Hacking Facebook, Twitter & YouTube:

8 Killer Hacks to MAKE MONEY with Paid Social Ads

Brought to you by:

www.wordstream.com/learn#socialhacks

www.wordstream.com/learn

Want to get smart in paid search?

#socialhacks

Today’s Presenters

Founder of WordStream

Leader of the Quality Score Rebellion

Had a Kid 8 Months Ago (#ppckid)

Founder of aimClear

Author of "Killer Facebook Ads"

2013 US Search Personality Of The Year

#socialhacks

Today’s Agenda

1. Social Media Myths Debunked (Marty)

2. Show me (FB) Money! (Marty)

3. Hacking Twitter Ads! (Larry)

4. Hacking YouTube Ads! (Larry)

#socialhacks

Marty Weintraub | @martyweintraub @aimClear

BOOTSTRAPPING SOCIAL MEDIA SALES, B2B, B2C REALITY & REVENUE

© 2014 aimClear® All Rights Reserved

Marty Weintraub | @martyweintraub

#socialhacks

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• Social Media Myths Debunked• #WTF, What Is Social For Anyway?

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CLASSIC SOCIAL MYTHS

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“IF YOU BUILD IT, THEY WILL COME”

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“SOCIAL IS WORTHLESS FOR B2B”

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“NOT VIRAL,

NOT COOL”

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“COMMUNITIES ARE ALWAYS VALUABLE”

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“TWITTER ONLY WORKS FOR

CELEBRITIES & BIG BRANDS”

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…WITH THE MOST FOLLOWERS WINS!

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“BLOGGING IS A WASTE OF TIME”

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“CAN’T MEASURE SOCIAL””

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“MY CUSTOMERS ARE NOT ON SOCIAL”

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“IT TAKES A TON OF CONTENT”

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“I DON’T HAVE TIME TO MANAGE SOCIAL”

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“NEGATIVE COMMENTS

WILL EAT MY BUSINESS”

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“JOIN AS MANY NETWORKS AS POSSIBLE!”

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“SOCIAL IS ONLY

ABOUT FLUFFY SHIT”

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“SOCIAL IS NOT POSSIBLE IN MY

REGULATED ENVIRONMENT”

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“SOCIAL MEDIA IS 9-5, MON – FRI”

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“I HAVE TO RESPOND TO

EVERYTHING IMMEDIATELY”

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“SCHEDULING POSTS, BAD IDEA”

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“USE INTERNS TO MANAGE SOCIAL”

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“SOCIAL & DISPLAY ADVERTISING: VALUELESS”

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“POST THE SAME CONTENT OFTEN FOR MORE RESULTS”`

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“PAID SOCIAL WALL AMPLIFICATION

IS A WASTE OF MONEY”

#socialhacks

MYTHS DEBUNKED!

WHAT IS SOCIAL FOR?

#socialhacks

INTENTIONAL COMMUNITY BUILDING?

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PISSED OFF CONSUMER,

BAD REVIEW AVOIDANCE PATROL?

#socialhacks

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SALES? YE$

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CUSTOMER SUPPORT?

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CROWD SOURCING

PRODUCTS & CONTENT?

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EVENTS & PROMOTIONS?

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DISPLAY ADVERTISING?

#socialhacks

IN-SOCIAL ECOMMERCE & OTHER DIRECT ROI?

#socialhacks

• Thought Leaders

• High Authority Users

• Vertical Media Roles

INFLUENCER MARKETING?

#socialhacks

WHAT IS AN “INFLUENCER?”

#socialhacks

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VERTICAL WORKPLACE BLOGGERS!

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GLOBAL BLOGGERS!

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SOCIALLY AMPLIFIED PR DISTRIBUTION?

• Customer Relations

• Media Relations

• Internal Relations

• Investor Relations

• Crises Management

• Community Relations

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MEDIA ROLES TARGETING

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ANCHORS, HOSTS, CORRESPONDENTS

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PRODUCERS

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THEMED JOURNALISTS

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VERTICAL INTERESTS JOURNALISTS

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SEO, HIGHER GOOGLE RANKINGS?

• Profiles Rank In Google

• Social Signals Count For SEO

• Google+, s An Entirely Different Animal

#socialhacks

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REPUTATION MANAGEMENT,

IMAGE CONTROL?

#socialhacks

EMPOWER SALES TEAM NETWORKING?

#socialhacks

THOUGHT LEADERSHIP MARKETING?

#socialhacks

Quantifiable Branding Actions?

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OF COURSE

CONTENT

DISTRIBUTION?

#socialhacks

BARRIERS TO ENTRY

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LIMITED RESOURCES

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MESSY TAO OF PERSONAL VS.

CORPORATE PROFILES

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NO APPARENT PATHWAY TO REVENUE

#socialhacks

MISUNDERSTANDING OF SOCIAL

IN THE MARKETING MIX

#socialhacks

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NOT SURE WHAT TO DO FIRST!

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Hacking Twitter and YouTube:8 Ways to Make Money from Paid Social Ads

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Twitter Ads!

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4 Twitter Campaign Types:

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Promoted Tweets

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Follower Campaigns

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App Install Ads

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New This Month: Video View Ads!

#socialhacks#socialhacks

Basic Twitter Ad Targeting Options

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Twitter Hack #1: Tweet More Often

How To Tell if You’re Tweeting Too Much?

#socialhacks

Twitter Hack #2: Leverage The Power of Quality Score

#socialhacks

High Engagement = Dramatically Lower CPE’s

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How To Find High Engagement Tweets??!

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Twitter Hack #3: Leverage Advanced Targeting Options

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True Story: Blog Posted Friday at 5PM EST

#socialhacks

Shared and Promoted Content on Twitter

#socialhacks

Article Appeared on Marketing Land Within 2 Hours

#socialhacks

Article Appeared on Marketing Land Within 2 Hours

#ppc2015 @larrykim @martyweintraub

Exponential Growth

#socialhacks

The Awesome Power of Custom Audiences

• Remarketing Lists: • People who recently visited your site are

more likely to engage with your content

• Custom Lists: • Influential people worth more than non-

influential people

• Customers & prospects worth more than randos…

#socialhacks#socialhacks

Twitter Hack #4: Leverage “Cards” for Lead Generation

The “Flywheel Effect”: How Paid Promotion Increases Organic Engagement

#socialhacks

Twitter Ads: Key Takeaways

• First Test Tweeting More

• Higher Engagement Rate = Lower CPE

• (Lower Engagement Rate = Higher CPE)

• Promote Posts with High Organic Engagement

• Tailored Audiences & Remarketing = Higher Engagement

• Leverage “Cards” For Lead Generation

• Paid Promotion Creates Organic Visibility

#socialhacks

YouTube Ads!

#socialhacks

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TrueView Ads on YouTube

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YouTube Ads Hack #1: Know Your Video Ad Targeting Options!

• Demographics: Age, gender, and parental status.

• Topics: YouTube video or Google Display Network content targeted by category or sub-category.

• Interests: Pick from a few thousand available categories to reach people interested in specific topics

• Affinity audiences: Reach people who already have a strong interest in your brand, product, or service.

• In-market audiences: Reach people who are in the process of buying something.

• Placements: Add unique websites or placements within

those websites.

• Channels (YouTube Partner Channels)

• Videos (YouTube Videos)

• Sites on the Google Display Network

• Remarketing lists: Reach viewers based on their past

interactions with your videos or YouTube channel or Website.

• Keywords: YouTube viewers’ search queries.

#socialhacks

YouTube Ads Hack #2: Test Going Longform

#socialhacks

YouTube Hack #3:Paid YouTube Video Promotion =

Increased Organic Visibility!

#socialhacks

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

#socialhacks

marty@aimclear.com