Michael Taylor

Experienced Growth Lead

Liverpool, United Kingdom of Great Britain and Northern Ireland (+00:00 UTC)Englishfrom London, United Kingdom of Great Britain and Northern Ireland
Free
15min30min60min
Available
20
Sessions
5.00
Rating
Expertise
PPC Strategies

I have 10 years experience with $50m spent on PPC. At Ladder I've grown 200+ clients including Monzo Bank, Time Out and Booking.com. I optimized $10m a year on Google for Carphone Warehouse at Efficient Frontier (acquired by Adobe) and grew PPC from 1% of total revenue to 6% at ShopStyle. I was an early Facebook advertiser at Travelzoo (Groupon competitor) acquiring 1m subscribers, scaled acquisition at SumoMe (founded by Noah Kagan) by 30x, and even ran Facebook ads for Facebook (Workplace).


Growth Hacking

I founded and grew Ladder, a growth marketing agency to over 50 employees in three countries, helping companies like Monzo Bank, Time Out and Booking.com as well as 200 or so other startups. I was an early adopter of Growth Hacking techniques and learned to code when Optimizely came to Europe so I could roll out my own A/B tests without needing IT. I've also met Sean Ellis and other prominent Growth Hackers, and worked for Noah Kagan at SumoMe.


Technology and Tools

Having worked with over 200 startups in the past five years through Ladder, a growth marketing agency I founded, I've seen enough technology stacks and the issues with them to be able to help give some guidance in the majority of scenarios. Specifically I'm best at tag management and set up of tracking / analytics, and I've done enough CRM to know the commonalities of how they all work.


Mentor Toolkit
BuySellAds
2 years of experience

This is one of my favorite rarely tested channels. You can get really premium inventory particularly if you're targeting designers, developers or marketers. It is a little difficult to buy on vs the self-serve Google and Facebook platforms, but in particular the email sponsorship has worked well for me. When Crypto was a thing I spent a lot of money on BuySellAds as they had the Crypto package, in some cases achieving <0.5 cents cost per click and 5% CTR (unheard of in display ads!).

Quora
2 years of experience

We tried out Quora ads early on and saw good success, in particular for clients like Booking.com on the B2B side. It is still a relatively early platform so has rarely been a big source of traffic for the 200 or so clients I've worked with at Ladder, but it does well enough to be worth testing.

Twitter
4 years of experience

I have used Twitter pretty regularly as an ads platform since starting my agency, Ladder. In some cases we have gotten it to be a better source of traffic with more volume than Facebook, though that is admittedly rare and depends on the type of client.

Adroll
3 years of experience

I started advertising on Adroll at SumoMe, and have experimented with it multiple times across the 200 clients we've worked with at Ladder, an agency I co-founded. I actually now have Criteo as a client, a direct competitor, and therefore have done a lot of competitive research into its strengths and weaknesses.

Bing
10 years of experience

I have been running campaigns on Bing for a decade, and worked directly with them as one of the UK's largest advertisers for a while. I was an active spender during the shift to Yahoo account management and most of the 200 clients I've worked with at Ladder, the agency I co-founded, have experimented with Bing.

Hotjar
4 years of experience

I have used Hotjar for a long time, and competed against them somewhat when I worked for SumoMe. I have worked with over 200 startups at Ladder, a growth agency I founded, and for most of them we installed and used Hotjar actively for insights in CRO.

Mixpanel
3 years of experience

I have a lot of Mixpanel experience, having worked directly with them as a partner agency in the implementation of several complex mobile app clients. One of the clients I built the setup for was a new French bank, post-GDPR, so I had to navigate through the many ways they store data and help their legal team interpret the risk vs benefit of several major analytics decisions.

MySQL
2 years of experience

I have basic SQL experience - enough to pull the data I need - then I usually export into another platform to analyze with Python or in a spreadsheet.

Javascript
6 years of experience

My experience with JavaScript is mainly in setting up tracking events on websites, custom coding for front-end A/B tests (implemented via Optimizely, VWO or Google Optimize) and setting up automations in Google Ads Scripts.

Python
4 years of experience

I'm a semi-competent Python developer with a focus on Data Science, and have built simple Django apps and workflow automations. I mostly use Python for advanced analysis though I also have entry level experience in machine learning applied to marketing.

Intercom
3 years of experience

I have used Intercom for both clients and my own company, having launched several SaaS tools and scaled them to over 1,000 users. I have built several end to end tracking installations with Intercom, and I'm familiar with how to connect it to other services, as well as set up complex behavioral email loops.

Google Analytics Experiments
3 years of experience

I was an early adopter of Google Optimize and even wrote a blog post that got retweeted by them (how I moved my agency from Optimizely to Google Optimize). I have set up complex experiments including working with developers, even for fortune 500 companies like Nestle.

Google Tag Manager
4 years of experience

I'm a Google Tag Manager power user, having used it on something like 200 clients through Ladder, the agency I co-founded. I even set up Google Tag Manager for a major fast food brand late one night when another agency couldn't find anyone who knew it! I know how to code basic JavaScript for custom setups, and am competent in working with developers for any advanced needs. I also have experience with other tag management solutions such as Segment, and before that Qubit and others.

Facebook
9 years of experience

I was an early Facebook advertiser at Travelzoo (Groupon competitor) acquiring 1m subscribers, scaled acquisition at SumoMe (founded by Noah Kagan) by 30x, and even ran Facebook ads for Facebook (Workplace). As the co-founder of Ladder, a growth marketing agency, I have scaled campaigns up to $500k a month, and have worked with clients like Monzo Bank, Time Out and Booking.com.

Unbounce
3 years of experience

I founded a growth marketing agency, Ladder, who became a partner agency of Unbounce, and have sent people from my team to their conference. We have used Unbounce for Fortune 500 clients all the way down to early stage startups, and have built several custom pages with unique setups.

LinkedIn
4 years of experience

I have run LinkedIn campaigns for years, including for some big names like Booking.com, which are one of the largest LinkedIn advertisers in Europe. I've worked directly with LinkedIn account reps and have experience with a variety of ad formats.

Adwords
10 years of experience

My first job was at Efficient Frontier (acquired by Adobe) where I optimized $10m a year on Google for Carphone Warehouse and others. I then joined Travelzoo where amongst other media and landing page optimization, I managed their $4m a year PPC budget. After that I grew PPC from 1% of total revenue to 6% at ShopStyle, then founded my own agency, Ladder, where I've worked with over 200 clients on PPC, including Monzo Bank, Time Out and Booking.com.

Ahrefs
3 years of experience

Ahrefs is my SEO tool of choice - I have run many manual checks over the years and their data is the most consistent. I also prefer the UI and it isn't bloated like other tools when it comes to features. I use it primarily for keyword research, but it is also very useful for linkbuilding strategies (which actually was what it was originally known for, before they upped their game on keywords).

Segment
3 years of experience

I have used Segment many times for multiple clients in spaces like financial services (including launching a new bank in France) and also for my own in-house products. I mostly use it in scenarios where the client is on mobile, has offline events, or has advanced analytics needs, for example dumping raw data into Google BigQuery and/or Mode Analytics for advanced analysis via SQL and Python.

Google Data Studio
2 years of experience

I'm a power user of Google Data Studio having transitioned our entire agency (50 employees) across to it from an internal system we built in-house. I have set up many custom reports and dashboards for clients, including connecting to BigQuery, or custom population of spreadsheets as sources for things like cohort analysis. I have built GDS reports for companies like Monzo Bank, Time Out and Booking.com.

Hubspot
4 years of experience

I have worked with HubSpot as my own CRM in the growth marketing agency I founded, Ladder. We are getting something like 300 leads a month through inbound marketing and I'm familiar with the various workflows needed to integrate HubSpot with other services, including attributing marketing for the full funnel. I have also worked on HubSpot for clients, including a wedding company with over 50 venues.

Mailchimp
5 years of experience

I have worked with Mailchimp for years, both for my own newsletters and behavioral emails, and on behalf of clients at Ladder, the growth marketing agency I founded. This is the email platform I have the most experience with, though I have also worked with several others.

Co-Founder and COO
Ladder
London, United Kingdom of Great Britain and Northern Ireland
- present

Growth marketing agency with 50 people in the US, UK and EU where we've helped grow over 200 clients such as Monzo Bank, Booking.com and Time Out across major digital channels.

Digital Agencies
Startups
MSc Applied Economics
University of Nottingham
-

Merit

BA Business Economics
Anglia Ruskin University, Cambridge
-

2.1

Reviews (15)
Nuno Pereira
1 session
13 Mar 2020

Amazing call with Michael, we talked about Facebook Ads, how Michael ran campaigns in the past for a similar company and got a few tips and tricks that I'm surely going to use. Really helpful!

Christopher Rawlings
1 session
12 Mar 2020

I just had my first session with Michael and it was great. He is friendly, very helpful and in 30 minutes I picked up a lot of information that will help my PPC strategy. Would highly recommend.

Kacper Staniul
1 session
5 Mar 2020

Highly recommend Mike for anything PPC related. He helped me with both Google Ads strategy, as well as with campaign reporting and suggested some tools that will make this process less arduous.

Foti Panagiotakopoulos
1 session
5 Mar 2020

I came prepared with a few very specific questions about Facebook Ads that have been on my mind the past few weeks but couldn't find satisfying results for on blogs etc. Here's my takeaway from this call. Yes, we do tend to get in our own way sometimes by overcomplicating things. But there are other times that things are legit complicated, and need to be treated as such! Being able to know the difference between those two scenarios becomes SO much easier by being able to talk to people as experienced as Michael. Ok - time to get to work!

Teresita Sánchez
1 session
4 Mar 2020

AWESOME :) ! Michael helped us a lot ! He listened to our pitch and then he pitched our company to us hahaha. Lots of useful tips.

Jessy Conflon
1 session
25 Feb 2020

I thoroughly enjoyed my session with Mike. He is vastly knowledgeable in outbound email campaigns and shared with me loads of good tips, articles, and step-by-step methodology of how to approach my next outbound campaign. I could not recommend him more. I will most definitely have another session with Mike.

Positive John
1 session
21 Feb 2020

Mike knows a lot about tools and has an infinite database of relevant resources that will save you time. I needed to refresh my SQL and GIT knowledge for a specific project. Mike shared with me great resources and directed my studies to make it happen faster. Exactly what I needed. I'll be consulting with Mike for Python-related questions!

Filip Pabisek
1 session
19 Feb 2020

We had a great session about Mobile Apps strategies. Starting from PPC tactics to retention, ASO and tools recommendations. I'll definitely follow-up after a week or two, to analyze the learnings together.

Konstantinos Gkovedaros
1 session
11 Feb 2020

What I didn't realize before talking with Michael is that i was talking with a potential user on what we are building and as such, he gave us really valuable advice and directions on where we could point our efforts to. A great guy, would definitely recommend.

Coy Henderson
1 session
4 Feb 2020

Michael was great. He gave solid advice and even was so kind to send some recap notes my way (with suggested readings). I definitely recommend scheduling time with Michael if he is available.

Faith Storey
2 sessions
23 Jan 2020

Michael was extremely helpful in providing a system in place for running tests and scaling in a startup. He has other great skills that I will definitely be reaching out for in the near future. But if you're looking for some guidance on how to stay organized in a lean marketing team, this is your guy.

Ryan Prior
1 session
23 Jan 2020

We discussed paid ads attribution models, and Michael had some excellent ideas to help me get a clearer picture of lead quality beyond the initial sign up. He also offered useful insights on 'alternative' paid media platforms such as BuySellAds and Quora :-) Thanks!

Jan Kuzel
1 session
21 Jan 2020

I came to Michael with our SaaS metrics to find potential bottlenecks and was very happy with the feedback I got. He highlighted some important problems and gave me couple ideas for a new direction.

Baptiste Debever
1 session
15 Jan 2020

Amazing session with Michael - very knowledgeable and great recommendations for our SEA strategy.

Jacob Elbaum
1 session
2 Jan 2020

My call with Michael was fantastic. He's knowledgable, completely understood the needs and complexity of the challenge I faced and provided super useful feedback for how to improve. Moreover, it was just a great conversation with someone who clearly can see both in very specific detail (as required in conversion rate optimization/growth marketing), but also sees things on a higher strategic level. Big recommend for Michael :)