Larry Kim — ‘The Top 10 Facebook and Twitter Advertising Hacks of All Time’

Transcript

1. 10 Crazy Paid Facebook & Twitter Advertising Hacks for Insanely Powerful SEO & Link Building Brought to you by: www.wordstream.com/learn #searchlove @larrykim
2. A Few Random Facts About Me
3. Today is My First Time Visiting London! #searchlove @larrykim Brought to you by: www.wordstream.com/learn Previously
 Visited Never Visited
4. Actual Photos From My Commute From Boston to Searchlove Yesterday … #searchlove @larrykim Brought to you by: www.wordstream.com/learn
6. Originally from Winnipeg, Canada
7. Lots in Common Between UK & Canada #searchlove @larrykim Brought to you by: www.wordstream.com/learn
8. We Both Have Very Colourful Money! #searchlove @larrykim Brought to you by: www.wordstream.com/learn
9. We Have The Monarchy in Common! #searchlove @larrykim Brought to you by: www.wordstream.com/learn
10. The Queen = Most Popular Person in The World!! Vs. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
11. The Queen = Owns All My Stuff #searchlove @larrykim Brought to you by: www.wordstream.com/learn
12. Not Much Stuff Named After Canada Here… #searchlove @larrykim Brought to you by: www.wordstream.com/learn
13. Doesn’t Resemble Any Canadian Water I’ve Ever Seen…` #searchlove @larrykim Brought to you by: www.wordstream.com/learn
14. Today, I Live in 
 New England! (USA) #searchlove @larrykim Brought to you by: www.wordstream.com/learn
15. Actual Photos of Boston From February This Year #searchlove @larrykim Brought to you by: www.wordstream.com/learn
16. I Live in Harvard Square, Cambridge, MA
17. WordStream’s Global Headquarters in Boston 2008 2015 #searchlove @larrykim Brought to you by: www.wordstream.com/learn
18. The Boston Tea Party #searchlove @larrykim Brought to you by: www.wordstream.com/learn
19. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How Autocomplete Describes the 50 States…
20. #searchlove @larrykim Brought to you by: www.wordstream.com/learn You’re Attending a Session on PAID Social Media Ads…
21. BIG AD BUDGETS NOT REQUIRED! #searchlove @larrykim Brought to you by: www.wordstream.com/learn
22. You Can Do Paid Social Ads with £50! #searchlove @larrykim Brought to you by: www.wordstream.com/learn
23. Doh! 125 Slides* in 45 minutes! #searchlove @larrykim Brought to you by: www.wordstream.com/learn
24. Why 
 Paid Social Ads
 ? #searchlove @larrykim Brought to you by: www.wordstream.com/learn
25. #1: Ridiculous Amount of Time on Social Media 28% 28% of online 
 time is spent 
 social networking. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
26. #2: Facebook Organic Reach Stinks #searchlove @larrykim Brought to you by: www.wordstream.com/learn
27. #3: Most of Your Content Goes Nowhere 5% of WordStream Content = 56% of Page views More Than Half of Content got less than 500 Page views #searchlove @larrykim Brought to you by: www.wordstream.com/learn
28. #4: Low Brand
 Recall for SEO #searchlove @larrykim Brought to you by: www.wordstream.com/learn
29. Brought to you by: #5: Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS #searchlove @larrykim Brought to you by: www.wordstream.com/learn
30. #searchlove @larrykim Brought to you by: www.wordstream.com/learn #6: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead
31. So, Many Content/Social/PPC 
 Marketing Efforts Actually More Like …
32. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How does 
 Content Marketing
 really work ?
33. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 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
34. How to make:
 STEP 2 (Promotion)
 & Step 3 (Sales) 
 Happen with greater magnitude & frequency? #searchlove @larrykim Brought to you by: www.wordstream.com/learn
35. #searchlove @larrykim Brought to you by: www.wordstream.com/learn (a) Paid Social Ads Provide Highly Scalable Content Promotion CREATE
 Produce content
 & share on social AMPLIFY
 Selectively promote top content on social media TAG
 Build remarketing audience by tagging site visitors with a cookie START / GO 3 1 2
36. ADVERTISE Target your audience with display & social ads promoting offers FILTER
 Apply behavioral and demographic filters on audience CONVERT
 Capture qualified leads or sale END / REPEAT 4 6 5 (b) Social Ads Turn Visitors into Leads & Customers #searchlove @larrykim Brought to you by: www.wordstream.com/learn
37. #searchlove @larrykim Brought to you by: www.wordstream.com/learn The Top 10 Paid Social Media 
 Advertising Hacks of All Time!
38. #searchlove @larrykim Brought to you by: www.wordstream.com/learn We’re Focusing on Facebook & Twitter Today
39. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Apologies to Google+ Fans… SOCIAL NETWORKING On Google+
40. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Quality Score in Facebook and Twitter Ads! Larry’s #10 Social Ads Hack:
41. Why SEOs Are So Awesome at Paid Social Media Advertising
43. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How Does Google Search Decide Which Ad is Shown Where? Ad Rank Quality Score Max CPC Bid 
 Amount x =
44. #searchlove @larrykim Brought to you by: www.wordstream.com/learn HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = =
45. #searchlove @larrykim Brought to you by: www.wordstream.com/learn “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.
46. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1%
47. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 1% Increase in
 Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter =
48. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES!
49. High QS (Great!) • High Ad Impression Share • Low Cost Per Engagement • More Qualified People! Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement • More Unqualified Randos… Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores #searchlove @larrykim Brought to you by:
51. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Tweet More Often and Only Promote Your Best Stuff (Unicorns!)
52. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET BUT WHEN I DO, THEY HAVE +15% ENGAGEMENT RATES AND 1 PENNY CPE’S
53. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How to Find High Engagement Posts? (Unicorns!)
54. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015
55. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social Ads ROI Analysis:
56. How to ALWAYS Get High Quality Scores?? #searchlove @larrykim Brought to you by: www.wordstream.com/learn
57. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 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!
58. Paid Social Hunger Games #searchlove @larrykim Brought to you by: www.wordstream.com/learn
59. Paid Social MONEYBALL!
60. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social Media Ads. Organic Social & SEO vs. What’s The Biggest Difference??
61. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social = Be Picky! Cast a Narrow Net, Maximize Engagement Rates.
62. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #9 Social Ads Hack: Turn Low Engagement 
 Updates Into High Engagement Posts w/ Keyword Targeting (and other Targeting Methods)
63. #searchlove @larrykim Brought to you by: www.wordstream.com/learn zOMG 10X Higher Engagement 
 By Targeting #alphabet
64. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Generates Valuable PR Exposure & Links
65. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Precise Ad Targeting Boosts Engagement Rate
66. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #8 Social Ads Hack: Increase Commercial Intent (Chance of People Buying Your Stuff) Using “In-Market Segments”
67. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Website HITS How Idiots Track Success
68. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Precise Ad Targeting Boosts Engagement Rate
69. #searchlove @larrykim Brought to you by: www.wordstream.com/learn “Partner Audiences” in Twitter
70. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #7 Social Ads Hack: Further Increase Commercial Intent Using Demographic Targeting
71. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Demographic Ad Targeting in Facebook
72. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Demographic Ad Targeting in Twitter
73. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK
74. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Custom Website Audiences in Facebook
75. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Tailored Website Audience in Twitter
76. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement
 Rates! Conversion
 Rates! 3X 2X
77. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
78. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 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 = $$$
79. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #4 Social Ads Hack: Custom Audiences
80. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 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)
81. #searchlove @larrykim Brought to you by: www.wordstream.com/learn New “Tailored Audiences” or “Custom Audiences”
82. #searchlove @larrykim Brought to you by: www.wordstream.com/learn People-Based Marketing is Like
 Email Marketing But Better Email Marketing Limit number of blasts to
 reduce 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
83. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Identity Marketing Using Custom 
 Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases!
84. #searchlove @larrykim Brought to you by: www.wordstream.com/learn This is a True Story
85. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Shared the Article on My Social Media
86. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Promoted Post to My List of Influencers
87. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Story Picked Up in Marketing Land in 2 Hours
88. #searchlove @larrykim Brought to you by: www.wordstream.com/learn +500 Press Pickups in 48 Hours SATURDAY MONDAY FRIDAY
89. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 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 Visitors Total Cost: $50 Total Time 10 minutes
90. Another True Story #searchlove @larrykim Brought to you by: www.wordstream.com/learn
91. Shared the Article on My Social Media #searchlove @larrykim Brought to you by: www.wordstream.com/learn
92. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Promoted Post to My List of Influencers
93. Business Insider Asks To Publish Story #searchlove @larrykim Brought to you by: www.wordstream.com/learn
94. Shared the Article on My Social Media #searchlove @larrykim Brought to you by: www.wordstream.com/learn
95. Promote Your Unicorns, Larry! #searchlove @larrykim Brought to you by: www.wordstream.com/learn
96. Promoted Post to My List of Influencers #searchlove @larrykim Brought to you by: www.wordstream.com/learn
97. Fox News Producer Emails One Hour Later #searchlove @larrykim Brought to you by: www.wordstream.com/learn
98. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
99. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
100. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Facebook Baby Hoodie ($25 value!) #ppckid
101. 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 • I’m a Columnist on Business Insider • Business Relationship /w Facebook • Facebook Baby Hoodie worth $25 Total Cost: $50 Total Time 10 minutes @larrykim #pubcon #searchlove @larrykim Brought to you by: www.wordstream.com/learn
102. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 3.5 Million Links from 43k Domains in 6 Years
103. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #3 Crazy YouTube SEO Hack Use Ads To Rank Organically on YouTube Videos!
104. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How Do Videos Rank Organically?
105. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Based on Video Engagement! Subscribers Comments Views Likes
106. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
107. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Hack: Use Email Targeting For YouTube Ads to Buy Engagement Required for SEO Ranking REMARKETING LIST Website visitors Mobile app users Customer emails Remove Add to ad groups List of email addresses you’ve
 collected.
108. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 0.00% 15.00% 30.00% 45.00% 60.00% Google Customer Match Facebook Custom Audiences Twitter Tailored Audience 10.20% 48.99% 50.40% Email Match Rate of Major Ad Platforms
109. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Clone Your Customer List 
 Using Similar Audiences!
110. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Works for LinkedIn Pulse, Medium, etc.
111. #searchlove @larrykim Brought to you by: www.wordstream.com/learn More Profile Views Than President Obama
112. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Works for Contributed Posts on Big Sites
113. The Snowball Effect of Social Media Advertising #searchlove @larrykim Brought to you by: www.wordstream.com/learn
114. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Engagement Snowballs As You Go
115. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Because Paid Social Ads Generate Fans!
116. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #1 Social Ads Hack: Get Free 
 Clicks!
117. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Buy 1 Retweet/Like, Get 3 Clicks Free!
118. #searchlove @larrykim Brought to you by: www.wordstream.com/learn $0.00 Cost Per Engagement?! RETWEETS 10,603 FAVORITES 6,117 2:10 PM – 1 Jul 2015
119. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Summary: Larry’s Top 10 Social Ad Hacks Quality Score in Social Ads! Post More, Promote Best Stuff Keyword Targeting & Hashtags! In-Market Segments = Commercial Intent Layer Demographic Targeting 1 2 3 4 5 Do Social Media
 Remarketing Custom Audiences =
 Incredibly Precise Targeting Use Lists to Generate Positive Engagement Leverage Flywheel
 Effect of Social Media Ads Free Clicks! 6 7 8 9 10
120. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social Ads: Highly Scalable Content Promotion CREATE
 Produce content
 & share on social AMPLIFY
 Selectively promote top content on social media TAG
 Build remarketing audience by tagging site visitors with a cookie START / GO 3 1 2
121. ADVERTISE Target your audience with display & social ads promoting offers FILTER
 Apply behavioral and demographic filters on audience CONVERT
 Capture qualified leads or sale END / REPEAT 4 6 5 Social Ads Turn Visitors into Leads & Customers #searchlove @larrykim Brought to you by: www.wordstream.com/learn
122. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Thank You, Searchlove!