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#thinkppc
&HOSTED BY:
TOP TEN
PAID SOCIAL MEDIA ADVERTISING
HACKS OF ALL TIME
FEATURING LARRY KIM
#thinkppc
Presenters
• Larry Kim
– Guest Presenter
– Founder of Wordstream & #ppckid
– Top Columnist for Inc Magazine & Se...
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to...
#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. ...
#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I’m part of an in-house PPC team.
b) I do ...
@larrykim’s Top 10 Social
Media Advertising Hacks of
All Time
#thinkppc
Ridiculous Amount of Time on Social Media
Source: Global Web Index, January 2015
#thinkppc
We’re Talking Facebook & Twitter Ads Today!
#thinkppc
Note: Not Talking About LinkedIn Ads Today
#thinkppc
Also Note: Not Talking About Google+ Ads Either
Larry’s #10 Social Ads Hack:
Quality Score in
Facebook and
Twitter Ads!
@larrykim
#thinkppc
“Relevancy Score” in Facebook
• Higher post
engagement = higher
Relevance Score
• Higher Relevance
Score = More
...
#thinkppc
“Quality Adjusted Bid” in Twitter
#thinkppc
“Quality Adjusted Bid” in Twitter
1 Point Increase in Engagement Rate =
5% Decrease in Cost Per Engagement
#thinkppc
One Penny Per Retweet?! YES.
#thinkppc
Quality Score & Impression Share
Fewer Ad
Impressions Every
Day!
#thinkppc
Quality Score & Impression Share
Larry’s #9 Social Ads Hack:
My Top Secret Paid
Social Ads Strategy:
“Tweet More Often &
Promote Your Best Stuff”
@larrykim
#thinkppc
Just Say NO to Promoting Junk Updates
#thinkppc
Promote Your Best Stuff Instead! (Top 1%)
#thinkppc
Paid Social Ads ROI Analysis:
#thinkppc
How to Find High Engagement Posts?
Larry’s #8 Social Ads Hack:
Keyword Targeting
and the Ridiculous
Power of #Hashtags
@larrykim
#thinkppc
Keyword Targeting Not on Facebook
#thinkppc
Keywords Targeting: Google vs. Twitter
Google AdWords Twitter
infant clothes boy Julian’s first birthday
lawyer ...
#thinkppc
zOMG #Hashtags: 778 Retweets!
#thinkppc
Leverage Power of Trending Topics
#thinkppc
Generates Valuable PR Exposure
#thinkppc
zOMG 28.6k Impressions!
#thinkppc
#convroadtrip Hashtag Reach
Larry’s #7 Social Ads Hack:
Increase Commercial
Intent Using in-Market
Segments!
@larrykim
#thinkppc
“Behavioral Targeting” in Facebook
#thinkppc
“Partner Audiences” in Twitter
Larry’s #6 Social Ads Hack:
Demographic
Targeting
@larrykim
#thinkppc
Demographic Ad Targeting in Twitter
#thinkppc
Demographic Ad Targeting in Facebook
Larry’s #5 Social Ads Hack:
Social Media
Remarketing
@larrykim
#thinkppc
Website Remarketing Ads Often Never Seen
Source: Google
#thinkppc
As Low as 44.8% Viewability!
Source: Google
#thinkppc
Page Position Matters for Website Display Ads
#thinkppc
Social Ads Don’t Have “Avg. Position”
#thinkppc
Custom Website Audiences in Facebook
#thinkppc
Tailored Website Audience in Twitter
#thinkppc
Product Ads on Facebook!
Larry’s #4 Social Ads Hack:
Custom
Audiences
@larrykim
#thinkppc
The Evolution of Display Ad Targeting
5. Website
Targeting
(e.g.: Inc.
Magazine or Home
& Garden Weekly)
4. Keyw...
#thinkppc
New “Tailored Audiences” or “Custom Audiences”
#thinkppc
People Based Marketing is Like Email Marketing But Better
#thinkppc
Identity Marketing Using Custom Audiences in Social Ads
Identity Based
Marketing Opens
Up a TON of
New and
Excit...
#thinkppc
This is a True Story
#thinkppc
Shared The Article on My Social Media
#thinkppc
Promote Post to My List of Influencers
#thinkppc
Story Picked Up in Marketing Land in 2 Hours
#thinkppc
Story Picked Up in Marketing Land in 2 Hours+500 Press Pickups in 48 Hours
#thinkppc
Social Ads ROI Analysis:
• 500 High Value Press
Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
•...
Larry’s #3 Social Ads Hack:
Insanely
Powerful New
Ad Formats
@larrykim
#thinkppc
This Funnel is a Ridiculously Dated Concept
You Can Bypass
this Funnel
Entirely! Captured Lead
View Landing Page...
#thinkppc
Facebook Call Buttons
#thinkppc
Call Buttons are Game Changers
Mobile
Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky
L...
#thinkppc
+Half-Billion Use FB on Mobile Only
#thinkppc
80% of Twitter Users are Mobile
#thinkppc
New Social Direct Response Ad Formats
Leads Get Emailed or Posted to You. Apps Get Installed
(etc.) You’re Payin...
#thinkppc
Seriously:
#thinkppc
Key Takeaway
Larry’s #2 Social Ads Hack:
The Flywheel
Effect of Social
Media Marketing
@larrykim
#thinkppc
What’s a Flywheel?
#thinkppc
Engagement Snowballs As You Go
April 2015: 77k Followers
April 2014: 12k Followers
#thinkppc
It Took Me 5.5 Years to Get 12k Followers
But Now I add 12k Followers in 2 months!
Larry’s #1 Social Ads Hack:
Free
Clicks!
@larrykim
#thinkppc
Buy 1 Retweet/Like, Get 3 Free!
#thinkppc
Sponsor Post: Get Likes/Followers Free
#thinkppc
Summary: My Top 10 Social Ad Hacks
1. Quality Score in
Social Ads!
2. Post More,
Promote Best Stuff
3. Keyword T...
#thinkppc
Live Poll Question #3
Third question goes right here in this space?
#thinkppc
a) Max
b) 5
c) Answers
d) For
e) p...
#thinkppc
Discussion Point #2 (title here)
Header
Sub header
Copy block should look like this right here in this space. Co...
#thinkppc
PPC Retainers
Need some assistance for your PPC?
We offer on-going and one-time retainers.
Learn More:
http://ww...
#thinkppc
Live Poll Question #4
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE...
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: m...
Top Ten Paid Social Media Advertising Hacks of All Time
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Top Ten Paid Social Media Advertising Hacks of All Time

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PPC marketing, social media, and content remarketing are rapidly converging. To continue to be successful in today’s digital world, you must integrate both your paid and organic teams. Join us for a whirlwind tour of some of the coolest PPC opportunities on Facebook, Twitter, LinkedIn, Google+ & YouTube. We’ll be discussing strategies such as content remarketing, using paid social promotion to increase organic exposure, targeting fans with post engagement ads on Facebook and methods to target fans on both Twitter and Google+.

Presented by Larry Kim from Wordstream and moderated by Matt Umbro from Hanapin Marketing and #PPCChat, this webinar is jam-packed full of hacks to amplify your content using social media and ultimately generate sales and qualified leads for your business.

Published in: Marketing
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Top Ten Paid Social Media Advertising Hacks of All Time

  1. 1. #thinkppc &HOSTED BY: TOP TEN PAID SOCIAL MEDIA ADVERTISING HACKS OF ALL TIME FEATURING LARRY KIM
  2. 2. #thinkppc Presenters • Larry Kim – Guest Presenter – Founder of Wordstream & #ppckid – Top Columnist for Inc Magazine & Search Engine Land – Larrykim • Matt Umbro – Moderator – Senior Account Manager at Hanapin Marketing – Founder of #PPCCHAT – Matt_Umbro
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I’m part of an in-house PPC team. b) I do all the marketing myself. c) I work with an agency. d) I’m a consultant.
  6. 6. @larrykim’s Top 10 Social Media Advertising Hacks of All Time
  7. 7. #thinkppc Ridiculous Amount of Time on Social Media Source: Global Web Index, January 2015
  8. 8. #thinkppc We’re Talking Facebook & Twitter Ads Today!
  9. 9. #thinkppc Note: Not Talking About LinkedIn Ads Today
  10. 10. #thinkppc Also Note: Not Talking About Google+ Ads Either
  11. 11. Larry’s #10 Social Ads Hack: Quality Score in Facebook and Twitter Ads! @larrykim
  12. 12. #thinkppc “Relevancy Score” in Facebook • Higher post engagement = higher Relevance Score • Higher Relevance Score = More Impression Share and Lower Cost Per Engagement
  13. 13. #thinkppc “Quality Adjusted Bid” in Twitter
  14. 14. #thinkppc “Quality Adjusted Bid” in Twitter 1 Point Increase in Engagement Rate = 5% Decrease in Cost Per Engagement
  15. 15. #thinkppc One Penny Per Retweet?! YES.
  16. 16. #thinkppc Quality Score & Impression Share Fewer Ad Impressions Every Day!
  17. 17. #thinkppc Quality Score & Impression Share
  18. 18. Larry’s #9 Social Ads Hack: My Top Secret Paid Social Ads Strategy: “Tweet More Often & Promote Your Best Stuff” @larrykim
  19. 19. #thinkppc Just Say NO to Promoting Junk Updates
  20. 20. #thinkppc Promote Your Best Stuff Instead! (Top 1%)
  21. 21. #thinkppc Paid Social Ads ROI Analysis:
  22. 22. #thinkppc How to Find High Engagement Posts?
  23. 23. Larry’s #8 Social Ads Hack: Keyword Targeting and the Ridiculous Power of #Hashtags @larrykim
  24. 24. #thinkppc Keyword Targeting Not on Facebook
  25. 25. #thinkppc Keywords Targeting: Google vs. Twitter Google AdWords Twitter infant clothes boy Julian’s first birthday lawyer auto accident Some dumbass hit my car pink dress I have nothing to wear for the concert! online dating Emma just broke up with me mobile landing page tools #mobilegeddon Social Keywords: Higher Funnel, Informational, Conversational, Hashtags
  26. 26. #thinkppc zOMG #Hashtags: 778 Retweets!
  27. 27. #thinkppc Leverage Power of Trending Topics
  28. 28. #thinkppc Generates Valuable PR Exposure
  29. 29. #thinkppc zOMG 28.6k Impressions!
  30. 30. #thinkppc #convroadtrip Hashtag Reach
  31. 31. Larry’s #7 Social Ads Hack: Increase Commercial Intent Using in-Market Segments! @larrykim
  32. 32. #thinkppc “Behavioral Targeting” in Facebook
  33. 33. #thinkppc “Partner Audiences” in Twitter
  34. 34. Larry’s #6 Social Ads Hack: Demographic Targeting @larrykim
  35. 35. #thinkppc Demographic Ad Targeting in Twitter
  36. 36. #thinkppc Demographic Ad Targeting in Facebook
  37. 37. Larry’s #5 Social Ads Hack: Social Media Remarketing @larrykim
  38. 38. #thinkppc Website Remarketing Ads Often Never Seen Source: Google
  39. 39. #thinkppc As Low as 44.8% Viewability! Source: Google
  40. 40. #thinkppc Page Position Matters for Website Display Ads
  41. 41. #thinkppc Social Ads Don’t Have “Avg. Position”
  42. 42. #thinkppc Custom Website Audiences in Facebook
  43. 43. #thinkppc Tailored Website Audience in Twitter
  44. 44. #thinkppc Product Ads on Facebook!
  45. 45. Larry’s #4 Social Ads Hack: Custom Audiences @larrykim
  46. 46. #thinkppc The Evolution of Display Ad Targeting 5. Website Targeting (e.g.: Inc. Magazine or Home & Garden Weekly) 4. Keyword Targeting (e.g. Articles containing “Health Insurance”) 3. Interests & Market Segments (e.g. Business Services, Photography) 2. Remarketing (e.g. People who visited the “buy” page of your website) 1. Identity (e.g. Specific Emails or Phone Numbers)
  47. 47. #thinkppc New “Tailored Audiences” or “Custom Audiences”
  48. 48. #thinkppc People Based Marketing is Like Email Marketing But Better
  49. 49. #thinkppc Identity Marketing Using Custom Audiences in Social Ads Identity Based Marketing Opens Up a TON of New and Exciting Advertising Use Cases!!
  50. 50. #thinkppc This is a True Story
  51. 51. #thinkppc Shared The Article on My Social Media
  52. 52. #thinkppc Promote Post to My List of Influencers
  53. 53. #thinkppc Story Picked Up in Marketing Land in 2 Hours
  54. 54. #thinkppc Story Picked Up in Marketing Land in 2 Hours+500 Press Pickups in 48 Hours
  55. 55. #thinkppc Social Ads ROI Analysis: • 500 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors • Total Cost: $50 • Total Time: 10 Minutes
  56. 56. Larry’s #3 Social Ads Hack: Insanely Powerful New Ad Formats @larrykim
  57. 57. #thinkppc This Funnel is a Ridiculously Dated Concept You Can Bypass this Funnel Entirely! Captured Lead View Landing Page Website Visitors
  58. 58. #thinkppc Facebook Call Buttons
  59. 59. #thinkppc Call Buttons are Game Changers Mobile Conversion Funnel 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page! Desktop Search Conversion Funnel 1. Sees Ad 2. Clicks On Ad 3. Visits Website Landing Page 4. Lead Captured 3% Average Conversion Rate! Golden Rule of Mobile: “Calls to Businesses are Worth +3x More Than Clicks to Websites”
  60. 60. #thinkppc +Half-Billion Use FB on Mobile Only
  61. 61. #thinkppc 80% of Twitter Users are Mobile
  62. 62. #thinkppc New Social Direct Response Ad Formats Leads Get Emailed or Posted to You. Apps Get Installed (etc.) You’re Paying for Leads Not Clicks, by Eliminating an Entire Stage of Conversion Funnel!
  63. 63. #thinkppc Seriously:
  64. 64. #thinkppc Key Takeaway
  65. 65. Larry’s #2 Social Ads Hack: The Flywheel Effect of Social Media Marketing @larrykim
  66. 66. #thinkppc What’s a Flywheel?
  67. 67. #thinkppc Engagement Snowballs As You Go April 2015: 77k Followers April 2014: 12k Followers
  68. 68. #thinkppc It Took Me 5.5 Years to Get 12k Followers But Now I add 12k Followers in 2 months!
  69. 69. Larry’s #1 Social Ads Hack: Free Clicks! @larrykim
  70. 70. #thinkppc Buy 1 Retweet/Like, Get 3 Free!
  71. 71. #thinkppc Sponsor Post: Get Likes/Followers Free
  72. 72. #thinkppc Summary: My Top 10 Social Ad Hacks 1. Quality Score in Social Ads! 2. Post More, Promote Best Stuff 3. Keyword Targeting & Hashtags! 4. In-Market Segments = Commercial Intent 5. Layer Demographic Targeting 6. Do Social Media Remarketing 7. Custom Audiences = Incredibly Precise Targeting 8. Use Insanely Powerful New Ad Formats 9. Leverage Flywheel Effect of Social Media Ads 10.Free Clicks!
  73. 73. #thinkppc Live Poll Question #3 Third question goes right here in this space? #thinkppc a) Max b) 5 c) Answers d) For e) polls
  74. 74. #thinkppc Discussion Point #2 (title here) Header Sub header Copy block should look like this right here in this space. Copy block should look like this right here in this space. Copy block should look like this right here in this space. Bullet 1 Bullet 2 Bullet 3
  75. 75. #thinkppc PPC Retainers Need some assistance for your PPC? We offer on-going and one-time retainers. Learn More: http://www.hanapinmarketing.com/ppc-retainers/
  76. 76. #thinkppc Live Poll Question #4 a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) FREE WordStream AdWords Performance Grader Plus & Landing Page Grader Walkthrough c.) No Thanks d.) Both Would you like help with your PPC accounts and management? I’m interested in:
  77. 77. #thinkppc Live Q&A Time!
  78. 78. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com Wordstream Feedback: nbaylor@wordstream.com

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