Approach
How we plan, build and manage your marketing.
We start with the goal and the current situation, then define the work required to make progress. You receive a scope, a plan for implementation, and an agreed way to review the results.
The work behind the plan
Our four methods.
Every account runs on the same four methods, business or political.
Quality Score first, then position. Account structure, ad relevance and landing pages are engineered together so the top slot costs less, not more.
Search engines rank ads on bid multiplied by how relevant and useful the ad and landing page are. Raise relevance and the same budget buys a better position at a lower cost per click.
Illustrative teaching example. Figures are simplified and are not client results; platform formulas include additional factors.
Quality Score first, then position. Account structure, ad relevance and landing pages are engineered together so the top slot costs less, not more.
Google AdsWhy the highest bid does not win the top slotSearch engines rank ads on bid multiplied by how relevant and useful the ad and landing page are. Raise relevance and the same budget buys a better position at a lower cost per click.
Bid × Quality Score = Ad RankAdvertiser A$6.00 bid · Quality Score 4/10Ad Rank 24Position 2Pays more per clickAdvertiser B (built the P1 way)$4.00 bid · Quality Score 9/10Ad Rank 36Position 1Pays less per clickIllustrative teaching example. Figures are simplified and are not client results; platform formulas include additional factors.
A budget and forecast model across every channel, built before the first dollar and reviewed monthly, that moves money to what wins.
Marketing strategy & implementation plans- Starting plan
- After the review
Search
Starting plan: 45%After the review: 34%-11 pts
Social
Starting plan: 25%After the review: 22%-3 pts
Streaming and video
Starting plan: 10%After the review: 24%+14 pts
Email, SMS and CRM
Starting plan: 5%After the review: 12%+7 pts
Site, creative and testing
Starting plan: 15%After the review: 8%-7 pts
Each month the model compares what every channel returned against its cost, then recommends where the next dollar goes. Channels earn their share.
One list of households reached by mail, streaming TV, social and display together, and measured as one.
Audience research & media buying01One source list
- Voter file
- CRM records
- Modeled audience
Cleaned, standardized, handled under its license.
02The same households, every screen
- Direct mail
- Streaming TV
- Social
- Display
03One de-duplicated result
Counted once
A person reached on three channels is one person, not three wins.
- Reach, reported once.
- Frequency, reported once.
- Outcome, reported once.
A live reporting view every client gets, so no one waits for a PDF.
DashboardsPosition One Command Center
Sample view · connected to every ad channel and your sales records
Arizona time
Ad spend
$418,300
+8% vs prior period
Conversions
4,912
+11% vs prior period
ROAS
8.4x
+0.3x vs prior period
Cost per conversion
$85.16
-3% vs prior period
Channel mix, share of spend
- Search38%
- Social24%
- Streaming TV16%
- Mail12%
- Email and SMS10%
Impression share
87%Top of page 94%
ServingBrand search
Search
Spend $41,200
ROAS 12.4x
ServingNon-brand core
Search
Spend $117,700
ROAS 7.9x
ServingProspecting video
Streaming TV
Spend $66,900
ROAS 3.6x
ServingPaid social
Social
Spend $100,400
ROAS 8.9x
In flightHousehold match
Mail
Spend $50,200
ROAS 5.1x
ServingWin-back
Email and SMS
Spend $41,900
ROAS 16.2x
Sample view with sample figures. Every client's Command Center shows their own live account data.
- Every channel, one view
- Search, social, streaming TV, mail and email feed a single live dashboard.
- Checked against your sales records
- Platform numbers are reconciled with what you actually sold, not just what ads reported.
- Live, not monthly
- No PDF decks and no waiting for a call. The view updates as the accounts run.
- Owner-level access
- You keep the login. The view, and the data behind it, are yours to keep.
How it works
Your first 90 days with Position One.
The same sequence runs on every engagement, business or political, so you always know what happens next.
Discovery call
30 minutes. Goals, constraints and fit.
Tracking before spend
Nothing scales before measurement is in place.
First Look audit
A 40-point review of accounts, site and tracking.
The plan
Channel mix, budget and a 90-day roadmap.
Build
Tracking, pages, creative and audiences before spend scales.
Launch and compound
Staged budgets, ongoing tests, monthly reviews.
The order is fixed. The schedule is not — it depends on your scope, and the discovery call sets it.
How it works
How a click becomes a decision.
- 01
Action happens
A click, call, form, purchase, donation or sign-up.
- 02
Event is captured
Server-side and browser tracking send one clean event with its source.
- 03
Record lands in your CRM
The lead or sale is stamped with channel, campaign and creative.
- 04
Command Center reports it
A live view. Nobody waits for a monthly PDF.
- 05
Budget moves
Money shifts toward what produced the outcome, then the loop runs again.
The loop repeats continually for creative, monthly for budget.
Questions
Questions before a discovery call.
What happens on the discovery call?
Thirty minutes on video or in person. We talk through your goal, what you have in place now, your budget range and your timing. You leave with a clear next step: a First Look audit, a scoped proposal, or a straight answer that we are not the right fit.
What budget do we need?
Management is a percentage of ad spend, agreed in writing up front, and every proposal shows exactly how your budget splits between management and media. On the discovery call we tell you the minimum that makes sense for your goal and your market. Campaign work is quoted against the election date and the size of the universe.
How long is the agreement?
It depends on the work. A project, such as a website, runs on a set schedule. Ongoing management runs on a term stated in your proposal, with renewal and notice terms in writing.
Who owns the accounts and deliverables?
You do, from day one. The ad accounts, the website, the tracking, the data, the creative and the lists are all in your name. If we part ways, nothing has to be rebuilt.
How will I review progress?
Your Command Center is live and open any time. You also get a weekly note on what changed and a monthly review covering what we learned and where the budget moves next. The strategist you met on the discovery call is the one you review it with.
How quickly should we expect results?
Tracking, pages and audiences are built in the first two to four weeks, before spend scales. Paid search usually shows movement in the first month. SEO, streaming TV and mail programs compound over a quarter. We give you a timeline for your scope, and we do not scale spend until every conversion reports to the same place.
Do you work outside Arizona?
Yes. We are headquartered in Scottsdale and work with clients nationwide. Kickoffs and major reviews are in person when it helps; the rest runs remotely.
Do you work with businesses and political campaigns?
Yes, as two practices run by the same team with the same methods and reporting. Business and campaign data are never mixed, and every campaign engagement includes the compliance work: disclaimers, platform verification, texting registration and voter-data handling.
Talk with Position One
Schedule a discovery call.
Thirty minutes, on video or in person. Tell us about your business or campaign, what you need and when you need it. You leave with a clear next step, a scoped proposal, or a straight answer that we are not the right fit.
- Your goal, and where you are starting from.
- Which of our services fit, and which do not.
- The next step, and what we need from you to scope it.