#socialPPCHacks @larrykim
The Top 10 Social Media Advertising Hacks
of All Time!
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Want to get smart in paid search?
#socialPPCHacks @larrykim #socialPPCHacks @larrykim
• I am just using paid search
• I am just using social media
• I am using paid search and paid social
• I’m not advertising anywhere
Live Poll Question!Where Are You Currently Advertising?
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A Few Random Facts About Me
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Actual Photos of Boston From February This Year
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WordStream’s Global Headquarters in Boston
2008 2015
You’re Attending a Webinar on
PAID Social Media Ads…
You Can Do Paid Social Ads with
$50!
#socialPPCHacks @larrykim
Why Paid Social
Ads?
#2: Facebook Organic Reach Plummeting
#socialPPCHacks @larrykim
#3: Most of Your Content Goes Nowhere
WordStream Published 1600 Articles in 6 Years.5% of Content = 56% of Page views
Half of Content got less than 500 Page views each.
#4: Low BrandRecall for SEO
Brought to you by:
#5: Search Ads Are Great, But Not CheapTOP COST PER CLICK ON BING ADS
#6: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Engage with Content
Captured Lead
#socialPPCHacks @larrykim
Brought to you by:
www.wordstream.com/learn
How does Content
Marketingreally work
?#socialPPCHacks @larrykim
Brought to you by:
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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
#socialPPCHacks @larrykim
How to make:STEP 2 (Promotion)& Step 3 (Sales)
Happen with greater magnitude & frequency?
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
Paid Social Ads: (a) 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
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
#socialPPCHacks @larrykim
The Top 10 Paid Social Media Advertising Hacks of All Time!
We’re Focusing on Facebook & Twitter Today
Apologies to Google+ Fans…
HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
#socialPPCHacks @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 often?
RELEVANCE: Is your Tweet related to things a user is
interested in?
RECENCY: Is your Tweet fresh? Twitter is about what is happening now. Fresher Tweets get priority.
Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.01 $.02 $.03 $.08
68%
7%
21%
37%
1% Increase inPost Engagement5% Reduction in Cost Per Engagement!
“Quality Adjusted Bid” in Twitter
=
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Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONSAS THE CAMPAIGN AGES!
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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
#socialPPCHacks @larrykim
Tweet More Often and
Only Promote Your Best
Posts (Unicorns!)
#socialPPCHacks @larrykim
I DON’T PROMOTE EVERY TWEET
Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
Paid Social Ads ROI Analysis:
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!
#socialPPCHacks @larrykim
Paid Social Media Hunger Games
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Paid Social Media MONEYBALL!
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What’s The Biggest Difference??
Organic Social = Be Picky!
Cast a Narrow Net, Maximize Engagement
Rates.
Keyword Targeting: Google Search vs. Twitter
infant clothes Julian’s first birthday
lawyer auto accident Some dumbass hit my car
pink dress I have nothing to wear for the concert!
online dating Emma just broke up with me
mobile landing page tools #mobilegeddon
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OMG 10X Higher Engagement By Targeting #alphabet
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Generates Valuable PR Exposure & Links
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Precise Ad Targeting Boosts Engagement Rate
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Larry’s #8 Social Ads Hack:
WebsiteH.I.T.S.
(How Idiots Track Success)
Precise Ad Targeting Boosts Engagement Rate
#socialPPCHacks @larrykim
Demographic Ad Targeting in Facebook
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Demographic Ad Targeting in Twitter
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Social Media
Remarketing
Custom Website Audiences in Facebook
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Tailored Website Audience in Twitter
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Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
EngagementRates!ConversionRates!
3X2X
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#SFIMA @larrykimBrought to you by:
www.wordstream.com/learn
Larry’s #5 Social Ads Hack:Larry’s #5 Social Ads Hack:
Super Remarketing! Combining
Remarketing + Demographic +
Behavioral Targeting + High Engagement
Content
#SFIMA @larrykimBrought to you by:
www.wordstream.com/learn
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 = $$$
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)
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New “Tailored Audiences” or “Custom Audiences”
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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
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This is a True Story
Shared the Article on My Social Media
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Promoted Post to My List of Influencers
Story Picked Up in Marketing Land in 2 Hours
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+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
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You can bypass this
funnel entirely!
This Stupid Marketing Funnel is a Ridiculously Dated Concept
Facebook Call Buttons
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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”
#socialPPCHacks @larrykim
New Facebook Social Direct Response Ad Formats
Twitter Lead Generation Card Format
User’s Name, Email and Twitter Name are
automatically emailed or posted to you!
#socialPPCHacks @larrykim
Larry’s #2 Social Ads Hack:
The Snowball Effect of Social
Media Marketing
Engagement Snowballs As You Go
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Buy 1 Retweet/Like, Get 3 Clicks Free!
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$0.00 Cost Per Engagement?! RETWEETS10,603
FAVORITES6,117
2:10 PM – 1 Jul 2015
#socialPPCHacks @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 Insanely PowerfulNew Ad FormatsLeverage FlywheelEffect of Social Media Ads
Free Clicks!
678910
#socialPPCHacks @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
#socialPPCHacks @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
#socialPPCHacks @larrykim
Special Offers! Would You Like…
a)FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week
b)1-1 AdWords Assessment with AdWords Certified Consultant
c) I don’t need help with my PPC
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
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