The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

#SocialPro #XXa @SpeakerName

Larry Kim, Founder of WordStream, Inc.

THE TOP 10 FACEBOOK & TWITTER ADVERTISING HACKS

OF ALL TIME!

#SocialPro #23B3 @larrykim

A Few Random Facts About

Me#SocialPro #23B3 @larrykim

#SocialPro #23B3

Originally from Winnipeg, Canada

Actual Photos of Boston From February This Year

I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston

You’re Attending a Session on

PAID Social Media Ads…

BIG AD BUDGETS

NOT REQUIRED!

You Can Do Paid Social Ads with

Doh! 100 Slides* in 25 minutes!

Why Paid Social

#1: Ridiculous Amount of Time on Social Media

28%28% of online

time is spent social networking.

#2: Facebook Organic Reach Stinks

#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

Brought to you by:

#4: Search Ads Are Great, But ExpensiveTOP COST PER CLICK ON BING ADS

#5: Typical Conversion Rate Via Content <1%

Traffic Generation Activities

Engage with Content

Captured Lead

So, Many Social Media MarketingEfforts Actually More Like …

How does Content

Marketingreally work

?#SocialPro #23B3 @larrykim

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.

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

Happen with greater magnitude & frequency?

(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

ADVERTISETarget your

audience with display & social ads promoting

offers

FILTERApply behavioral and demographic filters on audience

CONVERTCapture qualified leads or sale

END / REPEAT

(b) Social Ads Turn Visitors into Leads & Customers

The Top 10 Paid Social Media Advertising Hacks of All

We’re Focusing on Facebook & Twitter Today

Apologies to Google+ Fans…

SOCIAL NETWORKINGOn Google+

Quality Score in

Facebook and Twitter

Larry’s #10 Social Ads Hack:

How Does Google Search Decide Which Ad is Shown

Where? Ad Rank

Quality Score

Max CPC Bid Amount

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

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

$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 (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 HAVE +15% ENGAGEMENT RATES AND

1 PENNY CPE’S#SocialPro #23B3 @larrykim

How to ALWAYS Get High Quality Scores??

We Need 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!#SocialPro #23B3 @larrykim

Tweet More Often and Only Promote Your Best Stuff

(Unicorns!)#SocialPro #23B3 @larrykim

Paid Social Hunger Games#SocialPro #23B3 @larrykim

Paid Social MONEYBALL!

How to Find High Engagement Posts? (Unicorns!)

Paid Social Media Ads.

Organic Social & Content

Marketingvs.

What’s The Biggest Difference??

Paid Social = Be Picky!

Cast a Narrow Net, Maximize Engagement

Rates.#SocialPro #23B3 @larrykim

Turn Low Engagement Updates Into High

Engagement Posts w/ Keyword Targeting (and

other Targeting Methods)#SocialPro #23B3 @larrykim

zOMG 10X Higher Engagement By Targeting #alphabet

Generates Valuable PR Exposure & Links

Precise Ad Targeting Boosts Engagement Rate

Increase Commercial Intent (Chance of

People Buying Your Stuff) Using “In-

Market Segments”#SocialPro #23B3 @larrykim

WebsiteHITS

How Idiots Track Success#SocialPro #23B3 @larrykim

Precise Ad Targeting Boosts Engagement Rate

“Partner Audiences” in Twitter

Larry’s #7 Social Ads Hack:Further Increase Commercial Intent Using Demographic Targeting

Demographic Ad Targeting in Facebook

Demographic Ad Targeting in Twitter

Social Media

Remarketing

I’LL BE

Power of Social Remarketing

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

EngagementRates!ConversionRates!

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 = $$$

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!#SocialPro #23B3 @larrykim

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

• 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

• 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

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#SocialPro #23B3 @larrykim

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!

The Snowball Effect of Social Media Advertising

Engagement Snowballs As You Go

Because Paid Social Ads Generate Fans!

Get Free

Clicks!#SocialPro #23B3 @larrykim

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

Do Social MediaRemarketingCustom Audiences =Incredibly Precise TargetingUse Lists to Generate Positive EngagementLeverage 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

ADVERTISETarget your

audience with display & social ads promoting

offers

FILTERApply behavioral and demographic filters on audience

CONVERTCapture qualified leads or sale

END / REPEAT

Social Ads Turn Visitors into

Leads & Customers

Thank You, SocialPro!

#SocialPro #XXa @SpeakerName

THANK YOU!

JOIN US @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

Marketing

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