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Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Top 10 Social Media Advertising
Hacks of ALL TIME
Brought to you by:
www.wordstream.com/learn
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Want to get smart in paid search?
@Wordstream @larrykim
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Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Where are you currently advertising?
a) I am just using paid search.
b) I am just using social media.
c) I am using both paid search and paid social.
d) I’m not using either.
@Wordstream @larrykim
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Three Random
Facts About Me
@Wordstream @larrykim
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1. Originally from Winnipeg, Canada
@Wordstream @larrykim
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Actual Photos of Boston From February Last Year
@Wordstream @larrykim
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I Live in Harvard Square, Cambridge, MA
WordStream’s Global Headquarters in Boston
2008 2015
@Wordstream @larrykim
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2. Expert Drone Pilot
3. Have a 1-Year Old
Kid (#ppckid)
You Are Part of the Social
Media Ad Rebellion … and
a Traitor.
@Wordstream @larrykim
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@Wordstream @larrykim
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How To Stretch
Your Content
With $50
@Wordstream @larrykim
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Why
Paid Social
Ads
?
@Wordstream @larrykim
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#1: Ridiculous Amount of
Time on Social Media
28%28% of online
time is spent
social networking.
@Wordstream @larrykim
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#2: Facebook Organic Reach Plummeting
@Wordstream @larrykim
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#3: Most of Your Content Goes Nowhere
WordStream Published 1600 Articles in 6 Years.
5% of Content = 56% of Page views
Half of Content got less than 500 Page views each.
@Wordstream @larrykim
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Low Brand Recall from SEO
SEO Listings Not
Memorable or
Inspiring
@Wordstream @larrykim
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Brought to you by:
#5: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS
@Wordstream @larrykim
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#6: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead
@Wordstream @larrykim
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PPC/Social/Content Marketing
Sometimes Feels Like ….
@Wordstream @larrykim
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The Greatest
Strength of PPC
Search Ads is Also
its Greatest
Weakness.
@Wordstream @larrykim
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Searchers Have
*Already* Decided
to Buy
“Buy Zumba
Workout DVD”
@Wordstream @larrykim
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PPC Search Ads Don’t Create
*NEW* Demand
More About Fighting
Competitors to Capture
*Existing* Market
Demand
@Wordstream @larrykim
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How to make PPC Ads
• Create NEW demand for
your Products & Services
• Convert at much higher
rate for less spend
Note: Looking for BIG Transformative gains (+10x Improvements) not
10% changes – Like the original Google Search Ads 15 Years Ago!
@Wordstream @larrykim
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A New Power is Rising
Act Two:
@Wordstream @larrykim
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Why Should
PPC Marketers
Should Care
About Social Ads
?@Wordstream @larrykim
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Assisted
Conversion
Direct
Conversion
Vs.
(Too Much Focus Here) (Not Enough Focus
Here???)
How Does
Indirect Conversion
via Paid Social Ads
REALLY work?
?
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
(a) Paid Social Ads Builds Up Builds Up Your BRAND
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
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
ADVERTISE
Target your
audience with
display & social
remarketing ads and
RLSA to promote
hard offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
(b) Social Ads Turn
Visitors into Leads
& Customers
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
@Wordstream @larrykim
Brought to you by:
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You Can Do Paid
Social Ads with
$50!
@Wordstream @larrykim
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Two Key Usages of Social Media Ads
(a) Catalyst (b) Accelerant
@Wordstream @larrykim
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The Top 10 Paid Social Media
Advertising Hacks of All Time!
@Wordstream @larrykim
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We’re Focusing on Facebook & Twitter Today
@Wordstream @larrykim
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Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+
@Wordstream @larrykim
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Larry’s #10 Social Ads Hack:
@Wordstream @larrykim
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TOP 10 Social Media Advertising Hacks of ALL TIME
HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
@Wordstream @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 often?
RELEVANCE: Is your Tweet
related to things a user is
interested in?
RECENCY: Is your Tweet fresh?
Twitter is about what is
happening now. Fresher Tweets
get priority.
@Wordstream @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%
@Wordstream @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
=
@Wordstream @larrykim
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Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
Low QS (Terrible!)
• Low Ad Impression Share
• High Cost Per Engagement
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
TOP 10 Social Media Advertising Hacks of ALL TIME
Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET
@Wordstream @larrykim
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Only Promote Your Best Stuff
(Unicorns!)
@Wordstream @larrykim
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Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015
@Wordstream @larrykim
Brought to you by:
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Paid Social Ads ROI Analysis:
@Wordstream @larrykim
Brought to you by:
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How to ALWAYS Get High
Quality Scores??
@Wordstream @larrykim
Brought to you by:
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TOP 10 Social Media Advertising Hacks of ALL TIME
We Need a Unicorn
Detector!
Larry’s Organic & Paid Social Network
Sharing/Posting Pyramid Scheme
1. Post Lots of stuff (organically)
to Twitter
2. Boost Top stuff from Twitter,
and share Organically to
LinkedIn & Facebook
3. Pay to Promote the Unicorns
on Facebook!
@Wordstream @larrykim
Brought to you by:
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Paid Social Media
Hunger Games
How to Find High Engagement Posts? (Unicorns!)
@Wordstream @larrykim
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What’s The Biggest Difference??
@Wordstream @larrykim
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Larry’s #9 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement
@Wordstream @larrykim
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www.wordstream.com/learn
Key to Paid Social Media Ads: Be Picky!
Cast a Narrow
Net, Maximize
Engagement
Rates Within.
@Wordstream @larrykim
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OMG 10X Higher Engagement
By Targeting #alphabet
@Wordstream @larrykim
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Larry’s #8 Social Ads Hack:
Get Free
Clicks!
@Wordstream @larrykim
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Buy 1 Retweet/Like, Get 3 Clicks Free!
@Wordstream @larrykim
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Larry’s #7 Social Ads Hack:
Increase Commercial Intent With
Demographic and Behavioral Targeting
Website
HITSHow Idiots Track Success
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Precise Ad Targeting Boosts Engagement Rate
@Wordstream @larrykim
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Demographic Ad Targeting in Facebook
@Wordstream @larrykim
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Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
@Wordstream @larrykim
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Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
#5 Social Ads Hack: Super Remarketing!
Combining
Remarketing +
Demographic +
Behavioral
Targeting + High
Engagement
Content
@Wordstream @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 with
HIGH ENGAGEMENT
UNICORNS = $$$
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
@Wordstream @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
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #4 Social Ads Hack:
Custom Audiences
@Wordstream @larrykim
Brought to you by:
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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)
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
New “Tailored Audiences” or “Custom Audiences”
@Wordstream @larrykim
Brought to you by:
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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
@Wordstream @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!
@Wordstream @larrykim
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This is a True Story
@Wordstream @larrykim
Brought to you by:
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Shared the Article on My Social Media
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Promoted Post to My List of Influencers
@Wordstream @larrykim
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Story Picked Up
in Marketing Land
in 2 Hours
@Wordstream @larrykim
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+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
@Wordstream @larrykim
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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
@Wordstream @larrykim
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Another True Story…
@Wordstream @larrykim
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Shared the Article on My Social Media
@Wordstream @larrykim
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www.wordstream.com/learn
Promoted Post to My List of Influencers
@Wordstream @larrykim
Brought to you by:
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Business Insider
Asks To Publish
Story
@Wordstream @larrykim
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SEO Link Building Dance
@Wordstream @larrykim
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Shared the Article on My Social Media
@Wordstream @larrykim
Brought to you by:
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Promote Your
Unicorns, Larry!
@Wordstream @larrykim
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Promoted Post to My List of Influencers
@Wordstream @larrykim
Brought to you by:
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Fox News
Producer
Emails One
Hour Later
@Wordstream @larrykim
Brought to you by:
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TOP 10 Social Media Advertising Hacks of ALL TIME
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Facebook Baby Hoodie ($25 value!) #ppckid
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Custom Audience Social
Ads ROI Analysis:
• Live Interviews with Fox, BBC, etc.
• 250 High Value Press Pickups + Links
• Massive Brand Exposure
• +100k Site Visitors
• 1366 Sales Qualified Leads
• I’m a Columnist on Business Insider
• Business Relationship /w Facebook
• Facebook Baby Hoodie worth $25
Total Cost: $50
Total Time: 10 minutes
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Many
Ecommerce
Applications
for Custom
audiences!
New
Purchasers
Non-Purchase
Users
Active
Purchasers
Customers
with Expired
Warranty
Abandoned
Shopping Cart
Users
Frequent
Purchasers
High Price Item
Purchasers
Recent
Purchasers
Ecommerce Audience Email Segmentations
@Wordstream @larrykim
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#SMX #14B3 @larrykim
Clone Your Audience List
Using Similar Audiences!
@Wordstream @larrykim
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@Wordstream @larrykim
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@Wordstream @larrykim
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@Wordstream @larrykim
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182K Profile Visits / Last 90 Days: HOW?
@Wordstream @larrykim
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More LinkedIn Profile Views Than President Obama**
526,270
Profile Views
in 2012!
@Wordstream @larrykim
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You Can Blog
on LinkedIn
Pulse:
@Wordstream @larrykim
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Get Your Content Featured in a LinkedIn
Channel
@Wordstream @larrykim
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How to
Get to The
Top of The
Pulse
Channel?
@Wordstream @larrykim
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Use Facebook & Twitter Ads!
Twitter Promoted PostFacebook Promoted Post
@Wordstream @larrykim
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Larry’s #2 Social Ads Hack:
Leverage
Insanely
Powerful New
Ad Formats
You can
bypass this
funnel
entirely!
This Stupid Marketing
Funnel is a Ridiculously
Dated Concept
@Wordstream @larrykim
Brought to you by:
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Facebook Call Buttons
@Wordstream @larrykim
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Call Buttons are Game Changers
Desktop Search
Conversion Funnel
Mobile
Conversion Funnel
1. Sees Ad
2. Clicks on Ad
3. Vists Website
Landing Page
4. Lead Captured
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!
Golden Rule of Mobile: “Calls to businesses are
worth +3x more than clicks to websites”
@Wordstream @larrykim
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+Half Billion Use FB on Mobile Only
@Wordstream @larrykim
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80% of Twitter Users are Mobile
@Wordstream @larrykim
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@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
New Facebook Social Direct
Response Ad Formats
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Twitter Lead Generation Card Format
User’s Name, Email
and Twitter Name are
automatically emailed
or posted to you!
@Wordstream @larrykim
Brought to you by:
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@Wordstream @larrykim
Brought to you by:
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Use Social Ads +
PPC Search Ads
on Google Using
Remarketing Lists
for Search Ads!
(RLSA!)
Larry’s #1 Social Hack:
Combine & Social Ads & Search Ads (RLSA)
@Wordstream @larrykim
Brought to you by:
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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!
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
The Power of SEARCH Remarketing
So What’s The Catch??
Click Through Rates
Conversion Rates!
2X
½
2X
Cost Per Click
@Wordstream @larrykim
Brought to you by:
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The Problem With RLSA
@Wordstream @larrykim
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www.wordstream.com/learn
RLSA = Shell Game (Unless Used With Social Ads)
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
I DON’T BUY EVERY KEYWORD SEARCH
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Summary: Larry’s Top 10 Social Ad Hacks
Quality Score in
Social Ads!
Ad Targeting to
+Engagement
Free Clicks
Target Behaviors &
Demographics
Use Social Media
Remarketing
1
2
3
4
5
Do Super Remarketing!
Custom Audiences =
Incredibly Precise Targeting
Get Even More Free Clicks
New Mobile Ad Formats
Remarketing Lists for
Search Ads (RLSA)
6
7
8
9
10
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
@Wordstream @larrykim
Brought to you by:
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A New Hope
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
The Future of PPC Search:
Indirect Conversion via Paid
Social Media Ads + Display &
Social Remarketing + RLSA
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
1. Social Ads Build Your BRAND by Amplifying
Your Content for Cheap
CREATE
Produce content
& share on social
AMPLIFY
Selectively promote Unicorn-
level content on social media
TAG
Build remarketing
audience by tagging site
visitors with a cookie
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
ADVERTISE
Target your
audience with
display & social ads
promoting offers.
Use new conversion-
friendly Mobile Ad
Formats.
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
2: Social Ads Turn
Content Consumers
into Leads &
Customers w/ Super-
Remarketing
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Assisted
Conversion
Direct
Conversion
Vs.
(Keep Doing What
You’re Doing in Search
Ads)
(Focus more here in
2016 to Build Your Brand
and Create New Demand)
#mktfest @larrykim
Brought to you by:
www.wordstream.com/learn
Indirect Conversions are The
New Direct Conversions?
Vs.
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
The Future of PPC Marketing?
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
AdWords Scripts?
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Changes to Quality Score Algorithm?
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Pay Per Click Marketing
@Wordstream @larrykim
Brought to you by:
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Find Your Unicorns!
Be a Unicorn in a Sea of Donkeys!
Thank You For Attending!
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash
Special Offer: What would you like?
a) Free personalized demo of the WordStream Advisor
b) 1-1 AdWords Assessment with Certified Consultant
c) Neither, I’m all set
@Wordstream @larrykim
Brought to you by:
www.wordstream.com/learn
Fire
Away
Folks!
Live
Q&A
@Wordstream @larrykim
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  • 1. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Top 10 Social Media Advertising Hacks of ALL TIME Brought to you by: www.wordstream.com/learn
  • 2. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Want to get smart in paid search? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 3. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Where are you currently advertising? a) I am just using paid search. b) I am just using social media. c) I am using both paid search and paid social. d) I’m not using either. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 5. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 6. 1. Originally from Winnipeg, Canada @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 7. Actual Photos of Boston From February Last Year @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 8. I Live in Harvard Square, Cambridge, MA
  • 9. WordStream’s Global Headquarters in Boston 2008 2015 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 11. 3. Have a 1-Year Old Kid (#ppckid)
  • 12. You Are Part of the Social Media Ad Rebellion … and a Traitor. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 13. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 14. How To Stretch Your Content With $50 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 15. Why Paid Social Ads ? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 16. #1: Ridiculous Amount of Time on Social Media 28%28% of online time is spent social networking. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 17. #2: Facebook Organic Reach Plummeting @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 18. #3: Most of Your Content Goes Nowhere WordStream Published 1600 Articles in 6 Years. 5% of Content = 56% of Page views Half of Content got less than 500 Page views each. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 19. Low Brand Recall from SEO SEO Listings Not Memorable or Inspiring @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 20. Brought to you by: #5: Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 21. #6: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 22. PPC/Social/Content Marketing Sometimes Feels Like …. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 23. The Greatest Strength of PPC Search Ads is Also its Greatest Weakness. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 24. Searchers Have *Already* Decided to Buy “Buy Zumba Workout DVD” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 25. PPC Search Ads Don’t Create *NEW* Demand More About Fighting Competitors to Capture *Existing* Market Demand @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 26. How to make PPC Ads • Create NEW demand for your Products & Services • Convert at much higher rate for less spend Note: Looking for BIG Transformative gains (+10x Improvements) not 10% changes – Like the original Google Search Ads 15 Years Ago! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 27. A New Power is Rising Act Two: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 28. Why Should PPC Marketers Should Care About Social Ads ?@Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 30. How Does Indirect Conversion via Paid Social Ads REALLY work? ? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 31. (a) Paid Social Ads Builds Up Builds Up Your BRAND 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 32. ADVERTISE Target your audience with display & social remarketing ads and RLSA to promote hard offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale (b) Social Ads Turn Visitors into Leads & Customers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 33. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 34. You Can Do Paid Social Ads with $50! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 35. Two Key Usages of Social Media Ads (a) Catalyst (b) Accelerant @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 36. The Top 10 Paid Social Media Advertising Hacks of All Time! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 37. We’re Focusing on Facebook & Twitter Today @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 38. Apologies to Google+ Fans… SOCIAL NETWORKING On Google+ @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 39. Larry’s #10 Social Ads Hack: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 41. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 42. “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 often? RELEVANCE: Is your Tweet related to things a user is interested in? RECENCY: Is your Tweet fresh? Twitter is about what is happening now. Fresher Tweets get priority. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 43. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 44. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 45. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 46. High QS (Great!) • High Ad Impression Share • Low Cost Per Engagement Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 48. Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 49. Only Promote Your Best Stuff (Unicorns!) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 50. Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 51. Paid Social Ads ROI Analysis: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 52. How to ALWAYS Get High Quality Scores?? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 54. We Need a Unicorn Detector!
  • 55. Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme 1. Post Lots of stuff (organically) to Twitter 2. Boost Top stuff from Twitter, and share Organically to LinkedIn & Facebook 3. Pay to Promote the Unicorns on Facebook! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 57. How to Find High Engagement Posts? (Unicorns!) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 58. What’s The Biggest Difference?? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 59. Larry’s #9 Social Ads Hack: Turn Low Engagement Updates Into High Engagement @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 60. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 61. OMG 10X Higher Engagement By Targeting #alphabet @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 62. Larry’s #8 Social Ads Hack: Get Free Clicks! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 63. Buy 1 Retweet/Like, Get 3 Clicks Free! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 64. Larry’s #7 Social Ads Hack: Increase Commercial Intent With Demographic and Behavioral Targeting
  • 65. Website HITSHow Idiots Track Success @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 66. Precise Ad Targeting Boosts Engagement Rate @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 67. Demographic Ad Targeting in Facebook @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 68. Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 69. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 70. #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 71. 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 = $$$ @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 72. Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 73. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 74. Larry’s #4 Social Ads Hack: Custom Audiences @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 75. 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) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 76. New “Tailored Audiences” or “Custom Audiences” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 77. 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 78. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 79. This is a True Story @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 80. Shared the Article on My Social Media @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 81. Promoted Post to My List of Influencers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 82. Story Picked Up in Marketing Land in 2 Hours @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 83. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 84. 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 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 85. Another True Story… @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 86. Shared the Article on My Social Media @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 87. Promoted Post to My List of Influencers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 88. Business Insider Asks To Publish Story @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 89. SEO Link Building Dance @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 90. Shared the Article on My Social Media @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 91. Promote Your Unicorns, Larry! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 92. Promoted Post to My List of Influencers @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 93. Fox News Producer Emails One Hour Later @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 95. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 96. Facebook Baby Hoodie ($25 value!) #ppckid @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 97. Custom Audience Social Ads ROI Analysis: • Live Interviews with Fox, BBC, etc. • 250 High Value Press Pickups + Links • Massive Brand Exposure • +100k Site Visitors • 1366 Sales Qualified Leads • I’m a Columnist on Business Insider • Business Relationship /w Facebook • Facebook Baby Hoodie worth $25 Total Cost: $50 Total Time: 10 minutes @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 99. New Purchasers Non-Purchase Users Active Purchasers Customers with Expired Warranty Abandoned Shopping Cart Users Frequent Purchasers High Price Item Purchasers Recent Purchasers Ecommerce Audience Email Segmentations @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 100. #SMX #14B3 @larrykim Clone Your Audience List Using Similar Audiences! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 101. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 102. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 103. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 104. 182K Profile Visits / Last 90 Days: HOW? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 105. More LinkedIn Profile Views Than President Obama** 526,270 Profile Views in 2012! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 106. You Can Blog on LinkedIn Pulse: @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 107. Get Your Content Featured in a LinkedIn Channel @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 108. How to Get to The Top of The Pulse Channel? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 109. Use Facebook & Twitter Ads! Twitter Promoted PostFacebook Promoted Post @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 110. Larry’s #2 Social Ads Hack: Leverage Insanely Powerful New Ad Formats
  • 111. You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 112. Facebook Call Buttons @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 113. Call Buttons are Game Changers Desktop Search Conversion Funnel Mobile Conversion Funnel 1. Sees Ad 2. Clicks on Ad 3. Vists Website Landing Page 4. Lead Captured 1. Sees Ad 2. Calls Business 3. Lead Captured No Leaky Landing Page! Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites” @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 114. +Half Billion Use FB on Mobile Only @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 115. 80% of Twitter Users are Mobile @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 116. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 117. New Facebook Social Direct Response Ad Formats @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 118. Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 119. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 120. Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #1 Social Hack: Combine & Social Ads & Search Ads (RLSA) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 121. 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! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 122. The Power of SEARCH Remarketing So What’s The Catch?? Click Through Rates Conversion Rates! 2X ½ 2X Cost Per Click @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 123. The Problem With RLSA @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 124. RLSA = Shell Game (Unless Used With Social Ads) @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 125. I DON’T BUY EVERY KEYWORD SEARCH @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 126. Summary: Larry’s Top 10 Social Ad Hacks Quality Score in Social Ads! Ad Targeting to +Engagement Free Clicks Target Behaviors & Demographics Use Social Media Remarketing 1 2 3 4 5 Do Super Remarketing! Custom Audiences = Incredibly Precise Targeting Get Even More Free Clicks New Mobile Ad Formats Remarketing Lists for Search Ads (RLSA) 6 7 8 9 10 @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 127. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 128. A New Hope @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 129. The Future of PPC Search: Indirect Conversion via Paid Social Media Ads + Display & Social Remarketing + RLSA @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 130. 1. Social Ads Build Your BRAND by Amplifying Your Content for Cheap CREATE Produce content & share on social AMPLIFY Selectively promote Unicorn- level content on social media TAG Build remarketing audience by tagging site visitors with a cookie @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 131. ADVERTISE Target your audience with display & social ads promoting offers. Use new conversion- friendly Mobile Ad Formats. FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale 2: Social Ads Turn Content Consumers into Leads & Customers w/ Super- Remarketing @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 132. Assisted Conversion Direct Conversion Vs. (Keep Doing What You’re Doing in Search Ads) (Focus more here in 2016 to Build Your Brand and Create New Demand)
  • 133. #mktfest @larrykim Brought to you by: www.wordstream.com/learn Indirect Conversions are The New Direct Conversions?
  • 134. Vs. @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 135. The Future of PPC Marketing? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 136. AdWords Scripts? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 137. Changes to Quality Score Algorithm? @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 138. Pay Per Click Marketing @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 140. Be a Unicorn in a Sea of Donkeys!
  • 141. Thank You For Attending! @Wordstream @larrykim Brought to you by: www.wordstream.com/learn
  • 142. Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Special Offer: What would you like? a) Free personalized demo of the WordStream Advisor b) 1-1 AdWords Assessment with Certified Consultant c) Neither, I’m all set @Wordstream @larrykim Brought to you by: www.wordstream.com/learn

Hinweis der Redaktion

  1. Add to chart
  2. i also enjoyed learning how to shoot arrows at things for a few hours.
  3. Thank you heroconf.
  4. This blank layout offers you flexibility to insert your own standard slides above the SOCIAL PRO footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a PDF to the event organizers to present your deck live on site, and to be used in the version SOCIALPRO CONFERENCE will upload to Slideshare. WE CANNOT ACCEPT any PPT Decks with specialty fonts used or embedded, nor can we install fonts on conference presentation machines. NO EXCEPTIONS. You *MUST* use thePDF option if you require special fonts. DELETE THIS SLIDE IF YOU DO NOT USE.
  5. Pool Table
  6. Pool Table
  7. Brian: This needs to be updated to add text:
  8. Then use the power of PPC marketing to amplify and convert.
  9. Need some way to visualize this.