10 hacks to supercharge your social advertising

Today’s Speaker: Larry Kim

Who Is Larry Kim?

• Founder & CTO of WordStream

• Voted Most Influential PPC Expert

• Super Power: Mind-Control

@LarryKim &

Launch

Poll

Why Paid

Social Ads?

@LarryKim

#1: Ridiculous Amount of Time on Social Media

28%28% of online

time is spent

social networking.

#2: Facebook Organic Reach Plummeting

#3: Most 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.

#4: Low BrandRecall for SEO

Brought to you by:

#5: Search Ads Are Great, But ExpensiveTOP COST PER CLICK ON BING ADS

#6: Typical Conversion Rate Via Content <1%

Traffic Generation

Activities

Engage with Content

Captured Lead

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

How Does

Content Marketing

Really Work?

@LarryKim

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

How to make:

STEP 2 (Promotion)

& Step 3 (Sales)

Happen with greater

magnitude & frequency?

Paid Social Ads: Highly Scalable Content Promotion

CREATEProduce content

& share on social

AMPLIFYSelectively promote top content on social media

TAGBuild remarketing

audience by tagging site visitors with a cookie

ADVERTISETarget your

audience with display & social ads

promoting offers

FILTERApply behavioral and demographic filters on audience

CONVERTCapture qualified leads or sale

Social Ads Turn Visitors into Leads

& Customers

The Top 10 Paid Social Media Advertising Hacks of All Time!

We’re Focusing on Facebook & Twitter Today

Apologies to Google+ Fans…

SOCIAL NETWORKINGOn Google+

Larry’s #10 Social Ads Hack:

HIGHER POST ENGAGEMENT

Higher Relevance Score

HIGHER RELEVANCE SCORE

More Impression Share and

Lower Cost Per Engagement

“Relevancy Score” in Facebook

=

=

“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.

Higher Engagement Rate = (Much) Lower Cost Per Engagement

Engagement Rate

Cost per engagement

$.01 $.02 $.03 $.08

68%

7%

21%

37%

1% Increase in

Post Engagement

5% Reduction in Cost

Per Engagement!

“Quality Adjusted Bid” in Twitter

=

Quality Score & Ad Impression Share

A TYPICAL TWITTER CAMPAIGN

FEWER AND FEWER AD IMPRESSIONS

AS THE CAMPAIGN AGES!

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

Tweet More Often and Only Promote Your

Best Posts (Unicorns!)

Just Say NO to Promoting Junk Updates

I DON’T PROMOTE EVERY TWEET

How to Find High Engagement Posts? (Unicorns!)

Promote Your BEST Stuff Instead (Top 1-2%)

RETWEETS

1,488

FAVORITES

1,284

6:15AM – 7 Mar 2015

Paid Social Ads ROI Analysis:

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!

What’s The Biggest Difference??

Organic Social = Be Picky!

Cast a Narrow Net, Maximize Engagement

Rates.

Turn Low Engagement Updates Into High

Engagement

Larry’s #9 Social Ads Hack:

Keyword Targeting Not on Facebook (Just Use Interest Targeting Instead)

Keyword Targeting: Google Search vs. Twitter

infant clothes 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

OMG 10X Higher Engagement By Targeting #alphabet

Generates Valuable PR Exposure & Links

Precise Ad Targeting Boosts Engagement Rate

Larry’s #8 Social Ads Hack:

Increase Commercial Intent (Chance of People Buying Your

Stuff) Using “In-Market Segments”

Website H.I.T.S.(How Idiots Track Success)

Precise Ad Targeting Boosts Engagement Rate

“Partner Audiences” in Twitter

Larry’s #7 Social Ads Hack:

Further Increase

Commercial Intent

Using Demographic

Targeting

Demographic Ad Targeting in Facebook

Demographic Ad Targeting in Twitter

Larry’s #6 Social Ads Hack:

Social Media

Remarketing

I’LL BE

BACK

Typical Website Remarketing Ads Often Never Seen!

56.1% of Display Ads are

never even seen.

Custom Website Audiences in Facebook

Tailored Website Audience in Twitter

Power of Social Remarketing

So Push HARD OFFERS (Sign-Ups,

Consultations, Downloads, etc.)

Engagement

Rates!

Conversion

Rates!

3X2X

Combine Remarketing With Product Ads on Facebook!

Larry’s #5 Social Ads Hack:

Ridiculously Powerful

Social Ads Strategy:

Combining Remarketing +

Demographic + Behavioral

Targeting + High

Engagement Content

Layered 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 = $$$

Larry’s #4 Social Ads Hack:

Custom Audiences

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)

New “Tailored Audiences” or “Custom Audiences”

People-Based Marketing is LikeEmail 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

Identity based marketing opens up a TON of

new and exciting advertising use cases!

Identity Marketing Using Custom Audiences in Social Ads

This is a True Story

Shared the Article on My Social Media

Promoted Post to My List of Influencers

Story Picked Up in Marketing Land in 2 Hours

+500 Press Pickups in 48 Hours

SATURDAY MONDAYFRIDAY

Custom Audience Social Ads ROI Analysis:

• 500 High Value Press Pickups + Links

• Massive Brand Exposure

• +100k Site Visitors

Total Cost: $50Total Time 10 minutes

Larry’s #3 Social Ads Hack:

Leverage Insanely Powerful New Ad Formats

You can

bypass this

funnel

entirely!

This Stupid Marketing Funnel is a Ridiculously Dated Concept

Facebook Call Buttons

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”

+Half Billion Use FB on Mobile Only

80% of Twitter Users are Mobile

New Facebook Social Direct Response Ad Formats

Twitter Lead Generation Card Format

User’s Name, Email

and Twitter Name are

automatically emailed

or posted to you!

Larry’s #2 Social Ads Hack:

The Flywheel Effect of

Social Media Marketing

Engagement Snowballs As You Go

Because Paid Social Ads Generate Fans!

Larry’s #1 Social Ads Hack:

Get Free

Clicks!

Buy 1 Retweet/Like, Get 3 Clicks Free!

$0.00 Cost Per Engagement?!

RETWEETS

10,603FAVORITES

6,117

2:10 PM – 1 Jul 2015

Review from TodayQuality 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 Insanely Powerful

New Ad Formats

Leverage Flywheel

Effect of Social Media Ads

Free Clicks!

6

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Social Ads Software Comes to WordStream

Launch

Poll

Live

Q&A

Thank You For

Attending

Today’s Session! Tweet Your

Questions

@ LarryKim