MISSION TO MARS:Top 10 Facebook and Twitter

Advertising Content Promotion Hacks of All Time

Larry Kim, Founder of WordStream.

OUR TARGET CUSTOMER IS

STRANDED ON MARS!

@larrykim #C3NY

BRING HIM HOME

@larrykim #C3NY

Mark Has Just 40 Minutes of Life Support!

@larrykim #C3NY

Distance to Mars: 225 MILLION KM

@larrykim #C3NY

Many Prior Efforts Haven’t Succeeded

@larrykim #C3NY

#CMCa2z @larrykim

#1. 99.9% of Your Content Goes Nowhere!

50% OF Content Gets ZERO Social Shares<0.1% Gets +1000 Shares

@larrykim #C3NY

#CMCa2z @larrykim

Buffer Social’s Kevan Lee:“We’ve Lost Half our Organic Social Media Traffic in the Last Year”

#2. Organic Social Media Reach Stinks

@larrykim #C3NY

#3. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED

MARKETS!

Source: Approx. 2500 WordStream Customers(Not official Google Data.)

Desktop

Tablet

Mobile

@larrykim #C3NY

#CMCa2z @larrykim

#4. SEO Getting Harder!

@larrykim #C3NY

#5: Typical Conversion Rate

Via Content Marketing < 1%

@larrykim #C3NY

Content Marketing in 2017 & BeyondKind of Feels Like …

@larrykim #C3NY

@larrykim #C3NY

3 Random facts about your flight

director

Over 100 Successful flights to Mars

@larrykim #C3NY

Originally From Winnipeg

@larrykim #C3NY

@larrykim #C3NY

Actual Photos of Boston Last Year

@larrykim #C3NY

Live in Harvard Square Cambridge, MA

@larrykim #C3NY

WordStream’s Headquarters

2008 2016

@larrykim #C3NY

2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS

2. Studied Electrical Engineering For 5 Years

@larrykim #C3NY

3. Have a two-year old Kid (#ppckid)

How does Marketing Demand

Generation REALLY Work

?@larrykim #C3NY

Things Are Super Competitive Now!

We need to create new search volume!

We Need a NEW Ridiculously Unfair

Advantage

How Demand Generation Doesn’t (Usually) Work (Any More)STEP 1 STEP 2 STEP 3

Rank for Keywords

People Search For Your Stuff

People Buy Your Stuff

@larrykim #C3NY

How to get way more leads and sales at MUCH less cost? (Ideally 10x Better not just 10% Better!)

@larrykim #C3NY

New Unicorn Rocket Technology!

@larrykim #C3NY

SALE!ONL

Y$50

ACT NOW

$50

LOW LOWLOW$50

BEST PRIC

E$50

Big Ad Budgets Not Required!

@larrykim #C3NY

Use social ads as a CATALYST to Get the ball Rolling

@larrykim #C3NY

Or as an ACCELERANT to Make Bigger Explosions

@larrykim #C3NY

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)

@larrykim #C3NY

54

6

(b) Social Ads Turn Visitors into Leads & Customers

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)

@larrykim #C3NY

The Top 10 Paid Content Promotion Hacks for 2017

@larrykim #C3NY

Larry’s #10 Top Content Promotion Hack:

Facebook and Twitter Ads!

@larrykim #C3NY

HIGHER POSTENGAGEMENT

Higher Relevance Score

HIGHER RELEVANCE SCORE

More Impression Share and Lower Cost Per

Engagement

“Relevancy Score” in Facebook

=

=

@larrykim #C3NY

“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.

@larrykim #C3NY

Higher Engagement Rate =(Much) Lower Cost Per Engagement

Engagement RateCost per engagement

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

68%

7%

21%

37%

$3.001%

@larrykim #C3NY

1% Increase inPost Engagement5% Reduction in Cost Per Engagement!

“Quality Adjusted Bid” in Twitter

=

@larrykim #C3NY

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

@larrykim #C3NY

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

RETWEETS1,488

FAVORITES1,284

6:15AM – 7 Mar 2015

@larrykim #C3NY

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

@larrykim #C3NY

Just Say NO to Sending Donkeys into Space

@larrykim #C3NY

How to ALWAYS Get High Quality Score Unicorns?

@larrykim #C3NY

7 Day Forecast: Sunny in Unicorn Land

@larrykim #C3NY

@larrykim #C3NY

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 & LinkedIn!

@larrykim #C3NY

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

3%)@larrykim #C3NY

How to Find High Engagement Posts? (Unicorns!)

@larrykim #C3NY

Paid Social Media Ads.

Organic Social & Content

Marketing

What’s The Biggest

Difference??@larrykim #C3NY

Key to Paid Social Media Ads: Be Picky!

Cast a Narrow Net, Maximize

Engagement Rates Within.

@larrykim #C3NY

Larry’s #9 Top Content Promotion Hack: Premium Unicorn Kisses Rocket Fuel

Demographic, Behavioral & Interest-Based Ad

Targeting

@larrykim #C3NY

WebsiteH.I.T.S.How Idiots Track Success

@larrykim #C3NY

zOMG 10X Higher Engagement By Targeting #alphabet

@larrykim #C3NY

Adding Audience Targeting Turns OK Ads Into Unicorns

@larrykim #C3NY

Larry’s #8 Top Content Promotion Hack:

Solid State Booster Rockets

Remarketing on GDN & Facebook

@larrykim #C3NY

Power of Remarketing

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

Engagement Rates (or CTR)!

ConversionRates!

3X

2X1/3Cost Per Click

@larrykim #C3NY

Conversion Rates

Increase With More

Ad Impressions

Weird Thing About Remarketing

@larrykim #C3NY

Behold The Power of Super Remarketing!

Combining Remarketing + Demographic + Interest + Behavioral Targeting + High

Engagement Content

@larrykim #C3NY

Behold The Awesome Power of Super Remarketing

Behavioral & Interest Targeting =They’re 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 = $$$

@larrykim #C3NY

Larry’s #7 Content Promotion Hack: Ion Boosters

5 Ways to Beat Up on Competitors With Ads

@larrykim #C3NY

(a) YouTube Ads: Managed Placements

@larrykim #C3NY

(b) Custom Affinity Audiences on Google Display Network

@larrykim #C3NY

(c) Facebook Interest Targeting

@larrykim #C3NY

(d) Twitter Follower & Keyword Targeting

@larrykim #C3NY

(e) Gmail Ads: Email & Keyword Targeting

@larrykim #C3NY

We’re Nowin Orbit of

Earth!

@larrykim #C3NY

Very Few Marketing Efforts Make it This Far <2%

@larrykim #C3NY

Larry’s #6 Social Ads Hack: Custom Audiences

@larrykim #C3NY

New “Tailored Audiences” or “Custom Audiences”

@larrykim #C3NY

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 Marketing

Fixed

FixedFixedFixed

@larrykim #C3NY

Identity Marketing Using Custom Audiences in Social Ads

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

cases!@larrykim #C3NY

A True Story

@larrykim #C3NY

Shared the Article on My Social Media

@larrykim #C3NY

Promoted Post to My List of Influencers

@larrykim #C3NY

Business Insider Asks To Publish Story

@larrykim #C3NY

SEO Link Building Dance

@larrykim #C3NY

Shared the Article on My Social Media

@larrykim #C3NY

Go All-In With Unicorns!

@larrykim #C3NY

Promoted Post to My List of Influencers

@larrykim #C3NY

Fox News Producer Emails One Hour Later

@larrykim #C3NY

@larrykim #C3NY

@larrykim #C3NY

Facebook Baby Hoodie ($25 value!) #ppckid

@larrykim #C3NY

Custom Audience Social Ads ROI Analysis:• 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 #C3NY

Many Ecommerce Applications of

Custom Audiences!

@larrykim #C3NY

Ecommerce Audience Email Segmentations

New Purchaser

s

Non-Purchase Users

Active Purchaser

s

Customers with Expired Warranty

Abandoned Shopping Cart

Users

Frequent Purchasers

High Price Item

Purchasers

Recent Purchasers

@larrykim #C3NY

#SMX #14B3 @larrykim #C3NY

Grow Your Audience SizeUsing Similar Audiences!

@larrykim #C3NY

Larry’s #5 Advertising Hack: Lunar Gravity Assist

@larrykim #C3NY

Hacking Reddit

Large Gravitational Forces on Internet:

@larrykim #C3NY

Over a Million Views & 6654

Likes!

@larrykim #C3NY

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

@larrykim #C3NY

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

@larrykim #C3NY

Ranked #8 Author on

Medium! HOW?!

@larrykim #C3NY

Over Half a Million Views per Month! HOW?

@larrykim #C3NY

@larrykim #C3NY

1564 Upvotes + Front Page

+ 500k Views!

@larrykim #C3NY

Larry’s #4 Paid Content Promotion Hack:

Photovoltaic Solar Panels

(Radically!) Change Your Offer

@larrykim #C3NY

Search Conversion Rate Distribution

Median: 2.35%

Top 25%: 5.31% and Above

Top 10%: 11.45% and Above

SHA

RE

OF

ALL

AC

CO

UN

TS

SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data)

What’s a Good Conversion Rate?

@larrykim #C3NY

How to Turn Conversion Rate Donkeys into Unicorns?

@larrykim #C3NY

The Great A/B Testing Fairy TaleIf We Change The..• Font Type• Spacing• Button Color• Image• Text• Etc.

“We’ll Get a 5% Increase in Conversions”

CRO Guru

@larrykim #C3NY

Ecommerce Example:Higher CTRs = Higher Conversion

Rates

@larrykim #C3NY

Picnic Pants* Drones

Vs.

CTR

• Picnic Pants

Drones •

Conversion Rate

@larrykim #C3NY

Worst thing you can do: Lipstick on a Donkey

invisible noodles?

@larrykim #C3NY

Your Current Offer

A Completely Different, Better Offer

Big vs. Little ChangesUnicorn Hill

Donkey Hill

@larrykim #C3NY

Change Your Offer To DramaticallyIncrease Conversion Rates

@larrykim #C3NY

@larrykim #C3NY

Hacking RankBrain & New Machine Language Enabled Algorithms for

Awesome SEO

Larry’s #3 Paid Content Promotion Hack:

@larrykim #C3NY

Current & Future Google SEO Ranking Signals

Current Google1.Links2.Keywords3.…?

Future Google1.User Engagement Metrics (Click Through Rate & Bounce Rates)

2.Links3.Keywords

@larrykim #C3NY

What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in

Flux)O

rgan

ic S

earc

h Cl

ick

Thro

ugh

Rate

High CTR Listings Floating To Top Positions

Low CTR Listings Sinking To Bottom of Page

@larrykim #C3NY

+/- 3% Increase inPost Engagement+/- 1 Spot in Organic Position

@larrykim #C3NY

Bounce Rate vs. Organic Position

Pass: Bounce Rate Low Enough Fail: Bounce

Rate Too High

@larrykim #C3NY

• More Clicks & Conversions

• Better SEO Rankings

• Even More Clicks &

Conversions!

So… Get Really High Organic CTRs & Conversion Rates!

@larrykim #C3NY

• Fewer Clicks

• Worse SEO Rankings

• Even Fewer Clicks!

What if You Have Below Average CTR and Conversion Rates? (Terrible!)

@larrykim #C3NY

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

Rates!

@larrykim #C3NY

We’re nowOrbiting Mars!

@larrykim #C3NY

Congratulations So Far…

@larrykim #C3NY

Larry’s #2 Paid Content Promotion Hack: Mars Ascent Vehicle (MAV)

Video Ads!

@larrykim #C3NY

Use Google Analytics User Explorer to

Gain Insights To Determine Target Market

@larrykim #C3NY

Even Twitter Has Audience Insights!

@larrykim #C3NY

$0.01 Cent Per Video View!

@larrykim #C3NY

Video Ad Campaigns Increase Relevancy Score by 2 Points!

@larrykim #C3NY

Use Social Ads + PPC Search Ads on

Google Using Remarketing Lists for Search Ads!

(RLSA!)

Larry’s #1 Paid Content Promotion Hack:

Mars Gravitational Slingshot Home

@larrykim #C3NY

Target search ads only to people who recently visited your site!

REMARKETING LISTS FOR SEARCH ADS (RLSA)

Users visit your site, get added

to your remarketing list

Show them customized adswhen they search on Google!

@larrykim #C3NY

The Power of SEARCH Remarketing

Click Through Rates

3X1/32X

Cost Per Click

So What’s The Catch??

Conversion Rates!

@larrykim #C3NY

The Problem with RLSA

Solution: Use Social Ads to make the smaller circle 10-100x bigger for cheap!

People unfamiliar with your brand

People familiar

with your brand

RLSA only targetsthese usersRLSA Doesn’t Target

These Users (By Definition)

@larrykim #C3NY

Only Spend on RLSA Campaigns. Forget Non-RLSA Search Campaigns

Larry’s #1 RLSA Strategy:If Limited By Budget (Low Impression Share) Set Search Ad Budget = 100% RLSA.

@larrykim #C3NY

1. Dump Non-RLSA Search Ads

2. Divert Budget to Cheaper Social/Display Ads To Drive RLSA

Audience Growth

Larry’s #2 RLSA Strategy: Divert Non RLSA Search Budgets to Cheaper Audience Growth

Campaigns

RLSA10%

Non-RLSA90%

Old PPC Budget Allocation:RLSA vs. Non-RLSA

RLSA40%

Social/Display60%

New PPC Budget Allocation: RLSA-Only + Display/Social

Audience Growth Campaigns

@larrykim #C3NY

WHAT DOES IT ALL MEAN?

@larrykim #C3NY

How Advertising REALLY WorksSTEP 1:

Promote Inspirational / Memorable Content about Your Brand to your Target Market

STEP 2: People See The Ad, But Don’t 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.

@larrykim #C3NY

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

@larrykim #C3NY

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

@larrykim #C3NY

Summary: Larry’s Top 10 Social Ad Hacks

Unicorn Rockets: Only Launch Unicorns into Space w/ Social Ads.

10

Unicorn Rocket Fuel: Audience Targeting to Increase Engagement

9

Solid State Boosters: Remarketing on Google Display Network & FB

8

Secondary Booster Rockets: Beat Up on Competitors

7

Earth Gravity Assist: Custom Audiences.

6

@larrykim #C3NY

Summary: Larry’s Top 10 Paid Content Promotion Hacks

Lunar Gravity Assist: Hacking Reddit.

5

Mars Ascent Vehicle: Video Ads

3

Solar Sails: Radically Change Your Offer

4

Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads

1

Mars Intercept: Hacking RankBrain for Awesome SEO

2

@larrykim #C3NY

Find Your Unicorns!

@larrykim #C3NY

Be a Unicorn in a Sea of Donkeys!

@larrykim #C3NY

Thank you, Seth Besmertnik & Conductor Team!

@larrykim #C3NY