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Mission To Mars: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers By Larry Kim

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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: The Top 10 Paid Social Media Advertising Hacks Of All Time. PRESENTATION: MISSION TO MARS: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers - Given by Larry Kim, @larrykim - WordStream, Founder, CTO. #SocialPro #22A2

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Mission To Mars: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers By Larry Kim

  1. 1. MISSION TO MARS: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers Larry Kim, Founder of WordStream, Inc.
  2. 2. OUR TARGET CUSTOMER IS STRANDED ON MARS! #socialpro #22A2 @larrykim
  3. 3. BRING HIM HOME #socialpro #22A2 @larrykim
  4. 4. Distance to Mars: 225 MILLION KM #socialpro #22A2 @larrykim
  5. 5. Many Prior Efforts Haven’t Succeeded #socialpro #22A2 @larrykim
  6. 6. #1. Organic Social Media Reach Stinks! Buffer Social’s Kevan Lee: We’ve Lost Half our Organic Social Media Traffic in the Last Year. #socialpro #22A2 @larrykim
  7. 7. #2: 99.9% of Your Content Goes Nowhere 50% OF Content Gets ZERO Social Shares <0.1% Gets +1000 Shares #socialpro #22A2 @larrykim
  8. 8. #3: Typical Conversion Rate Via Internet Marketing <1% #socialpro #22A2 @larrykim
  9. 9. Content Marketing in 2016 Kind of Feels Like … #socialpro #22A2 @larrykim
  10. 10. #socialpro #22A2 @larrykim
  11. 11. 3 Random facts about your flight director Over 100 Successful flights to Mars #socialpro #22A2 @larrykim
  12. 12. #socialpro #22A2 @larrykim
  13. 13. 1.Originally From Winnipeg #socialpro #22A2 @larrykim
  14. 14. Actual Photos of Boston Last Year #socialpro #22A2 @larrykim
  15. 15. Live in Harvard Square Cambridge, MA #socialpro #22A2 @larrykim
  16. 16. WordStream’s Headquarters 2008 2016 #socialpro #22A2 @larrykim
  17. 17. 2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS Studied Electrical Engineering For 5 Years #socialpro #22A2 @larrykim
  18. 18. Have a 2-year old Kid (#ppckid)
  19. 19. How does Content Marketing REALLY work ? #socialpro #22A2 @larrykim
  20. 20. This (almost) never happens! Most content goes nowhere The Path to purchase takes time and is indirect How Content Marketing Doesn’t (Usually) Work STEP 1 STEP 2 STEP 3 Create New Content Share on Social Networks (FB, Twitter, LinkedIn) People Buy Your Stuff #socialpro #22A2 @larrykim
  21. 21. How to make Promotion and Sales Work More Reliably? #socialpro #22A2 @larrykim
  22. 22. New Unicorn Rocket Technology! #socialpro #22A2 @larrykim
  23. 23. Big Ad Budgets Not Required! #socialpro #22A2 @larrykim
  24. 24. Use social ads as a CATALYST to Get the ball Rolling #socialpro #22A2 @larrykim
  25. 25. Or as an ACCELERANT to Make Bigger Explosions #socialpro #22A2 @larrykim
  26. 26. 1 2 3 (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 (Earth) #socialpro #22A2 @larrykim
  27. 27. 5 4 6 (b) Social Ads Turn Visitors into Leads & Customers Remarketing Remarket 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 (Mars) #socialpro #22A2 @larrykim
  28. 28. The Top 10 Paid Facebook & Twitter Advertising Hacks of All Time! #socialpro #22A2 @larrykim
  29. 29. Larry’s #10 Social Ads Hack: Quality Score in Facebook and Twitter Ads! #socialpro #22A2 @larrykim
  30. 30. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = #socialpro #22A2 @larrykim
  31. 31. “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. #socialpro #22A2 @larrykim
  32. 32. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% #socialpro #22A2 @larrykim
  33. 33. High QS (Great!) • High Ad Impression Share • Low Cost Per Engagement Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement #socialpro #22A2 @larrykim
  34. 34. Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 #socialpro #22A2 @larrykim
  35. 35. Paid Social Ads ROI Analysis: 1500 Retweets & 100K Visitors for $250 #socialpro #22A2 @larrykim
  36. 36. Just Say NO to Sending Donkeys into Space #socialpro #22A2 @larrykim
  37. 37. How to ALWAYS Get High Quality Score Unicorns? #socialpro #22A2 @larrykim
  38. 38. 7 Day Forecast: Sunny in Unicorn Land #socialpro #22A2 @larrykim
  39. 39. #socialpro #22A2 @larrykim
  40. 40. How To Tell if Your Rocket is a Unicorn or Donkey? 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! #socialpro #22A2 @larrykim
  41. 41. Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%) #socialpro #22A2 @larrykim
  42. 42. How to Find High Engagement Posts? (Unicorns!) #socialpro #22A2 @larrykim
  43. 43. Paid Social Media Ads. Organic Social & Content Marketing What’s The Biggest Difference?? #socialpro #22A2 @larrykim
  44. 44. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. #socialpro #22A2 @larrykim
  45. 45. Larry’s #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods) #socialpro #22A2 @larrykim
  46. 46. OMG 10X Higher Engagement By Targeting #NeverHillary #socialpro #22A2 @larrykim
  47. 47. Best Campaigns Have Precise Audience Definition (Note: Targeting all your fans is not precise..) Target: Fans of Donald Trump Social Media Marketing Job Titles #neverhillary NRA Members Exclude: Democrats Hillary Fans #neverTrump Bernie Sanders Fans (etc.) #socialpro #22A2 @larrykim
  48. 48. Adding Audience Targeting Turns OK Ads Into Unicorns #socialpro #22A2 @larrykim
  49. 49. Larry’s #8 Hack: Solid State Booster Rockets Get Free Clicks! #socialpro #22A2 @larrykim
  50. 50. Buy 1 Retweet, Get 3 Free! #socialpro #22A2 @larrykim
  51. 51. Larry’s #7 Hack: Secondary Stage Booster Rockets Facebook Video Ads! #socialpro #22A2 @larrykim
  52. 52. LovePop Cards: #socialpro #22A2 @larrykim
  53. 53. 3-Dimensional Pop-Up Cards #socialpro #22A2 @larrykim
  54. 54. Unicorn Video Ads! #socialpro #22A2 @larrykim
  55. 55. Video Ad Campaigns Increase Relevancy Score by 2 Points! #socialpro #22A2 @larrykim
  56. 56. $0.02 Cents Per Video View! #socialpro #22A2 @larrykim
  57. 57. Larry’s #6 Social Ads Hack: Ion Boosters Custom Audiences #socialpro #22A2 @larrykim
  58. 58. New “Tailored Audiences” or “Custom Audiences” #socialpro #22A2 @larrykim
  59. 59. 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 #socialpro #22A2 @larrykim
  60. 60. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! #socialpro #22A2 @larrykim
  61. 61. This is a True Story #socialpro #22A2 @larrykim
  62. 62. Shared the Article on My Social Media #socialpro #22A2 @larrykim
  63. 63. Promoted Post to My List of Influencers #socialpro #22A2 @larrykim
  64. 64. Business Insider Asks To Publish Story #socialpro #22A2 @larrykim
  65. 65. SEO Link Building Dance #socialpro #22A2 @larrykim
  66. 66. Go All-In With Unicorns! Re- promote Post! #socialpro #22A2 @larrykim
  67. 67. Fox News Producer Emails One Hour Later #socialpro #22A2 @larrykim
  68. 68. #socialpro #22A2 @larrykim
  69. 69. #socialpro #22A2 @larrykim
  70. 70. Facebook Baby Hoodie ($25 value!) #ppckid #socialpro #22A2 @larrykim
  71. 71. Custom Audience Social Ads ROI Analysis: • 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 #socialpro #22A2 @larrykim
  72. 72. Many Ecommerce Applications for Custom audiences! #socialpro #22A2 @larrykim
  73. 73. Ecommerce Audience Email Segmentations New Purchasers Non-Purchase Users Active Purchasers Customers with Expired Warranty Abandoned Shopping Cart Users Frequent Purchasers High Price Item Purchasers Recent Purchasers #socialpro #22A2 @larrykim
  74. 74. #SMX #14B3 @larrykim Grow Your Audience Size Using Similar Audiences! #socialpro #22A2 @larrykim
  75. 75. Content Now in Orbit! #socialpro #22A2 @larrykim Very Few Make it This Far <1%
  76. 76. Larry’s #5 Hack: #socialpro #22A2 @larrykim
  77. 77. Slingshot Around Large Gravitational Force To Save Propellant #socialpro #22A2 @larrykim
  78. 78. Large Gravitational Forces on Internet: #socialpro #22A2 @larrykim
  79. 79. Over a Million Views & 6654 Likes! #socialpro #22A2 @larrykim
  80. 80. Arianna Huffington Shared the Story And Asked Me to Be a Columnist. #socialpro #22A2 @larrykim
  81. 81. New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?! #socialpro #22A2 @larrykim
  82. 82. #socialpro #22A2 @larrykim
  83. 83. 1564 Upvotes + Front Page + 500k Views! #socialpro #22A2 @larrykim
  84. 84. Larry’s #4 Hack: Lunar Gravitational Slingshot #socialpro #22A2 @larrykim
  85. 85. Hacking Google Machine Language Enabled Ranking Algorithms for Insanely Awesome SEO #socialpro #22A2 @larrykim
  86. 86. Current & Future Google SEO Ranking Signals Current Google 1.Links 2.Keywords 3.…? Future Google?? 1.User Engagement Metrics (Click Through Rate & Dwell Time) 2.Links 3.Keywords #socialpro #22A2 @larrykim
  87. 87. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position #socialpro #22A2 @larrykim Rankbrain Reward & Penalties?
  88. 88. Bounce Rate vs. Organic Position Pass: Bounce Rate Low Enough Fail: Bounce Rate Too High #socialpro #22A2 @larrykim
  89. 89. • More Clicks & Conversions • Better SEO Rankings • Even More Clicks & Conversions! So… Get Really High Organic CTRs & Conversion Rates! #socialpro #22A2 @larrykim
  90. 90. Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates! #socialpro #22A2 @larrykim
  91. 91. We’re now Orbiting Mars! #socialpro #22A2 @larrykim
  92. 92. Larry’s #3 Social Ad Hack: Mars Ascent Vehicle (MAV) Social Media Remarketing #socialpro #22A2 @larrykim
  93. 93. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X 1/3 Cost Per Click #socialpro #22A2 @larrykim
  94. 94. #2 Social Ads Hack: Mars Intercept! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content #socialpro #22A2 @larrykim
  95. 95. 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 = $$$ #socialpro #22A2 @larrykim
  96. 96. Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #1 Social Hack: Mars Gravitational Slingshot Home #socialpro #22A2 @larrykim
  97. 97. 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! #socialpro #22A2 @larrykim
  98. 98. The Power of SEARCH Remarketing Click Through Rates3X 1/3 3X Cost Per Click So What’s The Catch?? Conversion Rates! #socialpro #22A2 @larrykim
  99. 99. The Problem with RLSA Solution: Use Social Ads to make the smaller circle 100-1000x bigger for cheap! People unfamiliar with your brand People familiar with your brand RLSA only targets these usersRLSA Doesn’t Target These Users (By Definition) #socialpro #22A2 @larrykim
  100. 100. How Advertising REALLY Works STEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased) STEP 3: 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. #socialpro #22A2 @larrykim
  101. 101. WHAT DOES IT ALL MEAN? #socialpro #22A2 @larrykim
  102. 102. Summary: Larry’s Top 10 Social Ad Hacks Unicorn Rockets: Only Launch Unicorns into Space. 10 Unicorn Rocket Fuel: Audience Targeting to Increase Engagement 9 Solid State Boosters: Generate FREE Clicks from Paid Ads 8 Secondary Booster Rockets: Video Ads! 7 Ion Boosters: Custom Audiences 6 #socialpro #22A2 @larrykim
  103. 103. Summary: Larry’s Top 10 Social Ad Hacks Earth Gravity Assist: Reddit, Digg, Medium, Linkedin Pulse, etc 5 Mars Ascent Vehicle: Social Remarketing 3 Lunar Gravitational Slingshot: Hacking RankBrain for SEO 4 Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads 1 Mars Intercept: Combine Everything with Super Remarketing 2 #socialpro #22A2 @larrykim
  104. 104. Find Your Unicorns! #socialpro #22A2 @larrykim
  105. 105. Be a Unicorn in a Sea of Donkeys! #socialpro #22A2 @larrykim
  106. 106. Thank you, Third Door Media & SocialPro! #socialpro #22A2 @larrykim

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