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#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.
#6: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Engage with Content
Captured Lead
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
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
ADVERTISETarget your
audience with display & social ads
promoting offers
FILTERApply behavioral and demographic filters on audience
CONVERTCapture qualified leads or sale
(b) Social Ads Turn Visitors into Leads
& Customers
HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
“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 Engagement
5% Reduction in Cost Per Engagement!
“Quality Adjusted Bid” in Twitter
=
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONSAS THE CAMPAIGN AGES!
High QS (Great!)• High Ad Impression Share• Low Cost Per Engagement
Low QS (Terrible!)• Low Ad Impression Share• High Cost Per Engagement
Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores
Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme
1. Post Lots of stuff (organically) to Twitter
2. Boost Top stuff from Twitter, and share Organically to LinkedIn & Facebook
3. Pay to Promote the Unicorns on Facebook!
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
Larry’s #8 Social Ads Hack:
Increase Commercial Intent (Chance of People Buying Your Stuff) Using “In-Market Segments”
Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
EngagementRates!ConversionRates!
3X2X
Larry’s #5 Social Ads Hack:
Super Remarketing! Combining Remarketing + Demographic + Behavioral
Targeting + High Engagement Content
Behold The Power of Super-Remarketing!
Behavioral & Interest Targeting = They’re interested in your stuff
Remarketing = 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)
People-Based Marketing is LikeEmail Marketing But Better
Email Marketing
Limit number of blasts toreduce unsubscribes
.5-2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-Based Marketing
Fixed
Fixed
Fixed
Fixed
Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising use cases!
Custom Audience Social Ads ROI Analysis:
• 500 High Value Press Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
Total Cost: $50Total Time 10 minutes
Call Buttons are Game Changers
Desktop Search Conversion Funnel
Mobile Conversion Funnel
1. Sees Ad2. Clicks on Ad3. Vists Website
Landing Page4. Lead Captured
1. Sees Ad
2. Calls Business
3. Lead CapturedNo Leaky Landing Page!
Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites”
Twitter Lead Generation Card Format
User’s Name, Email and Twitter Name are automatically emailed
or posted to you!
Summary: Larry’s Top 10 Social Ad Hacks
Quality Score in Social Ads!
Post More, Promote Best Stuff
Keyword Targeting & Hashtags!
In-Market Segments = Commercial Intent
Layer Demographic Targeting
1
2
3
4
5
Do Social MediaRemarketing
Custom Audiences =Incredibly Precise Targeting
Use Insanely PowerfulNew Ad Formats
Leverage SnowballEffect of Social Media Ads
Free Clicks!
6
7
8
9
10
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
ADVERTISETarget your
audience with display & social ads
promoting offers
FILTERApply behavioral and demographic filters on audience
CONVERTCapture qualified leads or sale
Social Ads Turn Visitors into Leads
& Customers
Brought to you by:
Enter To Win a PPC Marketing Session with ME!Drawing:
• 1-Hour Virtual Session with me and Erin Sagin
• Great for Sales Training on PPC• Great for Customer “Lunch &
Learns”• 4 Winners will be selected• Follow the Hashtag
#PPCPOWERHOUSE we will be tweeting out winners throughout the show!