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Demystifying Digital Campaign Management – Interview With Gordon McFadyen

By Sarah Watt | August 20th, 2019

After receiving the fantastic news that 80 DAYS has been shortlisted for two awards at the Google Premier Partner Awards 2019, we decided to sit down with one of our digital experts to demystify what we do to get the attention of the number one search engine in the world.

Gordon

Introducing: Gordon McFadyen, Online Advertising Specialist

Day-to-Day

As an Online Advertising Specialist, I create multi-channel paid media strategies geared towards achieving each client’s key performance indicators (KPI’s). This includes advertising across search engines, Google Display Network (GDN) and social channels, to name but a few.

Google Insights

In the last few years the typical user journey for a traveller has become more complex than ever. As a result, we hold regular team training to better understand our client’s guest behaviour, how their journey to book has changed, and the impact this has on our campaign strategy. I am responsible for keeping on top of a number of digital campaign elements and their impact on booking trends, including;

  • The current penetration levels of online channels
  • Knowledge of where users are spending their time
  • Tactics for how to optimise campaign strategy
  • Cross device touch points in the user journey

Client Benefits

Online advertising has changed so much over the years, with users spending more time on mobile and digesting video, and less time on some of the more popular online channels that used to make up the online marketing mix as a whole. This is widespread across numerous industries, especially hospitality, and therefore widely applicable to our client base. We consistently review how this change in user behaviour should influence our advertising budgets, with a need to allocate budget across a broader range of channels than the “traditional” approach. Essentially, our ads need to be where our target audience is spending time.

Overall, my role is to develop and then implement plans to get users talking about our clients. Everyone at 80 DAYS is always sharing ideas and keeping on top of industry trends which certainly makes my task much easier!

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