How to Succeed in an

Ever-Changing Landscape

The New Rules

of Social

Advertising

With guest host,

Larry Kim

2

Flight Plan

Introduction

The Lay of the Land

Top 10 Social Advertising Hacks

Space-Age Technology for Your Journey

Summary + Q&A

3

Meet Your Hosts!

Larry Kim

Founder of Wordstream

CEO of MobileMonkey, Inc.

Jenifer Kern

Chief Marketing

Officer, Tracx

Robyn Showers

Director of Content

& Social, Tracx

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Tracx is the most powerful social and analytics engine in the marketplace.

Publish

Paid Social | Predictive Scheduling

Multi-Channel Posting

Approval Workflows

Content Calendar & Library

Engage

Influencer Management

Inline Engagement

Social Streams | Direct Messaging

Assignment Queues

Analyze

Owned, Earned & Paid Metrics

Competitive Benchmarking

Content Performance

Multi-lingual Sentiment

Geospatial Insights

Listen

Deep Data Collection

Full Conversation Threads

Logo & Image Listening

Campaign Tracking

Unlimited Queries

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Working with Social Leaders Across IndustriesFounded in 2009 | Offices in DC, NY, Tel Aviv, London | Trusted by over 400 Brands

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Leading businesses are upgrading to Tracx to elevate their social media game.

Here’s how we help them:

Tracx’s Key Differentiators

1

A Fully Integrated Solution

2

Broadest & Deepest Coverage

3

The Only Comprehensive Analysis of The Social Trifecta™

(Owned, Earned, Paid)

4 High-Touch Strategic Consulting Services

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POLL QUESTION

Which of the following

describes your company’s

social advertising

programs?

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The Lay of the Land

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1. 99.9% of your content goes NOWHERE.

50% OF Content Gets ZERO Social Shares

<0.1% Gets +1000 Shares

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2. Organic social media reach stinks.

of marketers agree that paid social

media is more effective than organic.60%

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3. Paid Search CPCs at All-Time High

Source: Approx. 2500 WordStream Customers

(Not official Google Data)

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4. SEO Getting Harder!

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How Social Media Marketing Doesn’t (Usually) Work (Any More)

Post Stuff To

Social Media

STEP 1 STEP 2 STEP 3

People See

Your Posts

People Buy

Your Stuff

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We need a new

RIDICULOUSLY

UNFAIR

advantage!

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Use social ads as a CATALYST to get the ball rolling.

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Or as an ACCELERANT to make bigger explosions!

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Top 10 Social

Advertising

Hacks *DO try these at home!

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1. Combine PPC & Social Ads

Remarketing Lists for Search Ads (RLSA)

Target search ads only to people who recently visited your site!

1. Users visit

your site, get

added to your

remarketing list

2. Show them

customized ads

when they

search on

Google!

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The Power of Search Remarketing

• 3x clickthrough rates

• 1/3 cost per click

• 2x conversion rates

So … what’s the

catch?

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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 targets

these users

RLSA Doesn’t Target

These Users (By

Definition)

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Divert non-RLSA

budgets to cheaper

audience growth

campaigns.

Larry’s Search Remarketing Strategies

If limited by budget, set

your search ad budget to

100% RLSA.

1 2

RLSA40%

Social/Display

New PPC Budget Allocation:

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2. Only Promote “Unicorns” on Social Ads

• Unicorns = your top 1-2%

• Only a small number of

stories (10%) generate most

of the traffic (+60%)

Typical Blog Traffic Distribution

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Higher Engagement Rate = (Much) Lower Cost Per Engagement

Engagement Rate

Cost per engagement

68%

7%

21%

37%

1%

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Example

ROI: 1500 retweets & 100K visitors for $250

RETWEETS

1,488

FAVORITES

1,284

6:15AM – 7 Mar 2015

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Content Quantity vs. Quality Debate

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

QUALITY

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Social 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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3. Use Video Ads

Video ad campaigns increase relevancy score by 2 points!

$0.01 per video view!

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Video Ad Campaigns Increase Relevancy Score by 2 Points!

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This Crazy Video has Remarkably High Video

Viewership Rates & Low CPEs

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4. (Radically) Change Your Offer

Your

Current

Offer

A Completely

Different, Better

Offer

Unicorn Hill

Donkey Hill

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The Great A/B Testing Fairy Tale

If we change the..

• Font Type

• Spacing

• Button Color

• Image

• Text

• Etc.“…We’ll get a 5% increase in conversions.”

CRO Guru

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Example: Picnic Pants vs. Drones

CT

R

• Picnic Pants

Drones •

Conversion Rate

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5. Use Ads to Hack Forums (Like Reddit)

Large Gravitational Forces on the Internet:

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Promote UGC to Active Users

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Arianna

Huffington

shared the

story and

asked me to

be a

columnist

New York Observer, Time

Magazine, & Mental Floss

syndicated the story.

Over a million views &

9,012 likes

Results?

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6. Use Custom Audiences

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People-Based Marketing (Like Email, 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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Example

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Results

Fox News Producer Emails One Hour Later!

Business Insider Asks To Publish Story

• Live Interviews with Fox, BBC, etc.

• 250 High Value Press Pickups + Links

• Massive Brand Exposure

• +100k Site Visitors

Cost: $50

Time: 10 minutes

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Ecommerce Audience Email Segmentations

New

Purchasers

Non-Purchase

Users

Active

Purchasers

Customers with

Expired Warranty

Abandoned Shopping

Cart Users

Frequent

Purchasers

High Price Item

Purchasers

Recent

Purchasers

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7. Beat Up on Competitors Pre-Roll Video Ads

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Beat Up on Competitors (cont’d)Ad Targeting

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8. Remarket on Google & Facebook

Conversion

Rates Increase

With More Ad

Impressions

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Behold The Power of Super Remarketing!

Combining Remarketing + Demographic + Interest +

Behavioral Targeting + High Engagement Content

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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 = $$$

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9. Incorporate Better Audience Targeting

Website

H.I.T.S.How Idiots Track Success

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Targeting #alphabet = 10x Engagement!

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Good Audience Targeting Turns OK Ads Into Unicorns

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10. Use Space-Age Technology

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Social Media Marketing: Then and Now

Then:• Novelty

• Siloed

• Points just for showing up

• Brands play by their own rules

Now:• Mission-critical

• Integrated

• Competitive

• Brands play by ecosystem’s rules

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CONTEXT Is Critical

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Hacking Reddit? Better with Listening…

User-generated content featuring

a brand drives

6.9x higher

engagement than brand-generated content.

Source: Mavrck

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Tracx has the broadest and deepest network coverage.

300+ Million Blogs,

News, Review Sites,

Forums

23 unique

languages

14 major

social

networks

covered

2x more coverage

than the leading

competitor

Sentiment

analysis up to

80% accuracy

UNLIMITED

owned media

sources

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Tracx gives you the most social context…

Understanding your social tribes “subcultures” is key to driving loyalty

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Conversation Analysis

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Only Tracx pulls the full

thread of responses and

comments, even after

brand names, keywords

and hashtags are

dropped.

Great flight on United last night. Landed 30

minutes early. Was able to have dinner with the

family. #HoneyImHome

@JessicaTaylor – want to tell your story on

tomorrow evening’s news? It would be a great

way to educate.

@IraWinderman. That wasn’t my experience! They

gave peanuts to my son after I told them he was

allergic. It was a close call. I’m thinking of suing.

Positive Sentiment

Negative Sentiment

Tracx

captures the

full

conversation

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Tracx brings you The Social Trifecta™Owned vs. Earned vs. Paid Social Media

• Owned is what people say TO you on your branded social pages. It

is any channel your brand controls (i.e., Facebook company page)

• Earned is what people say ABOUT you, typically off your owned

branded social pages (“in the wild”). These are the golden gems that

are hard to find and mine.

• Paid is what brands pay for people to see in a certain channel.

Includes strategies like FB/IG Boosting and paid social media

campaigns.

• Social media is becoming more “pay to play”

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Social

Trifecta

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Sneak Peek: Tracx Ad BoostingPromote, manage, publish, and analyze posts – all in one, unified system.

• Create your campaigns, ad sets, and

boosted posts

• Choose your audience targeting

• Set your budget

• Decide placement and creative

• Get full ads analytics

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Boosting from Tracx

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Boosting from Tracx

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Boosting from Tracx

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Hack Reddit & other traffic drivers.

Combine PPC & social ads.

Only promote “unicorns.”

Use video ads.

(Radically) change your offer.

1

2

3

4

5

TOP 10 SOCIAL ADS HACKS

Use space-age technology.

Create (better) custom audiences.

Beat up on competitors with ads.

Remarket on Google & Facebook.

Incorporate audience targeting.

6

7

8

9

10

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Questions?

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Are You Ready to Become a SOCIAL POWERHOUSE?

Product Highlights

• 14 major social networks covered

• 300+ million news, blogs, forums, review sites

• 43 unique languages

• 2-3x more coverage

• Sentiment with machine learning

• Strategic consulting services

REQUEST A

DEMO

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