Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time

#INBOUND16
THE TOP 10 FACEBOOK AND
TWITTER ADVERTISING
CONTENT PROMOTION HACKS
OF ALL TIME
Larry Kim, Founder of WordStream, Inc.

MISSION TO MARS:
The Top 10 Facebook and
Twitter Content Promotion
Hacks of All Time
Larry Kim, Founder of WordStream, Inc.

OUR TARGET
CUSTOMER IS
STRANDED ON MARS!
@larrykim #INBOUND16

BRING HIM HOME

Distance to Mars:
225 MILLION KM

Many Prior Efforts Haven’t Succeeded

#1. Organic Social Media Reach Stinks!
Buffer Social’s Kevan Lee:
We’ve Lost Half our Organic Social
Media Traffic in the Last Year.

#2: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares
<0.1% Gets +1000 Shares

#3: Typical Conversion Rate
Via Internet Marketing <1%

Selling Stuff via Content Marketing
in 2016 Kind of Feels Like …

3 Random facts about
your flight director
Over 100
Successful
flights to
Mars

1.Originally From Winnipeg
#socialpro #22A2 @larrykim@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16

Actual Photos of Boston Last Year

Live in Harvard Square Cambridge, MA

WordStream’s Headquarters
2008 2016

Please Stop By WordStream’s Booth
at Exhibit Hall S22!

2. STUDIED ELECTRICAL ENGINEERING FOR 5
YEARS
Studied Electrical Engineering For 5 Years

Have a 2-year old Kid (#ppckid)

How does
Content Marketing
REALLY work
?

This (almost)
never happens!
Most content
goes nowhere
The Path to purchase takes
time and is indirect
How Content Marketing Doesn’t (Usually) Work
STEP 1 STEP 2 STEP 3
Create New
Content
Share on Social
Networks (FB,
Twitter, LinkedIn)
People Buy
Your Stuff

How to make Promotion and
Sales Work More Reliably?

New Unicorn Rocket Technology!

Big Ad Budgets Not Required!

Use social ads as a
CATALYST to Get the
ball Rolling

Or as an ACCELERANT to
Make Bigger Explosions

1
2
3
(a) Paid Social Ads Provide
MOST 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
(Earth)

5
4
6
(b) Social Ads Turn
Visitors into
SALES!
Remarketing
Remarket your audience
with display & social
ads and Remarketing
Lists for Search Ads to
promote offers
FILTER
Apply behavioral
and demographic
filters on audience
CONVERT
Capture
qualified
leads or sale END/REPEAT
(Mars)

The Top 10 Paid
Facebook & Twitter
Advertising Hacks
of All Time!

Larry’s #10 Social Ads Hack:
Quality Score in
Facebook and
Twitter Ads!

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

“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.

Higher Engagement Rate =
(Much) Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%

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

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

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

Just Say NO to Sending Donkeys into Space

How to ALWAYS Get High Quality
Score Unicorns?

7 Day Forecast: Sunny in Unicorn Land

How To Tell if Your Rocket is a
Unicorn or Donkey?
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!

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

How to Find High Engagement Posts? (Unicorns!)

Paid Social
Media Ads.
Organic Social
& Content
Marketing
What’s The Biggest
Difference??

Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net,
Maximize Engagement
Rates Within.

Larry’s #9 Social Ads Hack:
Premium Unicorn Kisses
Rocket Fuel
Get Even Better Mileage
w/ Keyword Targeting (and
other Targeting Methods)

OMG 10X Higher Engagement
By Targeting #NeverHillary

Best Campaigns Have Precise
Audience Definition
(Note: Targeting all your
fans is not precise..)
Target:
Fans of Donald Trump
Social Media
Marketing Job Titles
#neverhillary
NRA Members
Exclude:
Democrats
Hillary Fans
#neverTrump
Bernie Sanders Fans
(etc.)

Adding Audience Targeting Turns
OK Ads Into Unicorns

Larry’s #8 Hack:
Solid State Booster Rockets
Get Free Clicks!
@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16@larrykim #INBOUND16

Buy 1 Retweet, Get 3 Free!

Larry’s #7 Hack:
Secondary Stage
Booster Rockets
Facebook Video Ads!

Video Ad Campaigns
Increase Relevancy Score
by 2 Points!

$0.01 Cents Per Video View!

Larry’s #6 Social Ads Hack: Ion Boosters
Custom
Audiences

New “Tailored Audiences” or “Custom Audiences”

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

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

This is a
True Story

Shared the Article on My Social Media

Promoted Post to My List of Influencers

Business
Insider Asks To
Publish Story

SEO Link
Building Dance

Go All-In With
Unicorns! Re-
promote Post!

Fox News
Producer
Emails One
Hour Later

Facebook Baby Hoodie ($25 value!) #ppckid

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

Many
Ecommerce
Applications
for Custom
audiences!

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

#SMX #14B3 @larrykim
Grow Your
Audience Size
Using Similar
Audiences!

We’re Now
in Orbit!
Very Few Make
it This Far <1%

Larry’s #5 Hack:

Slingshot Around Large Gravitational
Force To Save Propellant

Large Gravitational Forces on Internet:

Over a Million
Views & 6654 Likes!

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

New York Observer, Time Magazine &
Mental Floss Syndicated Story. HOW?!

Ranked #10
Author on
Medium! HOW?!

Over Half a Million Views / Month!

1564 Upvotes +
Front Page +
500k Views!

Larry’s #4 Hack: Lunar Gravitational Slingshot

Hacking Google Machine Language
Enabled Ranking Algorithms for
Insanely Awesome SEO

Current & Future Google SEO Ranking Signals
Current Google
1.Links
2.Keywords
3.…?
Future Google??
1.User Engagement
Metrics (Click Through
Rate & Dwell Time)
2.Links
3.Keywords

+/- 3% Increase in
Post Engagement
+/- 1 Spot in
Organic Position
Rankbrain Reward & Penalties?

Bounce Rate vs. Organic Position
Pass:
Bounce Rate
Low Enough
Fail: Bounce
Rate Too High

• More Clicks & Conversions
• Better SEO Rankings
• Even More Clicks &
Conversions!
So… Get Really High Organic
CTRs & Conversion Rates!

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

We’re now
Orbiting Mars!

Larry’s #3 Social Ad Hack:
Mars Ascent Vehicle (MAV)
Social Media
Remarketing

LovePop Cards:

3-Dimensional Pop-Up Cards

Returning
Visitors:
1. Existing Customers
2. 1-Day Remarketing
Audience
3. 7, 30, 180-day
Remarketing
Audiences
New Visitors:
1. Lookalike Audiences
2. Interest, Behavior &
Demographic-Based
Audiences.
Note: Exclude the overlap (duh).
Larry’s Ad Retargeting Stack

Facebook Product Ads (duh!)

YouTube TrueView for Shopping Ads

12-32x Return on Ad Spend! (ROAS)

Power of Social
Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
3X
1/3 Cost Per Click

#2 Social Ads Hack: Mars Intercept!
Combining
Remarketing +
Demographic +
Behavioral
Targeting +
High Engagement
Content

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 = $$$

Use Social Ads +
PPC Search Ads on
Google Using
Remarketing Lists
for Search Ads!
(RLSA!)
Larry’s #1 Social Hack:
Mars Gravitational Slingshot Home

Target search ads
only to people who
recently visited
your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your site, get added
to your remarketing list
Show them customized ads
when they search on Google!

The Power of SEARCH Remarketing
Click Through Rates3X
1/3
3X
Cost Per Click
So What’s The Catch??
Conversion Rates!

The Problem with RLSA
Solution: Use
Social Ads to
make the
smaller circle
100-1000x
bigger for
cheap!
People
unfamiliar
with your
brand
People
familiar
with your
brand
RLSA only targets
these usersRLSA Doesn’t Target
These Users (By
Definition)

WHAT DOES IT ALL MEAN?

How Advertising REALLY Works
STEP 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.

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

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

Summary: Larry’s Top 10
Social Ad Hacks
Unicorn Rockets: Only
Launch Unicorns into Space.
10
Unicorn Rocket Fuel:
Audience Targeting to
Increase Engagement
9
Solid State Boosters:
Generate FREE Clicks
from Paid Ads
8
Secondary Booster
Rockets: Video Ads!
7
Ion Boosters:
Custom Audiences
6

Summary: Larry’s Top 10 Social Ad Hacks
Earth Gravity Assist:
Reddit, Digg, Medium,
Linkedin Pulse, etc
5
Mars Ascent
Vehicle: Social
Remarketing
3
Lunar Gravitational
Slingshot: Hacking
RankBrain for SEO
4
Mars Gravitational
Slingshot Home: Combining
Paid Search & Social Ads
1
Mars Intercept:
Combine Everything
with Super Remarketing
2

Find Your Unicorns!

Be a Unicorn in a Sea of Donkeys!

Visit WordStream at INBOUND
#S22 in Exhibit Hall!!

Thank you,
INBOUND!

Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time

Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time

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Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time