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Hacking Facebook Ads on the Cheap
The document summarizes Larry Kim's presentation on hacking Facebook ads on a small budget. The presentation provides tips on using paid social media ads strategically to promote the most engaging ("unicorn") content to generate more sales leads and traffic. Specifically, it recommends: 1) Identifying the top 1-2% of content posts that receive much higher engagement than average ("unicorns"); 2) Promoting only the unicorn content to achieve high relevance scores and lower costs per click/engagement; 3) Leveraging custom audiences and remarketing to further amplify the reach and performance of unicorn content promotion.
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Hacking Facebook Ads on the Cheap
- 1. Hacking Facebook Adson the Cheap: How to Supercharge Sales Leads on Any Budget LARRY KIM
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- 4. Thue is theKissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, @ThueLMadsen Larry is the Founder of WordStream, Inc. the world’s largest PPC software company managing over a billion dollars of Google & Facebook ad budgets for tens of thousands of customers worldwide. LARRY KIM @larrykim
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- 18. 2. STUDIED ELECTRICALENGINEERING FOR 5 YEARS Studied Electrical Engineering For 5 Years @larrykim #Kisswebinar
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- 33. 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 #Kisswebinar
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- 35. 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 @larrykim #Kisswebinar
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- 43. Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme 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 & LinkedIn! @larrykim #Kisswebinar
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- 45. #CMCa2z @larrykim Post Engagement Rates for 129 Facebook Status Updates for a Random Customer Unicorn Social Updatesare +10x More Engaging Than Donkey Posts @larrykim #Kisswebinar
- 46. #CMCa2z @larrykim A Small Numberof Stories (10%) Generate Most of the Traffic (+60%) Typical Blog Traffic Distribution @larrykim #Kisswebinar
- 47. #CMCa2z @larrykim The Top 10% of Offers Convert +5x Better Than Donkeys Search ConversionRate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS @larrykim #Kisswebinar
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- 52. #CMCa2z @larrykim I’ve Written MyShare of These Dumb Viral Article How-To’s… @larrykim #Kisswebinar
- 53. #CMCa2z @larrykim They Focus onContent Attributes Rather Than Outcomes @larrykim #Kisswebinar
- 54. #CMCa2z @larrykim They Make Argumentsin Favor of Content Quality over Quantity or Long Form vs. Short Form @larrykim #Kisswebinar
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- 57. #CMCa2z @larrykim WordStream BlogArticle Performance for Stories Published in 2016 I Worked Hard on All My Content Last Year But I Only Found 5 Unicorns Last Year. The Rest Were Donkeys! @larrykim #Kisswebinar
- 58. #CMCa2z @larrykim Larry’s Theory: Successis More About Extracting Maximum Leverage From The Unicorns You Have @larrykim #Kisswebinar
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- 66. #CMCa2z @larrykim Unicorn BabyGenerates Nearly 100k Views @larrykim #Kisswebinar
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- 69. #CMCa2z @larrykim Facebook Ads:High Relevance Score = Low Cost Per Click @larrykim #Kisswebinar
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- 79. People-Based Marketing is Like Email Marketing But Better Email Marketing Limit numberof 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 @larrykim #Kisswebinar
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- 93. 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 @larrykim #Kisswebinar
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- 121. LEARN MORE NOW Get,keep and grow more customers with Kissmetrics Customer Engagement Automation