Learn unusual tips, strategies and processes for getting 10-1000x more value from paid campaigns on Facebook and Twitter, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales - using tiny budgets of $50 per campaign. You'll gain critical insights into how the different algorithms really work, including Relevancy Score (Facebook) and Quality Adjusted Bids (Twitter). A must see for content, social media and PPC marketers alike.

1. 10 Crazy Paid Facebook & Twitter
Advertising Hacks for Insanely
Powerful SEO & Link Building
Brought to you by:
www.wordstream.com/learn
#searchlove @larrykim

2. A Few Random
Facts About Me

3. Today is My First Time Visiting London!
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Previously
Visited
Never
Visited

4. Actual Photos From My Commute From
Boston to Searchlove Yesterday …
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

6. Originally from Winnipeg, Canada

7. Lots in Common
Between UK &
Canada
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

8. We Both Have Very Colourful Money!
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

9. We Have The Monarchy in Common!
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

10. The Queen = Most
Popular Person in
The World!!
Vs.
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

11. The Queen = Owns All My Stuff
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

12. Not Much Stuff Named After Canada Here…
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

13. Doesn’t Resemble Any Canadian
Water I’ve Ever Seen…`
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

14. Today, I Live in
New England! (USA)
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

15. Actual Photos of Boston From February This Year
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

16. I Live in Harvard Square, Cambridge, MA

17. WordStream’s Global Headquarters in Boston
2008 2015
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

18. The Boston Tea Party
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

19. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
How Autocomplete Describes the 50 States…

20. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
You’re Attending a
Session on
PAID Social Media Ads…

21. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

22. You Can Do
Paid Social
Ads with £50!
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

23. Doh! 125 Slides* in 45 minutes!
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

24. Why
Paid Social
Ads
?
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

25. #1: Ridiculous Amount of
Time on Social Media
28%28% of online
time is spent
social networking.
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

26. #2: Facebook Organic Reach Stinks
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

27. #3: Most of Your Content Goes Nowhere
5% of WordStream Content = 56% of Page views
More Than Half of Content got less than 500 Page views
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

28. #4: Low Brand
Recall for SEO
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

29. Brought to you by:
#5: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

30. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
#6: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead

31. So, Many Content/Social/PPC
Marketing Efforts Actually More Like …

32. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
How does
Content Marketing
really work
?

33. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
This (almost)
never happens!
How it actually
works...
Repeat Step 1
and 2 many
times until
something sticks.
Step 3 is a myth. Instead, visitors
who have a positive experience may
remember your brand and be biased
to come to you in the future.
A B

34. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

35. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
(a) Paid Social Ads Provide Highly 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

36. ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
(b) Social Ads Turn
Visitors into Leads
& Customers
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

37. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
The Top 10 Paid Social Media
Advertising Hacks of All Time!

38. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
We’re Focusing on Facebook & Twitter Today

39. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+

40. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #10 Social Ads Hack:

41. Why SEOs Are So Awesome at
Paid Social Media Advertising

43. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
How Does Google Search Decide
Which Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid
Amount
x
=

44. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=

45. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
“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.

46. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Higher Engagement Rate = (Much)
Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%

47. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=

48. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!

49. High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
• More Qualified People!
Low QS (Terrible!)
• Low Ad Impression Share
• High Cost Per Engagement
• More Unqualified Randos…
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores
#searchlove @larrykim
Brought to you by:

51. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Tweet More Often and Only
Promote Your Best Stuff (Unicorns!)

52. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET

53. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
How to Find High Engagement Posts? (Unicorns!)

54. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015

55. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Paid Social Ads ROI Analysis:

56. How to ALWAYS Get High Quality Scores??
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

57. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
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!

58. Paid Social Hunger Games
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

59. Paid Social MONEYBALL!

60. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
What’s The Biggest Difference??

61. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Paid Social = Be Picky!
Cast a Narrow Net,
Maximize Engagement Rates.

62. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #9 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement
Posts w/ Keyword Targeting
(and other Targeting Methods)

63. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
zOMG 10X Higher Engagement
By Targeting #alphabet

64. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Generates Valuable PR Exposure & Links

65. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Precise Ad Targeting Boosts Engagement Rate

66. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #8 Social Ads Hack:
Increase Commercial
Intent (Chance of People
Buying Your Stuff) Using
“In-Market Segments”

67. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Website
HITSHow Idiots Track Success

68. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Precise Ad Targeting Boosts Engagement Rate

69. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
“Partner Audiences” in Twitter

70. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #7 Social Ads Hack:
Further Increase
Commercial Intent
Using Demographic
Targeting

71. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Demographic Ad Targeting in Facebook

72. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Demographic Ad Targeting in Twitter

73. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK

74. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Custom Website Audiences in Facebook

75. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Tailored Website Audience in Twitter

76. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X

77. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #5 Social Ads Hack:
Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content

78. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
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 = $$$

79. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #4 Social Ads Hack:
Custom Audiences

80. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
The Evolution of Display Ad Targeting
5. Website Targeting
(e.g. Inc. Magazine or
Home & Garden Weekly)
3. Interests & Market Segments
(e.g. Business Services, Photography)
4. Keyword Targeting
(e.g. Articles
containing “Health
Insurance”)
2. Remarketing
(e.g. People who
visited the “buy”
page of your website)
1. Identity
(e.g. Specific emails
or phone numbers)

81. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
New “Tailored Audiences” or “Custom Audiences”

82. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
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

83. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advertising use cases!

84. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
This is a True Story

85. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Shared the Article on My Social Media

86. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Promoted Post to My List of Influencers

87. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Story Picked Up
in Marketing Land
in 2 Hours

88. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY

89. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Custom Audience Social
Ads ROI Analysis:
• 500 High Value Press Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
Total Cost: $50
Total Time 10 minutes

90. Another True Story
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

91. Shared the Article on My Social Media
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

92. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Promoted Post to My List of Influencers

93. Business Insider
Asks To Publish
Story
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

94. Shared the Article on My Social Media
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

95. Promote Your
Unicorns, Larry!
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

96. Promoted Post to My List of Influencers
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

97. Fox News
Producer
Emails One
Hour Later
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

98. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

99. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

100. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Facebook Baby Hoodie ($25 value!) #ppckid

101. 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 #pubcon#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

102. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
3.5 Million Links from 43k Domains in 6 Years

103. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #3 Crazy YouTube SEO Hack
Use Ads To Rank Organically
on YouTube Videos!

104. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
How Do Videos Rank Organically?

105. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Based on Video Engagement!
Subscribers
Comments
Views
Likes

106. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

107. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Hack: Use Email Targeting For YouTube Ads to
Buy Engagement Required for SEO Ranking
REMARKETING LIST
Website visitors
Mobile app users
Customer emails
Remove Add to ad groups
List of email addresses you’ve
collected.

108. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
50.40% 48.99%
10.20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Google Customer
Match
Facebook Custom
Audiences
Twitter Tailored
Audience
Email Match Rate of Major Ad Platforms

109. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Clone Your Customer List
Using Similar Audiences!

110. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Works for LinkedIn
Pulse, Medium, etc.

111. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
More Profile Views Than President Obama

112. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Works for Contributed Posts on Big Sites

113. The Snowball Effect of
Social Media Advertising
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

114. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Engagement Snowballs As You Go

115. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Because Paid Social Ads Generate Fans!

116. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #1 Social Ads Hack:
Get Free
Clicks!

117. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Buy 1 Retweet/Like, Get 3 Clicks Free!

118. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
$0.00 Cost Per Engagement?!
RETWEETS
10,603
FAVORITES
6,117
2:10 PM – 1 Jul 2015

119. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Summary: Larry’s Top 10 Social Ad Hacks
Quality Score in
Social Ads!
Post More, Promote
Best Stuff
Keyword Targeting &
Hashtags!
In-Market Segments
= Commercial Intent
Layer Demographic
Targeting
1
2
3
4
5
Do Social Media
Remarketing
Custom Audiences =
Incredibly Precise Targeting
Use Lists to Generate
Positive Engagement
Leverage Flywheel
Effect of Social Media Ads
Free Clicks!
6
7
8
9
10

120. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Paid Social Ads: Highly 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

121. ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
Social Ads Turn
Visitors into Leads
& Customers
#searchlove @larrykim
Brought to you by:
www.wordstream.com/learn

122. #searchlove @larrykim
Brought to you by:
www.wordstream.com/learn
Thank You, Searchlove!