heroconf : growing your ppc program
DESCRIPTION
My HeroConf presentation on how to rapidly grow and scale your Pay Per Click (PPC) advertising program.TRANSCRIPT
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Successfully Scaling to a Global PPC Program in 9 Months without The Wheels Falling OffMarc Bitanga
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Marc BitangaManager, Customer Acquisition
@marcbitanga
• SEM• SEO & Inbound Marketing• Digital Media
About Me
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Top Brands Trust HootSuite
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175+COUNTRIES
15
LANGUAGES
90+
SOCIAL NETWORKS & INTEGRATIONS74
7
OF FORTUNE 1000 COMPANIES
9+MILLION USERS
1200+
ENTERPRISE CUSTOMERS
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We’re Also Known for our “HootBus” at SXSW
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The Backstory…It Started 9 Months Ago with $165 Million
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Our Objective: GROW!
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5 Continents28 Countries13 Languages6 DialectsA Team of 2 Who Only Speaks English.Go!
Our Challenge
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To Go Global. Our PPC Program Needed To Be This.
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But At The Time. We Were More Like This.
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Banda Regular, Size 40 on top of a dark photo Month 1 Assessment: Solid Foundation With Some Work To Do
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Month 1 - Our Team Looked Like This
One Digital Media SpecialistUS Agency
Landing Page Designer
Analysts
Customer Acquisition Team
Conversion Optimization Team
Analytics Team
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2000+ AdWords ad groups (US)
Only 75 landing pages in UnBounce
Just a Few Landing Pages
Too Many Ad Groups. Not Enough Landing Pages.
Very Targeted Ad
Groups
Broadly Targeted Landing Pages
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Used Display Ads For Click-through Conversions
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100% Last Click Attribution
Missed Out On Growth Opportunities.
This Guy Got All the Credit
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We Needed to Evolve
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Revamped Our SEM Campaign Structure Branded
Non-Branded Tier 1
Non-Branded Tier 2
Non-Branded Tier 3
Competitor
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Categorized Non-Branded into Campaign Tiers
• HootSuiteBranded
• Social Management Dashboard
Non-Brand Tier 1
(vanity KWs)
• Automate TweetNon-Brand Tier 2
(targeted KWs)
• B2B TwitterNon-Brand Tier 3
(moderately targeted KWs)
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Revamped Our Campaigns
Before After
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Added Critical People to Our Team
• A Number of Digital Media Specialists!• EMEA/LATAM Agency• AsiaPac Agency
• Conversion Project Manager• Landing Page Designer• Copywriter• Developer
• A Room Full of Analysts!
Customer Acquisition Team
Conversion Optimization Team
Analytics Team
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Implemented Daily Dashboards Across Regions
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Went From Ad-hoc To Scheduled Campaign Optimization
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Added New Tools
Before
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Added New Tools
After
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Partnered With Agencies In EMEA, LatAm, & AsiaPac
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• Agencies hard to source from North America
• Your $$$ spread over many languages isn’t profitable for agencies
• Us vs. Them mentality
Some Challenges Going Global
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Remember Those Revamped Campaigns? We Replicated The Structure Globally.
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Banda Regular, Size 40 on top of a dark photo Month 9 Assessment: Significantly Better
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The Result After 9 Months?
How did we do?
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Significant Growth In New Users. Our CAC Also Declined By 1%!
9-Months Ago
Today
- New Users
- CAC
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Top 5 Tips to Help You Grow Your PPC Program
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#1 – Empower Your PPC Team!
Your PPC Team
Red Tape
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• Full-Stack Production & Analytics Team
• Fail Fast Mentality: Test, Test, Test
• Leadership Advocacy
What Works for Us
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#2 – Use Modified Broad KWs + Hundreds Of Negatives KWs
Long Tail Traffic
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• Regular Negative Keyword Culls Keep Bad Traffic At Bay
• Ensures We Don’t Miss A Major Segment Of Keywords
• Turn Winners into Exact Match
Long Tail Keywords for The WIN!
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#3 - Improve Processes. Ensure Each Campaign Gets Some Attention
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• Frequency of Keyword Culls
• Frequency of Ad Testing
• Frequency of Landing Page Tests
Create an Optimization Calendar
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#4 - In The Short Term: Scale & Automate As Much As You Can
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• Duplicate what works in one region to another
• Dynamic Keyword Insertion in Ads & Landing Pages
• Have a Portfolio of Landing Page Templates
Scale & Automate!
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#5 - Don’t Underestimate Organization, Communication & Project Management
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• Standardize Evaluation; Common Metrics & Campaign Structure Globally;
• Basecamp Project Portal
• Weekly/Monthly/Quarterly Reviews & Status Updates
Organization & Communication
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That’s Our Story, Thank You!
Any Questions?Twitter: @marcbitanga