1. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Top 10 Social Media Advertising
Hacks of ALL TIME
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2. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Want to get smart in paid search?
@Wordstream @larrykim
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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
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4. Three Random
Facts About Me

5. @Wordstream @larrykim
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6. 1. Originally from Winnipeg, Canada
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7. Actual Photos of Boston From February Last Year
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8. I Live in Harvard Square, Cambridge, MA

9. WordStream’s Global Headquarters in Boston
2008 2015
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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
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13. @Wordstream @larrykim
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14. How To Stretch
Your Content
With $50
@Wordstream @larrykim
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15. Why
Paid Social
Ads
?
@Wordstream @larrykim
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16. #1: Ridiculous Amount of
Time on Social Media
28%28% of online
time is spent
social networking.
@Wordstream @larrykim
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17. #2: Facebook Organic Reach Plummeting
@Wordstream @larrykim
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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
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19. Low Brand Recall from SEO
SEO Listings Not
Memorable or
Inspiring
@Wordstream @larrykim
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20. Brought to you by:
#5: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS
@Wordstream @larrykim
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21. #6: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead
@Wordstream @larrykim
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22. PPC/Social/Content Marketing
Sometimes Feels Like ….
@Wordstream @larrykim
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23. The Greatest
Strength of PPC
Search Ads is Also
its Greatest
Weakness.
@Wordstream @larrykim
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24. Searchers Have
*Already* Decided
to Buy
“Buy Zumba
Workout DVD”
@Wordstream @larrykim
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25. PPC Search Ads Don’t Create
*NEW* Demand
More About Fighting
Competitors to Capture
*Existing* Market
Demand
@Wordstream @larrykim
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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
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27. A New Power is Rising
Act Two:
@Wordstream @larrykim
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28. Why Should
PPC Marketers
Should Care
About Social Ads
?@Wordstream @larrykim
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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
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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
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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
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33. @Wordstream @larrykim
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34. You Can Do Paid
Social Ads with
$50!
@Wordstream @larrykim
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35. Two Key Usages of Social Media Ads
(a) Catalyst (b) Accelerant
@Wordstream @larrykim
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36. The Top 10 Paid Social Media
Advertising Hacks of All Time!
@Wordstream @larrykim
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37. We’re Focusing on Facebook & Twitter Today
@Wordstream @larrykim
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38. Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+
@Wordstream @larrykim
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39. Larry’s #10 Social Ads Hack:
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41. HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
@Wordstream @larrykim
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42. “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
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43. 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
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44. 1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
@Wordstream @larrykim
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45. Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
@Wordstream @larrykim
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46. 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
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48. Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET
@Wordstream @larrykim
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49. Only Promote Your Best Stuff
(Unicorns!)
@Wordstream @larrykim
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50. Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015
@Wordstream @larrykim
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51. Paid Social Ads ROI Analysis:
@Wordstream @larrykim
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52. How to ALWAYS Get High
Quality Scores??
@Wordstream @larrykim
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54. We Need a Unicorn
Detector!

55. 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
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56. Paid Social Media
Hunger Games

57. How to Find High Engagement Posts? (Unicorns!)
@Wordstream @larrykim
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58. What’s The Biggest Difference??
@Wordstream @larrykim
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59. Larry’s #9 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement
@Wordstream @larrykim
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60. Key to Paid Social Media Ads: Be Picky!
Cast a Narrow
Net, Maximize
Engagement
Rates Within.
@Wordstream @larrykim
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61. OMG 10X Higher Engagement
By Targeting #alphabet
@Wordstream @larrykim
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62. Larry’s #8 Social Ads Hack:
Get Free
Clicks!
@Wordstream @larrykim
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63. Buy 1 Retweet/Like, Get 3 Clicks Free!
@Wordstream @larrykim
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64. Larry’s #7 Social Ads Hack:
Increase Commercial Intent With
Demographic and Behavioral Targeting

65. Website
HITSHow Idiots Track Success
@Wordstream @larrykim
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66. Precise Ad Targeting Boosts Engagement Rate
@Wordstream @larrykim
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67. Demographic Ad Targeting in Facebook
@Wordstream @larrykim
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68.