INBOUND 2015

1. INBOUND15
The Top 10 Social
Media Advertising
Hacks of All Time!
Larry Kim
Founder, WordStream, Inc.

2. A Few Random
Facts About Me

4. Originally from Winnipeg, Canada

5. Actual Photos of Boston From February This Year

6. I Live in Harvard Square, Cambridge, MA

7. WordStream’s Global Headquarters in Boston
2008 2015

8. You’re Attending a
Session on
PAID Social Media Ads…

10. You Can Do
Paid Social
Ads with $50!

11. Download Slides: bit.ly/social-ad-hacks

12. Why
Paid Social
Ads
?

13. #1: Ridiculous Amount of
Time on Social Media
28%28% of online
time is spent
social networking.

14. #2: Facebook Organic Reach Plummeting

15. #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. #4: Low Brand
Recall for SEO

17. Brought to you by:
#5: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS

18. #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. How does
Content Marketing
really work
?

21. 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. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?

23. Paid Social Ads: (a) 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

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
(b) Social Ads Turn
Visitors into Leads
& Customers

25. The Top 10 Paid Social Media
Advertising Hacks of All Time!

26. We’re Focusing on Facebook & Twitter Today

27. Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+

28. Larry’s #10 Social Ads Hack:

30. HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=

31. “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.

32. Higher Engagement Rate = (Much)
Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.01 $.02 $.03 $.08
68%
7%
21%
37%

33. 1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=

34. 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

37. Tweet More
Often and Only
Promote Your
Best Posts
(Unicorns!)

38. Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET

39. How to Find High Engagement Posts? (Unicorns!)

40. Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015

41. Paid Social Ads ROI Analysis:

42. 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. Paid Social MONEYBALL!

44. What’s The Biggest Difference??

45. Paid Social = Be Picky!
In Paid Social, Cast a Narrow Net,
Maximize Engagement Rates.

46. Larry’s #9 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement

47. 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

48. zOMG 10X Higher Engagement
By Targeting #alphabet

49. Generates Valuable PR Exposure & Links

50. Precise Ad Targeting Boosts Engagement Rate

51. Larry’s #8 Social Ads Hack:
Increase Commercial
Intent (Chance of People
Buying Your Stuff) Using
“In-Market Segments”

52. Website
H.I.T.S.(How Idiots Track Success)

53. Precise Ad Targeting Boosts Engagement Rate

54. “Partner Audiences” in Twitter

55. Larry’s #7 Social Ads Hack:
Further Increase
Commercial Intent
Using Demographic
Targeting

56. Demographic Ad Targeting in Facebook

57. Demographic Ad Targeting in Twitter

58. Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK

59. Custom Website Audiences in Facebook

60. Tailored Website Audience in Twitter

61. Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X

62. Combine Remarketing With
Product Ads on Facebook!

63. Larry’s #5 Social Ads Hack:
Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content

64. Behold The 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 = $$$

65. Larry’s #4 Social Ads Hack:
Custom Audiences

66. 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. New “Tailored Audiences” or “Custom Audiences”

68. 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

69. Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advertising use cases!

70. This is a True Story

71. Shared the Article on My Social Media

72. Promoted Post to My List of Influencers

73. Story Picked Up
in Marketing Land
in 2 Hours

74. +500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY

75. 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

77. Larry’s #3 Social Ads Hack:
Leverage
Insanely
Powerful New
Ad Formats

78. You can
bypass this
funnel
entirely!
This Stupid Marketing
Funnel is a Ridiculously
Dated Concept

79. Facebook Call Buttons

80. 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. +Half Billion Use FB on Mobile Only

82. 80% of Twitter Users are Mobile

84. New Facebook Social Direct
Response Ad Formats

85. Twitter Lead Generation Card Format
User’s Name, Email
and Twitter Name are
automatically emailed
or posted to you!

87. Larry’s #2
Social Ads Hack:
The Snowball Effect of
Social Media Marketing

88. Engagement Snowballs As You Go

89. Because Paid Social Ads Generate Fans!

90. Larry’s #1 Social Ads Hack:
Get Free
Clicks!

91. Buy 1 Retweet/Like, Get 3 Clicks Free!

92. $0.00 Cost Per Engagement?!
RETWEETS
10,603
FAVORITES
6,117
2:10 PM – 1 Jul 2015

93. 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 Snowball
Effect of Social Media Ads
Free Clicks!
6
7
8
9
10

94. 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

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
Social Ads Turn
Visitors into Leads
& Customers

96. Stop By Our Booth This Week!

97. 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!

98. Thank You, INBOUND!
ENCORE: The Top Ten Social Media Advertising Hacks of All Time
Wednesday 9/9/2015
12:45 PM – 1:30 PM
BCEC, Room 104 ABC