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Top Facebook Advertising Hacks of 2018

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Vortrag von Larry Kim auf der AllFacebook Marketing Conference 2018 in München.

Vortrag:
https://conference.allfacebook.de/session/larry-targeting/

Über Larry:
https://conference.allfacebook.de/speaker/larry-kim/

Konferenz:
https://conference.allfacebook.de/

Published in: Marketing
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Top Facebook Advertising Hacks of 2018

  1. 1. #CMCa2z @larrykim Larry Kim, CEO, MobileMonkey, Inc. Founder, WordStream, Inc. March 20, 2018 @larrykim @allfacebookde #afbmc
  2. 2. #CMCa2z @larrykim Today’s Agenda: Unicorns! 1. Larry’s Unicorn Theory of Marketing 3. Donkey & Unicorn Detection 5. My Top Facebook Ad Hacks! 4. The Unicorn Alert & Making Unicorn Babies 2. Unicorns vs. Donkeys @larrykim @allfacebookde #afbmc
  3. 3. #CMCa2z @larrykim 3 Random Facts About Larry @larrykim @allfacebookde #afbmc
  4. 4. #CMCa2z @larrykim Slightly Obsessed With Unicorns Make PPC Magical Again! @larrykim @allfacebookde #afbmc
  5. 5. Live in Harvard Square, Cambridge, Massachusetts @larrykim @allfacebookde #afbmc
  6. 6. #CMCa2z @larrykim WordStream in 2008 vs. 2018 2008 2018 @larrykim @allfacebookde #afbmc
  7. 7. Started New Facebook Chatbot Venture Last Year @larrykim @allfacebookde #afbmc
  8. 8. This is a Chatbot for Facebook Messenger @larrykim @allfacebookde #afbmc
  9. 9. This is My Chatbot Builder Tool (No Coding Required!) @larrykim @allfacebookde #afbmc
  10. 10. World’s Biggest 3-Year Old Kid (#ppckid) #ppckid2 due May 27, 2018! Me Wife, Kay Lee, (Heart Surgeon!)
  11. 11. #CMCa2z @larrykim Today, 98% of marketing efforts go nowhere (and I think I know why!) Part 1: Larry’s Crazy Unicorn Marketing Theory @larrykim @allfacebookde #afbmc
  12. 12. #CMCa2z @larrykim WordStream Blog Article Performance for Stories Published in 2017 I work hard on +300 blog last year but I only found 8 Unicorns (2.6%). The Rest Were Donkeys! WHY?! @larrykim @allfacebookde #afbmc
  13. 13. #CMCa2z @larrykim They are Rewarding Unicorns & Punishing Donkeys! Facebook & Google Algorithms Have Dramatically Changed How Traffic is Distributed @larrykim @allfacebookde #afbmc
  14. 14. #CMCa2z @larrykim The Future of Content Marketing is Increasingly Winner-Take-All. Time to Adjust Content Strategy! Traffic to the Top 10 Posts of the Month at Inc Magazine @larrykim @allfacebookde #afbmc
  15. 15. #CMCa2z @larrykim Visibility on Social Media is Increasingly Winner-Take-All! What to do about it?? Number of Facebook Shares for the Top Articles of the Year for Inc. Magazine in 2015 vs 2016 @larrykim @allfacebookde #afbmc
  16. 16. #CMCa2z @larrykim New Strategy! Unicorn Marketing! Time to Re-Align our Definition of “Quality” with how Facebook & Google Algorithms (Paid & Organic) Work! @larrykim @allfacebookde #afbmc
  17. 17. #CMCa2z @larrykim Part 2: Donkeys vs. Unicorns What’s the difference? Hint: It’s both RELATIVE & CROSS-CHANNEL!! @larrykim @allfacebookde #afbmc
  18. 18. #CMCa2z @larrykim Post Engagement Rates for 129 Facebook Status Updates for a Random Customer Unicorn Social Updates are +10x More Engaging Than Donkey Posts @larrykim @allfacebookde #afbmc
  19. 19. #CMCa2z @larrykim A Small Number of Stories (10%) Generate Most of the Traffic (+60%) Typical Blog Traffic Distribution @larrykim @allfacebookde #afbmc
  20. 20. #CMCa2z @larrykim Unicorns (Your Top 3%) Viral Hits (Gangnam Style!) VS @larrykim @allfacebookde #afbmc
  21. 21. #CMCa2z @larrykim Finding the Unicorns Among The Donkeys Spoiler Alert: It’s the Click-Through-Rates! @larrykim @allfacebookde #afbmc
  22. 22. #CMCa2z @larrykim The Key To AdWords Has Always Been About User Engagement (Quality Score) @larrykim @allfacebookde #afbmc
  23. 23. #CMCa2z @larrykim Quality Score (Dramatically) affects your AdWords CPC 10 Discounted by 50.0% 9 Discounted by 44.2% 8 Discounted by 37.5% 7 Discounted by 28.6% 6 Discounted by 16.7% 5 Google benchmark 4 Increased by 25.0% 3 Increased by 67.3% 2 Increased by 150.0% 1 Increased by 400.0% You Save You Pay @larrykim @allfacebookde #afbmc
  24. 24. #CMCa2z @larrykim Facebook & Twitter Ads: Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @larrykim @allfacebookde #afbmc
  25. 25. #CMCa2z @larrykim Do Click Through Rates Impact Rankings? (Spoiler Alert: YES!) What About Organic Search? @larrykim @allfacebookde #afbmc
  26. 26. #CMCa2z @larrykim What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux) OrganicSearchClickThroughRate High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page Organic Search Position @larrykim @allfacebookde #afbmc
  27. 27. #CMCa2z @larrykim What About the Facebook Newsfeed Algo? @larrykim @allfacebookde #afbmc
  28. 28. #CMCa2z @larrykim User Browses Feed Newsfeed algorithm displays something it thinks might be interesting to the user. Did User Engage With Content? Great. Next Time I See Updates Like This, I’ll show it on this users newsfeed and for others like him/her. Larry’s Greatly Simplified Facebook Newsfeed Algo* *Note: Not Official Facebook Diagram. Rats. Next Time I’ll try different status update for this person and won’t bother showing it to people like him/her. @larrykim @allfacebookde #afbmc
  29. 29. #CMCa2z @larrykim Are They Related to Engagement Rates? What About Conversion Rates? @larrykim @allfacebookde #afbmc
  30. 30. #CMCa2z @larrykim Higher CTRs = Higher Conversion Rates @larrykim @allfacebookde #afbmc
  31. 31. #CMCa2z @larrykim These Unicorns All Have High Engagement in Common! SEO Unicorn Paid/Organic Social Unicorn CRO Unicorn PPC Unicorn @larrykim @allfacebookde #afbmc
  32. 32. #CMCa2z @larrykim PPC, SEO & Social Media Employ ML-Enabled Algos that Reward High Engagement Content with Greater Visibility. Engagement Rates (e.g. CTR) = ‘Key Quality Metric’ of Unicorn Marketing! @larrykim @allfacebookde #afbmc
  33. 33. #CMCa2z @larrykim Part 3. Donkey & Unicorn Detection @larrykim @allfacebookde #afbmc
  34. 34. #CMCa2z @larrykim 9 out of 10 marketers suffer from Donkey Denial Syndrome* @larrykim @allfacebookde #afbmc
  35. 35. #CMCa2z @larrykim Need an Objective Way to Discern Unicorns vs. Non-Unicorn Campaigns Spot The Unicorn @larrykim @allfacebookde #afbmc
  36. 36. #CMCa2z @larrykim Larry’s Donkey Detector Finds Unusually High User Engagement Rates! @larrykim @allfacebookde #afbmc
  37. 37. #CMCa2z @larrykim Larry’s Unicorn Detecting Pyramid Scheme 1. Produce and Audition Lots of Campaigns 2. Measure User Engagement Rates 3. Kill the Donkeys 4. Find The Unicorns and Sound the Unicorn Alert! @larrykim @allfacebookde #afbmc
  38. 38. #CMCa2z @larrykim What’s a Good Engagement Rate? @larrykim @allfacebookde #afbmc
  39. 39. #CMCa2z @larrykim High Engagement Unicorns Low Engagement Donkeys What’s the Difference? (Remember: It’s Relative!) @larrykim @allfacebookde #afbmc
  40. 40. Email Subject Line Open Rate Can We Connect on Linkedin? 46.21% 44 Fabulous Tips for Facebook Advertising 30.25% Wake up and smell Google’s Expanded Text Ads 26.75% 10 Easy Facebook Marketing Ideas 26.09% Magic Facebook Marketing Tricks 25.29% Are Facebook Ads Right For Your Business? 24.78% PPC Account Structure in 6 Simple Steps [Free Guide] 20.76% 15 Inspiring Landing Page Ideas [Free Guide] 19.44% 3 Underused AdWords Features That’ll Blow Your Mind 12.35% My Top Email Subject Lines Last Quarter @larrykim @allfacebookde #afbmc
  41. 41. #CMCa2z @larrykim The Top 10% of Offers Convert +5x Better Than Donkeys Search Conversion Rate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS SEARCH CONVERSION RATE. (WordStream Customer Data – Not Official Google Data) @larrykim @allfacebookde #afbmc
  42. 42. #CMCa2z @larrykim Unicorn Marketing Power Law: 85% of the value Comes from 5% of the Campaigns! @larrykim @allfacebookde #afbmc
  43. 43. #CMCa2z @larrykim High Engagement = Your Top ~3% Content! Focus on them Because they do WAY better in SEO, PPC, Social Media, and CRO than ever before! @larrykim @allfacebookde #afbmc
  44. 44. #CMCa2z @larrykim Part 4: The Unicorn Alert …& Making Unicorn Babies @larrykim @allfacebookde #afbmc
  45. 45. #CMCa2z @larrykim@larrykim @allfacebookde #afbmc
  46. 46. #CMCa2z @larrykim FREE MARKETING CALENDAR @larrykim @allfacebookde #afbmc
  47. 47. #CMCa2z @larrykim Content Treadmill @larrykim @allfacebookde #afbmc
  48. 48. #CMCa2z @larrykim Sound The Unicorn Alert! @larrykim @allfacebookde #afbmc
  49. 49. #CMCa2z @larrykim … And Make Unicorn Babies! @larrykim @allfacebookde #afbmc
  50. 50. #CMCa2z @larrykim Example Unicorn Baby #1: a contributed article on the identical topic @larrykim @allfacebookde #afbmc
  51. 51. #CMCa2z @larrykim Example Unicorn Baby #2: a follow- up story (explore topic in greater depth) @larrykim @allfacebookde #afbmc
  52. 52. #CMCa2z @larrykim@larrykim @allfacebookde #afbmc
  53. 53. #CMCa2z @larrykim Unicorn Baby Generates Nearly 100k Views @larrykim @allfacebookde #afbmc
  54. 54. #CMCa2z @larrykim Unicorn Infographicification™ & Videoification™ @larrykim @allfacebookde #afbmc
  55. 55. #CMCa2z @larrykim@larrykim @allfacebookde #afbmc
  56. 56. #CMCa2z @larrykim Webinars & Conference Presentations @larrykim @allfacebookde #afbmc
  57. 57. #CMCa2z @larrykim@larrykim @allfacebookde #afbmc
  58. 58. #CMCa2z @larrykim Webinar Performance in 2016 Average Donkey: 674 Average Unicorn: 3323 5 Webinars Generated 71% of the Registrations @larrykim @allfacebookde #afbmc
  59. 59. #CMCa2z @larrykim Boost Your Unicorns With Social Media Ads & PPC Advertising @larrykim @allfacebookde #afbmc
  60. 60. #CMCa2z @larrykim Facebook Ads: High Relevance Score = Low Cost Per Click 1 penny per click! @larrykim @allfacebookde #afbmc
  61. 61. #CMCa2z @larrykim 6 Cents Per Click! @larrykim @allfacebookde #afbmc
  62. 62. #CMCa2z @larrykim Part 5: Larry’s Top Facebook Advertising Hacks of 2018! @larrykim @allfacebookde #afbmc
  63. 63. #CMCa2z @larrykim #6: The Russian Ad Targeting Method @larrykim @allfacebookde #afbmc
  64. 64. #CMCa2z @larrykim@larrykim @allfacebookde #afbmc
  65. 65. #CMCa2z @larrykim@larrykim @allfacebookde #afbmc
  66. 66. #CMCa2z @larrykim@larrykim @allfacebookde #afbmc
  67. 67. #CMCa2z @larrykim • 42 “Likes” • 27 shares • 20 comments • 30 page likes • 2000 website clicks • $50! @larrykim @allfacebookde #afbmc
  68. 68. Cognitive Dissonance: The World as You’d Like to See it! Content that Flatters Your Biases. @larrykim @allfacebookde #afbmc
  69. 69. #CMCa2z @larrykim #5: Larry’s Inverted Unicorn Facebook Ad Targeting Method @larrykim @allfacebookde #afbmc
  70. 70. #CMCa2z @larrykim Regular Ad Targeting: Casting a Narrow Net to Maximize Engagement Rates Remarketing Demographic Interests Behavioral Targeting High Engagement Content @larrykim @allfacebookde #afbmc
  71. 71. People Who Like Email Marketing AND .. Have Marketing Job Titles Unicorns! Example of Normal Facebook Ad Targeting, For Selling Email Marketing Tools @larrykim @allfacebookde #afbmc
  72. 72. Inverted Unicorn: Target two completely UNRELATED Interests! People Who Like Game of Thrones Inverted Unicorn Ad Targeting! People Who Like Email Marketing @larrykim @allfacebookde #afbmc
  73. 73. @larrykim @allfacebookde #afbmc
  74. 74. Remarkably Low Ad Costs Due to Unusually High Engagement Rates @larrykim @allfacebookde #afbmc
  75. 75. #5: Larry’s Unicorn Projection Ad Targeting Method @larrykim @allfacebookde #afbmc
  76. 76. Weird Hack to GUARANTEE a spot on NY Times Bestseller List? @larrykim @allfacebookde #afbmc
  77. 77. These Sites Generate Tons of Free Exposure and Work the Same Way! @larrykim @allfacebookde #afbmc
  78. 78. 1564 Upvotes + Front Page + 500k Views! @larrykim @allfacebookde #afbmc
  79. 79. @larrykim @allfacebookde #afbmc Target People Who Like Reddit AND Microsoft Excel
  80. 80. Don’t Bother with News Feed (Connect Directly to Users!) @larrykim @smxmuenchen #smx
  81. 81. Email Marketing 5-10% Open Rates FB Messenger Marketing 10-80x Better Engagement vs. Email or FB News Feed FB Messenger Blast 70-80% Open Rates (Within first 60 minutes!) FB News Feed 0-1% Organic Post Visibility Vs. @larrykim @smxmuenchen #smx
  82. 82. @larrykim @smxmuenchen #smx I Blasted Neil Patel a Blog Post w/ My Bot And He Read It!
  83. 83. @larrykim @smxmuenchen #smx You Can Chat-Blast Anyone Who Messages Your FB Page (Please Message Me!)
  84. 84. @larrykim @smxmuenchen #smx You Get Contact Information for Everyone Who Messages Your FB Page
  85. 85. You Can Chat Blast Everyone Who Ever Who Messaged You in FB Messenger! @larrykim @smxmuenchen #smx
  86. 86. @larrykim @smxmuenchen #smx Installing FB Chat on Your Website will Greatly Increase Your Messenger Contact List
  87. 87. Adding a FB Messenger “Opt-in” Button to All Website Contact Forms Will Increase Opt-Ins
  88. 88. @larrykim @smxmuenchen #smx “Send to Messenger” Facebook Ads = 100% Conversion Rate*
  89. 89. #CMCa2z @larrykim # 2: Larry’s Unicorn Slush Fund! @larrykim @allfacebookde #afbmc
  90. 90. #CMCa2z @larrykim Unicorn Slush Fund Monthly PPC BudgetVS @larrykim @allfacebookde #afbmc
  91. 91. #CMCa2z @larrykim #1: Larry’s Unicorn BRAND Hack for Doubling or Tripling Click Through Rates! @larrykim @allfacebookde #afbmc
  92. 92. #CMCa2z @larrykim Click Through Rates of New vs. Repeat Visitors New Visitors (LOW Brand Affinity) Repeat Visitors (HIGH Brand Affinity) @larrykim @allfacebookde #afbmc
  93. 93. #CMCa2z @larrykim Brand Affinity DRAMATICALLY Impacts CTR (+2- 3x!) @larrykim @allfacebookde #afbmc
  94. 94. #CMCa2z @larrykim Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) @larrykim @allfacebookde #afbmc
  95. 95. The Hack: Create & Promote Content *Outside* of Your Niche (Connect to Customers, Earlier!) @larrykim @allfacebookde #afbmc
  96. 96. Broadest Interest of your Target Audience (Which you can credibly speak to – Outside your niche) Find the Biggest Overlapping Topic(s) – HOW? What You Actually Sell (Your Niche) @larrykim @allfacebookde #afbmc
  97. 97. Use Google Analytics User Explorer to Gain Insights To Determine Target Market @larrykim @allfacebookde #afbmc
  98. 98. Upload Your Customer List to Facebook Insights! @larrykim @allfacebookde #afbmc
  99. 99. Even Twitter Has Audience Insights! @larrykim @allfacebookde #afbmc
  100. 100. Create & Advertise Off- Topic Content to Build Brand Biases (At least 20% of Resources!) @larrykim @allfacebookde #afbmc
  101. 101. How Content Marketing REALLY Works STEP 1: Demand Creation: Create & Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: Bias Formation: People See Your Content, But Don’t Necessarily Take Action Right Away. STEP 3: Harvest Demand: Later when the Need Arises, People either: Do a Branded Search for Your Stuff Do Un-Branded Search but Biased Towards Clicking & Buying From You. @larrykim @allfacebookde #afbmc
  102. 102. #CMCa2z @larrykim 6. Russian Ad Hack Exploit Cognitive Biases for Crazy High Engagement 5. Inverted Unicorn Target completely unrelated interests to double CTR. 4. Unicorn Projection Buy enough engagement to make content start “Trending” 2. Unicorn Slush Fund Say no to “use it or lose it” ad budgets. 1. Unicorn Branding Hack Create & Promote content outside your niche to build brand affinity. My Favorite Facebook Ad Hacks for 2018 3. FB Messenger Hack Build Messenger Contact List and Blast Them @larrykim @allfacebookde #afbmc
  103. 103. #CMCa2z @larrykim What Does it All Mean? Unicorn Marketing + Facebook Ads? @larrykim @allfacebookde #afbmc
  104. 104. #CMCa2z @larrykim 5 4 3 Unicorn Marketing: Data Driven Marketing Strategy for 2018 & Beyond Optimize for Engagement ML- Systems Reward High Engagement w/ Great Visibility. Audition Lots of Content Ideas Quantity matters. Improves chances of unicorn detection. Find the Unicorns Identify content with unusually high engagement rates START/GO (Donkey Land) @larrykim @allfacebookde #afbmc
  105. 105. #CMCa2z @larrykim 2 1 Kill Your Donkeys. Milk Your Unicorns. Donkey Elimination Stop Wasting time pushing donkeys. Let them die. Unicorn Alert Get off Content Treadmill. Go nuts with your best unicorns across all channels. Especially Facebook Ads! END/REPEAT (Unicorn Land) – OR is it?? @larrykim @allfacebookde #afbmc
  106. 106. #CMCa2z @larrykim Virtuous Cycle of Unicorn Land 1. Unicorn Alert Yields More Brand Affinity 2. Better Brand Affinity = Higher Engagement Rates & More Unicorn Alerts! 3. Around & Around we go! @larrykim @allfacebookde #afbmc
  107. 107. #CMCa2z @larrykim Now Entering Unicorn-Land! “Be a Unicorn in a Sea of Donkeys” Slides: http://bit.ly/unicorn-marketing THANK YOU AllFacebook Marketing Conference! @larrykim @allfacebookde #afbmc

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