A strong presence on social media is an absolute must for any modern-day company – but it is crowded, noisy, and competitive. It’s not easy to stand-out and get noticed by potential customers. Cue social media advertising. It allows your brand to break through the craze and connect with your audience in a place they are already frequenting on a daily basis. Larry Kim, long-time search geek turned Facebook enthusiast, is pairing up with results-driven advertising guru Perry Marshall to bring you the latest hacks to elevate your social presence. Don’t miss the chance to supercharge your paid social efforts.

2. Today’s Speaker: Larry Kim
Who Is Larry Kim?
• Founder & CTO of
WordStream
• Voted Most Influential PPC
Expert
• Super Power: Mind-Control
@LarryKim &

3. Launch
Poll

5. Why Paid
Social Ads?
@LarryKim

6. #1: Ridiculous Amount of
Time on Social Media
28%
28% of online
time is spent
social networking.

7. #2: Facebook Organic Reach Plummeting

8. #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.

9. #4: Low Brand
Recall for SEO

10. Brought to you by:
#5: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS

11. #6: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead

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

13. How Does
Content Marketing
Really Work?
@LarryKim

14. 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

15. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?

16. Paid Social Ads: Highly Scalable Content Promotion
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

17. ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
Social Ads Turn
Visitors into Leads
& Customers

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

19. We’re Focusing on Facebook & Twitter Today

20. Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+

21. Larry’s #10 Social Ads Hack:

23. HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=

24. “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.

25. Higher Engagement Rate = (Much)
Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.01 $.02 $.03 $.08
68%
7%
21%
37%

26. 1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=

27. Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!

28. 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

30. Tweet More
Often and Only
Promote Your
Best Posts
(Unicorns!)

31. Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET

32. How to Find High Engagement Posts? (Unicorns!)

33. Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015

34. Paid Social Ads ROI Analysis:

35. 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!

36. What’s The Biggest Difference??

37. Organic Social = Be Picky!
Cast a Narrow Net,
Maximize Engagement
Rates.

38. Turn Low Engagement
Updates Into High
Engagement
Larry’s #9 Social Ads Hack:

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

40. 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

41. OMG 10X Higher Engagement
By Targeting #alphabet

42. Generates Valuable PR Exposure & Links

43. Precise Ad Targeting Boosts Engagement Rate

44. Larry’s #8 Social Ads Hack:
Increase Commercial
Intent (Chance of
People Buying Your
Stuff) Using
“In-Market
Segments”

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

46. Precise Ad Targeting Boosts Engagement Rate

47. “Partner Audiences” in Twitter

48. Larry’s #7 Social Ads Hack:
Further Increase
Commercial Intent
Using Demographic
Targeting

49. Demographic Ad Targeting in Facebook

50. Demographic Ad Targeting in Twitter

51. Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK

52. Typical Website Remarketing Ads Often Never Seen!
56.1%
of Display Ads are
never even seen.

53. Custom Website Audiences in Facebook

54. Tailored Website Audience in Twitter

55. Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X

56. Combine Remarketing With
Product Ads on Facebook!

57. Larry’s #5 Social Ads Hack:
Ridiculously Powerful
Social Ads Strategy:
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content

58. 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 = $$$

59. Larry’s #4 Social Ads Hack:
Custom Audiences

60. 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)

61. New “Tailored Audiences” or “Custom Audiences”

62. 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

63. Identity based marketing opens up a TON of
new and exciting advertising use cases!
Identity Marketing Using Custom Audiences in Social Ads

64. This is a True Story

65. Shared the Article on My Social Media

66. Promoted Post to My List of Influencers

67. Story Picked Up
in Marketing Land
in 2 Hours

68. +500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY

69. 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

71. Larry’s #3 Social Ads Hack:
Leverage Insanely Powerful
New Ad Formats

72. You can
bypass this
funnel
entirely!
This Stupid Marketing
Funnel is a Ridiculously
Dated Concept

73. Facebook Call Buttons

74. 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”

75. +Half Billion Use FB on Mobile Only

76. 80% of Twitter
Users are Mobile

78. New Facebook Social Direct
Response Ad Formats

79. Twitter Lead Generation Card Format
User’s Name, Email
and Twitter Name are
automatically emailed
or posted to you!

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

82. Engagement Snowballs As You Go

83. Because Paid Social Ads Generate Fans!

84. Larry’s #1 Social Ads Hack:
Get Free
Clicks!

85. Buy 1 Retweet/Like, Get 3 Clicks Free!

86. $0.00 Cost Per Engagement?!
RETWEETS
10,603
FAVORITES
6,117
2:10 PM – 1 Jul 2015

87. Review from Today
Quality 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
7
8
9
10

88. Social Ads Software Comes to WordStream

89. Launch
Poll

90. Live
Q&A

91. Thank You For
Attending
Today’s Session!
Tweet Your
Questions
@ LarryKim