How 50 Dollars in Facebook Ads Can Drive Enormous Traffic to Your Best Content

Larry Kim, Mobile Monkey

MISSION TO MARS:How 50 Dollars in Facebook Ads Can Drive Enormous Traffic To

Your Best Content

@larrykim #GHCONF17@larrykim #GHCONF17

OUR TARGET CUSTOMER IS

STRANDED ON MARS!

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BRING HIM HOME

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Mark Has Just 20 Minutes of Life Support!

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Distance to Mars: 225 MILLION KM

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Many Prior Efforts Haven’t Succeeded

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Internet Marketing in 2017 & Beyond Kind of Feels Like …

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3 Random facts about your flight director

Over 100 Successful flights to

Mars

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Originally From Winnipeg

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Actual Photos of Boston Last Year

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Live in Harvard Square Cambridge, MA

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WordStream’s Headquarters

2008 2017

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Started New Company,

MobileMonkeyLast Month!

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2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS

Studied Electrical Engineering For 5 Years

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Have a two-year old Kid (#ppckid)

How does Selling Stuff via

Social MediaREALLY Work

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Things Are Super Competitive Now!

Posts Rarely Get Seen

Path to Purchase is Indirect & takes

time!

How Social Media MarketingDoesn’t (Usually) Work (Any More)

STEP 1 STEP 2 STEP 3

Post Stuff To Social Media

People See Your Posts

People Buy Your Stuff

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How to get way more leads and sales at MUCH less cost? (Ideally 10x Better not just 10% Better!)

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New Unicorn Rocket Technology!

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Big Ad Budgets Not Required!

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Use social ads as aCATALYST to Get the

ball Rolling

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Or as an ACCELERANT to Make Bigger Explosions

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1

2

3

(a) Paid Social Ads Provide MOST 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

START/GO(Earth)

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5

4

6

(b) Social Ads Turn Visitors into Leads & Customers

RemarketingRemarket your audience with display & social ads and Remarketing

Lists for Search Ads to promote offers

FILTERApply behavioral and demographic

filters on audience

CONVERTCapture qualified leads or sale END/REPEAT

(Mars)

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Larry’s Top 7 Paid Social Advertising Hacks for 2017

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Larry’s #7 Top Social Advertising Hack:

Only Promote Unicorns on Facebook &

Twitter Ads!

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HIGHER POSTENGAGEMENT

Higher Relevance Score

HIGHER RELEVANCE SCORE

More Impression Share and Lower Cost Per

Engagement

“Relevancy Score” in Facebook

=

=

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“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.

@larrykim #GHCONF17

Higher Engagement Rate =(Much) Lower Cost Per Engagement

Engagement RateCost per engagement

$.005 $.02 $.03 $.08

68%

7%

21%

37%

$3.00

1%

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1% Increase inPost Engagement

5% Reduction in Cost Per Engagement!

“Quality Adjusted Bid” in Twitter

=

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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 #GHCONF17

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

RETWEETS1,488

FAVORITES1,284

6:15AM – 7 Mar 2015

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Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250

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Just Say NO to Sending Donkeys into Space

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How to ALWAYS Get High Quality Score Unicorns?

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Larry’s #6 Social Ads Hack: Deep Space Radar

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7 Day Forecast: Sunny in Unicorn Land

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#CMCa2z @larrykim

Quality Assessment Should Be Based on Data Not Just Biased Views of Your Own Work

Need Objective Way to Discern Unicorns vs. Non-Unicorns!

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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!

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How to Find High Engagement Posts? (Unicorns!)

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#CMCa2z @larrykim

Post Engagement Rates for 129 Facebook Status Updates for a Random Customer

Unicorn Social Updates are +10x

More Engaging Than Donkey Posts

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#CMCa2z @larrykim

A Small Number of

Stories (10%) Generate

Most of the Traffic (+60%)

Typical Blog Traffic Distribution

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#CMCa2z @larrykim

The Top 10% of Offers Convert +5x Better Than Donkeys

Search Conversion Rate Distribution

Median: 2.35%

Top 25%: 5.31% and Above

Top 10%: 11.45% and Above

SHA

RE O

F A

LL A

CC

OUN

TS

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#CMCa2z @larrykim

Unicorn Content Power Law: Most of the Value Comes from a Fraction of the Content (duh)

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#CMCa2z @larrykim

Larry’s Law: The Future of SocialMedia Marketing is Increasingly Winner-Take-All. Time to Adjust

Strategy!

Traffic to the Top 10 Posts of the Month at Inc Magazine

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#CMCa2z @larrykim

Unicorn Social Post Creation Strategy

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#CMCa2z @larrykim

Make More Unicorns, Duh!

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#CMCa2z @larrykim

I’ve Written My Share of These Dumb Viral Article How-To’s…

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#CMCa2z @larrykim

They Focus on Content Attributes

Rather Than Outcomes

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#CMCa2z @larrykim

They Make Arguments in

Favor of Content

Quality over Quantity or

Long Form vs. Short Form

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#CMCa2z @larrykim

Content Quality vs. Quality Debate

It’s a False Choice: You NEED the QUANTITY to *FIND*

the QUALITY

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#CMCa2z @larrykim

Larry’s Social Media Marketing

Truth Bomb:

Unicorn Post Creation is More of a

Numbers Game Than Most

Marketers Want to Admit.

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#CMCa2z @larrykim

WordStream Blog Article 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!

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#CMCa2z @larrykim

Larry’s Theory: Success is More About Extracting

Maximum Leverage From The Unicorns You Have

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Larry’s #5 Top Content Promotion Hack:

Sound The Unicorn Alert and Make Unicorn Babies

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#CMCa2z @larrykim@larrykim #GHCONF17

#CMCa2z @larrykim@larrykim #GHCONF17

#CMCa2z @larrykim

Social Media & Content Treadmill

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#CMCa2z @larrykim

Create Unicorn Babies

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#CMCa2z @larrykim@larrykim #GHCONF17

#CMCa2z @larrykim@larrykim #GHCONF17

#CMCa2z @larrykim

Unicorn Baby Generates Nearly 100k Views

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#CMCa2z @larrykim

Boost Your Unicorns

With Social Media Ads &

PPC Advertising

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#CMCa2z @larrykim@larrykim #GHCONF17

#CMCa2z @larrykim

Facebook Ads: High Relevance Score = Low Cost Per Click

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#CMCa2z @larrykim

Unicorn Infographicification™

& Videoification™

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#CMCa2z @larrykim@larrykim #GHCONF17

Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%)

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Paid Social Media Ads.

Organic Social Media

Marketing

What’s The Biggest Difference??

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Key to Paid Social Media Ads: Be Picky!

Cast a Narrow Net, Maximize Engagement

Rates Within.

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We’re Nowin Orbit of

Earth!

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Very Few Marketing Efforts Make it This Far <2%

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Larry’s #4 Social Ads Hack: Custom Audiences

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New “Tailored Audiences” or “Custom Audiences”

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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

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Identity Marketing Using Custom Audiences in Social Ads

Identity based marketing opens up a TON of new and exciting advertising use cases!

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A True Story

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Shared the Article on My Social Media

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Promoted Post to My List of Influencers

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Business Insider Asks To Publish Story

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SEO Link Building Dance

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Shared the Article on My Social Media

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Go All-In With Unicorns!

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Promoted Post to My List of Influencers

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Fox News Producer Emails One Hour Later

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Facebook Baby Hoodie ($25 value!) #ppckid

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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: $50Total Time 10 minutes

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Larry’s #3 Social Advertising Hack: Lunar Gravity Assist

Hacking Reddit (etc.)

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Large Gravitational Forces on Internet:

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Over a Million Views & 9,012

Likes!

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Arianna Huffington Shared the Story And Asked Me to Be a Columnist.

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Ranked #8 Author on

Medium! HOW?!

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Over Half a Million Views per Month! HOW?

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1564 Upvotes + Front Page + 500k Views!

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We’re nowOrbiting Mars!

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Congratulations So Far…

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Hacking RankBrain & New Machine Language Enabled Algorithms for

Awesome SEO

Larry’s #2 Social Media Ads Hack: Mars Ascent Vehicle (MAV)

Current & Future Google SEO Ranking Signals

Current Google

1.Links

2.Keywords

3.…?

Future Google

1.User Engagement Metrics (Click Through Rate & Bounce Rates)

2.Links

3.Keywords

@larrykim #GHCONF17

What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux)

Org

anic

Sea

rch

Clic

k T

hrou

gh R

ate

High CTR Listings Floating To Top Positions

Low CTR Listings Sinking To Bottom of Page

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• More Clicks & Conversions

• Better SEO Rankings

• Even More Clicks &

Conversions!

So… Get Really High Organic CTRs & Conversion Rates!

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Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates!

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Use Social Ads + PPC Search Ads on

Google Using Remarketing Lists for Search Ads!

(RLSA!)

Larry’s #1 Social Media Ads Hack: Mars Gravitational Slingshot Home

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Target search adsonly to people who recently visited your site!

REMARKETING LISTS FOR SEARCH ADS (RLSA)

Users visit your site, get addedto your remarketing list

Show them customized adswhen they search on Google!

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The Power of SEARCH Remarketing

Click Through Rates3X1/32X

Cost Per Click

So What’s The Catch??

Conversion Rates!

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The Problem with RLSA

Solution: Use Social Ads to make the smaller circle 10-100x bigger for cheap!

People unfamiliar with your brand

People familiar with your brand

RLSA only targetsthese usersRLSA Doesn’t Target

These Users (By Definition)

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WHAT DOES IT ALL MEAN?

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How Advertising REALLY WorksSTEP 1: Promote Inspirational / Memorable Content about Your Brand

to your Target Market

STEP 2: People See The Ad, But Don’t Necessarily Take Action Right Away. (But Become Biased)

STEP 3: Later when the Need Arises, People either:

Do a Branded Search for Your Stuff

Do Un-Branded Search but Biased Towards Clicking &

Buying From You.

@larrykim #GHCONF17

Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)

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Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)

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Summary: Larry’s Top 7 Social Ad Hacks

Unicorn Rockets: Only Launch Unicorns into Space w/ Social Ads.

7

Deep Space Radar: Advanced Unicorn Detection

6

Unicorn Alert: Sound the Alarm and Make Unicorn Babies!!

5

Earth Gravity Assist: Custom Audiences.

4

@larrykim #GHCONF17

Summary: Larry’s Top 10 Social Ad Hacks

Lunar Gravity Assist: Hacking Reddit.

3

Mars AscentVehicle: Hacking Rankbrain

2

Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads

1

@larrykim #GHCONF17

Thank you, Sean Ellis& Growth Hackers Team!

@larrykim #GHCONF17

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