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#socialPPCHacks @larrykim
 
The Top 10 Social Media
Advertising Hacks
of All Time!
www.wordstream.com/learn
Want to get smart in paid search?
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
• I am just using paid search
• I am just using social media
• I am using paid search and
paid social
• I’m not advertising
anywhere
Live Poll Question!
Where Are You Currently Advertising?
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
A Few Random Facts
About Me
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
Actual Photos of Boston From February This Year
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
WordStream’s Global Headquarters in Boston
2008 2015
You’re Attending a
Webinar on
PAID Social Media Ads…
Top 10 Social Media Advertising Hacks Of All Time
You Can Do
Paid Social
Ads with $50!
#socialPPCHacks @larrykim
Why
Paid Social
Ads
?
Top 10 Social Media Advertising Hacks Of All Time
#2: Facebook Organic Reach Plummeting
#socialPPCHacks @larrykim
#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.
#4: Low Brand
Recall for SEO
Brought to you by:
#5: Search Ads Are Great, But Not Cheap
TOP COST PER CLICK ON BING ADS
#6: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead
#socialPPCHacks @larrykim
Brought to you by:
www.wordstream.com/learn
How does
Content Marketing
really work
?
#socialPPCHacks @larrykim
Brought to you by:
www.wordstream.com/learn
This (almost)
never happens!
How it actually
works...
Repeat Step 1
and 2 many
times until
something sticks.
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.
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
#socialPPCHacks @larrykim
How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
Paid Social Ads: (a) 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
START/GO
3
1
2
ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
END/REPEAT
4
6
5
(b) Social Ads
Turn Visitors into
Leads &
Customers
#socialPPCHacks @larrykim
The Top 10 Paid Social Media
Advertising Hacks of All Time!
We’re Focusing on Facebook & Twitter Today
Apologies to Google+ Fans…
Top 10 Social Media Advertising Hacks Of All Time
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
=
=
#socialPPCHacks @larrykim
“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
=
#socialPPCHacks @larrykim
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
#socialPPCHacks @larrykim
High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
• More Qualified People!
Low QS (Terrible!)
• Low Ad Impression Share
• High Cost Per Engagement
• More Unqualified Randos…
Get a High Quality Score! (Duh)
High Post Engagement = High Quality Scores
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
Tweet More
Often and Only
Promote Your
Best Posts
(Unicorns!)
#socialPPCHacks @larrykim
I DON’T PROMOTE EVERY TWEET
Top 10 Social Media Advertising Hacks Of All Time
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. Lots of stuff (organically)
to Twitter
2. Post Top stuff from Twitter,
to LinkedIn & Facebook
3. Pay to Promote the Unicorns
on Facebook & Twitter!
#socialPPCHacks @larrykim
Paid Social Media Hunger Games
#socialPPCHacks @larrykim
Paid Social Media MONEYBALL!
#socialPPCHacks @larrykim
What’s The Biggest Difference??
Organic Social = Be Picky!
Cast a Narrow Net,
Maximize Engagement Rates.
Top 10 Social Media Advertising Hacks Of All Time
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
#socialPPCHacks @larrykim
OMG 10X Higher Engagement
By Targeting #alphabet
#socialPPCHacks @larrykim
Generates Valuable PR Exposure & Links
#socialPPCHacks @larrykim
Precise Ad Targeting Boosts Engagement Rate
#socialPPCHacks @larrykim
Larry’s #8 Social Ads Hack:
Website
H.I.T.S.(How Idiots Track Success)
Precise Ad Targeting Boosts Engagement Rate
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
Top 10 Social Media Advertising Hacks Of All Time
Demographic Ad Targeting in Facebook
#socialPPCHacks @larrykim
Demographic Ad Targeting in Twitter
#socialPPCHacks @larrykim
Social Media
Remarketing
Custom Website Audiences in Facebook
#socialPPCHacks @larrykim
Tailored Website Audience in Twitter
#socialPPCHacks @larrykim
Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
#SFIMA @larrykim
Brought to you by:
www.wordstream.com/learn
Larry’s #5 Social Ads Hack:Larry’s #5 Social Ads Hack:
Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content
#SFIMA @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 = $$$
Top 10 Social Media Advertising Hacks Of All Time
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)
#socialPPCHacks @larrykim
New “Tailored Audiences” or “Custom Audiences”
#socialPPCHacks @larrykim
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
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
This is a True Story
Shared the Article on My Social Media
#socialPPCHacks @larrykim
Promoted Post to My List of Influencers
Story Picked Up in
Marketing Land in
2 Hours
#socialPPCHacks @larrykim
+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
Top 10 Social Media Advertising Hacks Of All Time
You can
bypass this
funnel
entirely!
This Stupid Marketing Funnel is
a Ridiculously Dated Concept
Facebook Call Buttons
#socialPPCHacks @larrykim
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”
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
Top 10 Social Media Advertising Hacks Of All Time
Top 10 Social Media Advertising Hacks Of All Time
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!
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
Larry’s #2
Social Ads Hack:
The Snowball Effect of
Social Media Marketing
Engagement Snowballs As You Go
#socialPPCHacks @larrykim
Top 10 Social Media Advertising Hacks Of All Time
Top 10 Social Media Advertising Hacks Of All Time
Buy 1 Retweet/Like, Get 3 Clicks
Free!
#socialPPCHacks @larrykim
$0.00 Cost Per Engagement?!
RETWEETS
10,603
FAVORITES
6,117
2:10 PM – 1 Jul 2015
#socialPPCHacks @larrykim
Summary: Larry’s Top 10 Social Ad Hacks
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
#socialPPCHacks @larrykim
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
START/GO
3
1
2
#socialPPCHacks @larrykim
ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
END/REPEAT
4
6
5
Social Ads Turn
Visitors into Leads
& Customers
#socialPPCHacks @larrykim
Special Offers! Would You Like…
a) FREE Live demo of the WordStream Advisor to learn
how to manage your PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords Certified
Consultant
c) I don’t need help with my PPC
#socialPPCHacks @larrykim
#socialPPCHacks @larrykim
THANK YOU!
Benchmark your AdWords account today!
www.wordstream.com/google-adwords
Questions? 855.967.3787
Webinar

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Top 10 Social Media Advertising Hacks Of All Time

  • 1. #socialPPCHacks @larrykim   The Top 10 Social Media Advertising Hacks of All Time!
  • 2. www.wordstream.com/learn Want to get smart in paid search? #socialPPCHacks @larrykim #socialPPCHacks @larrykim
  • 3. • I am just using paid search • I am just using social media • I am using paid search and paid social • I’m not advertising anywhere Live Poll Question! Where Are You Currently Advertising? #socialPPCHacks @larrykim
  • 4. #socialPPCHacks @larrykim A Few Random Facts About Me
  • 7. #socialPPCHacks @larrykim Actual Photos of Boston From February This Year
  • 9. #socialPPCHacks @larrykim WordStream’s Global Headquarters in Boston 2008 2015
  • 10. You’re Attending a Webinar on PAID Social Media Ads…
  • 12. You Can Do Paid Social Ads with $50!
  • 15. #2: Facebook Organic Reach Plummeting
  • 16. #socialPPCHacks @larrykim #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.
  • 18. Brought to you by: #5: Search Ads Are Great, But Not Cheap TOP COST PER CLICK ON BING ADS
  • 19. #6: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead
  • 21. Brought to you by: www.wordstream.com/learn How does Content Marketing really work ? #socialPPCHacks @larrykim
  • 22. Brought to you by: www.wordstream.com/learn This (almost) never happens! How it actually works... Repeat Step 1 and 2 many times until something sticks. 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. 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 #socialPPCHacks @larrykim
  • 23. How to make: STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency? #socialPPCHacks @larrykim
  • 24. #socialPPCHacks @larrykim Paid Social Ads: (a) 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 START/GO 3 1 2
  • 25. ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END/REPEAT 4 6 5 (b) Social Ads Turn Visitors into Leads & Customers #socialPPCHacks @larrykim
  • 26. The Top 10 Paid Social Media Advertising Hacks of All Time!
  • 27. We’re Focusing on Facebook & Twitter Today
  • 31. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = #socialPPCHacks @larrykim
  • 32. “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.
  • 33. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.01 $.02 $.03 $.08 68% 7% 21% 37%
  • 34. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = #socialPPCHacks @larrykim
  • 35. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! #socialPPCHacks @larrykim
  • 36. High QS (Great!) • High Ad Impression Share • Low Cost Per Engagement • More Qualified People! Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement • More Unqualified Randos… Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores #socialPPCHacks @larrykim
  • 38. Tweet More Often and Only Promote Your Best Posts (Unicorns!) #socialPPCHacks @larrykim
  • 39. I DON’T PROMOTE EVERY TWEET
  • 41. Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015
  • 42. Paid Social Ads ROI Analysis:
  • 43. 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! #socialPPCHacks @larrykim
  • 44. Paid Social Media Hunger Games #socialPPCHacks @larrykim
  • 45. Paid Social Media MONEYBALL! #socialPPCHacks @larrykim
  • 46. What’s The Biggest Difference??
  • 47. Organic Social = Be Picky! Cast a Narrow Net, Maximize Engagement Rates.
  • 49. 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 #socialPPCHacks @larrykim
  • 50. OMG 10X Higher Engagement By Targeting #alphabet #socialPPCHacks @larrykim
  • 51. Generates Valuable PR Exposure & Links #socialPPCHacks @larrykim
  • 52. Precise Ad Targeting Boosts Engagement Rate #socialPPCHacks @larrykim
  • 53. Larry’s #8 Social Ads Hack:
  • 55. Precise Ad Targeting Boosts Engagement Rate #socialPPCHacks @larrykim
  • 58. Demographic Ad Targeting in Facebook #socialPPCHacks @larrykim
  • 59. Demographic Ad Targeting in Twitter #socialPPCHacks @larrykim
  • 61. Custom Website Audiences in Facebook #socialPPCHacks @larrykim
  • 62. Tailored Website Audience in Twitter #socialPPCHacks @larrykim
  • 63. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X #socialPPCHacks @larrykim
  • 65. #SFIMA @larrykim Brought to you by: www.wordstream.com/learn Larry’s #5 Social Ads Hack:Larry’s #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
  • 66. #SFIMA @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 = $$$
  • 68. 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) #socialPPCHacks @larrykim
  • 69. New “Tailored Audiences” or “Custom Audiences” #socialPPCHacks @larrykim
  • 70. 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 #socialPPCHacks @larrykim
  • 72. This is a True Story
  • 73. Shared the Article on My Social Media #socialPPCHacks @larrykim
  • 74. Promoted Post to My List of Influencers
  • 75. Story Picked Up in Marketing Land in 2 Hours #socialPPCHacks @larrykim
  • 76. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #socialPPCHacks @larrykim
  • 79. You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept
  • 81. 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” #socialPPCHacks @larrykim
  • 85. New Facebook Social Direct Response Ad Formats
  • 86. Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you! #socialPPCHacks @larrykim
  • 88. Larry’s #2 Social Ads Hack: The Snowball Effect of Social Media Marketing
  • 89. Engagement Snowballs As You Go #socialPPCHacks @larrykim
  • 92. Buy 1 Retweet/Like, Get 3 Clicks Free! #socialPPCHacks @larrykim
  • 93. $0.00 Cost Per Engagement?! RETWEETS 10,603 FAVORITES 6,117 2:10 PM – 1 Jul 2015 #socialPPCHacks @larrykim
  • 94. Summary: Larry’s Top 10 Social Ad Hacks 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 #socialPPCHacks @larrykim
  • 95. 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 START/GO 3 1 2 #socialPPCHacks @larrykim
  • 96. ADVERTISE Target your audience with display & social ads promoting offers FILTER Apply behavioral and demographic filters on audience CONVERT Capture qualified leads or sale END/REPEAT 4 6 5 Social Ads Turn Visitors into Leads & Customers #socialPPCHacks @larrykim
  • 97. Special Offers! Would You Like… a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week b) 1-1 AdWords Assessment with AdWords Certified Consultant c) I don’t need help with my PPC #socialPPCHacks @larrykim
  • 98. #socialPPCHacks @larrykim THANK YOU! Benchmark your AdWords account today! www.wordstream.com/google-adwords Questions? 855.967.3787 Webinar