top ten paid social media advertising hacks of all time

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&HOSTED BY:

TOP TEN PAID SOCIAL MEDIA ADVERTISING

HACKS OF ALL TIME

FEATURING LARRY KIM

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Presenters

• Larry Kim– Guest Presenter

– Founder of Wordstream & #ppckid

– Top Columnist for Inc Magazine & Search Engine Land

– Larrykim

• Matt Umbro– Moderator

– Senior Account Manager at Hanapin Marketing

– Founder of #PPCCHAT

– Matt_Umbro

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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Live Poll Question #2

How do you manage your account(s)?

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a) I’m part of an in-house PPC team.

b) I do all the marketing myself.

c) I work with an agency.

d) I’m a consultant.

@larrykim’s Top 10 Social Media Advertising Hacks of All Time

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Ridiculous Amount of Time on Social Media

Source: Global Web Index, January 2015

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We’re Talking Facebook & Twitter Ads Today!

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Note: Not Talking About LinkedIn Ads Today

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Also Note: Not Talking About Google+ Ads Either

Larry’s #10 Social Ads Hack:

Quality Score in

Facebook and

Twitter Ads!

@larrykim

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“Relevancy Score” in Facebook

• Higher post engagement = higher Relevance Score

• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement

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“Quality Adjusted Bid” in Twitter

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“Quality Adjusted Bid” in Twitter

1 Point Increase in Engagement Rate =

5% Decrease in Cost Per Engagement

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One Penny Per Retweet?! YES.

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Quality Score & Impression Share

Fewer Ad

Impressions Every

Day!

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Quality Score & Impression Share

Larry’s #9 Social Ads Hack:

My Top Secret Paid

Social Ads Strategy:

“Tweet More Often &

Promote Your Best Stuff”

@larrykim

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Just Say NO to Promoting Junk Updates

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Promote Your Best Stuff Instead! (Top 1%)

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Paid Social Ads ROI Analysis:

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How to Find High Engagement Posts?

Larry’s #8 Social Ads Hack:

Keyword Targeting

and the Ridiculous

Power of #Hashtags

@larrykim

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Keyword Targeting Not on Facebook

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Keywords Targeting: Google vs. Twitter

Google AdWords Twitter

infant clothes boy 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

Social Keywords: Higher Funnel, Informational, Conversational, Hashtags

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zOMG #Hashtags: 778 Retweets!

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Leverage Power of Trending Topics

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Generates Valuable PR Exposure

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zOMG 28.6k Impressions!

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#convroadtrip Hashtag Reach

Larry’s #7 Social Ads Hack:

Increase Commercial

Intent Using in-Market

Segments!

@larrykim

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“Behavioral Targeting” in Facebook

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“Partner Audiences” in Twitter

Larry’s #6 Social Ads Hack:

Demographic

Targeting

@larrykim

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Demographic Ad Targeting in Twitter

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Demographic Ad Targeting in Facebook

Larry’s #5 Social Ads Hack:

Social Media

Remarketing

@larrykim

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Website Remarketing Ads Often Never Seen

Source: Google

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As Low as 44.8% Viewability!

Source: Google

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Page Position Matters for Website Display Ads

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Social Ads Don’t Have “Avg. Position”

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Custom Website Audiences in Facebook

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Tailored Website Audience in Twitter

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Product Ads on Facebook!

Larry’s #4 Social Ads Hack:

Custom

Audiences

@larrykim

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The Evolution of Display Ad Targeting

5. Website Targeting(e.g.: Inc. Magazine or Home & Garden Weekly)

4. Keyword Targeting (e.g.

Articles containing “Health Insurance”)

3. Interests & Market Segments(e.g. Business Services, Photography)

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 Like Email Marketing But Better

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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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Promote Post to My List of Influencers

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Story Picked Up in Marketing Land in 2 Hours

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Story Picked Up in Marketing Land in 2 Hours+500 Press Pickups in 48 Hours

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Social Ads ROI Analysis:

• 500 High Value Press Pickups + Links

• Massive Brand Exposure• +100k Site Visitors• Total Cost: $50• Total Time: 10

Minutes

Larry’s #3 Social Ads Hack:

Insanely

Powerful New

Ad Formats@larrykim

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This Funnel is a Ridiculously Dated Concept

You Can Bypass this Funnel Entirely! Captured Lead

View Landing Page

Website Visitors

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Facebook Call Buttons

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Call Buttons are Game Changers

Mobile

Conversion Funnel

1. Sees Ad

2. Calls Business

3. Lead Captured

No Leaky Landing Page!

Desktop Search

Conversion Funnel

1. Sees Ad

2. Clicks On Ad

3. Visits Website Landing Page

4. Lead Captured 3% Average Conversion

Rate!

Golden Rule of Mobile: “Calls to Businesses are Worth

+3x More Than Clicks to Websites”

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+Half-Billion Use FB on Mobile Only

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80% of Twitter Users are Mobile

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New Social Direct Response Ad Formats

Leads Get Emailed or Posted to You. Apps Get Installed

(etc.) You’re Paying for Leads Not Clicks, by Eliminating

an Entire Stage of Conversion Funnel!

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Seriously:

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Key Takeaway

Larry’s #2 Social Ads Hack:

The Flywheel

Effect of Social

Media Marketing@larrykim

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What’s a Flywheel?

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Engagement Snowballs As You Go

April 2015: 77k Followers

April 2014: 12k Followers

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It Took Me 5.5 Years to Get 12k Followers

But Now I add 12k Followers in 2 months!

Larry’s #1 Social Ads Hack:

Free

Clicks!@larrykim

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Buy 1 Retweet/Like, Get 3 Free!

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Sponsor Post: Get Likes/Followers Free

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Summary: My Top 10 Social Ad Hacks

1. Quality Score in

Social Ads!

2. Post More,

Promote Best Stuff

3. Keyword Targeting

& Hashtags!

4. In-Market

Segments =

Commercial Intent

5. Layer Demographic

Targeting

6. Do Social Media

Remarketing

7. Custom Audiences =

Incredibly Precise

Targeting

8. Use Insanely Powerful

New Ad Formats

9. Leverage Flywheel

Effect of Social Media

Ads

10.Free Clicks!

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Live Poll Question #3

Third question goes right here in this space?

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a) Max

b) 5

c) Answers

d) For

e) polls

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Discussion Point #2 (title here)

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PPC Retainers

Need some assistance for your PPC? We offer on-going and one-time retainers.

Learn More:

http://www.hanapinmarketing.com/ppc-retainers/

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Live Poll Question #4

a.) FREE Account Assessment from Hanapin

(for accounts spending more than 20K/mo)

b.) FREE WordStream AdWords Performance Grader Plus & Landing Page Grader Walkthrough

c.) No Thanks

d.) Both

Would you like help with your PPC accounts

and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Wordstream Feedback: nbaylor@wordstream.com