The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketing Conference

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.


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


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


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!


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 = $$$


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?


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


The Snowball Effect of Social

Media Marketing

Engagement Snowballs As You Go

Because Paid Social Ads Generate Fans!


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