Building Revenue Generating Social PPC In-house & Agency
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HeroConf 2015 in Portland, OR. Tandem presentation by Elizabeth Marsten and Heather Cooan on building and executing social media PPC advertising for in-house and agency situations. Presentation was given in a conversational style and included audience participation.
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Building Revenue Generating Social PPC In-house & Agency
- 1. Heather Cooan & Elizabeth Marsten @heathercooan | @ebkendo Building Revenue Generating Social PPC for In-House & Agency: The Whole Conversation
- 3. Who’s Who Heather Cooan • Marketing Manager • Infusionsoft • @heather_cooan Elizabeth Marsten • Director of PPC • CommerceHub • @ebkendo
- 4. How Today Will Be Awesome • In-house & Agency takeaways from Heather and Elizabeth • Scripted & a bit improv style • No Q&A at the end. It’s all Q&A.
- 5. • Act I: Choosing Platforms • Act II: Budgets • Act III: Reporting & Attribution • Act IV: Execution
- 6. Act I: Choosing Platforms
- 7. Can we try all of them?
- 10. Just because you have a credit doesn’t mean you have to use it.
- 11. How social is your customer?
- 13. Do you have a following?
- 14. Act II: Budgets
- 15. How much should we spend?
- 16. Where will influence hit revenue?
- 17. You Get Extra Bang For Your Buck
- 19. New Budget. Keep it Clean.
- 20. Intermission Just Kidding. We don’t have time for that.
- 21. Act II: Reporting & Attribution
- 22. How do we show…well, everything? *Winner: The Most Useless Graph. Ever. Made.
- 23. Add to the Current Report? *Winner: Of one of the ugliest reports I’ve ever seen.
- 25. It’s not just about ad metrics.
- 26. Think big picture. Talk big picture.
- 28. Who does what? PPC Person? Social? Intern?
- 30. Share resources. Data, curation calendars and tools.
- 31. Tools: Sprout Social, Follwerwonk, Sprinklr, Simply Measured
- 32. Social PPC: Now What? …but first, lemme take a selfie!
Hinweis der Redaktion
- The program
- Narrator
- The program
- As the agency PPC person, be expecting to recommend platforms proactively and/or be able to back up which ones you should steer away from. For example, Reddit is a very a special crowd. Facebook can be done by any business, when done correctly. Twitter, you’re deciding on which Twitter cards to use. LinkedIn, stick with boost posts for now.
- This will be the leading determiner for what platform, what ad unit. If it’s sales, lead gen, engagement.
- It’s not all about CPA, CPC’s, and margins in social. You will need to master different KPI’s and you have to define them up front in order to decide where to start and what to focus on.
- I wish I had a dollar for every time I got that email forward with a “we should do this?”
- Social technographics are a huge help in figuring out where to start. You have to understand who you’re trying to reach, how they consume content and participate socially online, and then figure out where they hang out online. Don’t forget…review sites, bbs boards, blogs, video sites, podcasts, etc. are all social media and they all have paid options! It’s not always just about the networks with pay per click ad models.
- Think about your buyers journey and your sales funnel, where does social fit in? How do your customers make decisions? What social activities push them through the funnel? Are there social activities in awareness? What about interest? What about evaluate and purchase?
- Do you already have a following? Leverage it! Chances are, much of the organic following on your brand is not your paying customer. Leverage your followship and translate them into paying customers, subscribers to your email lists, etc. Social is the one place where paid cannot stand on it’s own. You have to compliment with an organic strategy or you will struggle with results.
- The age old question. Let me get out my crystal ball because the second question is always “and what we will get for it?”
- Where does your revenue come from? How much are you willing to pay to increase revenue from customer acquisitions, recurring revenue, cross-sells and upsells, customer referrals? What about brand equity to lift other channels like search both organic and paid? Social can influence all of these buckets.
- Don’t forget, when you run social PPC you also have the advantage of SOCIAL! If you do a good job, you get an organic halo since the ad formats are shareable and interactive with social elements. They are more valuable in this way then any other pay per click medium. You can afford to pay a little more to generate brand equity on top of your conversion metrics.
- Work in campaigns, can’t stress this enough. The slow drip is a killer. Set a goal, a timeline and evaluate. And not one that’s 8months long. No social campaign can sustain that, even Oprah releases new stuff to re-engage the community. This is an earned audience, act like it.
- I like to keep it clean and not rob from the regular PPC spend. Additional budget is best, but if you can’t get it, cut from the non-brand terms or something would ya?
- Clients. They sure like reports. Something about where the money went.
- I am a fan of adding to the current report, whether that’s an additional tab or additional/columns/rows. A separate file counts on far too much remembering and flipping. I do not recommend, however, completely revamping the current report and tearing it up. Unless you needed to do that anyway. Especially if the initial experiment isn’t going all that well.
- I do feel however, that most reports nowadays should include assist information wherever available. We’re past last click, single device attribution.
- One thing I picked up from hanging with social guys is that they talk about engagement over likes/clicks/impressions.
- Not only do you need to think about the larger picture in attribution but you need to TALK about it. Call it out in reports, say it. We can’t change the mindset of clients if we’re not having the conversation.
- Depending on what the contract or statement of work outlines, you might have made it a part of the package. I’m not a fan of “open” contracts where clients can stuff in 4 platforms and no additional budget. You just get screwed. Depends on the platform and the goals set for each platform.
- They have stuff. Whether they’re in agency or inhouse client side, they have stuff. In fact, their stuff has already been scheduled to the 4th of July.
- I love playing around in the social media toolset, so much info and data to go play with that you might steal for PPC. Think about locations, time of day, and their engagement.