Top 10 Social Media Advertising Hacks Of All Time

#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

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• I am just using social media

• I am using paid search and paid social

• I’m not advertising anywhere

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Actual Photos of Boston From February This Year



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2008 2015

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PAID Social Media Ads…

You Can Do Paid Social Ads with

$50!


Why Paid Social

Ads?

#2: Facebook Organic Reach Plummeting


#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


Brought to you by:


How does Content

Marketingreally work

?#socialPPCHacks @larrykim

Brought to you by:


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


How to make:STEP 2 (Promotion)& Step 3 (Sales)

Happen with greater magnitude & frequency?



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


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

=

=


“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

=


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• 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


Tweet More Often and

Only Promote Your Best

Posts (Unicorns!)


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!


Paid Social Media Hunger Games


Paid Social Media MONEYBALL!


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


OMG 10X Higher Engagement By Targeting #alphabet


Generates Valuable PR Exposure & Links


Precise Ad Targeting Boosts Engagement Rate


Larry’s #8 Social Ads Hack:

WebsiteH.I.T.S.

(How Idiots Track Success)

Precise Ad Targeting Boosts Engagement Rate


Demographic Ad Targeting in Facebook


Demographic Ad Targeting in Twitter


Social Media

Remarketing

Custom Website Audiences in Facebook


Tailored Website Audience in Twitter


Power of Social Remarketing

So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)

EngagementRates!ConversionRates!

3X2X


#SFIMA @larrykimBrought to you by:


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:


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)


New “Tailored Audiences” or “Custom Audiences”


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


This is a True Story

Shared the Article on My Social Media


Promoted Post to My List of Influencers

Story Picked Up in Marketing Land in 2 Hours


+500 Press Pickups in 48 Hours

SATURDAY MONDAYFRIDAY


You can bypass this

funnel entirely!

This Stupid Marketing Funnel is a Ridiculously Dated Concept

Facebook Call Buttons


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”


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!


Larry’s #2 Social Ads Hack:

The Snowball Effect of Social

Media Marketing

Engagement Snowballs As You Go


Buy 1 Retweet/Like, Get 3 Clicks Free!


$0.00 Cost Per Engagement?! RETWEETS10,603

FAVORITES6,117

2:10 PM – 1 Jul 2015


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


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


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


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