Larry Kim — The Top 10 Facebook & Twitter Advertising Hacks of All Time

Transcript

1. Top 10 Paid Social Media Advertising Hacks of All Time! Brought to you by:! www.wordstream.com/learn! #searchlove @larrykim!
2. A Few Random Facts About Me
4. Originally from Winnipeg, Canada
5. Actual Photos of Boston From February This Year #searchlove @larrykim Brought to you by: www.wordstream.com/learn
6. I Live in Harvard Square, Cambridge, MA
7. WordStream’s Global Headquarters in Boston 2008 2015 #searchlove @larrykim Brought to you by: www.wordstream.com/learn
8. #searchlove @larrykim Brought to you by: www.wordstream.com/learn You’re Attending a Session on PAID Social Media Ads…
9. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
10. #searchlove @larrykim Brought to you by: www.wordstream.com/learn You Can Do Paid Social Ads with $50!
11. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Download Slides: bit.ly/searchlove-sandiego
12. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Why Paid Social Ads ?
13. #searchlove @larrykim Brought to you by: www.wordstream.com/learn #1: Ridiculous Amount of Time on Social Media 28% 28% of online time is spent social networking.
14. #searchlove @larrykim Brought to you by: www.wordstream.com/learn #2: Facebook Organic Reach Plummeting
15. #searchlove @larrykim Brought to you by: www.wordstream.com/learn #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.
16. #searchlove @larrykim Brought to you by: www.wordstream.com/learn #4: Low Brand Recall for SEO
17. #searchlove @larrykim Brought to you by: www.wordstream.com/learn #5: Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS
18. #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
19. So, Many Content/Social/PPC Marketing Efforts Actually More Like …
20. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How does Content Marketing really work ?
21. #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
22. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How to make: STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency?
23. #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
24. 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
25. #searchlove @larrykim Brought to you by: www.wordstream.com/learn The Top 10 Paid Social Media Advertising Hacks of All Time!
26. #searchlove @larrykim Brought to you by: www.wordstream.com/learn We’re Focusing on Facebook & Twitter Today
27. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Apologies to Google+ Fans… SOCIAL NETWORKING On Google+
28. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Quality Score in Facebook and Twitter Ads! Larry’s #10 Social Ads Hack:
30. #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 = =
31. #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 often? RELEVANCE: Is your Tweet related to things a user is interested in? RECENCY: Is your Tweet fresh? Twitter is a real-time platform about what’s happening now. Fresh Tweets get priority.
32. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.01 $.02 $.03 $.08 68% 7% 21% 37%
33. #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 =
34. #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!
35. 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 #searchlove @larrykim Brought to you by:
37. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Tweet More Often and Only Promote Your Best Posts (Unicorns!)
38. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET
39. #searchlove @larrykim Brought to you by: www.wordstream.com/learn How to Find High Engagement Posts? (Unicorns!)
40. #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
41. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social Ads ROI Analysis:
42. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 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!
43. #searchlove @larrykim Brought to you by: www.wordstream.com/learn What’s The Biggest Difference??
44. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Paid Social Media = Be Picky! Cast a Narrow Net, Maximize Engagement Rates.
45. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #9 Social Ads Hack: Turn Low Engagement Updates Into High Engagement
46. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 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
47. #searchlove @larrykim Brought to you by: www.wordstream.com/learn zOMG 10X Higher Engagement By Targeting #alphabet
48. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Generates Valuable PR Exposure & Links
49. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Precise Ad Targeting Boosts Engagement Rate
50. #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”
51. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Website HITS How Idiots Track Success
52. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Precise Ad Targeting Boosts Engagement Rate
53. #searchlove @larrykim Brought to you by: www.wordstream.com/learn “Partner Audiences” in Twitter
54. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #7 Social Ads Hack: Further Increase Commercial Intent Using Demographic Targeting
55. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Demographic Ad Targeting in Facebook
56. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Demographic Ad Targeting in Twitter
57. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK
58. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Typical Website Remarketing Ads Often Never Seen! 56.1% of Display Ads are never even seen.
59. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Custom Website Audiences in Facebook
60. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Tailored Website Audience in Twitter
61. #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
62. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Combine Remarketing With Product Ads on Facebook!
63. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #5 Social Ads Hack: Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
64. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Layered 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 = $$$
65. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #4 Social Ads Hack: Custom Audiences
66. #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)
67. #searchlove @larrykim Brought to you by: www.wordstream.com/learn New “Tailored Audiences” or “Custom Audiences”
68. #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 0.5-2% unsubscribes each blast People Need to opt into your list Tons of unqualified emails on the list People-Based Marketing Fixed Fixed Fixed Fixed
69. #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!
70. #searchlove @larrykim Brought to you by: www.wordstream.com/learn This is a True Story
71. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Shared the Article on My Social Media
72. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Promoted Post to My List of Influencers
73. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Story Picked Up in Marketing Land in 2 Hours
74. #searchlove @larrykim Brought to you by: www.wordstream.com/learn +500 Press Pickups in 48 Hours SATURDAY MONDAY FRIDAY
75. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Custom Audience Social Ads ROI Analysis: •  500 High Value Press Pickups + Links •  Massive Brand Exposure •  +100k Site Visitors Total Cost: $50 Total Time 10 minutes
76. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
77. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #3 Social Ads Hack: Leverage Insanely Powerful New Ad Formats
78. #searchlove @larrykim Brought to you by: www.wordstream.com/learn You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept
79. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Facebook Call Buttons
80. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Call Buttons are Game Changers Desktop Search Conversion Funnel Mobile Conversion Funnel 1.  Sees Ad 2.  Clicks on Ad 3.  Vists Website Landing Page 4.  Lead Captured 1.  Sees Ad 2.  Calls Business 3.  Lead Captured No Leaky Landing Page! Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites”
81. #searchlove @larrykim Brought to you by: www.wordstream.com/learn +Half Billion Use FB on Mobile Only
82. #searchlove @larrykim Brought to you by: www.wordstream.com/learn 80% of Twitter Users are Mobile
83. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
84. #searchlove @larrykim Brought to you by: www.wordstream.com/learn New Facebook Social Direct Response Ad Formats
85. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you!
86. #searchlove @larrykim Brought to you by: www.wordstream.com/learn
87. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #2 Social Ads Hack: The Flywheel Effect of Social Media Marketing
88. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Engagement Snowballs As You Go
89. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Because Paid Social Ads Generate Fans!
90. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Larry’s #1 Social Ads Hack: Get Free Clicks!
91. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Buy 1 Retweet/Like, Get 3 Clicks Free!
92. #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
93. #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 Insanely Powerful New Ad Formats Leverage Flywheel Effect of Social Media Ads Free Clicks! 6 7 8 9 10
94. #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
95. 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
96. #searchlove @larrykim Brought to you by: www.wordstream.com/learn Thank You, searchlove!