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#SocialPro #XXa @SpeakerName
7 Ridiculously Smart Facebook and Twitter
Advertising Hacks!
Larry Kim, Founder of WordStream, Inc. (@larrykim)
#SocialPro #XXa @SpeakerName
William Sears
Group Product Manager, LinkedIn
SPONSORED BY
About Me
#SEJSummit @larrykim
#SEJSummit @larrykim
Originally from Winnipeg, Canada
Actual Photos of Boston From February Last Year
#SEJSummit @larrykim
I Live in Harvard Square, Cambridge, MA
WordStream’s Global Headquarters in Boston
2008 2015
#SEJSummit @larrykim
You’re Attending a
Session on
PAID Social Media Ads…
#SEJSummit @larrykim
BIG AD BUDGETS
NOT REQUIRED!
#SEJSummit @larrykim
#SEJSummit @larrykim
You Can Do
Paid Social
Ads with $50!
Use Social Ads as a CATALYST
to Get The Ball Rolling
#SEJSummit @larrykim
Or as an ACCELERANT to Make
Bigger Explosions
#SEJSummit @larrykim
Why Social Media Ads?
(Hint: We’re Doomed!)
#SEJSummit @larrykim
#1: Facebook Organic Reach Stinks
#SEJSummit @larrykim
#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
#3: Typical Content Conversion Rate Via Social Media <1%
Social Media
Activities
Engage with Content
Captured Lead
#SEJSummit @larrykim
Social Media Marketing
Kind of Feels Like ….
#SEJSummit @larrykim
How does
Content (and Social
Media) Marketing
really work
?
#SEJSummit @larrykim
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
How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
#SEJSummit @larrykim
#SEJSummit @larrykim
A New Power is Rising
#SEJSummit @larrykim
(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
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
The Top 7 Paid Social Media
Advertising Hacks of All Time!
#SEJSummit @larrykim
We’re Focusing on Facebook & Twitter
Today
#SEJSummit @larrykim
Quality Score in
Facebook and
Twitter Ads!
Larry’s #7 Social Ads Hack:
#SEJSummit @larrykim
HIGHER POST
ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
#SEJSummit @larrykim
“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
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
1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
#SEJSummit @larrykim
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
#SEJSummit @larrykim
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
Promote Your BEST Stuff Instead
(Unicorns: Your Top 1-2%)
RETWEETS
1,488
FAVORITE
S
1,2846:15AM – 7 Mar 2015
#SEJSummit @larrykim
Paid Social Ads ROI Analysis:
#SEJSummit @larrykim
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
How to ALWAYS Get High Quality Score
Unicorns?
#SEJSummit @larrykim
7	Day	Forecast:		Sunny	in	Unicorn	Land
I’ve Built a Unicorn
Detector!
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
Tweet More Often and Only Promote
Your Best Stuff (Unicorns!)
#SEJSummit @larrykim
Paid Social Hunger
Games
How to Find High Engagement Posts? (Unicorns!)
#SEJSummit @larrykim
Paid Social
Media Ads.
Organic Social
& Content
Marketingvs.
What’s The Biggest Difference??
#SEJSummit @larrykim
Key to Paid Social Media Ads: Be Picky!
Cast a Narrow
Net, Maximize
Engagement Rates
Within.
#SEJSummit @larrykim
Larry’s #6 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement
Posts w/ Keyword Targeting
(and other Targeting Methods)
#SEJSummit @larrykim
zOMG 10X Higher Engagement
By Targeting #alphabet
#SEJSummit @larrykim
Adding Audience Targeting Turns OK
Ads Into Unicorns
#SEJSummit @larrykim
Larry’s #5 Social Ads Hack:
Get Free
Clicks!
#SEJSummit @larrykim
Buy 1 Retweet/Like, Get 3 Clicks Free!
#SEJSummit @larrykim
Larry’s #4 Social Ads Hack:
Increase Commercial Intent With
Demographic and Behavioral Targeting
Website
HITSHow Idiots Track Success
#SEJSummit @larrykim
Precise Ad Targeting Boosts Engagement Rate
#SEJSummit @larrykim
“Partner Audiences” in Twitter
#SEJSummit @larrykim
Demographic Ad Targeting in Facebook
#SEJSummit @larrykim
Demographic Ad Targeting in Twitter
#SEJSummit @larrykim
Larry’s #3 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
#SEJSummit @larrykim
Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X
#SEJSummit @larrykim
#2 Social Ads Hack: Super Remarketing!
Combining
Remarketing +
Demographic +
Behavioral
Targeting + High
Engagement
Content
#SEJSummit @larrykim
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
Larry’s #1 Social Ads Hack:
Custom Audiences
#SEJSummit @larrykim
New “Tailored Audiences” or “Custom Audiences”
#SEJSummit @larrykim
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
Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advertising use cases!
#SEJSummit @larrykim
This is a True Story
#SEJSummit @larrykim
Shared the Article on My Social Media
#SEJSummit @larrykim
Promoted Post to My List of Influencers
#SEJSummit @larrykim
Story Picked Up
in Marketing Land
in 2 Hours
#SEJSummit @larrykim
SEO Link Building Dance
#SEJSummit @larrykim
+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
#SEJSummit @larrykim
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
Another True Story
#SEJSummit @larrykim
Shared the Article on My Social Media
#SEJSummit @larrykim
Promoted Post to My List of Influencers
#SEJSummit @larrykim
Business Insider
Asks To Publish
Story
#SEJSummit @larrykim
SEO Link Building Dance
#SEJSummit @larrykim
Shared the Article on My Social Media
#SEJSummit @larrykim
Promote Your
Unicorns, Larry!
#SEJSummit @larrykim
Promoted Post to My List of Influencers
#SEJSummit @larrykim
Fox News
Producer
Emails One
Hour Later
#SEJSummit @larrykim
#SEJSummit @larrykim
Facebook Baby Hoodie ($25 value!) #ppckid
#SEJSummit @larrykim
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
Many
Ecommerce
Applications
for Custom
audiences!
#SEJSummit @larrykim
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
#SMX #14B3 @larrykim
Clone Your Audience List
Using Similar Audiences!
#SEJSummit @larrykim
Bonus Hack!! Get Even
More Free Clicks!!
#SEJSummit @larrykim
#SocialPro #22A1 @larrykim#SEJSummit @larrykim
Over a
Million
Views!
Arianna Huffington Shared The Thing
#SEJSummit @larrykim
New York Observer & Mental Floss
My Syndicated Story
#SEJSummit @larrykim
#SocialPro #22A1 @larrykim#SEJSummit @larrykim
This Works on Other Platforms, Too.
#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SocialPro #22A1 @larrykim#SEJSummit @larrykim
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
#SEJSummit @larrykim
Paid Social Media: A New Hope
#SEJSummit @larrykim
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
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
The FUTURE of Social Media
Marketing? 3 Takeaways!
#slcsem @larrykim
Brought to you by:
www.wordstream.com/learn
#SEJSummit @larrykim
#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
2. Social Media Marketing
#SEJSummit @larrykim
3.	Find	Your	Unicorns!
Be a Unicorn in a Sea of Donkeys!
Thank You, SEJ Summit!
#SEJSummit @larrykim

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