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