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.

Intermission

Just 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!