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INBOUND15
The Top 10 Social Media Advertising Hacks of All Time!Larry KimFounder, WordStream, Inc.
A Few Random Facts About
Me
Originally from Winnipeg, Canada
Actual Photos of Boston From February This Year
I Live in Harvard Square, Cambridge, MA
WordStream’s Global Headquarters in Boston
2008
2015
You’re Attending a Session on
PAID Social Media Ads…
BIG AD BUDGETS
NOT REQUIRED!
You Can Do Paid Social Ads with
$50!
Download Slides: bit.ly/social-ad-hacks
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.
#4: Low Brand
Recall for SEO
Brought to you by:
#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
So, Many Content/Social/PPC Marketing Efforts Actually More
Like …
How does Content
Marketingreally work
?
This (almost) never happens!
How it actually works...
Repeat Step 1 and 2 many times until something
sticks.
Step 3 is a myth. Instead, visitors who have a positive
experience may remember your brand and be biased to come to
you in the future.
A B
How to make:STEP 2 (Promotion)& Step 3 (Sales)
Happen with greater magnitude & frequency?
Paid Social Ads: (a) Highly 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
STAR
T / G
O
3
1
2
ADVERTISETarget your
audience with display & social ads promoting
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
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+
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
$.01 $.02 $.03 $.08
68%
7%
21%
37%
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
Tweet More Often and
Only Promote Your Best
Posts (Unicorns!)
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
How to Find High Engagement Posts? (Unicorns!)
Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM – 7 Mar 2015
Paid Social Ads ROI Analysis:
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!
What’s The Biggest Difference??
Paid Social Ads.
Organic Social Media
vs.
Paid Social = Be Picky!
In Paid Social, Cast a Narrow Net,
Maximize Engagement Rates.
Larry’s #9 Social Ads Hack:
Turn Low Engagement Updates Into High
Engagement
Keyword Targeting: Google Search vs. Twitter
infant clothes 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
zOMG 10X Higher Engagement By Targeting #alphabet
Generates Valuable PR Exposure & Links
Precise Ad Targeting Boosts Engagement Rate
Larry’s #8 Social Ads Hack:
Increase Commercial Intent (Chance of
People Buying Your Stuff) Using “In-
Market Segments”
WebsiteH.I.T.S.
(How Idiots Track Success)
Precise Ad Targeting Boosts Engagement Rate
“Partner Audiences” in Twitter
Larry’s #7 Social Ads Hack:Further Increase Commercial Intent Using Demographic Targeting
Demographic Ad Targeting in Facebook
Demographic Ad Targeting in Twitter
Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
Custom Website Audiences in Facebook
Tailored Website Audience in Twitter
Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
EngagementRates!ConversionRates!
3X2X
Combine Remarketing With Product Ads on
Facebook!
Larry’s #5 Social Ads Hack:
Super Remarketing! Combining
Remarketing + Demographic +
Behavioral Targeting + High Engagement
Content
Behold The 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 = $$$
Larry’s #4 Social Ads Hack:
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!
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
YOU’RE STILL DOING YOUR PR PITCHING
BY SENDING OUT EMAILS?
Larry’s #3 Social Ads Hack:
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
Larry’s #2 Social Ads Hack:
The Snowball Effect of Social
Media Marketing
Engagement Snowballs As You Go
Because Paid Social Ads Generate Fans!
Larry’s #1 Social Ads Hack:
Get Free
Clicks!
Buy 1 Retweet/Like, Get 3 Clicks Free!
$0.00 Cost Per Engagement?! RETWEETS10,603
FAVORITES6,117
2:10 PM – 1 Jul 2015
Summary: Larry’s Top 10 Social Ad HacksQuality Score in Social Ads!Post More, Promote Best StuffKeyword Targeting & Hashtags!In-Market Segments = Commercial IntentLayer Demographic Targeting
12345
Do Social MediaRemarketingCustom Audiences =Incredibly Precise TargetingUse Insanely PowerfulNew Ad FormatsLeverage SnowballEffect of Social Media Ads
Free Clicks!
678910
Paid Social Ads: Highly 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
STAR
T / G
O
3
1
2
ADVERTISETarget your
audience with display & social ads promoting
offers
FILTERApply behavioral and demographic filters on audience
CONVERTCapture qualified leads or sale
END / REPEAT
4
6
5
Social Ads Turn Visitors into
Leads & Customers
Stop By Our Booth This Week!
Brought to you by:
Enter To Win a PPC Marketing Session with ME!
Drawing:• 1-Hour Virtual Session with me
and Erin Sagin• Great for Sales Training on PPC• Great for Customer “Lunch &
Learns”• 4 Winners will be selected• Follow the Hashtag
#PPCPOWERHOUSE we will be tweeting out winners throughout the show!
Thank You, INBOUND!ENCORE: The Top Ten Social Media Advertising Hacks of All TimeWednesday 9/9/201512:45 PM – 1:30 PMBCEC, Room 104 ABC
ENCORE: The Top Ten
Social Media Ad Hacks
Ever!
Today! 12:45 PM – 1:30
PM
Room 104 ABC