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Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Mad Science of PPC Marketing
for Inbound Marketers!
B...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CROWelcome To Boston!
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Welcome To Boston!
A Few Random Facts
About Me:
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CROI Live in Harvard Square
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CROI Live in Harvard Square
Originally from Winnipeg, Can...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Actual Photos of Boston From February This
Year
#sear...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CROI Live in Harvard Square
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
WordStream’s Global Headquarters in Boston
2008 2015
...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO#searchlove @larrykim
My Kid Was Born Here 11 Months A...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Today’s Agenda
• Why Every Inbound Marketer Needs
to ...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
You are Attending a PPC Marketing
Session
#searchlove...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Huge Ad Budgets
Not Required
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO#searchlove @larrykim
Why 

Paid Social Ads &
Remarket...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
#1: Most of Your Content Goes
Nowhere
• 5% of Content...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
#2: Facebook Organic Reach
Stinks
#searchlove @larryk...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
#3: Typical Conversion Rate Via Content
<1%
Traffic G...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
#4: Low Brand Recall for SEO
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Many Content Marketing Campaigns
Actually Look More L...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
How does 

CONTENT MARKETING 

really work

?
#search...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
How to make 

STEP 2 (Promotion) & Step 3 (Sales) 

H...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Content Marketing +
Remarketing =
Content Remarketing
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Introducing Content Remarketing
• Amplify/promote
you...
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#ABDelusion #CRO
START/GO
How Content Remarketing Works
CREATE

Produc...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
ADVERTISE
Target your
audience with
display & social
...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Content
Remarketing…
Content Remarketing & The Inboun...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Where Content Remarketing Fits In
SEO & Content
Marke...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Lets Review Some
Key Steps in Detail:
(Amplify & Conv...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Paid Content
Amplification
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Promoted Tweet Campaigns
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Basic Targeting Options
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Note: Keyword Targeting on Social is Different
#searc...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Twitter Ads Hack #1: Tweet More Often
#searchlove @la...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
How To Know if You’re Tweeting Too Much
#searchlove @...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Twitter Ads Hack #2: Leverage Twitter Ads Quality Sco...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Twitter’s Top Secret Quality Score
#searchlove @larry...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Facebook Ads Also Has “Relevance Score”
#searchlove @...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Twitter Ads Hack #3: Promote Top 1-2% Most Engaging T...
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Paid Social Promotion Yields Free Clicks
#searchlove ...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
How To Find High Engagement Tweets?
#searchlove @larr...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Twitter Ads Hack #4: Use Custom Audiences
#searchlove...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
A True Twitter Ads Story
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Shared Content to My Social Media
#searchlove @larryk...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Promoted Post To My List of “Industry Influencers”
#s...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Story Appears in Marketing Land 2 Hours Later..
• Nic...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Exponential Growth!!
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
People Who Aren’t Journalists Can Make Stuff Go
“Vira...
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Paid Social ROI Analysis
• 500 High Value Press Picku...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Millions of Back Links = Millions of Visitors
#search...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
What About
Facebook Ads?
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Should I “Boost Posts” on Facebook?
#searchlove @larr...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
“Boost Post on
Facebook”:
IT’S A TRAP!
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Facebook Boost Post is Way Too Un-Targeted
#searchlov...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Social Ads Hack #5: Facebook Ads 10x More Powerful!
#...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Target Facebook Ads By Recent Purchases
#searchlove @...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Target Facebook Ads By Life Events
#searchlove @larry...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Upload Custom Facebook Audiences
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Get Creative By Layering Targeting Methods
#searchlov...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Key To Victory in Social Ads: High Engagement
#search...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
What About
Google+ Ads?
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
+Post Ads on Google+
#searchlove @larrykim
• No Ads i...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Google+ Company Page Engagement Before and After
#sea...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
What About
Linkedin Ads?
#searchlove @larrykim
#searchlove @larrykim
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
However LinkedIn Blogging a Totally Different Story…
...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
The Secret To Getting Massive Content Exposure on Lin...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
What About
YouTube Ads?
#searchlove @larrykim
What About
YouTube Ads?
#searchlove @larrykim
What About
YouTube Ads?
#searchlove @larrykim
YouTube TrueView Ads!
What About
YouTube Ads?
#searchlove @larrykim
YouTube Hack: Use Ads to Buy SEO Rankings
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Summary: Social Promotion to Amplify Content Reach
#s...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Converting Clicks to
Your Content into
Leads & Sales
...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Remarketing + Content Marketing = $$$
#CROPPC#searchl...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Remarketing on
The Google Display
Network (GDN)
#sear...
These are
Google Display
Ads!!
#searchlove @larrykim
I want to learn a little about you
I want to learn a little about you
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Define a Customized
List of Users to Target
Your Ads
...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Crazy Hack to Double Conversions From
Remarketing Ads...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Remarketing Hack: Be Bold! Get Tons of Ad Impressio
•...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Google Display Ads Hack: High Quality Score = Low CPC...
Make Sure Your Ads Don’t Suck… (67.5% of them are Tex
Real Display Ads Do Better:
Notice it uses Branding
(Company Logo) AND
pushes to an offer!
#searchlove @larrykim
Try Pushing Ads To Your Content Downloads
#searchlove @larrykim
Display Ads Hack: Promote Your Best Content!
#searchlove @larrykim
Your Top Content Gets
Most of the Engagement.
Identify ...
These Emotions Make People Click on Things on the We
#searchlove @larrykim
Display Ads Hack: Great Display Ads Look Like Content!
#searchlove @larrykim
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Lead Generation on Twitter: Remarketing
#searchlove @...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Powerful New Social Ad Formats
#searchlove @larrykim
...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
New Social Ad Formats are Game Changers
#searchlove @...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Lead Generation via Facebook:
Remarketing!
#searchlov...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Facebook Remarketing is on Steroids!
• Overlay thousa...
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#ABDelusion #CRO
How Facebook Remarketing is Incredible!!
1. Anonymous...
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#ABDelusion #CRO
Don’t Spend Too
Much Money on
Paid Social &
Remarketi...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Summary: Mad Science of PPC for Inbound Marketing
#se...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Paid Social Ads + Remarketing Can Make Your
Content b...
Copyright © 2014, SiteTuners – All Rights Reserved.
#ABDelusion #CRO
Thank You SearchLove Boston!
#searchlove @larrykim
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SearchLove Boston 2015 | Larry Kim, ‘Mad Science of PPC Marketing for Inbound Marketers’

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Content marketing is a bit like gravity. It just needs a little push to get things started (or to make it go faster). This data-oriented session will cover unusual strategies on how to get way more from your inbound marketing using pay-per-click advertising! We'll cover unusual white hat strategies for link building, converting blog traffic into 3x more leads, content promotion, YouTube SEO and App Store optimization with as little as $50 dollars. You’ll gain insights into key paid offerings in major platforms like Facebook, Twitter, G+, YouTube, Google Display Network and iTunes, and learn how to leverage them to get more from your non-paid marketing efforts.

Published in: Marketing

SearchLove Boston 2015 | Larry Kim, ‘Mad Science of PPC Marketing for Inbound Marketers’

  1. 1. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Mad Science of PPC Marketing for Inbound Marketers! Brought to you by: www.wordstream.com/learn #searchlove @larrykim
  2. 2. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CROWelcome To Boston!
  3. 3. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Welcome To Boston! A Few Random Facts About Me:
  4. 4. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CROI Live in Harvard Square
  5. 5. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CROI Live in Harvard Square Originally from Winnipeg, Canada
  6. 6. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Actual Photos of Boston From February This Year #searchlove @larrykim
  7. 7. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CROI Live in Harvard Square
  8. 8. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO WordStream’s Global Headquarters in Boston 2008 2015 #searchlove @larrykim
  9. 9. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO#searchlove @larrykim My Kid Was Born Here 11 Months Ago (#ppckid)
  10. 10. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Today’s Agenda • Why Every Inbound Marketer Needs to Know Paid Social Ads & Remarketing • Using Paid Content Promotion and Remarketing on Twitter, Facebook, Linkedin, Google+, YouTube to 3-5x Increase Leads and Sales #searchlove @larrykim
  11. 11. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO You are Attending a PPC Marketing Session #searchlove @larrykim
  12. 12. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Huge Ad Budgets Not Required #searchlove @larrykim
  13. 13. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO#searchlove @larrykim Why 
 Paid Social Ads & Remarketing for Inbound Marketers
 ?
  14. 14. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO #1: Most of Your Content Goes Nowhere • 5% of Content = 56% of Page views • Half of Content < 500 Page views #searchlove @larrykim
  15. 15. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO #2: Facebook Organic Reach Stinks #searchlove @larrykim
  16. 16. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO #3: Typical Conversion Rate Via Content <1% Traffic Generation Activities Captured Lead Engage with Content #searchlove @larrykim
  17. 17. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO #4: Low Brand Recall for SEO #searchlove @larrykim
  18. 18. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Many Content Marketing Campaigns Actually Look More Like …
  19. 19. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO How does 
 CONTENT MARKETING 
 really work
 ? #searchlove @larrykim
  20. 20. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO#searchlove @larrykim
  21. 21. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO How to make 
 STEP 2 (Promotion) & Step 3 (Sales) 
 Happen with greater magnitude & frequency #searchlove @larrykim
  22. 22. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Content Marketing + Remarketing = Content Remarketing
  23. 23. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Introducing Content Remarketing • Amplify/promote your content to the right people • Dramatically accelerate & increase brand recall • Generate Sales and Qualified leads #searchlove @larrykim
  24. 24. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO START/GO How Content Remarketing Works 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 3 1 2 #searchlove @larrykim
  25. 25. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO 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 #searchlove @larrykim
  26. 26. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Content Remarketing… Content Remarketing & The Inbound Marketing Funnel Lead Capture /
 Nurturing Social Media Promotion Blogging /Content Creation CLOSED DEAL! Relies on having great content Dramatically amplifies social visibility Makes conversions happen faster and more often #searchlove @larrykim
  27. 27. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Where Content Remarketing Fits In SEO & Content Marketing PPC
 Marketing Social Media
 Marketing Content Remarketing! Content Remarketing is on the Intersection of Social, Content and PPC Marketing. #searchlove @larrykim
  28. 28. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Lets Review Some Key Steps in Detail: (Amplify & Convert) #searchlove @larrykim
  29. 29. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Paid Content Amplification #searchlove @larrykim
  30. 30. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Promoted Tweet Campaigns #searchlove @larrykim
  31. 31. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Basic Targeting Options #searchlove @larrykim
  32. 32. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Note: Keyword Targeting on Social is Different #searchlove @larrykim Google Twitter / Facebook (Etc.) infant clothes boy 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 Social Keywords: Higher Funnel, Informational, Conversational, Hashtags
  33. 33. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Twitter Ads Hack #1: Tweet More Often #searchlove @larrykim
  34. 34. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO How To Know if You’re Tweeting Too Much #searchlove @larrykim
  35. 35. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Twitter Ads Hack #2: Leverage Twitter Ads Quality Score #searchlove @larrykim
  36. 36. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Twitter’s Top Secret Quality Score #searchlove @larrykim 1 Point Increase in Engagement Rate = Approx 5% Decrease in Cost Per Engag
  37. 37. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Facebook Ads Also Has “Relevance Score” #searchlove @larrykim • Higher post engagement = higher Relevance Score • Higher Relevance Score = More Impression Share and Lower Cost Per Engagement
  38. 38. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Twitter Ads Hack #3: Promote Top 1-2% Most Engaging Tweets #searchlove @larrykim
  39. 39. #searchlove @larrykim
  40. 40. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Paid Social Promotion Yields Free Clicks #searchlove @larrykim Buy one Retweet, Get +3 Clicks Free!!
  41. 41. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO How To Find High Engagement Tweets? #searchlove @larrykim
  42. 42. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Twitter Ads Hack #4: Use Custom Audiences #searchlove @larrykim
  43. 43. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO A True Twitter Ads Story #searchlove @larrykim
  44. 44. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Shared Content to My Social Media #searchlove @larrykim
  45. 45. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Promoted Post To My List of “Industry Influencers” #searchlove @larrykim
  46. 46. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Story Appears in Marketing Land 2 Hours Later.. • Nice High SEO Value Editorial Link! • Drives tons of Referral Traffic, Too! #searchlove @larrykim
  47. 47. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Exponential Growth!!
  48. 48. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO People Who Aren’t Journalists Can Make Stuff Go “Viral”, Too. #searchlove @larrykim
  49. 49. #searchlove @larrykim
  50. 50. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Paid Social ROI Analysis • 500 High Value Press Pickups and Links • Great Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 30 Minutes #searchlove @larrykim
  51. 51. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Millions of Back Links = Millions of Visitors #searchlove @larrykim
  52. 52. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO What About Facebook Ads? #searchlove @larrykim
  53. 53. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Should I “Boost Posts” on Facebook? #searchlove @larrykim
  54. 54. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO “Boost Post on Facebook”: IT’S A TRAP!
  55. 55. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Facebook Boost Post is Way Too Un-Targeted #searchlove @larrykim
  56. 56. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Social Ads Hack #5: Facebook Ads 10x More Powerful! #searchlove @larrykim
  57. 57. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Target Facebook Ads By Recent Purchases #searchlove @larrykim
  58. 58. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Target Facebook Ads By Life Events #searchlove @larrykim
  59. 59. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Upload Custom Facebook Audiences #searchlove @larrykim
  60. 60. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Get Creative By Layering Targeting Methods #searchlove @larrykim
  61. 61. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Key To Victory in Social Ads: High Engagement #searchlove @larrykim • Better Ad Targeting = Better Post Engagement • Lower Cost Per Engagement and Higher Impression Share
  62. 62. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO What About Google+ Ads? #searchlove @larrykim
  63. 63. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO +Post Ads on Google+ #searchlove @larrykim • No Ads in Google+ Timelines • Instead Google+ Updates Show Up All Over The Web as Display Ads
  64. 64. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Google+ Company Page Engagement Before and After #searchlove @larrykim After Before
  65. 65. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO What About Linkedin Ads? #searchlove @larrykim
  66. 66. #searchlove @larrykim
  67. 67. #searchlove @larrykim
  68. 68. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO However LinkedIn Blogging a Totally Different Story… #searchlove @larrykim
  69. 69. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO The Secret To Getting Massive Content Exposure on LinkedIn #searchlove @larrykim Secret to be revealed in “Lets Get Real” Session!!
  70. 70. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO What About YouTube Ads? #searchlove @larrykim
  71. 71. What About YouTube Ads? #searchlove @larrykim
  72. 72. What About YouTube Ads? #searchlove @larrykim YouTube TrueView Ads!
  73. 73. What About YouTube Ads? #searchlove @larrykim YouTube Hack: Use Ads to Buy SEO Rankings
  74. 74. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Summary: Social Promotion to Amplify Content Reach #searchlove @larrykim 1. Every content marketer should be doing some Paid Social 2. High Engagement Rate = High Quality Score = Low Costs and Huge Reach 3. Be Picky: Target specific people, highly targeted demographics to increase engagement rates 4. Use Ads to Catalyze Organic Efforts
  75. 75. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Converting Clicks to Your Content into Leads & Sales #searchlove @larrykim
  76. 76. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Remarketing + Content Marketing = $$$ #CROPPC#searchlove @larrykim • Remarketing Requires Content to Work • Dramatically Increase Recall (Direct & Brand visits) • Identify Qualified Prospects and Buyers & Accelerates Buying Process
  77. 77. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Remarketing on The Google Display Network (GDN) #searchlove @larrykim
  78. 78. These are Google Display Ads!! #searchlove @larrykim
  79. 79. I want to learn a little about you
  80. 80. I want to learn a little about you
  81. 81. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Define a Customized List of Users to Target Your Ads Tip: Use Existing Blog Categories!
  82. 82. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Crazy Hack to Double Conversions From Remarketing Ads… Conversion Rates Doubles With More Ad Impressions #searchlove @larrykim
  83. 83. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Remarketing Hack: Be Bold! Get Tons of Ad Impressio • Set Membership Duration: 3x Avg. Sale Cycle • Set Impression Caps to Unlimited! • Run Multiple Ads Per Campaign! #searchlove @larrykim
  84. 84. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Google Display Ads Hack: High Quality Score = Low CPC Every 0.1% increase or decrease in Ad Click Through Rate yields +/- 19% in Average Cost Per Click (CPC) #searchlove @larrykim
  85. 85. Make Sure Your Ads Don’t Suck… (67.5% of them are Tex
  86. 86. Real Display Ads Do Better: Notice it uses Branding (Company Logo) AND pushes to an offer! #searchlove @larrykim
  87. 87. Try Pushing Ads To Your Content Downloads #searchlove @larrykim
  88. 88. Display Ads Hack: Promote Your Best Content! #searchlove @larrykim Your Top Content Gets Most of the Engagement. Identify and Promote Those Articles!
  89. 89. These Emotions Make People Click on Things on the We #searchlove @larrykim
  90. 90. Display Ads Hack: Great Display Ads Look Like Content! #searchlove @larrykim
  91. 91. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Lead Generation on Twitter: Remarketing #searchlove @larrykim
  92. 92. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Powerful New Social Ad Formats #searchlove @larrykim User’s Name, Email and Twitter Name are automatically emailed or posted to you!
  93. 93. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO New Social Ad Formats are Game Changers #searchlove @larrykim New 1-Click Ad Formats (“Cards”) 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page! Old Social Ads 1. Sees Ad 2. Clicks On Ad 3. Visits Website Landing Page 4. Lead Captured 3% Average Conversion Rate!
  94. 94. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Lead Generation via Facebook: Remarketing! #searchlove @larrykim
  95. 95. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Facebook Remarketing is on Steroids! • Overlay thousands of demographic and behavioral targeting filters to only target your ideal customer. • Facebook remarketing finds the needle in the haystack! #searchlove @larrykim
  96. 96. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO How Facebook Remarketing is Incredible!! 1. Anonymous users visit your website. Tag them all. 2. Filter based on … – Visiting High Value Pages = High Commercial Intent – Overlay User Demographics = Right Target Buyer 3. Commercial Intent + Buyer Persona Match = $$$ #searchlove @larrykim
  97. 97. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Don’t Spend Too Much Money on Paid Social & Remarketing!
  98. 98. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Summary: Mad Science of PPC for Inbound Marketing #searchlove @larrykim 1. Always Promote top 2% of Posts 2. High Engagement Rats is Key 3. Use Social Ads for PR Pitching & Link building 4. LinkedIn Ads Suck 5. Use Paid Ads to Catalyze Organic SEO 6. Never use Facebook Boost Post 7. Make Display Ads Look Like Content 8. Convert 3x More Leads from Content With Remarketing 9. Try out New Social Ad Formats 10. Everyone should do some Paid Social + Remarketing
  99. 99. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Paid Social Ads + Remarketing Can Make Your Content be a Unicorn in a Sea of Donkeys
  100. 100. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO Thank You SearchLove Boston! #searchlove @larrykim

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