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Heroconf : Growing Your PPC Program
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Heroconf : Growing Your PPC Program

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My HeroConf presentation on how to rapidly grow and scale your Pay Per Click (PPC) advertising program.

My HeroConf presentation on how to rapidly grow and scale your Pay Per Click (PPC) advertising program.

Published in: Marketing, Technology, Design

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Transcript

  • 1. Successfully Scaling to a Global PPC Program in 9 Months without The Wheels Falling Off Marc Bitanga
  • 2. Marc Bitanga Manager, Customer Acquisition @marcbitanga • SEM • SEO & Inbound Marketing • Digital Media About Me
  • 3. Top Brands Trust HootSuite
  • 4. 175+COUNTRIES 15 LANGUAGES 90+ SOCIAL NETWORKS & INTEGRATIONS747 OF FORTUNE 1000 COMPANIES 9+ MILLION USERS 1200+ ENTERPRISE CUSTOMERS
  • 5. We’re Also Known for our “HootBus” at SXSW
  • 6. The Backstory… It Started 9 Months Ago with $165 Million
  • 7. Our Objective: GROW!
  • 8. 5 Continents 28 Countries 13 Languages 6 Dialects A Team of 2 Who Only Speaks English.Go! Our Challenge
  • 9. To Go Global. Our PPC Program Needed To Be This.
  • 10. But At The Time. We Were More Like This.
  • 11. Banda Regular, Size 40 on top of a dark photoMonth 1 Assessment: Solid Foundation With Some Work To Do
  • 12. Month 1 - Our Team Looked Like This One Digital Media Specialist US Agency Landing Page Designer Analysts Customer Acquisition Team Conversion Optimization Team Analytics Team
  • 13. 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
  • 14. Used Display Ads For Click- through Conversions
  • 15. 100% Last Click Attribution Missed Out On Growth Opportunities. This Guy Got All the Credit
  • 16. We Needed to Evolve
  • 17. Revamped Our SEM Campaign Structure Branded Non-Branded Tier 1 Non-Branded Tier 2 Non-Branded Tier 3 Competitor
  • 18. Categorized Non-Branded into Campaign Tiers • HootSuiteBranded • Social Management Dashboard Non-Brand Tier 1 (vanity KWs) • Automate Tweet Non-Brand Tier 2 (targeted KWs) • B2B Twitter Non-Brand Tier 3 (moderately targeted KWs)
  • 19. Revamped Our Campaigns Before After
  • 20. 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
  • 21. Implemented Daily Dashboards Across Regions
  • 22. Went From Ad-hoc To Scheduled Campaign Optimization
  • 23. Added New Tools Before
  • 24. Added New Tools After
  • 25. Partnered With Agencies In EMEA, LatAm, & AsiaPac
  • 26. • 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
  • 27. Remember Those Revamped Campaigns? We Replicated The Structure Globally.
  • 28. Banda Regular, Size 40 on top of a dark photoMonth 9 Assessment: Significantly Better
  • 29. The Result After 9 Months? How did we do?
  • 30. Significant Growth In New Users. Our CAC Also Declined By 1%! - New Users - CAC
  • 31. Top 5 Tips to Help You Grow Your PPC Program
  • 32. #1 – Empower Your PPC Team! Your PPC Team Red Tape
  • 33. • Full-Stack Production & Analytics Team • Fail Fast Mentality: Test, Test, Test • Leadership Advocacy What Works for Us
  • 34. #2 – Use Modified Broad KWs + Hundreds Of Negatives KWs Long Tail Traffic
  • 35. • 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!
  • 36. #3 - Improve Processes. Ensure Each Campaign Gets Some Attention
  • 37. • Frequency of Keyword Culls • Frequency of Ad Testing • Frequency of Landing Page Tests Create an Optimization Calendar
  • 38. #4 - In The Short Term: Scale & Automate As Much As You Can
  • 39. • Duplicate what works in one region to another • Dynamic Keyword Insertion in Ads & Landing Pages • Have a Portfolio of Landing Page Templates Scale & Automate!
  • 40. #5 - Don’t Underestimate Organization, Communication & Project Management
  • 41. • Standardize Evaluation; Common Metrics & Campaign Structure Globally; • Basecamp Project Portal • Weekly/Monthly/Quarterly Reviews & Status Updates Organization & Communication
  • 42. That’s Our Story, Thank You! Any Questions? Twitter: @marcbitanga