larry kim - the top 10 facebook and twitter advertising content promotion hacks of all time

#INBOUND16

THE TOP 10 FACEBOOK AND TWITTER ADVERTISING

CONTENT PROMOTION HACKS OF ALL TIME

Larry Kim, Founder of WordStream, Inc.

MISSION TO MARS:The Top 10 Facebook and

Twitter Content Promotion Hacks of All Time

Larry Kim, Founder of WordStream, Inc.

OUR TARGET CUSTOMER IS

STRANDED ON MARS!

@larrykim #INBOUND16

BRING HIM HOME


Distance to Mars: 225 MILLION KM


Many Prior Efforts Havent Succeeded


#1. Organic Social Media Reach Stinks!

Buffer Socials Kevan Lee:Weve Lost Half our Organic Social Media Traffic in the Last Year.


#2: 99.9% of Your Content Goes Nowhere

50% OF Content Gets ZERO Social Shares

#3: Typical Conversion RateVia Internet Marketing

Selling Stuff via Content Marketing in 2016 Kind of Feels Like


3 Random facts about your flight director

Over 100 Successful flights to

Mars


1.Originally From Winnipeg

#socialpro #22A2 @larrykim@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16

Actual Photos of Boston Last Year


Live in Harvard Square Cambridge, MA


WordStreams Headquarters

2008 2016


Please Stop By WordStreams Booth at Exhibit Hall S22!


2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS

Studied Electrical Engineering For 5 Years


Have a 2-year old Kid (#ppckid)

How does Content Marketing

REALLY work

?@larrykim #INBOUND16

This (almost) never happens!

Most content goes nowhere

The Path to purchase takes time and is indirect

How Content Marketing Doesnt (Usually) Work

STEP 1 STEP 2 STEP 3

Create New Content

Share on Social Networks (FB,

Twitter, LinkedIn)

People Buy Your Stuff


How to make Promotion and Sales Work More Reliably?


New Unicorn Rocket Technology!


Big Ad Budgets Not Required!


Use social ads as aCATALYST to Get the

ball Rolling


Or as an ACCELERANT to Make Bigger Explosions


1

2

3

(a) Paid Social Ads Provide MOST 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

START/GO(Earth)


5

4

6

(b) Social Ads Turn Visitors into SALES!

RemarketingRemarket your audience with display & social ads and Remarketing

Lists for Search Ads to promote offers

FILTERApply behavioral and demographic

filters on audience

CONVERTCapture qualified leads or sale END/REPEAT

(Mars)


The Top 10 Paid Facebook & TwitterAdvertising Hacks of All Time!


Larrys #10 Social Ads Hack:

Quality Score in Facebook and Twitter Ads!


HIGHER POSTENGAGEMENT

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 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.


Higher Engagement Rate =(Much) Lower Cost Per Engagement

Engagement RateCost per engagement

$.005 $.02 $.03 $.08

68%

7%

21%

37%

$3.00

1%


High QS (Great!) High Ad Impression Share Low Cost Per Engagement

Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores

Low QS (Terrible!) Low Ad Impression Share High Cost Per Engagement


Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%)

RETWEETS1,488

FAVORITES1,284

6:15AM 7 Mar 2015


Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250


Just Say NO to Sending Donkeys into Space@larrykim #INBOUND16

How to ALWAYS Get High Quality Score Unicorns?


7 Day Forecast: Sunny in Unicorn Land


How To Tell if Your Rocket is a Unicorn or Donkey?

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!


Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%)


How to Find High Engagement Posts? (Unicorns!)


Paid Social Media Ads.

Organic Social & Content Marketing

Whats The Biggest Difference??


Key to Paid Social Media Ads: Be Picky!

Cast a Narrow Net, Maximize Engagement

Rates Within.


Larrys #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel

Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods)


OMG 10X Higher Engagement By Targeting #NeverHillary


Best Campaigns Have Precise Audience Definition

(Note: Targeting all your fans is not precise..)

Target:Fans of Donald TrumpSocial Media Marketing Job Titles#neverhillaryNRA Members

Exclude: Democrats

Hillary Fans #neverTrump

Bernie Sanders Fans(etc.)


Adding Audience Targeting Turns OK Ads Into Unicorns


Larrys #8 Hack:Solid State Booster Rockets

Get Free Clicks!@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16@larrykim #INBOUND16

Buy 1 Retweet, Get 3 Free!


Larrys #7 Hack:Secondary StageBooster Rockets

Facebook Video Ads!


Video Ad Campaigns Increase Relevancy Score

by 2 Points!


$0.01 Cents Per Video View!


Larrys #6 Social Ads Hack: Ion Boosters

Custom Audiences


New Tailored Audiences or Custom Audiences


People-Based Marketing is LikeEmail Marketing But Better

Email Marketing

Limit number of blasts toreduce unsubscribes

.5-2% unsubscribes each blast

People Need to opt into your list

Tons of unqualified emails on the list

People-Based Marketing

Fixed

Fixed

Fixed

Fixed


Identity Marketing Using Custom Audiences in Social Ads

Identity based marketing opens up a TON of new and exciting advertising use cases!


This is aTrue Story


Shared the Article on My Social Media


Promoted Post to My List of Influencers


Business Insider Asks To Publish Story


SEO LinkBuilding Dance


Go All-In With Unicorns! Re-promote Post!


Fox News Producer Emails One Hour Later


Facebook Baby Hoodie ($25 value!) #ppckid


Custom Audience Social Ads ROI Analysis: Live Interviews with Fox, BBC, etc. 250 High Value Press Pickups + Links Massive Brand Exposure +100k Site Visitors Im a Columnist on Business Insider Business Relationship /w Facebook Facebook Baby Hoodie worth $25

Total Cost: $50Total Time 10 minutes


Many Ecommerce

Applicationsfor Custom audiences!


Ecommerce Audience Email Segmentations

New Purchasers

Non-Purchase Users

Active Purchasers

Customers with Expired Warranty

Abandoned Shopping Cart Users

Frequent Purchasers

High Price Item Purchasers

Recent Purchasers


#SMX #14B3 @larrykim

Grow Your Audience SizeUsing Similar Audiences!


Were Nowin Orbit!

Very Few Make it This Far

Larrys #5 Hack:


Slingshot Around Large Gravitational Force To Save Propellant


Large Gravitational Forces on Internet:


Over a Million Views & 6654 Likes!


Arianna Huffington Shared the Story And Asked Me to Be a Columnist.


New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?!


Ranked #10 Author on

Medium! HOW?!


Over Half a Million Views / Month!


1564 Upvotes + Front Page + 500k Views!


Larrys #4 Hack: Lunar Gravitational Slingshot


Hacking Google Machine Language Enabled Ranking Algorithms for

Insanely Awesome SEO


Current & Future Google SEO Ranking Signals

Current Google

1.Links

2.Keywords

3.?

Future Google??

1.User Engagement Metrics (Click Through Rate & Dwell Time)

2.Links

3.Keywords


+/- 3% Increase inPost Engagement

+/- 1 Spot in Organic Position

Rankbrain Reward & Penalties?


Bounce Rate vs. Organic Position

Pass: Bounce Rate Low Enough

Fail: Bounce Rate Too High


More Clicks & Conversions

Better SEO Rankings

Even More Clicks &

Conversions!

So Get Really High Organic CTRs & Conversion Rates!


Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates!


Were nowOrbiting Mars!


Larrys #3 Social Ad Hack:Mars Ascent Vehicle (MAV)

Social Media Remarketing


LovePop Cards:


3-Dimensional Pop-Up Cards


Returning Visitors:1. Existing Customers

2. 1-Day Remarketing Audience

3. 7, 30, 180-day Remarketing Audiences

New Visitors:1. Lookalike Audiences

2. Interest, Behavior & Demographic-Based Audiences.

Note: Exclude the overlap (duh).

Larrys Ad Retargeting Stack


Facebook Product Ads (duh!)


YouTube TrueView for Shopping Ads


12-32x Return on Ad Spend! (ROAS)


Power of SocialRemarketing

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

Engagement Rates!

ConversionRates!

3X

3X1/3 Cost Per Click


#2 Social Ads Hack: Mars Intercept!

Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content


Behold The Awesome Power of Super Remarketing

Behavioral & Interest Targeting =Theyre interested in your stuff

Remarketing = 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 = $$$


Use Social Ads + PPC Search Ads on

Google Using Remarketing Lists for Search Ads!

(RLSA!)

Larrys #1 Social Hack: Mars Gravitational Slingshot Home


Target search adsonly 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!


The Power of SEARCH Remarketing

Click Through Rates3X1/33X

Cost Per Click

So Whats The Catch??

Conversion Rates!


The Problem with RLSA

Solution: Use Social Ads to make the smaller circle 100-1000x bigger for cheap!

People unfamiliar with your brand

People familiar with your

brand

RLSA only targetsthese usersRLSA Doesnt Target

These Users (By Definition)


WHAT DOES IT ALL MEAN?


How Advertising REALLY WorksSTEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market

STEP 2: People See The Ad, But Dont Necessarily Take Action Right Away. (But Become Biased)

STEP 3: Later when the Need Arises, People either:

Do a Branded Search for Your Stuff

Do Un-Branded Search but Biased Towards Clicking &

Buying From You.


Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)


Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)


Summary: Larrys Top 10 Social Ad Hacks

Unicorn Rockets: Only Launch Unicorns into Space.

10

Unicorn Rocket Fuel: Audience Targeting to Increase Engagement

9

Solid State Boosters: Generate FREE Clicks from Paid Ads

8

Secondary Booster Rockets: Video Ads!

7

Ion Boosters: Custom Audiences

6


Summary: Larrys Top 10 Social Ad Hacks

Earth Gravity Assist: Reddit, Digg, Medium, Linkedin Pulse, etc

5

Mars AscentVehicle: Social Remarketing

3

Lunar Gravitational Slingshot: Hacking RankBrain for SEO

4

Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads

1

Mars Intercept: Combine Everything with Super Remarketing

2


Find Your Unicorns!


Be a Unicorn in a Sea of Donkeys!



Visit WordStream at INBOUND #S22 in Exhibit Hall!!

Thank you,INBOUND!


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