#SocialPro #XXa @SpeakerName Larry Kim, Founder of WordStream, Inc. THE TOP 10 FACEBOOK & TWITTER ADVERTISING HACKS OF ALL TIME! #SocialPro #23B3 @larrykim
#SocialPro #XXa @SpeakerName
Larry Kim, Founder of WordStream, Inc.
THE TOP 10 FACEBOOK & TWITTER ADVERTISING HACKS
OF ALL TIME!
#SocialPro #23B3 @larrykim
A Few Random Facts About
Me#SocialPro #23B3 @larrykim
#SocialPro #23B3
Originally from Winnipeg, Canada
Actual Photos of Boston From February This Year
#SocialPro #23B3 @larrykim
I Live in Harvard Square, Cambridge, MA
WordStream’s Global Headquarters in Boston
2008
2015
#SocialPro #23B3 @larrykim
You’re Attending a Session on
PAID Social Media Ads…
#SocialPro #23B3 @larrykim
BIG AD BUDGETS
NOT REQUIRED!
#SocialPro #23B3 @larrykim
You Can Do Paid Social Ads with
$50!
#SocialPro #23B3 @larrykim
Doh! 100 Slides* in 25 minutes!
#SocialPro #23B3 @larrykim
Why Paid Social
Ads?
#SocialPro #23B3 @larrykim
#1: Ridiculous Amount of Time on Social Media
28%28% of online
time is spent social networking.
#SocialPro #23B3 @larrykim
#2: Facebook Organic Reach Stinks
#SocialPro #23B3 @larrykim
#3: Most of Your Content Goes Nowhere
5% of WordStream Content = 56% of Page views
More Than Half of Content got less than 500 Page views
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Brought to you by:
#4: Search Ads Are Great, But ExpensiveTOP COST PER CLICK ON BING ADS
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#5: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Engage with Content
Captured Lead
#SocialPro #23B3 @larrykim
So, Many Social Media MarketingEfforts Actually More Like …
How does Content
Marketingreally work
?#SocialPro #23B3 @larrykim
This (almost) never happens!
How it actually works...
Repeat Step 1 and 2 many times until something
sticks.
Step 3 is a myth. Instead, visitors who have a positive
experience may remember your brand and be biased to come to
you in the future.
A B
#SocialPro #23B3 @larrykim
How to make:STEP 2 (Promotion)& Step 3 (Sales)
Happen with greater magnitude & frequency?
#SocialPro #23B3 @larrykim
(a) Paid Social Ads Provide Highly Scalable Content Promotion
CREATEProduce content
& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing
audience by tagging site visitors with a
cookie
STAR
T / G
O
3
1
2
#SocialPro #23B3 @larrykim
ADVERTISETarget your
audience with display & social ads promoting
offers
FILTERApply behavioral and demographic filters on audience
CONVERTCapture qualified leads or sale
END / REPEAT
4
6
5
(b) Social Ads Turn Visitors into Leads & Customers
#SocialPro #23B3 @larrykim
The Top 10 Paid Social Media Advertising Hacks of All
Time!
#SocialPro #23B3 @larrykim
We’re Focusing on Facebook & Twitter Today
#SocialPro #23B3 @larrykim
Apologies to Google+ Fans…
SOCIAL NETWORKINGOn Google+
#SocialPro #23B3 @larrykim
Quality Score in
Facebook and Twitter
Ads!
#SocialPro #23B3 @larrykim
Larry’s #10 Social Ads Hack:
How Does Google Search Decide Which Ad is Shown
Where? Ad Rank
Quality Score
Max CPC Bid Amount
x
=
#SocialPro #23B3 @larrykim
HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
#SocialPro #23B3 @larrykim
“Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency =
HIGHER Quality Adjusted Bid =MORE Ad Impressions at Lower
Cost
RESONANCE: Are consumers engaging your Tweet? Do they retweet,
favorite, or reply?
RELEVANCE: Is your Tweet related to things a user is
interested in?
RECENCY: Is your Tweet fresh? Fresher Tweets get
higher priority.
#SocialPro #23B3 @larrykim
Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.001%
#SocialPro #23B3 @larrykim
1% Increase inPost Engagement5% Reduction in Cost Per Engagement!
“Quality Adjusted Bid” in Twitter
=
#SocialPro #23B3 @larrykim
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONSAS THE CAMPAIGN AGES!
#SocialPro #23B3 @larrykim
High QS (Great!)• High Ad Impression Share• Low Cost Per Engagement• More Qualified People!
Low QS (Terrible!)• Low Ad Impression Share• High Cost Per Engagement• More Unqualified Randos…
Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores
#SocialPro #23B3 @larrykim
Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
#SocialPro #23B3 @larrykim
Paid Social Ads ROI Analysis:
#SocialPro #23B3 @larrykim
Just Say NO to Promoting Junk UpdatesI DON’T PROMOTE EVERY TWEET
BUT WHEN I DO, THEY HAVE +15% ENGAGEMENT RATES AND
1 PENNY CPE’S#SocialPro #23B3 @larrykim
How to ALWAYS Get High Quality Scores??
#SocialPro #23B3 @larrykim
We Need a Unicorn Detector!
Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme
1. Lots of stuff (organically) to Twitter
2. Post Top stuff from Twitter, to LinkedIn & Facebook
3. Pay to Promote the Unicorns on Facebook & Twitter!#SocialPro #23B3 @larrykim
Tweet More Often and Only Promote Your Best Stuff
(Unicorns!)#SocialPro #23B3 @larrykim
Paid Social Hunger Games#SocialPro #23B3 @larrykim
Paid Social MONEYBALL!
#SocialPro #23B3 @larrykim
How to Find High Engagement Posts? (Unicorns!)
#SocialPro #23B3 @larrykim
Paid Social Media Ads.
Organic Social & Content
Marketingvs.
What’s The Biggest Difference??
#SocialPro #23B3 @larrykim
Paid Social = Be Picky!
Cast a Narrow Net, Maximize Engagement
Rates.#SocialPro #23B3 @larrykim
Larry’s #9 Social Ads Hack:
Turn Low Engagement Updates Into High
Engagement Posts w/ Keyword Targeting (and
other Targeting Methods)#SocialPro #23B3 @larrykim
zOMG 10X Higher Engagement By Targeting #alphabet
#SocialPro #23B3 @larrykim
Generates Valuable PR Exposure & Links
#SocialPro #23B3 @larrykim
Precise Ad Targeting Boosts Engagement Rate
#SocialPro #23B3 @larrykim
Larry’s #8 Social Ads Hack:
Increase Commercial Intent (Chance of
People Buying Your Stuff) Using “In-
Market Segments”#SocialPro #23B3 @larrykim
WebsiteHITS
How Idiots Track Success#SocialPro #23B3 @larrykim
Precise Ad Targeting Boosts Engagement Rate
#SocialPro #23B3 @larrykim
“Partner Audiences” in Twitter
#SocialPro #23B3 @larrykim
Larry’s #7 Social Ads Hack:Further Increase Commercial Intent Using Demographic Targeting
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Demographic Ad Targeting in Facebook
#SocialPro #23B3 @larrykim
Demographic Ad Targeting in Twitter
#SocialPro #23B3 @larrykim
Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
#SocialPro #23B3 @larrykim
Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
EngagementRates!ConversionRates!
3X2X
#SocialPro #23B3 @larrykim
Larry’s #5 Social Ads Hack:
Super Remarketing! Combining
Remarketing + Demographic +
Behavioral Targeting + High Engagement
Content
#SocialPro #23B3 @larrykim
Behold The Awesome Power of Super Remarketing
Behavioral & Interest Targeting = They’re interested in your stuffRemarketing = They Recently Checked Out Your Stuff
Demographic Targeting = They Can Afford to Buy Your Stuff
Target a Narrow Audience That
Meets all 3 Criteria = $$$
#SocialPro #23B3 @larrykim
Larry’s #4 Social Ads Hack:
Custom Audiences
#SocialPro #23B3 @larrykim
The Evolution of Display Ad Targeting
5. Website Targeting(e.g. Inc. Magazine or Home & Garden Weekly)
3. Interests & Market Segments(e.g. Business Services, Photography)
4. Keyword Targeting(e.g. Articles containing “Health Insurance”)2. Remarketing(e.g. People who visited the “buy” page of your website)1. Identity(e.g. Specific emails or phone numbers)
#SocialPro #23B3 @larrykim
New “Tailored Audiences” or “Custom Audiences”
#SocialPro #23B3 @larrykim
People-Based Marketing is LikeEmail Marketing But Better
Email MarketingLimit number of blasts toreduce unsubscribes.5-2% unsubscribes each blastPeople Need to opt into your listTons of unqualified emails on the list
People-Based MarketingFixed
FixedFixedFixed
#SocialPro #23B3 @larrykim
Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising
use cases!#SocialPro #23B3 @larrykim
This is a True Story
#SocialPro #23B3 @larrykim
Shared the Article on My Social Media
#SocialPro #23B3 @larrykim
Promoted Post to My List of Influencers
#SocialPro #23B3 @larrykim
Story Picked Up in Marketing Land in 2 Hours
#SocialPro #23B3 @larrykim
SEO Link Building Dance
#SocialPro #23B3 @larrykim
+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
#SocialPro #23B3 @larrykim
Custom Audience Social Ads ROI Analysis:
I DON’T PROMOTE
EVERY TWEET
BUT WHEN I DO, I TARGET RIDICULOUSLY INFLUENTIAL TWITTER
USERS
• 500 High Value Press Pickups + Links
• Massive Brand Exposure• +100k Site VisitorsTotal Cost: $50Total Time 10 minutes
#SocialPro #23B3 @larrykim
Another True Story
#SocialPro #23B3 @larrykim
Shared the Article on My Social Media
#SocialPro #23B3 @larrykim
Promoted Post to My List of Influencers
#SocialPro #23B3 @larrykim
Business Insider Asks To Publish Story
#SocialPro #23B3 @larrykim
SEO Link Building Dance
#SocialPro #23B3 @larrykim
Shared the Article on My Social Media
#SocialPro #23B3 @larrykim
Promote Your Unicorns, Larry!
#SocialPro #23B3 @larrykim
Promoted Post to My List of Influencers
#SocialPro #23B3 @larrykim
Fox News Producer Emails One Hour Later
#SocialPro #23B3 @larrykim
#SocialPro #23B3 @larrykim
#SocialPro #23B3 @larrykim
Facebook Baby Hoodie ($25 value!) #ppckid
#SocialPro #23B3 @larrykim
Custom Audience Social Ads ROI Analysis:
ONE DOES NOT SIMPLY BOOST
POSTS
• Live Interviews with Fox, BBC, etc.
• 250 High Value Press Pickups + Links
• Massive Brand Exposure• +100k Site Visitors• I’m a Columnist on Business
Insider• Business Relationship /w
Facebook• Facebook Baby Hoodie worth
$25 Total Cost: $50Total Time 10 minutes
#SocialPro #23B3 @larrykim
Larry’s #3 Social Ads Hack:
Leverage Insanely Powerful New Ad Formats
#SocialPro #23B3 @larrykim
You can bypass this
funnel entirely!
This Stupid Marketing Funnel is a Ridiculously Dated Concept
#SocialPro #23B3 @larrykim
Facebook Call Buttons
#SocialPro #23B3 @larrykim
Call Buttons are Game ChangersDesktop Search
Conversion FunnelMobile
Conversion Funnel
1. Sees Ad2. Clicks on Ad3. Vists Website
Landing Page4. Lead
Captured
1. Sees Ad2. Calls
Business3. Lead
CapturedNo Leaky Landing Page!
Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites”
#SocialPro #23B3 @larrykim
ELIMINATE YOUR FUNNEL WITH POWERFUL NEW SOCIAL AD
FORMATS#SocialPro #23B3 @larrykim
New Facebook Social Direct Response Ad
Formats
#SocialPro #23B3 @larrykim
Twitter Lead Generation Card Format
User’s Name, Email and Twitter Name are automatically emailed
or posted to you!
#SocialPro #23B3 @larrykim
#SocialPro #23B3 @larrykim
The Snowball Effect of Social Media Advertising
#SocialPro #23B3 @larrykim
Engagement Snowballs As You Go
#SocialPro #23B3 @larrykim
Because Paid Social Ads Generate Fans!
#SocialPro #23B3 @larrykim
Larry’s #1 Social Ads Hack:
Get Free
Clicks!#SocialPro #23B3 @larrykim
Buy 1 Retweet/Like, Get 3 Clicks Free!
#SocialPro #23B3 @larrykim
$0.00 Cost Per Engagement?! RETWEETS10,603
FAVORITES6,117
2:10 PM – 1 Jul 2015
#SocialPro #23B3 @larrykim
Summary: Larry’s Top 10 Social Ad HacksQuality Score in Social Ads!Post More, Promote Best StuffKeyword Targeting & Hashtags!In-Market Segments = Commercial IntentLayer Demographic Targeting
12345
Do Social MediaRemarketingCustom Audiences =Incredibly Precise TargetingUse Lists to Generate Positive EngagementLeverage FlywheelEffect of Social Media Ads
Free Clicks!
678910
#SocialPro #23B3 @larrykim
Paid Social Ads: Highly Scalable Content Promotion
CREATEProduce content
& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing
audience by tagging site visitors with a
cookie
STAR
T / G
O
3
1
2
#SocialPro #23B3 @larrykim
ADVERTISETarget your
audience with display & social ads promoting
offers
FILTERApply behavioral and demographic filters on audience
CONVERTCapture qualified leads or sale
END / REPEAT
4
6
5
Social Ads Turn Visitors into
Leads & Customers
#SocialPro #23B3 @larrykim
Thank You, SocialPro!
#SocialPro #23B3 @larrykim
#SocialPro #XXa @SpeakerName
THANK YOU!
JOIN US @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016
#SocialPro #23B3 @larrykim