Upgrade to Pro — share decks privately, control downloads, hide ads and more …

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

Distilled
November 18, 2015

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

Distilled

November 18, 2015
Tweet

More Decks by Distilled

Other Decks in Technology

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. Today is My First Time Visiting London! #searchlove @larrykim Brought

    to you by: www.wordstream.com/learn Previously
 Visited Never Visited
  3. Actual Photos From My Commute From Boston to Searchlove Yesterday

    … #searchlove @larrykim Brought to you by: www.wordstream.com/learn
  4. The Queen = Most Popular Person in The World!! Vs.

    #searchlove @larrykim Brought to you by: www.wordstream.com/learn
  5. Today, I Live in 
 New England! (USA) #searchlove @larrykim

    Brought to you by: www.wordstream.com/learn
  6. Actual Photos of Boston From February This Year #searchlove @larrykim

    Brought to you by: www.wordstream.com/learn
  7. You Can Do Paid Social Ads with £50! #searchlove @larrykim

    Brought to you by: www.wordstream.com/learn
  8. #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
  9. #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
  10. 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
  11. #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
  12. #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
  13. How to make:
 STEP 2 (Promotion)
 & Step 3 (Sales)

    
 Happen with greater magnitude & frequency? #searchlove @larrykim Brought to you by: www.wordstream.com/learn
  14. #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
  15. 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
  16. #searchlove @larrykim Brought to you by: www.wordstream.com/learn The Top 10

    Paid Social Media 
 Advertising Hacks of All Time!
  17. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Quality Score in

    Facebook and Twitter Ads! Larry’s #10 Social Ads Hack:
  18. #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 =
  19. #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 = =
  20. #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.
  21. #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%
  22. #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 =
  23. #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!
  24. 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:
  25. #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
  26. #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
  27. #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!
  28. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social Media

    Ads. Organic Social & SEO vs. What’s The Biggest Difference??
  29. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social =

    Be Picky! Cast a Narrow Net, Maximize Engagement Rates.
  30. #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)
  31. #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”
  32. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #7 Social

    Ads Hack: Further Increase Commercial Intent Using Demographic Targeting
  33. #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
  34. #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
  35. #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 = $$$
  36. #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)
  37. #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
  38. #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!
  39. #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
  40. 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
  41. #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!
  42. #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.
  43. #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
  44. #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
  45. #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
  46. #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
  47. 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