The Top 10 Facebook & Twitter advertisement hacks of all time! Larry Kim

#SocialPro #XXa @SpeakerName

Larry Kim, Founder of WordStream, Inc.

THE TOP 10 FACEBOOK & TWITTER ADVERTISING HACKS

OF ALL TIME!

Three Random Facts About

Me#somed2016 @larrykim

Brought to you by:

www.wordstream.com/learn

#somed2016 @larrykimBrought to you by:


1. Originally from Winnipeg, Canada

Actual Photos of Boston From February Last Year



I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston

2008

2015



2. Expert Drone Pilot

3. Have a 1-Year Old Kid (#ppckid)

You’re Attending a Session on

PAID Social Media Ads…



BIG AD BUDGETS

NOT REQUIRED!





You Can Do Paid Social Ads with $200 kr!

Two Key Usages of Social Media Ads

(a) Catalyst (b) Accelerant



Why Social Media Ads? (Hint: We’re Doomed!)



#1: Facebook Organic Reach Stinks



#2: 99.9% of Your Content Goes Nowhere



50% OF Content Gets ZERO Social Shares75% Gets Fewer than 39 Shares<0.1% Gets +1000 Shares

#3: Typical Content Conversion Rate Via Social Media <1%

Social Media Activities

Engage with Content

Captured Lead



Social Media MarketingKind of Feels Like ….



How does Content (and Social Media)

Marketingreally work

?#somed2016 @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?





A New Power is Rising

(a) Paid Social Ads Provide MOST 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 and Remarketing Lists for Search Ads to

promote 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…

SOCIAL NETWORKINGOn Google+#somed2016 @larrykim

Brought to you by:


Quality Score in

Facebook and Twitter

Ads!

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

=



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?

RELEVANCE: Is your Tweet related to things a user is

interested in?

RECENCY: Is your Tweet fresh? Fresher Tweets get

higher priority.



Higher Engagement Rate = (Much) Lower Cost Per Engagement

Engagement RateCost per engagement

$.005 $.02 $.03 $.08

68%

7%

21%

37%

$3.001%



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



Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%)

RETWEETS1,488

FAVORITES1,284

6:15AM – 7 Mar 2015



Paid Social Ads ROI Analysis:



Just Say NO to Promoting Junk UpdatesI DON’T PROMOTE EVERY TWEET

BUT WHEN I DO, THEY’RE UNICORNS WITH +15%

ENGAGEMENT RATES AND 1 PENNY CPE’S



How to ALWAYS Get High Quality Score Unicorns?


7 Day Forecast: Sunny in Unicorn Land

I’ve Built 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!



Tweet More Often and Only Promote Your Best Stuff

(Unicorns!)#somed2016 @larrykim

Brought to you by:


Paid Social Hunger Games

How to Find High Engagement Posts? (Unicorns!)


Paid Social Media Ads.

Organic Social & Content

Marketingvs.

What’s The Biggest Difference??


Key to Paid Social Media Ads: Be Picky!

Cast a Narrow Net, Maximize Engagement Rates Within.



Turn Low Engagement Updates Into High

Engagement Posts w/ Keyword Targeting (and

other Targeting Methods)#somed2016 @larrykim

Brought to you by:

zOMG 10X Higher Engagement By Targeting #alphabet



Get Free

Clicks!#somed2016 @larrykim

Brought to you by:

Buy 1 Retweet/Like, Get 3 Clicks Free!



Increase Commercial Intent With Demographic and Behavioral

Targeting

WebsiteHITS

How Idiots Track Success#somed2016 @larrykim

Brought to you by:

Precise Ad Targeting Boosts Engagement Rate


“Partner Audiences” in Twitter


Demographic Ad Targeting in Facebook


Demographic Ad Targeting in Twitter



Social Media

Remarketing

I’LL BE

BACK


Power of Social Remarketing

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

EngagementRates!ConversionRates!

3X2X


#5 Social Ads Hack: Super Remarketing!

Combining Remarketing + Demographic + Behavioral Targeting +

High Engagement

Content


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 with

HIGH ENGAGEMENT

UNICORNS = $$$



Custom Audiences


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


Identity Marketing Using Custom Audiences in Social Ads

Identity based marketing opens up a TON of new and exciting advertising

use cases!#somed2016 @larrykim

Brought to you by:

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


SEO Link Building Dance


+500 Press Pickups in 48 Hours

SATURDAY MONDAYFRIDAY


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


Another True Story






Business Insider Asks To Publish Story


SEO Link Building Dance




Promote Your Unicorns, Larry!




Fox News Producer Emails One Hour Later



Facebook Baby Hoodie ($25 value!) #ppckid


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


Many Ecommerce Applicationsfor Custom audiences!


New Purchasers

Non-Purchase Users

Active Purchasers

Customers with Expired

Warranty

Abandoned Shopping Cart Users

Frequent Purchasers

High Price Item

Purchasers

Recent Purchasers

Ecommerce Audience Email Segmentations


#SMX #14B3 @larrykim

Clone Your Audience List Using Similar Audiences!


#3. Get Even More Free Clicks!!



#SocialPro #22A1 @larrykim#somed2016 @larrykimBrought to you by:




#SocialPro #22A1 @larrykim

182K Profile Visits / Last 90 Days: HOW?




More LinkedIn Profile Views Than President Obama**

526,270 Profile

Views in 2012!




You Can Blog on LinkedIn Pulse:

#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#somed2016 @larrykimBrought to you by:



Get Your Content Featured in a LinkedIn Channel

#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#somed2016 @larrykimBrought to you by:



How to Get to The Top of The Pulse Channel?




Use Facebook & Twitter Ads!

Twitter Promoted PostFacebook Promoted Post




Leverage Insanely Powerful New Ad Formats


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”


ELIMINATE YOUR FUNNEL WITH POWERFUL NEW SOCIAL AD

FORMATS#somed2016 @larrykim

Brought to you by:

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!



Use Social Ads + PPC Search Ads on Google

Using Remarketing

Lists for Search Ads!

(RLSA!)


Larry’s #1 Social Hack: Combine & Social Ads & Search Ads

(RLSA)

Target search ads only to people who recently visited your site!

REMARKETING LISTS FOR SEARCH ADS (RLSA)

#mktfest @larrykimBrought to you by:


Users visit your site, get addedto your remarketing list

Show them customized adswhen they search on Google!

The Power of SEARCH Remarketing

So What’s The Catch??

Click Through Rates

Conversion Rates!

2X½


2XCost Per Click

The Problem With RLSA



RLSA = Shell Game,

Unless Used With Social Ads to Drive

NEW Demand!



I DON’T BUY EVERY KEYWORD SEARCH

BUT WHEN I DO, I FIRST LEVERAGE TARGETED SOCIAL ADS TO DRIVE AWARENESS AND NEW

CUSTOMER DEMAND, THEN USE RLSA TO TARGET PEOPLE FAMILIAR WITH MY BRAND TO GET 2X

CTR, ½ CPC AND 2X CONVERSION RATES#somed2016 @larrykim

Brought to you by:


Summary: Larry’s Top 10 Social Ad HacksQuality Score in Social Ads!Ad Targeting to +EngagementFree Clicks

Target Behaviors & DemographicsUse Social Media Remarketing

12345

Do Super Remarketing!

Custom Audiences =Incredibly Precise TargetingGet Even More Free Clicks

New Mobile Ad Formats

Remarketing Lists for Search Ads (RLSA)

678910



A New Hope



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 and RLSA to promote 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


What is The Future of Social Media Marketing?



Social Media Marketing



Find Your Unicorns!

Be a Unicorn in a Sea of Donkeys!

Thank You, Social Media Days!
