top 10 social media advertising hacks of all time

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Top 10 Social Media Advertising Hacks of ALL TIME

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Want to get smart in paid search?

@Wordstream @larrykimBrought to you by:



Where are you currently advertising?

a) I am just using paid search.

b) I am just using social media.

c) I am using both paid search and paid social.

d) I’m not using either.



Three Random Facts About

Me

1. Originally from Winnipeg, Canada



Actual Photos of Boston From February Last Year



I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston

2008

2015



2. Expert Drone Pilot

3. Have a 1-Year Old Kid (#ppckid)

You Are Part of the Social Media Ad

Rebellion … and a Traitor.



BIG AD BUDGETS

NOT REQUIRED!



How To Stretch Your

Content With $50



Why Paid Social

Ads?



#1: Ridiculous Amount of Time on Social Media

28%28% of online

time is spent social networking.



#2: Facebook Organic Reach Plummeting



#3: Most of Your Content Goes Nowhere

WordStream Published 1600 Articles in 6 Years.5% of Content = 56% of Page views

Half of Content got less than 500 Page views each.



Low Brand Recall from SEO

SEO Listings Not Memorable or

Inspiring



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



#6: Typical Conversion Rate Via Content <1%

Traffic Generation Activities

Engage with Content

Captured Lead



PPC/Social/Content MarketingSometimes Feels Like ….



The GreatestStrength of PPC Search Ads is

Also its Greatest

Weakness.@Wordstream @larrykim

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Searchers Have *Already*

Decided to Buy

“Buy Zumba Workout DVD”



PPC Search Ads Don’t Create *NEW* Demand

More About Fighting Competitors to

Capture *Existing* Market Demand



How to make PPC Ads• Create NEW demand

for your Products & Services

• Convert at much higher rate for less spendNote: Looking for BIG Transformative gains (+10x Improvements) not 10% changes – Like the original Google Search Ads 15 Years Ago!



A New Power is Rising

Act Two:



Why ShouldPPC Marketers

Should Care About Social

Ads?@Wordstream @larrykim

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Assisted Conversion

Direct Conversion

Vs.

(Too Much Focus Here)

(Not Enough Focus Here???)

How DoesIndirect

Conversionvia Paid Social

Ads REALLY work?

?@Wordstream @larrykimBrought to you by:


(a) Paid Social Ads Builds Up Builds Up Your BRAND

CREATEProduce content

& share on social

AMPLIFYSelectively promote top content on social media

TAGBuild remarketing

audience by tagging site visitors with a

cookie

STAR

T / G

O

3

1

2



ADVERTISETarget your

audience with display & social

remarketing ads and RLSA to

promote hard offers

FILTERApply behavioral and demographic filters on audience

CONVERTCapture qualified leads or sale

END / REPEAT

4

6

5

(b) Social Ads Turn Visitors into Leads & Customers



BIG AD BUDGETS

NOT REQUIRED!



You Can Do Paid Social Ads

with $50!



Two Key Usages of Social Media Ads

(a) Catalyst (b) Accelerant



The Top 10 Paid Social Media Advertising Hacks of All

Time!



We’re Focusing on Facebook & Twitter Today



Apologies to Google+ Fans…

SOCIAL NETWORKINGOn Google+@Wordstream @larrykim

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Quality Score in

Facebook and Twitter

Ads!

Larry’s #10 Social Ads Hack:



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

Cost

RESONANCE: Are consumers engaging your Tweet? Do they

retweet, favorite, or reply often?

RELEVANCE: Is your Tweet related to things a user is

interested in?

RECENCY: Is your Tweet fresh? Twitter is about what is

happening now. Fresher Tweets get priority.



Higher Engagement Rate = (Much) Lower Cost Per Engagement

Engagement RateCost per engagement

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

68%

7%

21%

37%

$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

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

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



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@Wordstream @larrykim

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Only Promote Your Best Stuff (Unicorns!)



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

RETWEETS1,488

FAVORITES1,284

6:15AM – 7 Mar 2015



Paid Social Ads ROI Analysis:



How to ALWAYS Get High Quality Scores??



7 Day Forecast: Sunny in Unicorn Land

We Need a Unicorn Detector!

Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme

1. Post Lots of stuff (organically) to Twitter

2. Boost Top stuff from Twitter, and share Organically to LinkedIn & Facebook

3. Pay to Promote the Unicorns on Facebook!



Paid Social Media Hunger Games

How to Find High Engagement Posts? (Unicorns!)



What’s The Biggest Difference??

Paid Social Ads.

Organic Social Media

vs.




Turn Low Engagement Updates Into High

Engagement@Wordstream @larrykim

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Key to Paid Social Media Ads: Be Picky!

Cast a Narrow Net, Maximize Engagement Rates Within.



OMG 10X Higher Engagement By Targeting #alphabet




Get Free

Clicks!@Wordstream @larrykim

Brought to you by:


Buy 1 Retweet/Like, Get 3 Clicks Free!




Increase Commercial Intent With Demographic and Behavioral

Targeting

WebsiteHITS

How Idiots Track Success@Wordstream @larrykim

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Precise Ad Targeting Boosts Engagement Rate



Demographic Ad Targeting in Facebook




Social Media

Remarketing

I’LL BE

BACK



Power of Social Remarketing

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

EngagementRates!ConversionRates!

3X2X



#5 Social Ads Hack: 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 with

HIGH ENGAGEMENT

UNICORNS = $$$




Social Media

Remarketing

I’LL BE

BACK



Power of Social Remarketing

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

EngagementRates!ConversionRates!

3X2X




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!@Wordstream @larrykim

Brought to you by:


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



+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

USERS

• 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

POSTS

• Live Interviews with Fox, BBC, etc.• 250 High Value Press Pickups + Links• Massive Brand Exposure• +100k Site Visitors• 1366 Sales Qualified Leads• I’m 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!

New Purchasers

Non-Purchase Users

Active Purchasers

Customers with Expired

Warranty

Abandoned Shopping Cart Users

Frequent Purchasers

High Price Item

Purchasers

Recent Purchasers

Ecommerce Audience Email Segmentations



#SMX #14B3 @larrykim

Clone Your Audience List Using Similar Audiences!



#3. Get Even MORE Free Clicks!!



182K Profile Visits / Last 90 Days: HOW?



More LinkedIn Profile Views Than President Obama**

526,270 Profile

Views in 2012!



You Can Blog on LinkedIn Pulse:



Get Your Content Featured in a LinkedIn Channel



How to Get to The Top of The Pulse Channel?



Use Facebook & Twitter Ads!

Twitter Promoted PostFacebook Promoted Post




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”



+Half Billion Use FB on Mobile Only



80% of Twitter Users are Mobile



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!



ELIMINATE YOUR FUNNEL WITH POWERFUL NEW SOCIAL AD

FORMATS@Wordstream @larrykim

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Use Social Ads + PPC Search Ads on Google

Using Remarketing

Lists for Search Ads!

(RLSA!)

Larry’s #1 Social Hack: Combine & Social Ads & Search Ads

(RLSA)



Target search ads only 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

So What’s The Catch??

Click Through Rates

Conversion Rates!

2X½ 2X

Cost Per Click



The Problem With RLSA



RLSA = Shell Game (Unless Used With Social Ads)



I DON’T BUY EVERY KEYWORD SEARCH

BUT WHEN I DO, I FIRST LEVERAGE TARGETED SOCIAL ADS TO DRIVE AWARENESS AND NEW

CUSTOMER DEMAND, THEN USE RLSA TO TARGET PEOPLE FAMILIAR WITH MY BRAND TO GET 2X

CTR, ½ CPC AND 2X CONVERSION RATES@Wordstream @larrykim

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Summary: Larry’s Top 10 Social Ad HacksQuality Score in Social Ads!Ad Targeting to +EngagementFree Clicks

Target Behaviors & DemographicsUse Social Media Remarketing

12345

Do Super Remarketing!

Custom Audiences =Incredibly Precise TargetingGet Even More Free Clicks

New Mobile Ad Formats

Remarketing Lists for Search Ads (RLSA)

678910



A New Hope



The Future of PPC Search: Indirect Conversion via Paid Social Media Ads + Display & Social Remarketing + RLSA



1. Social Ads Build Your BRAND by Amplifying Your Content for Cheap

CREATEProduce content

& share on social

AMPLIFYSelectively promote Unicorn-level content on social media

TAGBuild remarketing

audience by tagging site visitors with a

cookie

STAR

T / G

O

3

1

2



ADVERTISETarget your

audience with display & social ads promoting

offers. Use new conversion-

friendly Mobile Ad Formats.

FILTERApply behavioral and demographic filters on audience

CONVERTCapture qualified leads or sale

END / REPEAT

4

6

5

2: Social Ads Turn Content

Consumers into Leads &

Customers w/ Super-

Remarketing



Assisted Conversion

Direct Conversion

Vs.

(Keep Doing What You’re Doing in Search Ads)

(Focus more here in 2016 to Build Your

Brand and Create New Demand)

#mktfest @larrykimBrought to you by:


Indirect Conversions are The New Direct Conversions?

Vs.



The Future of PPC Marketing?



AdWords Scripts?



Changes to Quality Score Algorithm?



Pay Per Click Marketing



Find Your Unicorns!

Be a Unicorn in a Sea of Donkeys!

Thank You For Attending!




Special Offer: What would you like?

a) Free personalized demo of the WordStream Advisor

b) 1-1 AdWords Assessment with Certified Consultant

c) Neither, I’m all set



Fire Away Folks!Live

Q&A@Wordstream @larrykim

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