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7 Ridiculously Smart Facebook and Twitter Advertising Hacks by Larry Kim - #SEJSummit Santa Monica

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Larry’s session will walk us through seven covert ways to leverage your social media ads for boosting consumer engagement and elevating your brand’s rank in search.

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7 Ridiculously Smart Facebook and Twitter Advertising Hacks by Larry Kim - #SEJSummit Santa Monica

  1. 1. #SocialPro #XXa @SpeakerName 7 Ridiculously Smart Facebook and Twitter Advertising Hacks! Larry Kim, Founder of WordStream, Inc. (@larrykim)
  2. 2. #SocialPro #XXa @SpeakerName William Sears Group Product Manager, LinkedIn SPONSORED BY
  3. 3. About Me #SEJSummit @larrykim
  4. 4. #SEJSummit @larrykim
  5. 5. Originally from Winnipeg, Canada
  6. 6. Actual Photos of Boston From February Last Year #SEJSummit @larrykim
  7. 7. I Live in Harvard Square, Cambridge, MA
  8. 8. WordStream’s Global Headquarters in Boston 2008 2015 #SEJSummit @larrykim
  9. 9. You’re Attending a Session on PAID Social Media Ads… #SEJSummit @larrykim
  10. 10. BIG AD BUDGETS NOT REQUIRED! #SEJSummit @larrykim
  11. 11. #SEJSummit @larrykim You Can Do Paid Social Ads with $50!
  12. 12. Use Social Ads as a CATALYST to Get The Ball Rolling #SEJSummit @larrykim
  13. 13. Or as an ACCELERANT to Make Bigger Explosions #SEJSummit @larrykim
  14. 14. Why Social Media Ads? (Hint: We’re Doomed!) #SEJSummit @larrykim
  15. 15. #1: Facebook Organic Reach Stinks #SEJSummit @larrykim
  16. 16. #2: 99.9% of Your Content Goes Nowhere #SEJSummit @larrykim 50% OF Content Gets ZERO Social Shares 75% Gets Fewer than 39 Shares <0.1% Gets +1000 Shares
  17. 17. #3: Typical Content Conversion Rate Via Social Media <1% Social Media Activities Engage with Content Captured Lead #SEJSummit @larrykim
  18. 18. Social Media Marketing Kind of Feels Like …. #SEJSummit @larrykim
  19. 19. How does Content (and Social Media) Marketing really work ? #SEJSummit @larrykim
  20. 20. 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 #SEJSummit @larrykim
  21. 21. How to make: STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency? #SEJSummit @larrykim
  22. 22. #SEJSummit @larrykim A New Power is Rising
  23. 23. #SEJSummit @larrykim
  24. 24. (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 #SEJSummit @larrykim
  25. 25. 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 #SEJSummit @larrykim
  26. 26. The Top 7 Paid Social Media Advertising Hacks of All Time! #SEJSummit @larrykim
  27. 27. We’re Focusing on Facebook & Twitter Today #SEJSummit @larrykim
  28. 28. Quality Score in Facebook and Twitter Ads! Larry’s #7 Social Ads Hack: #SEJSummit @larrykim
  29. 29. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = #SEJSummit @larrykim
  30. 30. “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. #SEJSummit @larrykim
  31. 31. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% #SEJSummit @larrykim
  32. 32. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = #SEJSummit @larrykim
  33. 33. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! #SEJSummit @larrykim
  34. 34. High QS (Great!) •  High Ad Impression Share •  Low Cost Per Engagement •  More Qualified People! Low QS (Terrible!) •  Low Ad Impression Share •  High Cost Per Engagement •  More Unqualified Randos… Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores #SEJSummit @larrykim
  35. 35. Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%) RETWEETS 1,488 FAVORITE S 1,2846:15AM – 7 Mar 2015 #SEJSummit @larrykim
  36. 36. Paid Social Ads ROI Analysis: #SEJSummit @larrykim
  37. 37. 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 #SEJSummit @larrykim
  38. 38. How to ALWAYS Get High Quality Score Unicorns? #SEJSummit @larrykim
  39. 39. 7 Day Forecast: Sunny in Unicorn Land
  40. 40. I’ve Built a Unicorn Detector!
  41. 41. 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! #SEJSummit @larrykim
  42. 42. Tweet More Often and Only Promote Your Best Stuff (Unicorns!) #SEJSummit @larrykim
  43. 43. Paid Social Hunger Games
  44. 44. How to Find High Engagement Posts? (Unicorns!) #SEJSummit @larrykim
  45. 45. Paid Social Media Ads. Organic Social & Content Marketingvs. What’s The Biggest Difference?? #SEJSummit @larrykim
  46. 46. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. #SEJSummit @larrykim
  47. 47. Larry’s #6 Social Ads Hack: Turn Low Engagement Updates Into High Engagement Posts w/ Keyword Targeting (and other Targeting Methods) #SEJSummit @larrykim
  48. 48. zOMG 10X Higher Engagement By Targeting #alphabet #SEJSummit @larrykim
  49. 49. Adding Audience Targeting Turns OK Ads Into Unicorns #SEJSummit @larrykim
  50. 50. Larry’s #5 Social Ads Hack: Get Free Clicks! #SEJSummit @larrykim
  51. 51. Buy 1 Retweet/Like, Get 3 Clicks Free! #SEJSummit @larrykim
  52. 52. Larry’s #4 Social Ads Hack: Increase Commercial Intent With Demographic and Behavioral Targeting
  53. 53. Website HITSHow Idiots Track Success #SEJSummit @larrykim
  54. 54. Precise Ad Targeting Boosts Engagement Rate #SEJSummit @larrykim
  55. 55. “Partner Audiences” in Twitter #SEJSummit @larrykim
  56. 56. Demographic Ad Targeting in Facebook #SEJSummit @larrykim
  57. 57. Demographic Ad Targeting in Twitter #SEJSummit @larrykim
  58. 58. Larry’s #3 Social Ads Hack: Social Media Remarketing I’LL BE BACK #SEJSummit @larrykim
  59. 59. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X #SEJSummit @larrykim
  60. 60. #2 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content #SEJSummit @larrykim
  61. 61. 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 = $$$ #SEJSummit @larrykim
  62. 62. Larry’s #1 Social Ads Hack: Custom Audiences #SEJSummit @larrykim
  63. 63. New “Tailored Audiences” or “Custom Audiences” #SEJSummit @larrykim
  64. 64. 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 #SEJSummit @larrykim
  65. 65. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! #SEJSummit @larrykim
  66. 66. This is a True Story #SEJSummit @larrykim
  67. 67. Shared the Article on My Social Media #SEJSummit @larrykim
  68. 68. Promoted Post to My List of Influencers #SEJSummit @larrykim
  69. 69. Story Picked Up in Marketing Land in 2 Hours #SEJSummit @larrykim
  70. 70. SEO Link Building Dance #SEJSummit @larrykim
  71. 71. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #SEJSummit @larrykim
  72. 72. 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 #SEJSummit @larrykim
  73. 73. Another True Story #SEJSummit @larrykim
  74. 74. Shared the Article on My Social Media #SEJSummit @larrykim
  75. 75. Promoted Post to My List of Influencers #SEJSummit @larrykim
  76. 76. Business Insider Asks To Publish Story #SEJSummit @larrykim
  77. 77. SEO Link Building Dance #SEJSummit @larrykim
  78. 78. Shared the Article on My Social Media #SEJSummit @larrykim
  79. 79. Promote Your Unicorns, Larry! #SEJSummit @larrykim
  80. 80. Promoted Post to My List of Influencers #SEJSummit @larrykim
  81. 81. Fox News Producer Emails One Hour Later #SEJSummit @larrykim
  82. 82. #SEJSummit @larrykim
  83. 83. Facebook Baby Hoodie ($25 value!) #ppckid #SEJSummit @larrykim
  84. 84. 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 #SEJSummit @larrykim
  85. 85. Many Ecommerce Applications for Custom audiences! #SEJSummit @larrykim
  86. 86. 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 #SEJSummit @larrykim
  87. 87. #SMX #14B3 @larrykim Clone Your Audience List Using Similar Audiences! #SEJSummit @larrykim
  88. 88. Bonus Hack!! Get Even More Free Clicks!! #SEJSummit @larrykim
  89. 89. #SocialPro #22A1 @larrykim#SEJSummit @larrykim Over a Million Views!
  90. 90. Arianna Huffington Shared The Thing #SEJSummit @larrykim
  91. 91. New York Observer & Mental Floss My Syndicated Story #SEJSummit @larrykim
  92. 92. #SocialPro #22A1 @larrykim#SEJSummit @larrykim
  93. 93. This Works on Other Platforms, Too. #SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SEJSummit @larrykim
  94. 94. Summary: Larry’s Top 8 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 Precise Targeting Get Even More Free Clicks New Mobile Ad Formats 6 7 8 #SEJSummit @larrykim
  95. 95. #SEJSummit @larrykim
  96. 96. Paid Social Media: A New Hope #SEJSummit @larrykim
  97. 97. 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 #SEJSummit @larrykim
  98. 98. 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 #SEJSummit @larrykim
  99. 99. The FUTURE of Social Media Marketing? 3 Takeaways! #slcsem @larrykim Brought to you by: www.wordstream.com/learn #SEJSummit @larrykim
  100. 100. #slcsem @larrykim Brought to you by: www.wordstream.com/learn 1. It’s a Paid Social World (We’re Just Living in it) #SEJSummit @larrykim
  101. 101. 2. Social Media Marketing #SEJSummit @larrykim
  102. 102. 3. Find Your Unicorns!
  103. 103. Be a Unicorn in a Sea of Donkeys!
  104. 104. Thank You, SEJ Summit! #SEJSummit @larrykim

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