Post on 16-Apr-2017
10 Crazy Paid Facebook & Twitter Advertising Hacks for Insanely Powerful SEO & Link Building
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A Few Random Facts About
Me
Today is My First Time Visiting London!
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PreviouslyVisitedNever Visited
Actual Photos From My Commute From Boston to Searchlove
Yesterday …
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Originally from Winnipeg, Canada
Lots in Common Between UK &
Canada
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We Both Have Very Colourful Money!
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We Have The Monarchy in Common!
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The Queen = Most Popular Person in The
World!!Vs.
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The Queen = Owns All My Stuff
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Not Much Stuff Named After Canada Here…
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Doesn’t Resemble Any Canadian Water I’ve Ever
Seen…`
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Today, I Live in New England!
(USA)
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Actual Photos of Boston From February This Year
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I Live in Harvard Square, Cambridge, MA
WordStream’s Global Headquarters in Boston
2008
2015
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The Boston Tea Party
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How Autocomplete Describes the 50 States…
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You’re Attending a Session on
PAID Social Media Ads…
BIG AD BUDGETS
NOT REQUIRED!
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You Can Do Paid Social Ads with
£50!
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Doh! 125 Slides* in 45 minutes!
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Why Paid Social
Ads?
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#1: Ridiculous Amount of Time on Social Media
28%28% of online
time is spent social networking.
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#2: Facebook Organic Reach Stinks
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#3: Most of Your Content Goes Nowhere
5% of WordStream Content = 56% of Page views
More Than Half of Content got less than 500 Page views
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#4: Low Brand
Recall for SEO
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#5: Search Ads Are Great, But ExpensiveTOP COST PER CLICK ON BING ADS
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#6: Typical Conversion Rate Via Content <1%
Traffic Generation Activities
Engage with Content
Captured Lead
So, Many Content/Social/PPC Marketing Efforts Actually More
Like …
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How does Content
Marketingreally work
?
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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
How to make:STEP 2 (Promotion)& Step 3 (Sales)
Happen with greater magnitude & frequency?
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(a) Paid Social Ads Provide 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
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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+
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Quality Score in
Facebook and Twitter
Ads!
Larry’s #10 Social Ads Hack:
Why SEOs Are So Awesome at Paid Social Media
Advertising
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How Does Google Search Decide Which Ad is Shown
Where? Ad Rank
Quality Score
Max CPC Bid Amount
x
=
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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
=
=
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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?
RELEVANCE: Is your Tweet related to things a user is
interested in?
RECENCY: Is your Tweet fresh? Fresher Tweets get
higher priority.
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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%
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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!
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
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Tweet More Often and Only Promote Your Best Stuff
(Unicorns!)
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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
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How to Find High Engagement Posts? (Unicorns!)
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Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
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Paid Social Ads ROI Analysis:
How to ALWAYS Get High Quality Scores??
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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 Hunger Games#searchlove @larrykim
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Paid Social MONEYBALL!
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Paid Social Media Ads.
Organic Social & SEO
vs.
What’s The Biggest Difference??
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Paid Social = Be Picky!
Cast a Narrow Net, Maximize Engagement
Rates.
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Larry’s #9 Social Ads Hack:
Turn Low Engagement Updates Into High
Engagement Posts w/ Keyword Targeting (and
other Targeting Methods)
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zOMG 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:
Increase Commercial Intent (Chance of
People Buying Your Stuff) Using “In-
Market Segments”
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WebsiteHITS
How Idiots Track Success
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Precise Ad Targeting Boosts Engagement Rate
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“Partner Audiences” in Twitter
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Larry’s #7 Social Ads Hack:Further Increase Commercial Intent Using Demographic Targeting
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Demographic Ad Targeting in Facebook
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Demographic Ad Targeting in Twitter
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Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
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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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Larry’s #5 Social Ads Hack:
Super Remarketing! Combining
Remarketing + Demographic +
Behavioral Targeting + High Engagement
Content
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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 = $$$
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Larry’s #4 Social Ads Hack:
Custom Audiences
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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)
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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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Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising
use cases!
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This is a True Story
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Shared the Article on My Social Media
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Promoted Post to My List of Influencers
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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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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
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Shared the Article on My Social Media
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Promoted Post to My List of Influencers
Business Insider Asks To Publish Story
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Shared the Article on My Social Media
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Promote Your Unicorns, Larry!
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Promoted Post to My List of Influencers
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Fox News Producer Emails One Hour Later
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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
@larrykim #pubcon#searchlove @larrykim
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3.5 Million Links from 43k Domains in 6 Years
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Larry’s #3 Crazy YouTube SEO HackUse Ads To Rank Organically on YouTube Videos!
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How Do Videos Rank Organically?
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Based on Video Engagement!
Subscribers
Comments
ViewsLikes
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Hack: Use Email Targeting For YouTube Ads to Buy Engagement Required for
SEO Ranking
REMARKETING LIST
Website visitorsMobile app usersCustomer emails
Remove Add to ad groups
List of email addresses you’vecollected.
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0.00%20.00%40.00%60.00% 50.40% 48.99%
10.20%
Email Match Rate of Major Ad Platforms
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Clone Your Customer List Using Similar Audiences!
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Works for LinkedIn Pulse, Medium, etc.
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More Profile Views Than President Obama
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Works for Contributed Posts on Big Sites
The Snowball Effect of Social Media Advertising
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Engagement Snowballs As You Go
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Because Paid Social Ads Generate Fans!
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Larry’s #1 Social Ads Hack:
Get Free
Clicks!
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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
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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 Lists to Generate Positive EngagementLeverage FlywheelEffect of Social Media Ads
Free Clicks!
678910
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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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Thank You, Searchlove!