From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: The Top 10 Paid Social Media Advertising Hacks Of All Time. PRESENTATION: The Top Ten Facebook and Twitter Advertising Hacks of All Time! - Given by Larry Kim, @larrykim - WordStream, Founder & CTO. #SocialPro #23B3
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...
The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim
1. #SocialPro #XXa @SpeakerName
Larry Kim, Founder of WordStream, Inc.
THE TOP 10 FACEBOOK &
TWITTER ADVERTISING HACKS
OF ALL TIME!
#SocialPro #23B3 @larrykim
15. #3: Most of Your Content Goes Nowhere
5% of WordStream Content = 56% of Page views
More Than Half of Content got less than 500 Page views
#SocialPro #23B3 @larrykim
16. Brought to you by:
#4: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS
#SocialPro #23B3 @larrykim
17. #5: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead
#SocialPro #23B3 @larrykim
18. So, Many Social Media Marketing
Efforts Actually More Like …
20. 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
#SocialPro #23B3 @larrykim
21. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
#SocialPro #23B3 @larrykim
22. (a) Paid Social Ads Provide 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
#SocialPro #23B3 @larrykim
23. ADVERTISE
Target your
audience with
display & social ads
promoting offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture qualified
leads or sale
(b) Social Ads Turn
Visitors into Leads
& Customers
#SocialPro #23B3 @larrykim
24. The Top 10 Paid Social Media
Advertising Hacks of All Time!
#SocialPro #23B3 @larrykim
29. How Does Google Search Decide
Which Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid
Amount
x
=
#SocialPro #23B3 @larrykim
30. HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=
#SocialPro #23B3 @larrykim
31. “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.
#SocialPro #23B3 @larrykim
33. 1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
#SocialPro #23B3 @larrykim
34. Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
#SocialPro #23B3 @larrykim
35. 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
#SocialPro #23B3 @larrykim
36.
37. Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015
#SocialPro #23B3 @larrykim
42. 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!
#SocialPro #23B3 @larrykim
43. Tweet More Often and Only
Promote Your Best Stuff (Unicorns!)
#SocialPro #23B3 @larrykim
60. Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK
#SocialPro #23B3 @larrykim
61. Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X
#SocialPro #23B3 @larrykim
62. Larry’s #5 Social Ads Hack:
Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content
#SocialPro #23B3 @larrykim
63. 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 = $$$
#SocialPro #23B3 @larrykim
65. 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)
#SocialPro #23B3 @larrykim
67. 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
#SocialPro #23B3 @larrykim
68. Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advertising use cases!
#SocialPro #23B3 @larrykim
69. This is a True Story
#SocialPro #23B3 @larrykim
75. 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
#SocialPro #23B3 @larrykim
88. 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: $50
Total Time 10 minutes
#SocialPro #23B3 @larrykim
89. Larry’s #3 Social Ads Hack:
Leverage
Insanely
Powerful New
Ad Formats
#SocialPro #23B3 @larrykim
92. 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”
#SocialPro #23B3 @larrykim
103. 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 Lists to Generate
Positive Engagement
Leverage Flywheel
Effect of Social Media Ads
Free Clicks!
6
7
8
9
10
#SocialPro #23B3 @larrykim
104. 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
#SocialPro #23B3 @larrykim
105. 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
#SocialPro #23B3 @larrykim
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