, we’ve listed below some of the incredible results driven for clients across varied industries.
- Through the implementation of hreflang tags, we informed Google that Rhinox Group had two websites serving the UK and US. Once the hreflang tag was implemented, and we focused on the on-site content, considering localised language we reaped the rewards of driving 128% increase in UK revenue year on year and 62% increase in revenue across the US over the same period
- From invisible to unmissable, PPS saw 1,088% increase in organic lead generation. We identified many wins to drive PPS forward, taking into consideration a site restructure to target commercial search terms more efficiently, maximising content to show market expertise, commercialising product interest to drive new revenue streams and much more.
Can you help us understand user behaviour?
Absolutely! We have a range of ways to understand user behaviour, both quantitative and qualitative.
Some quantitative ways to understand user behaviour:
- Traffic and engagement metrics allow us to see what traffic is coming to your site and how, which allows us to understand intent behaviour during the visit and adjust the web experience accordingly.
- Conversion metrics give us information about the actions users are taking whilst on site. Are these what we want them to do, are they doing enough of them, and which area, if improved, will give us the greatest return?
- User flows give us information about where users leave the journey or are more likely to push through, highlighting potential roadblocks for conversion.
- Heatmapping gives us information about what users do on a page, how far they scroll, which elements they interact with, and it can tell us if something is being ignored or not being seen, identifying areas we can try to improve.
Some qualitative ways to understand user behaviour:
- User testing is the act of giving users a task to do on your site and seeing how they complete it, recording their comments and actions to highlight areas for improvement.
- Questionnaire and interviews with your target market help to understand the motivation and thought process they have in general or about a specific product or category.
- Focus groups, like questionnaires and interviews, offer insight into your target market. Unlike questionnaires, they offer great insight into the cohort as a whole rather than individually, giving a different perspective.
- Sentiment analysis through review sites and customer feedback forms usually tells us what is most important to your users; most don't bother leaving a review (either positively or negatively) unless it's about an area they care about.
There are lots of ways we can conduct user research, and our team is adept at gathering this information and analysing it into actionable insights for both CRO purposes and the business as a whole.
How do we approach generating backlinks?
Backlinks support a website's visibility and credibility in the SERPs. They signal to search engines, like Google and Bing that other websites consider your content valuable and trustworthy.
Our approach is to focus on creating strong foundations by reviewing your current backlink profile and removing any harmful links through the disavow file. Then we assess the profile to determine what we currently have that’s good, and what we’re missing in terms of, domain authority, anchor text, landing pages, domain types (industry, country etc.) and backlink type (text, image etc.). We’ll then move onto a competitor gap analysis, comparing what works for your competitors versus what we have missing from our profile.
Upon completion of the analysis, we’ll provide a plan for your PR team, guiding you on the type of links we need to generate, to what landing pages and topics. We also provide a seeding list of domains as initial priorities to go after.
We support with foundational link building too, including:
- Local citations
- Brand mentions
- Partnerships
- Broken / lost links.
Do we use Digital PR to generate backlinks?
Digital PR isn’t a service we offer here at 43 Clicks North, however we can certainly support your PR team by creating link building plans that cover what we’ve touched on in the question “How do we approach generating backlinks?”
PR is a great way to generate backlinks, if you have the budget and resources to manage an effective campaign, it’s something we always suggest investing in.
Can you create forecasts?
Yes, we can and do create forecasts. These validate the objectives you’ve outlined and goals you want to achieve.
We can create a picture of expected performance through looking at target keywords and landing pages, current position versus expected position, estimated traffic calculations (current vs. expected), seasonality, plus current and historical traffic trends.
As always, this doesn’t account for any external factors that may affect performance. We always recommend treating forecasts as a measurement of what can be achieved, but not necessarily guaranteed.
How do you keep up to date with Google Algorithm changes?
There’s no denying that Google likes to throw updates out when we least expect them. To keep track of any algorithm and/or product changes, we take advantage of the vast online communities and industry respected websites. These are Google’s own algorithm tracker and Search Engine Roundtable - two well respected websites.
We also monitor the industry chatter across relevant forums and social media platforms. It’s always great to hear what others are experiencing and conversing for opinions.
How do we carry out Keyword Research?
Keyword research is something we complete during the onboarding phase and throughout your time with us, to ensure we’re always optimising to the correct phrases and terms. To do this, we look at what you’re already ranking for and how well (or not) you are performing, this provides us with an indication of where you’re currently at. From here, we’ll conduct a gap analysis versus competitors and key brands within the industry, these show us the gap in either keywords or backlinks versus your competitors, alongside what you rank for versus your competitors, plus highlighting what you don’t rank for too.
Finally, we finish up with manual research based on your product or service offering. We can often find keywords that we can optimise towards fairly quickly, providing you with those quick wins that boost your overall visibility.
What sort of success can I expect working with you?
Everyone loves the idea of massive 50% conversion rate improvements, but in reality, most gains are more modest, typically in the range of 2% to 8%. While big wins do happen, they’re usually the exception, not the rule.
That’s exactly why iterative testing is so important. When we consistently run and implement a few of these smaller wins back to back, the compounding impact can be significant. Our goal should be to run around 1 test per month, however this depends on the traffic profile of your website and the type of test you want to run. Some may be shorter run tests which we will glean a result from quickly, others could be a multi-variant test (MVT) that will take much longer to see a result .
The key here is steady, compounded growth, while also ensuring we don’t roll out changes that could harm performance.
Do you need us to provide the creative?
Not necessarily, we work with clients in different ways.
We have a creative team that creates the ads for several clients. This can make things easier and quicker, but we also know many clients have their creative team in-house. In this instance, we can provide the creative strategy and briefs working in tandem.
How do you use AI within SEO?
There’s no denying that AI is an ever-developing beast within the digital industry. How we utilise AI across our SEO services may be different to the next agency, that isn’t to say it’s wrong or right but at present it’s what works for us, our clients and how we deliver the results.
That being said, at the moment we use AI to support the initial research phase and drafting of content, but we don’t use AI to create content as such. It may be used in some cases to create a first draft for meta descriptions, but we almost always edit these. In terms of research, we use it for:
- An overview of repeated topics within the top ten results in SERPs: This helps us understand what content is popular and what people want to find out so that we can include it in our content
- Structuring content: An outline of how we should structure the content, AI helps us review the top results and questions asked around the topic we’re writing about to help create a structure
- Research / overviews: To allow us to understand any given topic in a short and concise manner
We’re firm believers that it is always best to create unique content that’s focussed on the user and not to try and cut corners when it comes to content creation and SEO as a whole. AI is still very much in its infancy, and not yet producing the results we’d feel comfortable utilising.
How do you keep on top of technical SEO?
We are always monitoring performance and investigating any declines (or sudden peaks-sometimes they’re an anomaly too). Through this we naturally pick up on any issues that may indicate a problem with the technical build of your website.
Outside of our daily checks, we perform regular site crawls and audits, ensuring the foundations are strong and your site is well maintained. Within our audits we always make sure to highlight the priority, give insights on how this can be rectified and also, who is best to fix this whether it be us, your internal marketing team or even a developer. We provide live documents via Google Sheets so you can check back to see our progress and we can monitor yours too.
What happens if we want to write our own content?
You can absolutely write your own content. We’re not here to tell you no, in fact we’ll encourage you and support you by creating a detailed content brief outlining:
- Target keywords
- Topics to cover
- Competitor analysis
- Internal links
- Optimised Meta Data
We have Will, our Creative Content Specialist who will work closely with you to review your content, making sure it meets SEO best practices, before and after upload to make sure the technical implementation is correct too.
Above all, we’re an extension of your team so if you want to write your own content but unsure on where to start we offer copywriting training/guides. Will, actually gave a talk at one of our Power Hour events highlighting how to create better copy, you can watch it on YouTube.
What tools do you use for A/B Testing?
We currently use Visual Website Optimiser for A/B and MVT (multi-variant testing). We regularly review all tools on the market available to us as an agency, and we have settled on using VWO as our testing platform of choice for the time being.
However, our team has experience in many other market-leading testing tools, and are happy to work within a platform a client has already subscribed to if required.
How do you report on the success of any testing?
Through our testing tool, we can track and check many metrics to determine whether a test is performing well. However, in order to know what to report on, we need to have a solid testing hypothesis first. This will define “what success looks like” in order for us to report on this.
We can track improvements in conversion rate, conversion value, visitor engagement, click-throughs to key content, form submissions and a whole host of other metrics.
Can you help us with our tracking set-up?
As with all our services, understanding the data is key to a successful campaign, so we aim to get this right from the very beginning.
We’ll help ensure that tracking in GA4 is set up correctly and implement the appropriate tracking code for any tools we use, whether that’s VWO, Hotjar, or others.
Whether we’re working with your development team or implementing directly via Google Tag Manager, we’ll make sure everything is accurate and optimised for the best possible results.
What is your holiday policy?
We have a generous holiday policy that will be explained in detail when you start with us.
The headlines are:
- 30 days holiday
- 8 bank holidays
- Christmas shutdown (2-4 days, depending on the day Christmas falls)
In total this equates to around 40 days of holiday over the year. All holidays need to be signed off by management and no holidays are carried over if they are not taken.
What experience do you have in my industry?
We have a range of experience across a ton of industries and verticals. We pride ourselves on being agnostic in who we work with so that we get experience from a wide range of industries. We have found on multiple occasions that what we learn in one vertical can be beneficial to another.
Our role is to be the experts in marketing, specifically PPC, Paid Social, SEO, CRO and Creative.
We will never know more about your business and industry than you. But that's not what you are hiring us for.
You are the expert in your business and sector, we are the experts in marketing.
To see some of our experience, visit our case study page.
What do we get for the management fee?
Our base management fee includes a range of services designed to help you get the most from your website through data-driven optimisation. Here's what you can expect:
User Research (Qualitative & Quantitative)
We tailor our user research to the service level you choose and the specific challenges your business faces. The goal is to identify which areas of your site need improvement so we can make informed decisions before testing.
Research activities may include:
- Data insights
- Heuristic reviews
- User flow analysis
- Heatmapping
- User testing
- Surveys and interviews
- Cohort analysis
We conduct research on an as-needed basis, but we aim to move into testing as quickly as possible, because testing is what drives results. However, solid research is crucial for deciding what to test and why.
A typical retainer of £2,500 per month generally includes one piece of user research each quarter.
A/B Testing: Hypothesise, Design, Test, Analyse
A/B testing is the core of our optimisation process, and we aim to run as many quality tests as your traffic and retainer allow.
Every test follows a consistent process:
- Hypothesis creation – What are we testing, why, and what outcome do we expect?
- Design and build – We design and build the test, usually in VWO.
- Run the test – Typically 2–4 weeks, depending on your site’s traffic levels.
- Analysis – Did the test perform as expected? Was it a success? What’s next?
With a standard £2,500/month retainer, we usually deliver 1 test per month, depending on traffic and the type of test..
Development Briefing
If a test is successful, we’ll prepare a detailed development brief. This includes the hypothesis, supporting rationale, final designs, functional specifications, and test results. We’ll then walk through the brief with your developers in a dedicated call to ensure fast and accurate implementation.
Client Management
You’ll have a dedicated CRO Analyst and Client Manager working closely with you to ensure the success of your CRO program.
This includes:
- Regular calls and strategy sessions
- Regular reporting
- Ongoing day-to-day communication
We're here to keep things moving and ensure your campaign delivers results.
What are your payment terms?
As standard our payment terms for any retained service are 14 days, paid in arrears.
Any project work is subject to the size and scope included but usually follows 50% upfront and 50% upon completion.
Please speak to us if you wish to discuss this in more detail.
What level of involvement do you expect from our team?
We know our role is to make your life easier and remove headaches. To do that, collaboration is key. That’s why we always ask for someone (or multiple people) in your team who can collaborate with us and act as the point of contact.
We expect all clients who work with us to:
- Be able to attend regular calls and meetings (either in-person or virtually).
- Provide us with the information we need to achieve success. This can be product information, lead success data, business targets and objectives, seasonal focus and campaigns and much more.
- Ensure timely feedback on the proposed activity, including sign-off on new campaigns and activity.
On top of this, it’s about mutual respect or responsiveness to emails and requests, meeting deadlines and delivering outputs. Nothing that you wouldn't expect from us as a minimum.
On average, it takes between half a day and a full day of your team's time per week, depending on the level of service taken with us.
Are there progression opportunities?
100%, all staff are given a personal development plan (PDP), once they have passed their initial probation period. This is put together in collaboration with their line manager to set realistic but challenging goals focused on development and progression.
These are then reviewed in monthly 1-2-1s with your line manager, ultimately leading to individuals further progression within the business.
Do you offer remote or flexible working?
We operate a hybrid working model, requiring staff to be in the office 2 days of the week. For the other 3 days, staff can work from where they like.
Providing staff are attending meetings and deadlines they have agreed to, we encourage flexibility to make work and life work together, rather than against each other.
Can you provide insights into your reporting process?
Reporting is different based on which service you take but all focus on your KPIs. We know you are working with us to drive results, so everything we do is focused on reporting on sales and revenue, or other business impacts rather than vanity metrics.
PPC and Paid Social:
- Weekly Google Looker reports with commentary detailing the previous week's performance and current trends, with action points as required
- Monthly reports with commentary focused on the bigger picture, wider trends and industry updates
SEO:
- Ranking reports highlighting the week-on-week changes in your keyword set, plus the revenue and site traffic driven from the website
- Monthly reports with commentary focusing on the business impact of organic search, the current trends and keyword performance, as well as industry updates
CRO & UX
- User behaviour reports are provided upon completion, and throughout the relationship, we will conduct different user research pieces. These will be shared and delivered through dedicated meetings.
- A/B tests are constantly running, and as such, reports for each of these are provided upon completion, with full analysis and recommendations.
It is worth noting that while we have templates for all reports, most become bespoke over time for each client, depending on what they want to see.
How do you manage campaigns over holiday periods such as Christmas and other bank holidays?
Outside of typical office hours and days, we utilise an ‘on-call’ system. Utilising the staff we have working shifts to manage and maintain the various campaigns that are running.
Unless specific action is requested, the activity carried out is our standard level to ensure a healthy account, consisting of checking account vitals around budgets and targets. This may mean that you have other analysts or strategists other than your designated contact carrying out activity for you on these days, but the same quality and attention to detail is still maintained, thanks to our daily check process.
This ensures that whatever your activity, be that Boxing Day sales or Bank Holiday offers, the team is there to ensure it runs smoothly without issues.
It’s worth noting that this is included within the base management fee, so it comes at no additional cost to you.
What are your office hours?
Our office hours are 9-5 Monday to Friday. Any activity outside of these hours would be considered out-of-hours work.
We do operate a flexible working policy for all staff as we find this not only provides a better work life balance for the team but also allows us to be flexible with clients when circumstances require this.
During bank holidays and Christmas periods, we have staff on call to ensure activity continues to run smoothly.
Where are you based?
43 Clicks North is proud to be from Hull with our head office based in Kingston Upon Hull, 33-34 Bishops Lane, HU1 1PA.
You can get directions here.
Do you require contracts to work with clients?
We work with clients on either a project or retainer basis.
All retainers require a contract to be in place before we start the work. This allows us to guarantee you the resources needed to achieve your objectives, as well as outline all deliverables that you can hold us accountable too.
For project work, we need to get a statement of work agreed and signed before work commences. This will outline the scope of work and payment terms to protect both parties.
Do you work with Ecommerce and Lead Gen businesses?
Yes! We work with both.
We pride ourselves on being agnostic with our client base, working across a wide range of industries and sectors.
We are the marketing experts who support our clients; you are the industry experts. We are not hired for our knowledge in a specific sector but for our knowledge in PPC, SEO, Paid Social and the channels we work in day in and day out.
When do staff get paid?
All staff get paid on the last working day of the month. Payslips will be sent via email on the same day.
The only change to the date of payment of wages is at Christmas when we pay staff before Christmas. This means that wages are paid on the last working day before Christmas Day.
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