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Larry Kim, Wordstream - The Ultimate Guide to Hacking Twitter and Facebook Ads

Join Larry Kim as he guides you through tips and processes for getting 10-100x more value from paid advertising campaigns on Facebook and Twitter. You’ll learn new strategies to drive exponentially more traffic to your content and convert 3-5x more of those clicks into leads and sales – all for less than $7 per campaign! Plus, you'll gain critical insights into how the algorithms of Paid Social Media advertising really work, including Relevancy Score and Quality Adjusted Bids. This is a must-attend session for content, social media and PPC marketers alike.

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Larry Kim, Wordstream - The Ultimate Guide to Hacking Twitter and Facebook Ads

  1. 1. #SocialPro #XXa @SpeakerName The Top 10 Facebook & Twitter 
 Advertising Hacks of All Time! Larry Kim, Founder of WordStream, Inc. #MarketingUnited @emmaemail @larrykim
  2. 2. 3 Random Facts 
 About Me #MarketingUnited @emmaemail @larrykim
  3. 3. 1. Originally From Winnipeg
  4. 4. Actual Photos of Boston Last Year #MarketingUnited @emmaemail @larrykim
  5. 5. Live in Harvard Square Cambridge, MA
  6. 6. WordStream’s Headquarters 2008 2016 #MarketingUnited @emmaemail @larrykim
  7. 7. 2. Expert Drone Pilot
  8. 8. 3. Have a 1-Year Old (#ppckid)
  9. 9. What is 
 The State of Internet Marketing in 2016
 (and can we still win BIG) ? #MarketingUnited @emmaemail @larrykim
  10. 10. Act 1: We’re Doomed! #MarketingUnited @emmaemail @larrykim
  11. 11. #1. 100% Ads In Google Search Result Page #MarketingUnited @emmaemail @larrykim
  12. 12. #2. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! Source: Approx. 2500 WordStream Customers (Not official Google Data.) #MarketingUnited @emmaemail @larrykim
  13. 13. Brought to you by: #3. Certain Verticals Are Insanely Expensive TOP COST PER CLICK ON BING ADS (Feb. 2015) #MarketingUnited @emmaemail @larrykim
  14. 14. l M e d i a R e a c h S t i n #MarketingUnited @emmaemail @larrykim
  15. 15. #5: 99.9% of Your Content Goes Nowhere 50% OF Content Gets ZERO Social Shares 75% Gets Fewer than 39 Shares <0.1% Gets +1000 Shares #MarketingUnited @emmaemail @larrykim
  16. 16. #6: Typical Conversion Rate Via Internet Marketing <2% Traffic Generation Activities Engage with Content Captured Lead #MarketingUnited @emmaemail @larrykim
  17. 17. Internet Marketing in 2016
 Kind of Feels Like …. #MarketingUnited @emmaemail @larrykim
  18. 18. How does 
 Content & Social Media Advertising
 really work ? #MarketingUnited @emmaemail @larrykim
  19. 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 #MarketingUnited @emmaemail @larrykim
  20. 20. How to make:
 STEP 2 (Promotion)
 & Step 3 (Sales) 
 Happen with greater magnitude & frequency? #MarketingUnited @emmaemail @larrykim
  21. 21. Act 2: A New Power is Rising
  22. 22. You are using PAID Social Media Ads… and are a TRAITOR. #MarketingUnited @emmaemail @larrykim
  23. 23. BIG AD BUDGETS NOT REQUIRED! #MarketingUnited @emmaemail @larrykim
  24. 24. You Can Do Paid Social Ads with $50! #MarketingUnited @emmaemail @larrykim You Can Do Paid Social Ads with $50!
  25. 25. Use social ads as a CATALYST to Get the ball Rolling #MarketingUnited @emmaemail @larrykim
  26. 26. Or as an ACCELERANT to Make Bigger Explosions #MarketingUnited @emmaemail @larrykim
  27. 27. (a) Paid Social Ads Provide MOST 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 #MarketingUnited @emmaemail @larrykim
  28. 28. ADVERTISE Target your audience with display & social ads and Remarketing Lists for Search Ads to promote 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 #MarketingUnited @emmaemail @larrykim
  29. 29. The Top 10 Paid Social Media 
 Advertising Hacks of All Time! #MarketingUnited @emmaemail @larrykim
  30. 30. We’re Focusing on Facebook & Twitter Today #MarketingUnited @emmaemail @larrykim
  31. 31. Apologies to Google+ Fans… SOCIAL NETWORKING On Google+ #MarketingUnited @emmaemail @larrykim
  32. 32. Quality Score in Facebook and Twitter Ads! Larry’s #10 Social Ads Hack: #MarketingUnited @emmaemail @larrykim
  33. 33. How Does Google Search Decide Which Ad is Shown Where? Ad Rank Quality Score Max CPC Bid 
 Amount x = #MarketingUnited @emmaemail @larrykim
  34. 34. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = #MarketingUnited @emmaemail @larrykim
  35. 35. “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. #MarketingUnited @emmaemail @larrykim
  36. 36. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% #MarketingUnited @emmaemail @larrykim
  37. 37. 1% Increase in
 Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = #MarketingUnited @emmaemail @larrykim
  38. 38. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! #MarketingUnited @emmaemail @larrykim
  39. 39. 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 #MarketingUnited @emmaemail @larrykim
  40. 40. Promote Your BEST Stuff Instead 
 (Unicorns: Your Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 #MarketingUnited @emmaemail @larrykim
  41. 41. Paid Social Ads ROI Analysis: #MarketingUnited @emmaemail @larrykim
  42. 42. Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET BUT WHEN I DO, THEY’RE UNICORNS WITH +15% ENGAGEMENT RATES AND 1 PENNY CPE’S #MarketingUnited @emmaemail @larrykim
  43. 43. How to ALWAYS Get High Quality Score Unicorns? #MarketingUnited @emmaemail @larrykim
  44. 44. 7 Day Forecast: Sunny in Unicorn Land #MarketingUnited @emmaemail @larrykim
  45. 45. I’ve Built a Unicorn Detector!
  46. 46. 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! #MarketingUnited @emmaemail @larrykim
  47. 47. Tweet More Often and Only Promote Your Best Stuff (Unicorns!) #MarketingUnited @emmaemail @larrykim
  48. 48. Paid Social Hunger Games
  49. 49. How to Find High Engagement Posts? (Unicorns!) #MarketingUnited @emmaemail @larrykim
  50. 50. Paid Social Media Ads. Organic Social & Content Marketingvs. Whatʼs The Biggest Difference?? #MarketingUnited @emmaemail @larrykim
  51. 51. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. #MarketingUnited @emmaemail @larrykim
  52. 52. Larry’s #9 Social Ads Hack: Turn Low Engagement 
 Updates Into High Engagement Posts w/ Keyword Targeting (and other Targeting Methods) #MarketingUnited @emmaemail @larrykim
  53. 53. zOMG 10X Higher Engagement 
 By Targeting #alphabet #MarketingUnited @emmaemail @larrykim
  54. 54. Adding Audience Targeting Turns OK Ads Into Unicorns #MarketingUnited @emmaemail @larrykim
  55. 55. Larry’s #8 Social Ads Hack: Get Free 
 Clicks! #MarketingUnited @emmaemail @larrykim
  56. 56. Buy 1 Retweet/Like, Get 3 Clicks Free! #MarketingUnited @emmaemail @larrykim
  57. 57. Larry’s #7 Social Ads Hack: Increase Commercial Intent With Demographic and Behavioral Targeting
  58. 58. Website H.I.T.S.How Idiots Track Success #MarketingUnited @emmaemail @larrykim
  59. 59. Precise Ad Targeting Boosts Engagement Rate #MarketingUnited @emmaemail @larrykim
  60. 60. “Partner Audiences” in Twitter #MarketingUnited @emmaemail @larrykim
  61. 61. Demographic Ad Targeting in Facebook #MarketingUnited @emmaemail @larrykim
  62. 62. Demographic Ad Targeting in Twitter #MarketingUnited @emmaemail @larrykim
  63. 63. Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK #MarketingUnited @emmaemail @larrykim
  64. 64. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement
 Rates! Conversion
 Rates! 3X 2X #MarketingUnited @emmaemail @larrykim
  65. 65. #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content #MarketingUnited @emmaemail @larrykim
  66. 66. 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 with HIGH ENGAGEMENT UNICORNS = $$$ #MarketingUnited @emmaemail @larrykim
  67. 67. Larry’s #4 Social Ads Hack: Custom Audiences #MarketingUnited @emmaemail @larrykim
  68. 68. New “Tailored Audiences” or “Custom Audiences” #MarketingUnited @emmaemail @larrykim
  69. 69. 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 #MarketingUnited @emmaemail @larrykim
  70. 70. Identity Marketing Using Custom 
 Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! #MarketingUnited @emmaemail @larrykim
  71. 71. This is a True Story #MarketingUnited @emmaemail @larrykim
  72. 72. Shared the Article on My Social Media #MarketingUnited @emmaemail @larrykim
  73. 73. Promoted Post to My List of Influencers #MarketingUnited @emmaemail @larrykim
  74. 74. Story Picked Up in Marketing Land in 2 Hours #MarketingUnited @emmaemail @larrykim
  75. 75. SEO Link Building Dance #MarketingUnited @emmaemail @larrykim
  76. 76. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #MarketingUnited @emmaemail @larrykim
  77. 77. 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 #MarketingUnited @emmaemail @larrykim
  78. 78. Another True Story #MarketingUnited @emmaemail @larrykim
  79. 79. Shared the Article on My Social Media #MarketingUnited @emmaemail @larrykim
  80. 80. Promoted Post to My List of Influencers #MarketingUnited @emmaemail @larrykim
  81. 81. Business Insider Asks To Publish Story #MarketingUnited @emmaemail @larrykim
  82. 82. SEO Link Building Dance #MarketingUnited @emmaemail @larrykim
  83. 83. Shared the Article on My Social Media #MarketingUnited @emmaemail @larrykim
  84. 84. Promote Your Unicorns, Larry! #MarketingUnited @emmaemail @larrykim
  85. 85. Promoted Post to My List of Influencers #MarketingUnited @emmaemail @larrykim
  86. 86. Fox News Producer Emails One Hour Later #MarketingUnited @emmaemail @larrykim
  87. 87. #WAC16 @larrykim @webaquebec
  88. 88. Facebook Baby Hoodie ($25 value!) #ppckid #MarketingUnited @emmaemail @larrykim
  89. 89. 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 #MarketingUnited @emmaemail @larrykim
  90. 90. Many 
 Ecommerce Applications
 for Custom audiences! #MarketingUnited @emmaemail @larrykim
  91. 91. New Purchasers Non-Purchase Users Active Purchasers Customers with Expired Warranty Abandoned Shopping Cart Users Frequent Purchasers High Price Item Purchasers Recent Purchasers Ecommerce Audience Email Segmentations #MarketingUnited @emmaemail @larrykim
  92. 92. #SMX #14B3 @larrykim Clone Your Audience List 
 Using Similar Audiences! #MarketingUnited @emmaemail @larrykim
  93. 93. #3. Get Even More Free Clicks!! #MarketingUnited @emmaemail @larrykim
  94. 94. Over a Million Views & 6654 Likes! #MarketingUnited @emmaemail @larrykim
  95. 95. Arianna Huffington Shared the Story And Asked Me to Be a Columnist. #MarketingUnited @emmaemail @larrykim
  96. 96. New York Observer, Time Magazine & 
 Mental Floss Syndicated Story. HOW?! #MarketingUnited @emmaemail @larrykim
  97. 97. #MarketingUnited @emmaemail @larrykim
  98. 98. Works on Other Content Promotion Platforms, Too. #MarketingUnited @emmaemail @larrykim
  99. 99. #MarketingUnited @emmaemail @larrykim 1564 Upvotes + Front Page + 500k Views!
  100. 100. Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #2 Social Hack: 
 Combine & Social Ads & Search Ads (RLSA) #MarketingUnited @emmaemail @larrykim
  101. 101. Target search ads only to people who recently visited your site! REMARKETING LISTS FOR SEARCH ADS (RLSA) Users visit your site, get added
 to your remarketing list Show them customized ads
 when they search on Google! #MarketingUnited @emmaemail @larrykim
  102. 102. The Power of SEARCH Remarketing So What’s The Catch?? Click Through Rates Conversion Rates! 2X ½ 2X Cost Per Click #MarketingUnited @emmaemail @larrykim
  103. 103. The Problem With RLSA #MarketingUnited @emmaemail @larrykim
  104. 104. wordstreamsem@gmail.com > Wordstream's PPC Account > Last 30 days: Jan 10, 2016 – Feb 8, 2016 Cost / all conv.ConversionsAvg. CPCCTRCostClicksImpr.Campaigns $101.55245$2.492.51%$24,879.09.980397,780Total – all campaigns $140.18154$2.802.20%$21,588.07,710350,487Big Keyword List $36.1691$1.454.80%$3,291.502,27047,293Big Keyword List – RLSA TEST $102.77250$2.442.45%$25,693.210,530412,321BIG KEYWORD LIST The Month Prior to RLSA:
  105. 105. RLSA = Shell Game, Unless Used With Social Ads to Drive NEW Demand! #MarketingUnited @emmaemail @larrykim
  106. 106. Larry’s #1 Social Ads Hack: Hacking RankBrain for Insanely Awesome SEO
  107. 107. Current & Future Google SEO Ranking Signals Current Google 1. Links 2. Keywords 3. …? Future Google 1. Click Through Rate 2. Links 3. Keywords #MarketingUnited @emmaemail @larrykim
  108. 108. SEO Judgement Day: When RankBrain Becomes #1 SEO Ranking Signal
  109. 109. Leader of SEO Rebellion Sent Me Back in Time From Future
  110. 110. #MarketingUnited @emmaemail @larrykim
  111. 111. +/- 3% Increase in
 Post Engagement +/- 1 Spot in Organic Position #MarketingUnited @emmaemail @larrykim
  112. 112. Above Average CTR (Great!) • More Clicks • Better SEO Rankings • Even More Clicks! Below Average CTR (Terrible!) • Fewer Clicks • Worse SEO Rankings • Even Fewer Clicks! So… Get Really High Organic CTRs! #MarketingUnited @emmaemail @larrykim
  113. 113. Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR.
  114. 114. Summary: Larry’s Top 10 Social Ad Hacks Quality Score in Social Ads! Ad Targeting to +Engagement Free Clicks
 Target Behaviors & Demographics Use Social Media Remarketing 1 2 3 4 5 Do Super Remarketing! 
 Custom Audiences = Incredibly PreciseTargeting Get Even More Free Clicks 
 Remarketing Lists for Search Ads (RLSA) Hacking RankBrain for Organic Search 6 7 8 9 10 #MarketingUnited @emmaemail @larrykim
  115. 115. #MarketingUnited @emmaemail @larrykim
  116. 116. Act 3: A New Hope #MarketingUnited @emmaemail @larrykim
  117. 117. 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 #MarketingUnited @emmaemail @larrykim
  118. 118. ADVERTISE Target your audience with display & social ads and RLSA to promote 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 #MarketingUnited @emmaemail @larrykim
  119. 119. The Future of Internet Marketing? #MarketingUnited @emmaemail @larrykim
  120. 120. Internet Marketing #MarketingUnited @emmaemail @larrykim
  121. 121. Find Your Unicorns!
  122. 122. Be a Unicorn in a Sea of Donkeys!
  123. 123. Thank you, Marketing United! #MarketingUnited @emmaemail @larrykim

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