Expert Google Ads Management Services in Melbourne
Capturing Your Market When It Matters Most
Drive Growth with Expert Google Ads Management in Melbourne
Standing out online isn’t just an option—it’s essential. That’s where we come in.
At Search Traffic Success, we specialise in crafting strategic Google Ads campaigns designed to resonate with your audience and reflect your brand’s unique story.
Our approach isn’t about just clicks—it’s about capturing attention, sparking interest, and driving real, measurable growth for your business.
Experience tailored strategies from experts who understand the nuances of Australia’s market dynamics and are committed to turning your advertising spend into a significant investment.
Real Results Through Strategic Ad Placement
Leveraging precise targeting and market insights, our Google Ads management services place your Melbourne business front and centre where it counts, connecting you with customers precisely when they're ready to engage.
Turning Clicks into Loyal Customers
We don’t just optimise for traffic; we create meaningful interactions. By understanding your audience's intent and behaviour, we craft campaigns that resonate, transforming casual browsers into committed buyers and loyal advocates for your Melbourne brand.
Search Traffic Success
Our tailored services
We dive deep into your past and current campaigns, identifying areas for improvement to shape more effective strategies.
Our team designs a custom Google Ads approach, focusing solely on your business goals and target market in Melbourne.
Through regular monitoring, we fine-tune your ads to ensure they resonate with your audience, driving cost-effective results.
We’re not just about clicks. Our strategies aim to attract Melbourne leads that convert, boosting your ROI effectively.
Stay in the know with clear, comprehensive reports detailing your campaign’s performance and areas of opportunity for further growth.
EVERYDAY BUSINESSES, REAL RESULTS
Key Metrics For Measuring Marketing Success
In the competitive realm of Google Ads management, success is an ever-moving target, one that Search Traffic Success aims to consistently achieve.
Through our specialised Google Ads Management Services in Melbourne, we focus on definitive key metrics that go beyond surface-level data.
By scrutinising click-through rates, conversion percentages, quality of traffic, ROI and other important metrics, we offer businesses a clear picture of their campaign’s impact.
This ensures each marketing dollar is accounted for and works towards tangible growth and meaningful engagement.
Customer Acquisition Costs (CAC)
30% is the average reduction we see in CAC (in 3 months) from the day we manage it. Reduce your customer acquisition cost with our expert management of Google Ads and Shopping campaigns.
Average Order Value (AOV)
28% is the average increase in AOV we achieve in a 12 month span. Boost your average order value with data-driven insights, including order bumps, bundling, and upselling, expertly identified by our team.
Customer Lifetime Value (CLV)
We grew customer lifetime value, on average across all industries we have grown CLV by over 55% in an 12 month period. Increase your CLV with referral programs, personalised campaigns, and full funnel content marketing.
68% is the average increase in conversion rate on all Google Shopping campaigns we manage (within a 12 month period), through a suite of optimisation activities like revamping abandon cart sequences or improving product landing pages.
Let Our Google Ads Management Services in Melbourne Scale Your Business
Why Choose Search Traffic Success
Local Market Mastery
Navigating the Melbourne market requires finesse and deep understanding. Our team possesses extensive knowledge of the local landscape, setting us apart as specialists who build campaigns resonating with Melbourne’s unique audience.
Custom Strategies, Real Results
We disdain the one-size-fits-all approach. Instead, we delve into your brand’s specifics, creating tailored Google Ads strategies that speak directly to your goals and audience, fostering growth and tangible outcomes.
Our strategies are backed by solid data. By continuously analysing performance metrics, we make informed decisions that not only keep your campaigns on track but also optimise your budget for the highest possible return on investment.
Direct Communication, Clear Insights
Clarity and transparency are integral to us. We ensure you’re always in the loop with straightforward reporting, providing a clear view of your campaigns’ performance and the strategic actions we’re undertaking to drive success.
Our team’s collective experience spans the full spectrum of Google Ads management. From keyword research and strategic bidding to audience analysis and competitive insight, we offer a complete suite of services that ensure your Melbourne business thrives in the digital advertising space.
Increasing Online Visibility
SEO and Google Ads work hand-in-hand to amplify your Melbourne business's online presence, capturing attention in critical moments of customer search.
Attracting More Customers
Enhanced visibility means more traffic. Our strategies are designed to attract a higher volume of quality leads actively seeking your services.
Precise Targeting and Cost-Effective Advertising
Google Ads offers unparalleled targeting, reaching potential customers in Melbourne with precision, ensuring every dollar spent is cost-effective and purposeful.
Measurable Growth and Return on Investment
Every click, impression, and conversion is tracked, providing clear insights into your campaign’s performance and ensuring measurable business growth through detailed analytics.
Investing in Google Ads Management Services in Melbourne is crucial for several concrete reasons:
Localised Strategy: Melbourne’s market dynamics are unique. A specialised Google Ads service will understand these nuances, enabling your ads to be more relevant and effectively engage the local audience. For instance, knowing local slang, events, or preferences can make your campaigns more resonant.
Expertise in Competitive Analysis: The digital space in Melbourne is competitive. Google Ads experts use sophisticated tools and strategies to analyse what competitors are doing, ensuring your business stands out. They adjust bidding strategies, use negative keywords to avoid irrelevant search queries, and implement ad extensions to make your ads more compelling.
Optimisation and Adaptation: Google Ads require constant monitoring and tweaking for optimal performance. Professionals don’t just ‘set and forget’; they continuously refine campaigns based on performance data. This active management approach adapts to changing market conditions, search trends, and consumer behaviours specific to Melbourne, maximising your return on investment.
Comprehensive Performance Tracking: One of the biggest advantages of Google Ads is measurability. Specialists set up detailed tracking that goes beyond clicks, delving into metrics like conversion rate, cost per acquisition, and customer lifetime value. This level of detail provides clearer insights into what’s working and what’s not, allowing for informed strategic adjustments.
Budget Management: Google Ads experts know how to get the most out of your budget. They manage your bids, control your spending, and strive to reduce wasteful expenditures. Especially within Melbourne’s competitive market, understanding the local economy and cost per click helps in allocating budget efficiently.
In essence, while you focus on running your business, a dedicated Google Ads Management Service in Melbourne takes charge of making your online campaigns successful, ensuring they are tailored, competitive, and cost-efficient within the local context.
The significance of localised Google Ads campaigns for Melbourne-based businesses cannot be overstated:
Cultural Relevance and Connection: By tailoring your Google Ads campaigns to the Melbourne audience, your messaging can reflect local trends, values, and cultural nuances. This creates a sense of connection and trust with consumers. For example, an ad referencing AFL during footy season can resonate more than a generic sports reference.
Enhanced Targeting and Engagement: Localised campaigns use geo-targeting to reach people specifically in the Melbourne area. This means your ads show up in searches with local intent, connecting you with consumers who are more likely to engage with your business. Whether someone’s searching for “cafes near Flinders Street” or “Melbourne plumbers,” your ads appear to high-intent audiences.
Competitive Edge: Melbourne’s market is saturated with businesses trying to capture the same audience. Localising your Google Ads means you’re not just another ad in the crowd. You understand your audience’s specific needs, preferences, and challenges. This understanding allows for strategies that set you apart from competitors, perhaps by highlighting unique local partnerships or area-specific services.
Improved Conversions and Customer Insights: When your ads resonate with local prospects, they’re more likely to convert. Moreover, running localised campaigns provides valuable data on the Melbourne consumer market, helping you understand customer behaviours and preferences that influence your other marketing strategies.
Community Integration: Localised advertising also positions your business as an integral part of the Melbourne community. It shows you’re not just a faceless entity but are involved and invested in local happenings, which can build brand affinity and loyalty.
In a nutshell, a localised approach is less about selling your products and more about speaking your customer’s language. For a Melbourne-based business, this strategy is invaluable in establishing local presence and relevance, directly impacting consumer trust and your bottom line.
Google Ads Management is not a monolithic approach; it’s a service that pivots according to your specific business objectives. Here’s how it caters to individual needs:
Understanding Business Niches: Each industry and business has unique characteristics, competition levels, and customer expectations. A skilled Google Ads team conducts thorough business analyses, understanding these intricacies. They research your market segment, the competitive landscape, and your value proposition in Melbourne’s context, ensuring your campaigns are relevant and targeted.
Custom Campaign Goals: Whether you aim for brand awareness, lead generation, e-commerce sales, or driving physical store visits, Google Ads campaigns can be tailored. By setting SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) goals aligned with your business objectives, Google Ads specialists create campaigns that reflect what success means for you.
Flexible Budgeting and Bidding Strategies: Google Ads allows for budget flexibility depending on your financial constraints or strategic ambitions. Management services optimize your budget allocation, using bidding strategies like cost-per-click (CPC), cost-per-acquisition (CPA), or even automated strategies using machine learning to get the best returns.
Targeted Messaging: Your business isn’t generic, and your ads shouldn’t be either. By crafting custom ad copies and creatives that speak directly to your desired audience, Google Ads ensures your unique selling propositions stand out, resonating with the specific needs and interests of potential customers.
Data-Driven Decisions: Leveraging the power of Google Ads data, management services continually refine your campaigns. They analyse which keywords are performing, which ads are converting, and where your traffic is coming from, then adjust for peak efficiency.
In essence, Google Ads Management morphs to fit your business, embracing your specific requirements, market niche, and financial plan, all while aligning with your broader company ambitions in Melbourne’s competitive ecosystem.
In the digital age, Google Ads stands out as a more effective approach compared to traditional advertising methods for several reasons:
Targeting Capabilities: Unlike traditional advertising, Google Ads allows you to narrow down your audience by demographics, location, interests, and more. For Melbourne businesses, this means your ads are shown to individuals who are most likely to be interested in your products or services, making your campaigns more efficient and effective.
Immediate Traffic and Visibility: While traditional methods take time to build momentum, Google Ads is instantaneous. Once your campaign goes live, your ads start appearing in search results, bringing immediate visibility and traffic. This aspect is critical for new businesses or those running time-sensitive promotions.
Measurable Performance: One of the significant drawbacks of traditional advertising is the difficulty in tracking performance. Google Ads, in contrast, provides detailed analytics, showing you exactly how many people saw your ad, clicked it, and the conversion rates. You see real-time data on what’s working, allowing for immediate adjustments to improve campaign performance.
Budget Control: Spend what you want, not a cent more. With Google Ads, you’re in complete control of your budget. You can set maximum bids for your ads and daily spending limits. This level of control is unparalleled in traditional advertising mediums, where you often pay a hefty sum for mass exposure, regardless of the outcomes.
Enhanced ROI: Every dollar spent is accounted for in Google Ads, and you can clearly see which parts of your campaigns are offering the best return on investment. This level of transparency and the ability to tweak campaigns for optimal performance generally leads to a better ROI than traditional methods.
Alignment with Consumer Behavior: Today’s consumers are online, searching for products, services, and reviews. Google Ads aligns with this behavior, placing your brand where potential customers are already looking, making it inherently more effective.
The shift from traditional to digital, particularly Google Ads, represents an evolution in advertising, offering businesses in Melbourne more control, better targeting, immediate results, and most importantly, a higher potential for significant returns on their investment.
Efficient budget management is a cornerstone of successful Google Ads campaigns, particularly crucial for businesses conscious about over-spending with little return. Here’s how we ensure your campaigns get the maximum mileage out of every dollar spent:
Strategic Planning Before Launching: It all starts with a plan. We don’t just throw money at a range of keywords. We analyse your business, understand your audience, and study the competitive landscape in Melbourne. This analysis includes pinpointing the keywords with the potential for the highest return on investment and identifying the optimal times of day, week, or year to run your ads to reach your audience when they’re most receptive.
Setting Realistic Budget Caps: We establish daily or campaign-wide budget caps based on your overall digital marketing budget and business goals. This approach prevents any unexpected over-spending and ensures Google Ads integrates with your broader financial strategy.
Optimising Bids for Keywords: Not all keywords are created equal. We implement strategies like Enhanced Cost-Per-Click (ECPC) and manual bidding for better control. We closely monitor keyword performance, adjusting bids for those driving conversions, and decreasing bids or pausing those that underperform.
Using Negative Keywords: This feature often goes under-utilised. By adding negative keywords, we prevent your ads from showing on irrelevant searches that are unlikely to convert, thereby saving your budget for more promising prospects.
Monitoring and Adjusting in Real-Time: We don’t set campaigns and forget them. Constant monitoring allows for real-time adjustments, ensuring your budget is always being directed towards areas of the campaign experiencing the highest levels of success.
Reviewing Analytics for Insights: By delving deep into campaign analytics, we can identify trends and insights, like which ad creatives or calls to action are resonating. Armed with this information, we refine campaign elements, ensuring your budget is supporting the most effective strategies.
Focusing on Quality Score: Google rewards relevance and user experience through the Quality Score metric. We optimise ad copy, keywords, and landing pages to improve your Quality Score, leading to lower cost per click (CPC) and better ad positions without additional spending.
Exploring Advanced Strategies: We explore options like remarketing or audience targeting, which offer cost-effective ways to reach high-intent users, or those who’ve interacted with your business before, often leading to better conversion rates.
Through these meticulous steps, we ensure that every penny of your Google Ads budget is put to work efficiently, contributing to your business’s growth in Melbourne without causing financial strain. The goal is to make your investment work smarter, not harder, delivering measurable success that aligns with your company’s objectives.
Absolutely, small businesses can not only leverage Google Ads but often find it a particularly advantageous platform due to its flexibility and cost-control features. Here’s how Google Ads is a feasible option for businesses, even with limited marketing budgets:
No Minimum Investment: Google Ads doesn’t mandate a minimum spending limit. You could start with a cautious budget, see the results, and adjust accordingly. This aspect is crucial for small businesses in Melbourne that need to maintain careful control over cash flow.
Pay for Results: One of the central tenets of Google Ads is that you pay when someone takes action (clicks) on your ad. This pay-per-click (PPC) model ensures you’re investing in tangible interactions rather than just broad exposure, making every dollar count.
Budget Control: You can set maximum daily and monthly budgets to ensure Google never spends more than you’ve allocated. This level of control is pivotal for small businesses that cannot afford overspending on any part of their operations.
Highly Targeted Campaigns: With Google Ads, your limited budget is not wasted on mass, uninterested audiences. Instead, you can hyper-target based on demographics, location, search history, and more, ensuring you speak directly to potential customers with higher intent. This precision helps in stretching every dollar further.
Agile Adjustments for Efficiency: Real-time data means you can make immediate changes. If one keyword or set is draining your budget without results, you can pause or adjust it on the fly. This agility helps small businesses avoid being locked into ineffective spending.
Remarketing – Cost-effective Reminder Advertising: Remarketing allows you to show ads to individuals who’ve previously interacted with your business, a strategy that typically requires less investment because it capitalizes on existing interest. It keeps your brand visible and can help in nudging previous visitors towards conversion.
Measurable ROI: Small businesses need certainty that their investment is yielding returns. Google Ads provides detailed performance metrics that show you exactly where your budget is making an impact, helping validate your spending or highlight areas for re-evaluation.
Leveraging Local Searches: Many small businesses thrive on local trade. Google Ads allows you to target geographically, ensuring your ads reach potential customers in Melbourne or specific local areas. When people search for services “near me,” your business appears on the map.
In essence, Google Ads offers a level playing field for businesses of all sizes. Small businesses, despite budget constraints, have access to the same tools and opportunities as larger competitors. With the right strategy, even minimal investment in Google Ads can help small enterprises in Melbourne punch above their weight, driving traffic, conversions, and ultimately, revenue.
Google Ads can be a powerhouse in your overarching marketing strategy, acting as a catalyst for reaching your business goals. Here’s how Google Ads integrates seamlessly into your marketing blueprint:
Immediate Traffic and Visibility: While SEO efforts are vital for long-term growth, they take time. Google Ads offers immediate visibility at the top of search engine results, injecting your strategy with speed, especially critical for new product launches or entering new markets in Melbourne.
Supporting Content Marketing: Content may be king, but it needs an audience. By using Google Ads, you can drive traffic to your top-notch content, like blogs, ebooks, or webinars, ensuring your quality creations get the attention they deserve, supporting both brand building and lead generation.
Data-Driven Insights: Google Ads provides valuable data that can inform other marketing efforts. Understanding which keywords and ad types drive the most conversions can help refine SEO strategies, content topics, and even influence product development or offerings.
Enhanced Local Marketing: For businesses focusing on customers in Melbourne or specific locales, Google Ads’ geo-targeting can amplify your local marketing efforts. By appearing in local searches and on Google Maps, you reinforce your local presence, crucial for driving foot traffic and fostering community relationships.
Retargeting for Engagement: Google Ads isn’t just about reaching new customers. Through retargeting, you can re-engage visitors who didn’t convert on their first visit. This strategy supports lead nurturing efforts, increasing the effectiveness of email campaigns and social media by keeping your brand top of mind.
Multichannel Synergy: Integration is key in a holistic marketing strategy. Google Ads works in tandem with other channels. For instance, by aligning your messaging and design across Google Ads, social media campaigns, and email marketing, you provide consistent experiences, reinforcing your brand message and identity.
Testing Ground for Marketing Elements: Use Google Ads as a laboratory. Test different marketing messages, offers, and calls to action, and see which resonate most with your audience. These insights can improve the effectiveness of broader marketing initiatives, ensuring cohesion and audience appeal.
Conversion-Focused Endeavours: At its core, Google Ads is about driving conversions, whether that’s sales, sign-ups, or inquiries. This focus complements branding, awareness, and community-building efforts in your strategy, ensuring a balance between long-term brand building and immediate, action-driven marketing.
By dovetailing with and enhancing other marketing efforts, Google Ads becomes an integral component of your comprehensive strategy. It’s not a siloed tactic but a synergistic tool designed to catapult your overall marketing effectiveness, ensuring that all elements of your strategy — both online and offline — perform better together, driving your business forward.
Maintaining the edge of your Google Ads in a competitive digital marketplace requires continuous optimization and strategic adjustments. Below we unravel our approach to keeping your campaigns competitive over time:
Regular Performance Analysis: Consistent review of your campaign metrics is essential. We analyse data on click-through rates, conversion rates, and overall ROI to understand what’s working and what’s not. This regular performance check ensures we’re always on track, meeting the targets, or making informed adjustments.
Keyword Optimization: The competitiveness of keywords changes over time, influenced by various factors including seasonal trends, competitor actions, or market dynamics. We continuously monitor keyword performance and trends, adding new potential high-performers, pausing underperformers, and adjusting bids to maintain your ads’ competitiveness.
Ad Copy Refresh: Over time, ad copy can become stale, or user behaviour might evolve. We routinely test and update ad copy, headlines, and calls to action to ensure they remain compelling, relevant, and more appealing than your competitors’. This approach keeps the campaign fresh and responsive to changing customer needs and preferences.
Competitive Analysis: Keeping a close eye on your competitors is crucial. We use various tools and methods to monitor their activities, from the keywords they are targeting to the special offers they are promoting. Understanding their tactics helps us to counteract effectively, ensuring your ads remain one step ahead.
Landing Page Optimization: The journey doesn’t stop at the click. We continuously A/B test landing pages to improve the user experience, ensuring high relevance and a clear path to conversion. This strategy directly impacts your Quality Score, improving ad placements without increasing costs.
Adapting to Platform Updates: Google periodically updates its advertising platform, introducing new features or changing algorithms. We stay abreast of these changes, embracing new functionalities that can enhance campaign performance, and adapting strategies to mitigate any potential negative impacts.
Audience Segmentation and Personalisation: As we gather more data, we refine audience segments, creating highly targeted ads that resonate with specific user groups. Personalisation keeps your ads relevant and competitive, as customers tend to respond best to content that addresses their unique needs and interests.
Bid Strategy Adjustments: Leveraging machine learning and automation, we optimize bid strategies for different circumstances, maximizing ROI. Whether it’s pursuing more aggressive tactics during high-opportunity periods or reigning in on spend in less certain times, adaptive bidding is key to maintaining competitiveness.
Through this multifaceted approach, we don’t just set campaigns and hope for the best. We are committed to the continuous pursuit of excellence, innovation, and strategic agility, ensuring your Google Ads campaigns remain competitive and continue to deliver results for your business in the ever-evolving digital landscape of Melbourne.
Google Ads stands out in the digital advertising space for several reasons, and understanding these can help Melbourne businesses discern its unique role in marketing strategies. Here’s what makes Google Ads distinct:
Intent-Based Targeting: Unlike traditional advertising or other digital platforms that target based on demographics or interests, Google Ads excels in capturing user intent. When people search for specific products, services, or solutions, your ads appear, connecting with prospects precisely when they’re most interested and ready to engage or buy.
Measurable Performance and Analytics: Google Ads offers unparalleled analytics, allowing businesses to track a multitude of metrics. You’re not just casting a wide net and hoping for results; you can see how many people notice your ads, click them, take action on your website, and more. This level of detail means you can calculate precise ROI, something traditional advertising methods often struggle to provide.
Agility and Real-Time Optimization: The platform’s flexibility is a game-changer. In traditional advertising, you commit to a specific message and medium for an extended period. With Google Ads, you can adjust your campaigns in real-time based on performance data. If something doesn’t work, you’re not locked in; you can pause campaigns, change ad copy, adjust your budget, or shift your targeting to respond to data trends or market changes.
Budget Control: With Google Ads, you’re in complete control of your spending. Set your budget caps, decide how much to pay for clicks, and only pay when users interact with your ads. This level of control is often not possible with traditional advertising, where you pay a set amount regardless of the outcome.
Advanced Targeting Capabilities: Google Ads’ targeting goes beyond keywords. Adjust campaigns based on devices, location, time of day, demographics, and more. Such precision ensures you’re not spending money reaching out to those unlikely to engage with your offering, which is a common drawback with blanket advertising strategies.
Speed to Market: While SEO and content marketing are long-term strategies, Google Ads is immediate. You can get your message in front of the right people quickly, perfect for new product launches, promotional campaigns, or tapping into emerging market trends.
Integration with Other Marketing Efforts: Google Ads doesn’t exist in a vacuum. It can powerfully complement other marketing initiatives, providing a surge in traffic to new content, collecting data for market research, or re-engaging past visitors with remarketing.
Global and Local Reach: Google’s vast network means your ads can appear globally, nationally, or locally in Melbourne. With local service ads, map features, and more, Google Ads is effective for both broadening your reach and hyper-local marketing efforts.
In essence, Google Ads’ unique capabilities make it an invaluable component of any integrated marketing strategy, offering quick, targeted, and cost-effective ways to put your message in front of interested consumers precisely when they’re most receptive.
The question of affordability often arises among small business owners in Melbourne considering Google Ads. The perception that Google Ads is costly can deter some, but understanding its flexibility and potential for ROI can offer a new perspective. Here’s why Google Ads can be a viable option for businesses of all sizes:
Budget Versatility: Google Ads doesn’t have a one-size-fits-all pricing model. You can start with whatever budget you’re comfortable with and adjust your spending based on the results. This pay-per-click model ensures you’re spending only when potential customers show active interest, making each dollar work harder for you.
Control Over Costs: You have the power to set maximum bids for keywords and daily budgets, preventing any unexpected expenditures. This level of control is integral for small businesses that need to manage cash flow efficiently. You can also make immediate changes, scaling up or down based on real-time performance and business conditions.
Targeted Strategies for Cost-Efficiency: With precise targeting options, you’re not wasting resources reaching the wrong audience. You can focus on specific geographical areas (like Melbourne), times of day, or even user behaviors, which means your budget is directed towards leads more likely to convert.
High ROI Potential: While there’s an investment involved, the returns can be substantial. With the right strategy, Google Ads can drive considerable traffic, leads, and sales. The key is the quality of your campaign setup, ongoing management, and optimization efforts that ensure you’re not just attracting clicks, but engaging potential customers.
Data-Driven Decisions: The comprehensive analytics provided by Google Ads means every decision you make can be based on data. This approach minimizes the risk of continued investment in ineffective strategies, ensuring you can allocate budget to high-performing campaigns and improving overall cost-efficiency.
No Minimum Investment: There’s no mandatory minimum ad spend, which removes the financial barrier to entry. Small businesses can test the waters without committing a large budget, assess the effectiveness, and then decide on further investment based on initial campaign performance.
Sustainable Long-Term Growth: Unlike traditional advertising, where consistent spending is needed for visibility, Google Ads’ flexibility supports sustainable growth. Start small, and as your business grows, reinvest some of the profits into your ad budget, creating an upward growth spiral.
Leveraging Local Searches: Especially for local businesses in Melbourne, Google Ads offers a cost-effective way to compete with larger companies. Localised search targeting means you’re reaching out to a community interested in supporting local businesses, often leading to higher conversion rates with lower competition and cost.
In conclusion, Google Ads is an accessible platform for small businesses, offering a level of budget control, targeting, and scalability that can make it a cost-effective part of your marketing strategy. It’s not about the size of your budget but how strategically you use it to grow your business.