Building Revenue via Social PPC Marketing
Post on 12-Apr-2017
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Heather Cooan & Elizabeth Marsten @heathercooan | @ebkendo
Building Revenue Generating Social PPC for In-House & Agency: The Whole Conversation
Who’s Who
Heather Cooan• Marketing Manager• Infusionsoft• @heather_cooan
Elizabeth Marsten• Director of PPC• CommerceHub• @ebkendo
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.
• Act I: Choosing Platforms
• Act II: Budgets
• Act III: Reporting & Attribution
• Act IV: Execution
Act I: Choosing Platforms
Can we try all of them?
Define Success/Goals. Now.
Different KPIs?
Just because you have a credit doesn’t mean you have to use it.
How social is your customer?
Do you have a following?
Act II: Budgets
How much should we spend?
Where will influence hit revenue?
You Get Extra Bang For Your Buck
Definitive End Dates.
New Budget. Keep it Clean.
IntermissionJust Kidding. We don’t have time for that.
Act II: Reporting & Attribution
How do we show…well, everything?
*Winner: The Most Useless Graph. Ever. Made.
Add to the Current Report?
*Winner: Of one of the ugliest reports I’ve ever seen.
Add Assists. Yes.
It’s not just about ad metrics.
Think big picture. Talk big picture.
Act IV: Execution
Who does what?
PPC Person? Social?Intern?
Contracts & SOWs.
Share resources. Data, curation calendars and tools.
Tools: Sprout Social, Follwerwonk, Sprinklr, Simply Measured
Social PPC: Now What?
…but first, lemme take a selfie!
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