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TOP 10 Social Media Advertising Hacks of ALL TIME

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WordStream founder, Larry Kim, will reveal the strategies you MUST implement if you want to get 10x MORE VALUE from your paid social media advertising efforts!

Join the webinar to learn:
-How to drive exponentially more traffic to your content
-Tips to convert 3-5x more clicks into leads & sales - all for less than $50 per campaign
-Critical insights into how the algorithm of Paid Social Media REALLY WORKS

Published in: Social Media, Marketing
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TOP 10 Social Media Advertising Hacks of ALL TIME

  1. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Top 10 Social Media Advertising Hacks of ALL TIME Brought to you by: www.wordstream.com/learn
  2. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Want to get smart in paid search? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  3. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Where are you currently advertising? a) I am just using paid search. b) I am just using social media. c) I am using both paid search and paid social. d) I’m not using either. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  4. Three Random Facts About Me
  5. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  6. 1. Originally from Winnipeg, Canada @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  7. Actual Photos of Boston From February Last Year @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  8. I Live in Harvard Square, Cambridge, MA
  9. WordStream’s Global Headquarters in Boston 2008 2015 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  10. 2. Expert Drone Pilot
  11. 3. Have a 1-Year Old Kid (#ppckid)
  12. You Are Part of the Social Media Ad Rebellion … and a Traitor. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  13. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  14. How To Stretch Your Content With $50 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  15. Why Paid Social Ads ? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  16. #1: Ridiculous Amount of Time on Social Media 28%28% of online time is spent social networking. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  17. #2: Facebook Organic Reach Plummeting @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  18. #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. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  19. Low Brand Recall from SEO SEO Listings Not Memorable or Inspiring @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  20. Brought to you by: #5: Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  21. #6: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  22. PPC/Social/Content Marketing Sometimes Feels Like …. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  23. The Greatest Strength of PPC Search Ads is Also its Greatest Weakness. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  24. Searchers Have *Already* Decided to Buy “Buy Zumba Workout DVD” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  25. PPC Search Ads Don’t Create *NEW* Demand More About Fighting Competitors to Capture *Existing* Market Demand @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  26. How to make PPC Ads • Create NEW demand for your Products & Services • Convert at much higher rate for less spend Note: Looking for BIG Transformative gains (+10x Improvements) not 10% changes – Like the original Google Search Ads 15 Years Ago! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  27. A New Power is Rising Act Two: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  28. Why Should PPC Marketers Should Care About Social Ads ?@Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  29. Assisted Conversion Direct Conversion Vs. (Too Much Focus Here) (Not Enough Focus Here???)
  30. How Does Indirect Conversion via Paid Social Ads REALLY work? ? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  31. (a) Paid Social Ads Builds Up Builds Up Your BRAND 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  32. ADVERTISE Target your audience with display & social remarketing ads and RLSA to promote hard offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale (b) Social Ads Turn Visitors into Leads & Customers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  33. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  34. You Can Do Paid Social Ads with $50! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  35. Two Key Usages of Social Media Ads (a) Catalyst (b) Accelerant @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  36. The Top 10 Paid Social Media Advertising Hacks of All Time! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  37. We’re Focusing on Facebook & Twitter Today @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  38. Apologies to Google+ Fans… SOCIAL NETWORKING On Google+ @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  39. Larry’s #10 Social Ads Hack: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  40. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  41. “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. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  42. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  43. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  44. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  45. 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  46. Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  47. Only Promote Your Best Stuff (Unicorns!) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  48. Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  49. Paid Social Ads ROI Analysis: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  50. How to ALWAYS Get High Quality Scores?? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  51. We Need a Unicorn Detector!
  52. 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! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  53. Paid Social Media Hunger Games
  54. How to Find High Engagement Posts? (Unicorns!) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  55. What’s The Biggest Difference?? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  56. Larry’s #9 Social Ads Hack: Turn Low Engagement Updates Into High Engagement @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  57. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  58. OMG 10X Higher Engagement By Targeting #alphabet @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  59. Larry’s #8 Social Ads Hack: Get Free Clicks! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  60. Buy 1 Retweet/Like, Get 3 Clicks Free! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  61. Larry’s #7 Social Ads Hack: Increase Commercial Intent With Demographic and Behavioral Targeting
  62. Website HITSHow Idiots Track Success @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  63. Precise Ad Targeting Boosts Engagement Rate @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  64. Demographic Ad Targeting in Facebook @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  65. Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  66. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  67. #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  68. 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 = $$$ @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  69. Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  70. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  71. Larry’s #4 Social Ads Hack: Custom Audiences @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  72. 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) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  73. New “Tailored Audiences” or “Custom Audiences” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  74. 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  75. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  76. This is a True Story @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  77. Shared the Article on My Social Media @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  78. Promoted Post to My List of Influencers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  79. Story Picked Up in Marketing Land in 2 Hours @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  80. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  81. 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  82. Another True Story… @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  83. Shared the Article on My Social Media @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  84. Promoted Post to My List of Influencers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  85. Business Insider Asks To Publish Story @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  86. SEO Link Building Dance @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  87. Shared the Article on My Social Media @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  88. Promote Your Unicorns, Larry! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  89. Promoted Post to My List of Influencers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  90. Fox News Producer Emails One Hour Later @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  91. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  92. Facebook Baby Hoodie ($25 value!) #ppckid @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  93. Custom Audience Social Ads ROI Analysis: • Live Interviews with Fox, BBC, etc. • 250 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors • 1366 Sales Qualified Leads • I’m a Columnist on Business Insider • Business Relationship /w Facebook • Facebook Baby Hoodie worth $25 Total Cost: $50 Total Time: 10 minutes @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  94. Many Ecommerce Applications for Custom audiences!
  95. 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  96. #SMX #14B3 @larrykim Clone Your Audience List Using Similar Audiences! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  97. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  98. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  99. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  100. 182K Profile Visits / Last 90 Days: HOW? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  101. More LinkedIn Profile Views Than President Obama** 526,270 Profile Views in 2012! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  102. You Can Blog on LinkedIn Pulse: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  103. Get Your Content Featured in a LinkedIn Channel @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  104. How to Get to The Top of The Pulse Channel? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  105. Use Facebook & Twitter Ads! Twitter Promoted PostFacebook Promoted Post @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  106. Larry’s #2 Social Ads Hack: Leverage Insanely Powerful New Ad Formats
  107. You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  108. Facebook Call Buttons @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  109. 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” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  110. +Half Billion Use FB on Mobile Only @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  111. 80% of Twitter Users are Mobile @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  112. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  113. New Facebook Social Direct Response Ad Formats @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  114. Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  115. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  116. Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #1 Social Hack: Combine & Social Ads & Search Ads (RLSA) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  117. 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! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  118. The Power of SEARCH Remarketing So What’s The Catch?? Click Through Rates Conversion Rates! 2X ½ 2X Cost Per Click @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  119. The Problem With RLSA @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  120. RLSA = Shell Game (Unless Used With Social Ads) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  121. I DON’T BUY EVERY KEYWORD SEARCH @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  122. 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 Precise Targeting Get Even More Free Clicks New Mobile Ad Formats Remarketing Lists for Search Ads (RLSA) 6 7 8 9 10 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  123. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  124. A New Hope @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  125. The Future of PPC Search: Indirect Conversion via Paid Social Media Ads + Display & Social Remarketing + RLSA @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  126. 1. Social Ads Build Your BRAND by Amplifying Your Content for Cheap CREATE Produce content & share on social AMPLIFY Selectively promote Unicorn- level content on social media TAG Build remarketing audience by tagging site visitors with a cookie @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  127. ADVERTISE Target your audience with display & social ads promoting offers. Use new conversion- friendly Mobile Ad Formats. FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale 2: Social Ads Turn Content Consumers into Leads & Customers w/ Super- Remarketing @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  128. Assisted Conversion Direct Conversion Vs. (Keep Doing What You’re Doing in Search Ads) (Focus more here in 2016 to Build Your Brand and Create New Demand)
  129. #mktfest @larrykim Brought to you by: www.wordstream.com/learn Indirect Conversions are The New Direct Conversions?
  130. Vs. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  131. The Future of PPC Marketing? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  132. AdWords Scripts? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  133. Changes to Quality Score Algorithm? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  134. Pay Per Click Marketing @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  135. Find Your Unicorns!
  136. Be a Unicorn in a Sea of Donkeys!
  137. Thank You For Attending! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  138. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Special Offer: What would you like? a) Free personalized demo of the WordStream Advisor b) 1-1 AdWords Assessment with Certified Consultant c) Neither, I’m all set @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  139. Fire Away Folks! Live Q&A @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

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