What was the scope of their involvement?
Disruptive has helped us with paid advertising, including PPC campaigns, Google Adwords, display ads, and Facebook ads. They’ve also helped with conversion rate optimization testing for our website. There hadn’t been a lot of SEO work done before my arrival, so we leveraged Disruptive to make sure we were making progress on both fronts.
We do a lot of events advertising via Facebook for educational seminars and workshops across the country. Logistically, it’s a challenge to ensure that those ads are being served to current and potential customers in different geographical areas. We hold 150–200 events per month.
Disruptive has also helped us increase our digital net and brand awareness for a rebranding initiative. There’s been a lot of foundational marketing work taking place since I came on, including building customer segments and driving more digital traffic.
They also helped refine our targeting, get our ad campaigns more organized, and move away from our old method of tracking performance in order to match our new campaign structure. We had to consider many aspects of the infrastructure in order to get things cleaned up. The infrastructure was poorly executed before, so Disruptive helped us build something that made more sense.
There’s no universal gun law, so we have to customize our event promotion according to state-specific information. It took quite a while, but we were able to go through all of our Facebook Ad Manager assets and set things up to accommodate this, which made it much easier to execute the ongoing support for events advertising. We also needed to get tracking elements set up on our website, which took about two months.
We didn’t have a CMS when I started, and we still don’t have one fully implemented. We had a custom, hard-coded PHP website, so things like conversions, revenue tracking, and getting the Facebook pixel to fire on our site were problematic for our IT department. Disruptive was vital in rapidly streamlining these processes so that we could start targeting and remarketing in a more effective way.
They also consulted us on website changes concerning events marketing. Their input was critical so that all of the moving parts could work together. They weren’t directly working on the website, but some of their testing and findings played critical roles in allowing us to get attribution.
Disruptive also brought their developers in to help us solve some coding issues. When it came to 100% attribution, we were duplicating fires on our Facebook Pixel for conversion tracking and incorrect revenue values. They helped us work through these issues and also got the developer on our team at the same level of understanding so that we could actually get some usable data.
We worked with Google AdWords, Facebook Ad Manager, Facebook Audience Insights, Google Analytics, SEMrush, and a third-party email matching service called Tower Data for building customer profiles. There may have been other tools involved, but these were the most prominent ones.
What is the team composition?
Our internal team included me and our ad manager. Disruptive assigned a senior account strategist who was our main point of contact. We also had primary contact with the CRO on their side. I also talked to Daryl [Director, Disruptive Advertising] initially before becoming involved with other team members. He is one of the senior client strategy people at their company.
How did you come to work with Disruptive Advertising?
I searched Google for PPC companies in the country. It was a challenge for us because we’d accumulated around 13,000 ads over 9 years of business which all had to be gone through in order to move away from the old tracking methods.
I completely built our team, so I needed someone who could work well with us, offer a level of guidance for the junior marketers I was bringing on, and make sure we got the work done.
I stumbled across an article in Inc. Magazine that talked about PPC firms in the U.S., which is where I found Disruptive. I reached out to a couple of companies, but I had a good feeling about Disruptive after speaking with Daryl a couple times. Those initial interactions were a deciding factor. It was easy to talk to them about our problem, which indicated that we would have a good business relationship and partnership.
How much have you invested with them?
Their management fee is $16,000 per month, which includes ad spending and CRO testing. Our ad spending is somewhere between $80,000–$100,000 per month, so the management fee for it is between $10,000–$11,000.
What is the status of this engagement?
We started talking with them in July 2017, and officially started the program in August.