2. @larrykim
1. Definition of PPC
“Hack”:
2. 1. High Leverage
3. 2. For Low Effort
4. 3. That most people
don’t already use
5. 4. For Facebook Ads
& AdWords
@larrykim @semrush #DTDconf
14. Cognitive Dissonance: The World as
You’d Like to See it! Content that
Flatters Your Biases.
@larrykim @semrush #DTDconf
15. #6: Larry’s Inverted Unicorn
Facebook Ad Targeting
Method for Tripling CTR
@larrykim @semrush #DTDconf
16. Regular Ad
Targeting: Casting
a Narrow Net to
Maximize
Engagement Rates
Remarketing
Demographic
Interests
Behavioral
Targeting
High
Engagement
Content
@larrykim @semrush #DTDconf
17. People Who
Like Email
Marketing
AND .. Have
Marketing Job
Titles
Unicorns!
Example of Normal Facebook Ad Targeting
@larrykim @semrush #DTDconf
18. Inverted Unicorn: Target two completely UNRELATED Interests!
People Who
Like Game of
Thrones
Inverted
Unicorn Ad
Targeting!
People Who Like
Email Marketing
@larrykim @semrush #DTDconf
29. @larrykim
If Your Content is
So Great Why is it
Going Nowhere?
Larry’s #3 PPC
Hack: Eliminate
90% of Click
Fraud
Reduction on
Google Display
Network
@larrykim @semrush #DTDconf
42. 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!
@larrykim @semrush #DTDconf
43. Only Spend on RLSA Campaigns.
Forget Non-RLSA Search Campaigns
Larry’s #1 RLSA Strategy:
If Limited By Budget (Low Impression Share) Set Search
Ad Budget = 100% RLSA.
@larrykim @semrush #DTDconf
44. #1: Larry’s Unicorn
BRAND Hack for
Doubling or Tripling Click
Through Rates!
@larrykim @semrush #DTDconf
45. Click Through Rates of
New vs. Repeat Visitors
New Visitors
(LOW Brand Affinity)
Repeat Visitors
(HIGH Brand Affinity)
@larrykim @semrush #DTDconf
48. The Hack: Create &
Promote Content
*Outside* of Your Niche
(Connect to Customers,
Earlier!)
@larrykim @semrush #DTDconf
49. 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 @semrush #DTDconf
50. Use Google Analytics
User Explorer to Gain
Insights To Determine
Target Market
@larrykim @semrush #DTDconf
53. Create &
Advertise Off-
Topic Content to
Build Brand
Biases (At least
20% of
Resources!)
@larrykim @semrush #DTDconf
54. 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 @semrush #DTDconf
55. @larrykim
Virtuous Cycle of Unicorn Land
1. Better Brand Affinity = Higher Engagement Rates
2. Higher Engagement Rates = More Brand Affinity
3. Around & Around we go!
@larrykim @semrush #DTDconf
56. @larrykim
7. Russian Method
Exploit cognitive biases to
get crazy CTRs.
6. Inverted Unicorn
Target completely
unrelated interests
5. Messenger Marketing
Get people to opt into your
chat blaster list.
3. Go After Click Fraud
Say no to managed
placements in GDN.
2. RLSA Only
In ridiculously competitive
markets.
1. Unicorn Branding Hack
Create & Promote content
outside your niche to build
brand affinity.
My Favorite Facebook Ad Hacks
4. Unicorn Slush Fund
Say no to “use it or lose it”
budgets
@larrykim @semrush #DTDconf
