INBOUND15
The Top 10 Social
Media Advertising
Hacks of All Time!
Larry Kim
Founder, 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…
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
Hal...
#4: Low Brand
Recall for SEO
Brought to you by:
#5: Search Ads Are Great, But Expensive
TOP 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 Marketing
really work
?
This (almost)
never happens!
How it actually
works...
Repeat Step 1
and 2 many
times until
something sticks.
Step 3 is a m...
How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
Paid Social Ads: (a) Highly Scalable Content Promotion
CREATE
Produce content
& share on social
AMPLIFY
Selectively promot...
ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters ...
The Top 10 Paid Social Media
Advertising Hacks of All Time!
We’re Focusing on Facebook & Twitter Today
Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+
Larry’s #10 Social Ads Hack:
HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“...
“Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency =
HIGHER Quality Adjusted Bid =
MORE Ad Impressions...
Higher Engagement Rate = (Much)
Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.01 $.02 $.03 $.08
68%
7%
2...
1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
Low QS (Terrible!)
• Low Ad Impression Share
• High ...
Tweet More
Often and Only
Promote Your
Best Posts
(Unicorns!)
Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET
How to Find High Engagement Posts? (Unicorns!)
Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
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. Boo...
What’s The Biggest Difference??
Paid Social = Be Picky!
In Paid Social, Cast a Narrow Net,
Maximize Engagement Rates.
Larry’s #9 Social Ads Hack:
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 ...
zOMG 10X Higher Engagement
By Targeting #alphabet
Generates Valuable PR Exposure & Links
Precise Ad Targeting Boosts Engagement Rate
Larry’s #8 Social Ads Hack:
Increase Commercial
Intent (Chance of People
Buying Your Stuff) Using
“In-Market Segments”
Website
H.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
Larry’s #6 Social Ads Hack:
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.)
Engagement
Rates!
Conversion
Ra...
Combine Remarketing With
Product Ads on Facebook!
Larry’s #5 Social Ads Hack:
Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagemen...
Behold The Power of Super-Remarketing!
Behavioral & Interest Targeting =
They’re interested in your stuff
Remarketing = Th...
Larry’s #4 Social Ads Hack:
Custom Audiences
The Evolution of Display Ad Targeting
5. Website Targeting
(e.g. Inc. Magazine or
Home & Garden Weekly)
3. Interests & Mar...
New “Tailored Audiences” or “Custom Audiences”
People-Based Marketing is Like
Email Marketing But Better
Email Marketing
Limit number of blasts to
reduce unsubscribes
.5...
Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advert...
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:
• 500 High Value Press Pickups + Links
• Massive Brand Exposure
• +100k Site Visi...
Larry’s #3 Social Ads Hack:
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 Changers
Desktop Search
Conversion Funnel
Mobile
Conversion Funnel
1. Sees Ad
2. Clicks on Ad
3. Vis...
+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!
Larry’s #2
Social Ads Hack:
The Snowball Effect of
Social Media Marketing
Engagement Snowballs As You Go
Because Paid Social Ads Generate Fans!
Larry’s #1 Social Ads Hack:
Get Free
Clicks!
Buy 1 Retweet/Like, Get 3 Clicks Free!
$0.00 Cost Per Engagement?!
RETWEETS
10,603
FAVORITES
6,117
2:10 PM – 1 Jul 2015
Summary: Larry’s Top 10 Social Ad Hacks
Quality Score in
Social Ads!
Post More, Promote
Best Stuff
Keyword Targeting &
Has...
Paid Social Ads: Highly Scalable Content Promotion
CREATE
Produce content
& share on social
AMPLIFY
Selectively promote to...
ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters ...
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
...
Thank You, INBOUND!
ENCORE: The Top Ten Social Media Advertising Hacks of All Time
Wednesday 9/9/2015
12:45 PM – 1:30 PM
B...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketi...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketi...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketi...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketi...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketi...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketi...
The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketi...
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The Top 10 Facebook and Twitter Advertising Hacks of All Time - Larry Kim's Presentation at Hubspot's INBOUND 2015 Marketing Conference

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Learn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.

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

  1. INBOUND15 The Top 10 Social Media Advertising Hacks of All Time! Larry Kim Founder, WordStream, Inc.
  2. A Few Random Facts About Me
  3. Originally from Winnipeg, Canada
  4. Actual Photos of Boston From February This Year
  5. I Live in Harvard Square, Cambridge, MA
  6. WordStream’s Global Headquarters in Boston 2008 2015
  7. You’re Attending a Session on PAID Social Media Ads…
  8. You Can Do Paid Social Ads with $50!
  9. Download Slides: bit.ly/social-ad-hacks
  10. Why Paid Social Ads ?
  11. #1: Ridiculous Amount of Time on Social Media 28%28% of online time is spent social networking.
  12. #2: Facebook Organic Reach Plummeting
  13. #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.
  14. #4: Low Brand Recall for SEO
  15. Brought to you by: #5: Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS
  16. #6: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead
  17. So, Many Content/Social/PPC Marketing Efforts Actually More Like …
  18. How does Content Marketing really work ?
  19. 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
  20. How to make: STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency?
  21. 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
  22. 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
  23. The Top 10 Paid Social Media Advertising Hacks of All Time!
  24. We’re Focusing on Facebook & Twitter Today
  25. Apologies to Google+ Fans… SOCIAL NETWORKING On Google+
  26. Larry’s #10 Social Ads Hack:
  27. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = =
  28. “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.
  29. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.01 $.02 $.03 $.08 68% 7% 21% 37%
  30. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter =
  31. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES!
  32. 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
  33. Tweet More Often and Only Promote Your Best Posts (Unicorns!)
  34. Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET
  35. How to Find High Engagement Posts? (Unicorns!)
  36. Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015
  37. Paid Social Ads ROI Analysis:
  38. 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!
  39. What’s The Biggest Difference??
  40. Paid Social = Be Picky! In Paid Social, Cast a Narrow Net, Maximize Engagement Rates.
  41. Larry’s #9 Social Ads Hack: Turn Low Engagement Updates Into High Engagement
  42. 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
  43. zOMG 10X Higher Engagement By Targeting #alphabet
  44. Generates Valuable PR Exposure & Links
  45. Precise Ad Targeting Boosts Engagement Rate
  46. Larry’s #8 Social Ads Hack: Increase Commercial Intent (Chance of People Buying Your Stuff) Using “In-Market Segments”
  47. Website H.I.T.S.(How Idiots Track Success)
  48. Precise Ad Targeting Boosts Engagement Rate
  49. “Partner Audiences” in Twitter
  50. Larry’s #7 Social Ads Hack: Further Increase Commercial Intent Using Demographic Targeting
  51. Demographic Ad Targeting in Facebook
  52. Demographic Ad Targeting in Twitter
  53. Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK
  54. Custom Website Audiences in Facebook
  55. Tailored Website Audience in Twitter
  56. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X
  57. Combine Remarketing With Product Ads on Facebook!
  58. Larry’s #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
  59. 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 = $$$
  60. Larry’s #4 Social Ads Hack: Custom Audiences
  61. 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)
  62. New “Tailored Audiences” or “Custom Audiences”
  63. 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
  64. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases!
  65. This is a True Story
  66. Shared the Article on My Social Media
  67. Promoted Post to My List of Influencers
  68. Story Picked Up in Marketing Land in 2 Hours
  69. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY
  70. 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
  71. Larry’s #3 Social Ads Hack: Leverage Insanely Powerful New Ad Formats
  72. You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept
  73. Facebook Call Buttons
  74. 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”
  75. +Half Billion Use FB on Mobile Only
  76. 80% of Twitter Users are Mobile
  77. New Facebook Social Direct Response Ad Formats
  78. Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you!
  79. Larry’s #2 Social Ads Hack: The Snowball Effect of Social Media Marketing
  80. Engagement Snowballs As You Go
  81. Because Paid Social Ads Generate Fans!
  82. Larry’s #1 Social Ads Hack: Get Free Clicks!
  83. Buy 1 Retweet/Like, Get 3 Clicks Free!
  84. $0.00 Cost Per Engagement?! RETWEETS 10,603 FAVORITES 6,117 2:10 PM – 1 Jul 2015
  85. 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
  86. 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
  87. 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
  88. Stop By Our Booth This Week!
  89. 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!
  90. 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

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