The document discusses the top ten social media advertising hacks presented by Larry Kim during a webinar hosted by ThinkPPC. Key strategies include optimizing quality scores in ads, targeting keywords, utilizing demographic and custom audiences, and leveraging new ad formats for better engagement. The presentation emphasizes the importance of promoting high-quality content and utilizing unique marketing techniques to enhance advertising effectiveness on platforms like Facebook and Twitter.

1. #thinkppc
&HOSTED BY:
TOP TEN
PAID SOCIAL MEDIA ADVERTISING
HACKS OF ALL TIME
FEATURING LARRY KIM

2. #thinkppc
Presenters
• Larry Kim
– Guest Presenter
– Founder of Wordstream & #ppckid
– Top Columnist for Inc Magazine & Search Engine
Land
– Larrykim
• Matt Umbro
– Moderator
– Senior Account Manager at Hanapin Marketing
– Founder of #PPCCHAT
– Matt_Umbro

3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

4. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

5. #thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I’m part of an in-house PPC team.
b) I do all the marketing myself.
c) I work with an agency.
d) I’m a consultant.

6. @larrykim’s Top 10 Social
Media Advertising Hacks of
All Time

7. #thinkppc
Ridiculous Amount of Time on Social Media
Source: Global Web Index, January 2015

8. #thinkppc
We’re Talking Facebook & Twitter Ads Today!

9. #thinkppc
Note: Not Talking About LinkedIn Ads Today

10. #thinkppc
Also Note: Not Talking About Google+ Ads Either

11. Larry’s #10 Social Ads Hack:
Quality Score in
Facebook and
Twitter Ads!
@larrykim

13. #thinkppc
“Relevancy Score” in Facebook
• Higher post
engagement = higher
Relevance Score
• Higher Relevance
Score = More
Impression Share
and Lower Cost Per
Engagement

14. #thinkppc
“Quality Adjusted Bid” in Twitter

15. #thinkppc
“Quality Adjusted Bid” in Twitter
1 Point Increase in Engagement Rate =
5% Decrease in Cost Per Engagement

16. #thinkppc
One Penny Per Retweet?! YES.

17. #thinkppc
Quality Score & Impression Share
Fewer Ad
Impressions Every
Day!

18. #thinkppc
Quality Score & Impression Share

19. Larry’s #9 Social Ads Hack:
My Top Secret Paid
Social Ads Strategy:
“Tweet More Often &
Promote Your Best Stuff”
@larrykim

20. #thinkppc
Just Say NO to Promoting Junk Updates

21. #thinkppc
Promote Your Best Stuff Instead! (Top 1%)

22. #thinkppc
Paid Social Ads ROI Analysis:

23. #thinkppc
How to Find High Engagement Posts?

24. Larry’s #8 Social Ads Hack:
Keyword Targeting
and the Ridiculous
Power of #Hashtags
@larrykim

25. #thinkppc
Keyword Targeting Not on Facebook

26. #thinkppc
Keywords Targeting: Google vs. Twitter
Google AdWords Twitter
infant clothes boy Julian’s first birthday
lawyer auto accident Some dumbass hit my car
pink dress I have nothing to wear for the
concert!
online dating Emma just broke up with me
mobile landing page
tools
#mobilegeddon
Social Keywords: Higher Funnel, Informational,
Conversational, Hashtags

27. #thinkppc
zOMG #Hashtags: 778 Retweets!

28. #thinkppc
Leverage Power of Trending Topics

29. #thinkppc
Generates Valuable PR Exposure

30. #thinkppc
zOMG 28.6k Impressions!

31. #thinkppc
#convroadtrip Hashtag Reach

32. Larry’s #7 Social Ads Hack:
Increase Commercial
Intent Using in-Market
Segments!
@larrykim

33. #thinkppc
“Behavioral Targeting” in Facebook

34. #thinkppc
“Partner Audiences” in Twitter

35. Larry’s #6 Social Ads Hack:
Demographic
Targeting
@larrykim

36. #thinkppc
Demographic Ad Targeting in Twitter

37. #thinkppc
Demographic Ad Targeting in Facebook

38. Larry’s #5 Social Ads Hack:
Social Media
Remarketing
@larrykim

39. #thinkppc
Website Remarketing Ads Often Never Seen
Source: Google

40. #thinkppc
As Low as 44.8% Viewability!
Source: Google

41. #thinkppc
Page Position Matters for Website Display Ads

42. #thinkppc
Social Ads Don’t Have “Avg. Position”

43. #thinkppc
Custom Website Audiences in Facebook

44. #thinkppc
Tailored Website Audience in Twitter

45. #thinkppc
Product Ads on Facebook!

46. Larry’s #4 Social Ads Hack:
Custom
Audiences
@larrykim

47. #thinkppc
The Evolution of Display Ad Targeting
5. Website
Targeting
(e.g.: Inc.
Magazine or Home
& Garden Weekly)
4. Keyword
Targeting (e.g.
Articles containing
“Health Insurance”)
3. Interests & Market
Segments
(e.g. Business Services,
Photography)
2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific Emails or
Phone Numbers)

48. #thinkppc
New “Tailored Audiences” or “Custom Audiences”

49. #thinkppc
People Based Marketing is Like Email Marketing But Better

50. #thinkppc
Identity Marketing Using Custom Audiences in Social Ads
Identity Based
Marketing Opens
Up a TON of
New and
Exciting
Advertising Use
Cases!!

51. #thinkppc
This is a True Story

52. #thinkppc
Shared The Article on My Social Media

53. #thinkppc
Promote Post to My List of Influencers

54. #thinkppc
Story Picked Up in Marketing Land in 2 Hours

55. #thinkppc
Story Picked Up in Marketing Land in 2 Hours+500 Press Pickups in 48 Hours

56. #thinkppc
Social Ads ROI Analysis:
• 500 High Value Press
Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
• Total Cost: $50
• Total Time: 10
Minutes

57. Larry’s #3 Social Ads Hack:
Insanely
Powerful New
Ad Formats
@larrykim

58. #thinkppc
This Funnel is a Ridiculously Dated Concept
You Can Bypass
this Funnel
Entirely! Captured Lead
View Landing Page
Website Visitors

59. #thinkppc
Facebook Call Buttons

60. #thinkppc
Call Buttons are Game Changers
Mobile
Conversion Funnel
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky
Landing Page!
Desktop Search
Conversion Funnel
1. Sees Ad
2. Clicks On Ad
3. Visits Website
Landing Page
4. Lead Captured
3% Average
Conversion
Rate!
Golden Rule of Mobile: “Calls to Businesses are Worth
+3x More Than Clicks to Websites”

61. #thinkppc
+Half-Billion Use FB on Mobile Only

62. #thinkppc
80% of Twitter Users are Mobile

63. #thinkppc
New Social Direct Response Ad Formats
Leads Get Emailed or Posted to You. Apps Get Installed
(etc.) You’re Paying for Leads Not Clicks, by Eliminating
an Entire Stage of Conversion Funnel!

64. #thinkppc
Seriously:

65. #thinkppc
Key Takeaway

66. Larry’s #2 Social Ads Hack:
The Flywheel
Effect of Social
Media Marketing
@larrykim

67. #thinkppc
What’s a Flywheel?

68. #thinkppc
Engagement Snowballs As You Go
April 2015: 77k Followers
April 2014: 12k Followers

69. #thinkppc
It Took Me 5.5 Years to Get 12k Followers
But Now I add 12k Followers in 2 months!

70. Larry’s #1 Social Ads Hack:
Free
Clicks!
@larrykim

71. #thinkppc
Buy 1 Retweet/Like, Get 3 Free!

72. #thinkppc
Sponsor Post: Get Likes/Followers Free

73. #thinkppc
Summary: My Top 10 Social Ad Hacks
1. Quality Score in
Social Ads!
2. Post More,
Promote Best Stuff
3. Keyword Targeting
& Hashtags!
4. In-Market
Segments =
Commercial Intent
5. Layer Demographic
Targeting
6. Do Social Media
Remarketing
7. Custom Audiences =
Incredibly Precise
Targeting
8. Use Insanely Powerful
New Ad Formats
9. Leverage Flywheel
Effect of Social Media
Ads
10.Free Clicks!

74. #thinkppc
Live Poll Question #4
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE WordStream AdWords Performance Grader Plus
& Landing Page Grader Walkthrough
c.) No Thanks
d.) Both
Would you like help with your PPC accounts
and management? I’m interested in:

75. #thinkppc
Live Q&A Time!

76. #thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Wordstream Feedback: nbaylor@wordstream.com