Heroconf : Growing Your PPC Program
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Transcript of Heroconf : Growing Your PPC Program
Successfully Scaling to a Global PPC Program in 9 Months without The Wheels Falling OffMarc Bitanga
Marc BitangaManager, Customer Acquisition
@marcbitanga
• SEM• SEO & Inbound Marketing• Digital Media
About Me
Top Brands Trust HootSuite
175+COUNTRIES
15
LANGUAGES
90+
SOCIAL NETWORKS & INTEGRATIONS74
7
OF FORTUNE 1000 COMPANIES
9+MILLION USERS
1200+
ENTERPRISE CUSTOMERS
We’re Also Known for our “HootBus” at SXSW
The Backstory…It Started 9 Months Ago with $165 Million
Our Objective: GROW!
5 Continents28 Countries13 Languages6 DialectsA Team of 2 Who Only Speaks English.Go!
Our Challenge
To Go Global. Our PPC Program Needed To Be This.
But At The Time. We Were More Like This.
Banda Regular, Size 40 on top of a dark photo Month 1 Assessment: Solid Foundation With Some Work To Do
Month 1 - Our Team Looked Like This
One Digital Media SpecialistUS Agency
Landing Page Designer
Analysts
Customer Acquisition Team
Conversion Optimization Team
Analytics Team
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
Used Display Ads For Click-through Conversions
100% Last Click Attribution
Missed Out On Growth Opportunities.
This Guy Got All the Credit
We Needed to Evolve
Revamped Our SEM Campaign Structure Branded
Non-Branded Tier 1
Non-Branded Tier 2
Non-Branded Tier 3
Competitor
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)
Revamped Our Campaigns
Before After
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
Implemented Daily Dashboards Across Regions
Went From Ad-hoc To Scheduled Campaign Optimization
Added New Tools
Before
Added New Tools
After
Partnered With Agencies In EMEA, LatAm, & AsiaPac
• 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
Remember Those Revamped Campaigns? We Replicated The Structure Globally.
Banda Regular, Size 40 on top of a dark photo Month 9 Assessment: Significantly Better
The Result After 9 Months?
How did we do?
Significant Growth In New Users. Our CAC Also Declined By 1%!
9-Months Ago
Today
- New Users
- CAC
Top 5 Tips to Help You Grow Your PPC Program
#1 – Empower Your PPC Team!
Your PPC Team
Red Tape
• Full-Stack Production & Analytics Team
• Fail Fast Mentality: Test, Test, Test
• Leadership Advocacy
What Works for Us
#2 – Use Modified Broad KWs + Hundreds Of Negatives KWs
Long Tail Traffic
• 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!
#3 - Improve Processes. Ensure Each Campaign Gets Some Attention
• Frequency of Keyword Culls
• Frequency of Ad Testing
• Frequency of Landing Page Tests
Create an Optimization Calendar
#4 - In The Short Term: Scale & Automate As Much As You Can
• Duplicate what works in one region to another
• Dynamic Keyword Insertion in Ads & Landing Pages
• Have a Portfolio of Landing Page Templates
Scale & Automate!
#5 - Don’t Underestimate Organization, Communication & Project Management
• Standardize Evaluation; Common Metrics & Campaign Structure Globally;
• Basecamp Project Portal
• Weekly/Monthly/Quarterly Reviews & Status Updates
Organization & Communication
That’s Our Story, Thank You!
Any Questions?Twitter: @marcbitanga