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Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Top 10 Social Media Advertising Hacks of ALL TIME
Brought to you by:
www.wordstream.com/learn
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Want to get smart in paid search?
@Wordstream @larrykimBrought to you by:
www.wordstream.com/learn
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Where are you currently advertising?
a) I am just using paid search.
b) I am just using social media.
c) I am using both paid search and paid social.
d) I’m not using either.
@Wordstream @larrykimBrought to you by:
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1. Originally from Winnipeg, Canada
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Actual Photos of Boston From February Last Year
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WordStream’s Global Headquarters in Boston
2008
2015
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You Are Part of the Social Media Ad
Rebellion … and a Traitor.
@Wordstream @larrykimBrought to you by:
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How To Stretch Your
Content With $50
@Wordstream @larrykimBrought to you by:
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#1: Ridiculous Amount of Time on Social Media
28%28% of online
time is spent social networking.
@Wordstream @larrykimBrought to you by:
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#2: Facebook Organic Reach Plummeting
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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.
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Low Brand Recall from SEO
SEO Listings Not Memorable or
Inspiring
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Brought to you by:
#5: Search Ads Are Great, But ExpensiveTOP COST PER CLICK ON BING ADS
@Wordstream @larrykimBrought to you by:
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#6: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Engage with Content
Captured Lead
@Wordstream @larrykimBrought to you by:
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PPC/Social/Content MarketingSometimes Feels Like ….
@Wordstream @larrykimBrought to you by:
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The GreatestStrength of PPC Search Ads is
Also its Greatest
Weakness.@Wordstream @larrykim
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Searchers Have *Already*
Decided to Buy
“Buy Zumba Workout DVD”
@Wordstream @larrykimBrought to you by:
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PPC Search Ads Don’t Create *NEW* Demand
More About Fighting Competitors to
Capture *Existing* Market Demand
@Wordstream @larrykimBrought to you by:
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How to make PPC Ads• Create NEW demand
for your Products & Services
• Convert at much higher rate for less spendNote: Looking for BIG Transformative gains (+10x Improvements) not 10% changes – Like the original Google Search Ads 15 Years Ago!
@Wordstream @larrykimBrought to you by:
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Why ShouldPPC Marketers
Should Care About Social
Ads?@Wordstream @larrykim
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How DoesIndirect
Conversionvia Paid Social
Ads REALLY work?
?@Wordstream @larrykimBrought to you by:
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(a) Paid Social Ads Builds Up Builds Up Your BRAND
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
@Wordstream @larrykimBrought to you by:
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ADVERTISETarget your
audience with display & social
remarketing ads and RLSA to
promote hard 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
@Wordstream @larrykimBrought to you by:
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You Can Do Paid Social Ads
with $50!
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Two Key Usages of Social Media Ads
(a) Catalyst (b) Accelerant
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The Top 10 Paid Social Media Advertising Hacks of All
Time!
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We’re Focusing on Facebook & Twitter Today
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Apologies to Google+ Fans…
SOCIAL NETWORKINGOn Google+@Wordstream @larrykim
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Quality Score in
Facebook and Twitter
Ads!
Larry’s #10 Social Ads Hack:
@Wordstream @larrykimBrought to you by:
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HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
“Relevancy Score” in Facebook
=
=
@Wordstream @larrykimBrought to you by:
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“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.
@Wordstream @larrykimBrought to you by:
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Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.001%
@Wordstream @larrykimBrought to you by:
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1% Increase inPost Engagement5% Reduction in Cost Per Engagement!
“Quality Adjusted Bid” in Twitter
=
@Wordstream @larrykimBrought to you by:
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Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONSAS THE CAMPAIGN AGES!
@Wordstream @larrykimBrought to you by:
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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
@Wordstream @larrykimBrought to you by:
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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@Wordstream @larrykim
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Only Promote Your Best Stuff (Unicorns!)
@Wordstream @larrykimBrought to you by:
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Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
@Wordstream @larrykimBrought to you by:
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How to ALWAYS Get High Quality Scores??
@Wordstream @larrykimBrought to you by:
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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!
@Wordstream @larrykimBrought to you by:
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How to Find High Engagement Posts? (Unicorns!)
@Wordstream @larrykimBrought to you by:
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What’s The Biggest Difference??
Paid Social Ads.
Organic Social Media
vs.
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Larry’s #9 Social Ads Hack:
Turn Low Engagement Updates Into High
Engagement@Wordstream @larrykim
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Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net, Maximize Engagement Rates Within.
@Wordstream @larrykimBrought to you by:
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OMG 10X Higher Engagement By Targeting #alphabet
@Wordstream @larrykimBrought to you by:
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Larry’s #8 Social Ads Hack:
Get Free
Clicks!@Wordstream @larrykim
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Buy 1 Retweet/Like, Get 3 Clicks Free!
@Wordstream @larrykimBrought to you by:
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WebsiteHITS
How Idiots Track Success@Wordstream @larrykim
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Precise Ad Targeting Boosts Engagement Rate
@Wordstream @larrykimBrought to you by:
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Demographic Ad Targeting in Facebook
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Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
@Wordstream @larrykimBrought to you by:
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Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
EngagementRates!ConversionRates!
3X2X
@Wordstream @larrykimBrought to you by:
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#5 Social Ads Hack: Super Remarketing!
Combining Remarketing + Demographic + Behavioral Targeting +
High Engagement
Content
@Wordstream @larrykimBrought to you by:
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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 = $$$
@Wordstream @larrykimBrought to you by:
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Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
@Wordstream @larrykimBrought to you by:
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Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
EngagementRates!ConversionRates!
3X2X
@Wordstream @larrykimBrought to you by:
www.wordstream.com/learn
Larry’s #4 Social Ads Hack:
Custom Audiences
@Wordstream @larrykimBrought to you by:
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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)
@Wordstream @larrykimBrought to you by:
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New “Tailored Audiences” or “Custom Audiences”
@Wordstream @larrykimBrought to you by:
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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
@Wordstream @larrykimBrought to you by:
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Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising
use cases!@Wordstream @larrykim
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Shared the Article on My Social Media
@Wordstream @larrykimBrought to you by:
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Promoted Post to My List of Influencers
@Wordstream @larrykimBrought to you by:
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Story Picked Up in Marketing Land in 2 Hours
@Wordstream @larrykimBrought to you by:
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+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
@Wordstream @larrykimBrought to you by:
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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
@Wordstream @larrykimBrought to you by:
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Shared the Article on My Social Media
@Wordstream @larrykimBrought to you by:
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Promoted Post to My List of Influencers
@Wordstream @larrykimBrought to you by:
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Business Insider Asks To Publish Story
@Wordstream @larrykimBrought to you by:
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Shared the Article on My Social Media
@Wordstream @larrykimBrought to you by:
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Promoted Post to My List of Influencers
@Wordstream @larrykimBrought to you by:
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Fox News Producer Emails One Hour Later
@Wordstream @larrykimBrought to you by:
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Facebook Baby Hoodie ($25 value!) #ppckid
@Wordstream @larrykimBrought to you by:
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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• 1366 Sales Qualified Leads• I’m a Columnist on Business Insider• Business Relationship /w Facebook• Facebook Baby Hoodie worth $25 Total Cost: $50Total Time: 10 minutes
@Wordstream @larrykimBrought to you by:
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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
@Wordstream @larrykimBrought to you by:
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#SMX #14B3 @larrykim
Clone Your Audience List Using Similar Audiences!
@Wordstream @larrykimBrought to you by:
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182K Profile Visits / Last 90 Days: HOW?
@Wordstream @larrykimBrought to you by:
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More LinkedIn Profile Views Than President Obama**
526,270 Profile
Views in 2012!
@Wordstream @larrykimBrought to you by:
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Get Your Content Featured in a LinkedIn Channel
@Wordstream @larrykimBrought to you by:
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How to Get to The Top of The Pulse Channel?
@Wordstream @larrykimBrought to you by:
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Use Facebook & Twitter Ads!
Twitter Promoted PostFacebook Promoted Post
@Wordstream @larrykimBrought to you by:
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You can bypass this
funnel entirely!
This Stupid Marketing Funnel is a Ridiculously Dated Concept
@Wordstream @larrykimBrought to you by:
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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”
@Wordstream @larrykimBrought to you by:
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+Half Billion Use FB on Mobile Only
@Wordstream @larrykimBrought to you by:
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New Facebook Social Direct Response Ad
Formats
@Wordstream @larrykimBrought to you by:
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Twitter Lead Generation Card Format
User’s Name, Email and Twitter Name are automatically emailed
or posted to you!
@Wordstream @larrykimBrought to you by:
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ELIMINATE YOUR FUNNEL WITH POWERFUL NEW SOCIAL AD
FORMATS@Wordstream @larrykim
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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)
@Wordstream @larrykimBrought to you by:
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Target search ads only to people who recently visited your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your site, get addedto your remarketing list
Show them customized adswhen they search on Google!
@Wordstream @larrykimBrought to you by:
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The Power of SEARCH Remarketing
So What’s The Catch??
Click Through Rates
Conversion Rates!
2X½ 2X
Cost Per Click
@Wordstream @larrykimBrought to you by:
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RLSA = Shell Game (Unless Used With Social Ads)
@Wordstream @larrykimBrought to you by:
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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@Wordstream @larrykim
Brought to you by:
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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
@Wordstream @larrykimBrought to you by:
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The Future of PPC Search: Indirect Conversion via Paid Social Media Ads + Display & Social Remarketing + RLSA
@Wordstream @larrykimBrought to you by:
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1. Social Ads Build Your BRAND by Amplifying Your Content for Cheap
CREATEProduce content
& share on social
AMPLIFYSelectively promote Unicorn-level content on social media
TAGBuild remarketing
audience by tagging site visitors with a
cookie
STAR
T / G
O
3
1
2
@Wordstream @larrykimBrought to you by:
www.wordstream.com/learn
ADVERTISETarget your
audience with display & social ads promoting
offers. Use new conversion-
friendly Mobile Ad Formats.
FILTERApply behavioral and demographic filters on audience
CONVERTCapture qualified leads or sale
END / REPEAT
4
6
5
2: Social Ads Turn Content
Consumers into Leads &
Customers w/ Super-
Remarketing
@Wordstream @larrykimBrought to you by:
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Assisted Conversion
Direct Conversion
Vs.
(Keep Doing What You’re Doing in Search Ads)
(Focus more here in 2016 to Build Your
Brand and Create New Demand)
#mktfest @larrykimBrought to you by:
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Indirect Conversions are The New Direct Conversions?
Changes to Quality Score Algorithm?
@Wordstream @larrykimBrought to you by:
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Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Special Offer: What would you like?
a) Free personalized demo of the WordStream Advisor
b) 1-1 AdWords Assessment with Certified Consultant
c) Neither, I’m all set
@Wordstream @larrykimBrought to you by:
www.wordstream.com/learn