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MISSION TO MARS:
The Top 10 Facebook and
Twitter Advertising Hacks for
Content Marketers
Larry Kim, Founder of WordStream,...
OUR TARGET
CUSTOMER IS
STRANDED ON MARS!
#cmc16 @cmca2z @larrykim
BRING HIM HOME
#cmc16 @cmca2z @larrykim
Mark Has Just 40 Minutes of Life Support!
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
Distance to Mars:
225 MILLION KM
#cmc16 @cmca2z @larrykim
Many Prior Efforts Haven’t Succeeded
#cmc16 @cmca2z @larrykim
#1. 100% Ads In Google Search Result Page
#cmc16 @cmca2z @larrykim
#2. PAID SEARCH CPCs AT ALL TIME
HIGH IN ESTABLISHED MARKETS!
Source: Approx. 2500 WordStream Customers
(Not official Goog...
#3. Organic Social Media Reach Stinks!
Buffer Social’s Kevan Lee:
We’ve Lost Half our Organic Social
Media Traffic in the ...
#4: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares
<0.1% Gets +1000 Shares
#cmc16 @cmca2z @larr...
#5: Typical Conversion Rate
Via Internet Marketing <1%
#cmc16 @cmca2z @larrykim
Content Marketing in 2016
Kind of Feels Like …
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
3 Random facts about
your flight director
Over 100
Successful
flights to
Mars
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
1.Originally From Winnipeg
#cmc16 @cmca2z @larrykim
Actual Photos of Boston Last Year
#cmc16 @cmca2z @larrykim
Live in Harvard Square Cambridge, MA
#cmc16 @cmca2z @larrykim
WordStream’s Headquarters
2008 2016
#cmc16 @cmca2z @larrykim
2. STUDIED ELECTRICAL ENGINEERING FOR 5
YEARS
Studied Electrical Engineering For 5 Years
#cmc16 @cmca2z @larrykim
Have a 2-year old Kid (#ppckid)
How does
Content Marketing
REALLY work
?
#cmc16 @cmca2z @larrykim
This (almost)
never happens!
Most content
goes nowhere
The Path to purchase takes
time and is indirect
How Content Marketi...
How to make Promotion and
Sales Work More Reliably?
#cmc16 @cmca2z @larrykim
New Unicorn Rocket Technology!
#cmc16 @cmca2z @larrykim
Why Pay for Social Ads?
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
Big Ad Budgets Not Required!
Use social ads as a
CATALYST to Get the
ball Rolling
#cmc16 @cmca2z @larrykim
Or as an ACCELERANT to
Make Bigger Explosions
#cmc16 @cmca2z @larrykim
1
2
3
(a) Paid Social Ads Provide
MOST SCALABLE Content Promotion
CREATE
Produce content
& share on social
AMPLIFY
Selecti...
5
4
6
(b) Social Ads Turn
Visitors into Leads
& Customers
Remarketing
Remarket your audience
with display & social
ads and...
The Top 10 Paid
Social Media
Advertising Hacks
of All Time!
#cmc16 @cmca2z @larrykim
We’re Focusing on Facebook & Twitter Today
#cmc16 @cmca2z @larrykim
Larry’s #10 Social Ads Hack:
Quality Score in
Facebook and
Twitter Ads!
#cmc16 @cmca2z @larrykim
How Does Google Search Decide Which
Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid
Amount
x
=
#cmc16 @cmca2z @larryk...
HIGHER POST
ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share
and Lower Cost Per
Engagement
“...
“Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency =
HIGHER Quality Adjusted Bid =
MORE Ad Impressions...
Higher Engagement Rate =
(Much) Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
...
1% Increase in
Post Engagement
5% Reduction in
Cost Per
Engagement!
“Quality Adjusted Bid” in Twitter
=
#cmc16 @cmca2z @la...
Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!
#cmc16...
High QS (Great!)
• High Ad Impression Share
• Low Cost Per Engagement
Get a High Quality Score! (Duh)
High Post Engagement...
Promote Your BEST Stuff Instead
(Unicorns: Your Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015
#cmc16 @cmca2...
Paid Social Ads ROI Analysis:
1500 Retweets & 100K Visitors for $250
#cmc16 @cmca2z @larrykim
Just Say NO to Sending Donkeys into Space
#cmc16 @cmca2z @larrykim
How to ALWAYS Get High Quality
Score Unicorns?
#cmc16 @cmca2z @larrykim
7 Day Forecast: Sunny in Unicorn Land
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
Larry’s Organic & Paid Social Network
Sharing/Posting Pyramid Scheme
1. Lots of stuff (organically)
to Twitter
2. Post Top...
Test More Stuff Organically, Only
Send Unicorns Into Space (Top 1-3%)
#cmc16 @cmca2z @larrykim
How to Find High Engagement Posts? (Unicorns!)
#cmc16 @cmca2z @larrykim
Paid Social
Media Ads.
Organic Social
& Content
Marketing
What’s The Biggest
Difference??
#cmc16 @cmca2z @larrykim
Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net,
Maximize Engagement
Rates Within.
#cmc16 @cmca2z @larrykim
Larry’s #9 Social Ads Hack:
Premium Unicorn Kisses
Rocket Fuel
Get Even Better Mileage
w/ Keyword Targeting (and
other Tar...
zOMG 10X Higher Engagement
By Targeting #NeverHillary
#cmc16 @cmca2z @larrykim
Adding Audience Targeting Turns
OK Ads Into Unicorns
#cmc16 @cmca2z @larrykim
Larry’s #8 Hack:
Solid State Booster Rockets
Get Free Clicks!
#cmc16 @cmca2z @larrykim
Buy 1 Retweet, Get 3 Free!
#cmc16 @cmca2z @larrykim
Larry’s #7 Hack:
Secondary Stage
Booster Rockets
Increase Commercial Intent With
Demographic and Behavioral Targeting
#cmc...
Website
H.I.T.S.How Idiots Track Success
#cmc16 @cmca2z @larrykim
Precise Ad Targeting Boosts Engagement Rate
#cmc16 @cmca2z @larrykim
“Partner Audiences” in Twitter
#cmc16 @cmca2z @larrykim
Demographic Ad Targeting in Facebook
#cmc16 @cmca2z @larrykim
Demographic Ad Targeting in Twitter
#cmc16 @cmca2z @larrykim
Entering Earth’s Upper
Atmosphere!
#cmc16 @cmca2z @larrykim
Larry’s #6 Social Ads Hack: Ion Boosters
Custom
Audiences
#cmc16 @cmca2z @larrykim
New “Tailored Audiences” or “Custom Audiences”
#cmc16 @cmca2z @larrykim
People-Based Marketing is Like
Email Marketing But Better
Email Marketing
Limit number of blasts to
reduce unsubscribes
.5...
Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON of
new and exciting advert...
This is a
True Story
#cmc16 @cmca2z @larrykim
Shared the Article on My Social Media
#cmc16 @cmca2z @larrykim
Promoted Post to My List of Influencers
#cmc16 @cmca2z @larrykim
Story Picked Up
in Marketing
Land in 2 Hours
#cmc16 @cmca2z @larrykim
SEO Link Building Dance
#cmc16 @cmca2z @larrykim
+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY
#cmc16 @cmca2z @larrykim
Custom Audience Social
Ads ROI Analysis:
• 500 High Value Press
Pickups + Links
• Massive Brand Exposure
• +100k Site Visi...
Another True Story
#cmc16 @cmca2z @larrykim
Shared the Article on My Social Media
#cmc16 @cmca2z @larrykim
Promoted Post to My List of Influencers
#cmc16 @cmca2z @larrykim
Business
Insider Asks To
Publish Story
#cmc16 @cmca2z @larrykim
SEO Link
Building Dance
#cmc16 @cmca2z @larrykim
Shared the Article on My Social Media
#cmc16 @cmca2z @larrykim
Go All-In With
Unicorns!
#cmc16 @cmca2z @larrykim
Promoted Post to My List of Influencers
#cmc16 @cmca2z @larrykim
Fox News
Producer
Emails One
Hour Later
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
Facebook Baby Hoodie ($25 value!) #ppckid
#cmc16 @cmca2z @larrykim
Custom Audience Social
Ads ROI Analysis:
• Live Interviews with Fox, BBC, etc.
• 250 High Value Press Pickups + Links
• Ma...
Many
Ecommerce
Applications
for Custom
audiences!
#cmc16 @cmca2z @larrykim
New
Purchasers
Non-Purchase
Users
Active
Purchasers
Customers
with Expired
Warranty
Abandoned
Shopping
Cart Users
Frequent...
#SMX #14B3 @larrykim
Grow Your
Audience Size
Using Similar
Audiences!
#cmc16 @cmca2z @larrykim
Content Now
in Orbit!
#cmc16 @cmca2z @larrykim
Very Few Make
it This Far <1%
#cmc16 @cmca2z @larrykim
Quick Re-Supply
Mission at ISS
#cmc16 @cmca2z @larrykim
Larry’s #5 Hack:
#cmc16 @cmca2z @larrykim
Slingshot Around Large Gravitational
Force To Save Propellant
#cmc16 @cmca2z @larrykim
Large Gravitational Forces on Internet:
#cmc16 @cmca2z @larrykim
Over a Million
Views & 6654
Likes!
#cmc16 @cmca2z @larrykim
Arianna Huffington Shared the Story
And Asked Me to Be a Columnist.
#cmc16 @cmca2z @larrykim
New York Observer, Time Magazine &
Mental Floss Syndicated Story. HOW?!
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
1564 Upvotes +
Front Page +
500k Views!
#cmc16 @cmca2z @larrykim
Larry’s #4 Hack: Lunar Gravitational Slingshot
#cmc16 @cmca2z @larrykim
Hacking RankBrain and Other Machine
Language Enabled Algorithms for
Insanely Awesome SEO
#cmc16 @cmca2z @larrykim
Current & Future Google SEO Ranking Signals
Current Google
1.Links
2.Keywords
3.…?
Future Google
1.User Engagement
Metrics...
+/- 3% Increase in
Post Engagement
+/- 1 Spot in
Organic Position
#cmc16 @cmca2z @larrykim
Bounce Rate vs. Organic Position
#cmc16 @cmca2z @larrykim
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 & Con...
• Fewer Clicks
• Worse SEO Rankings
• Even Fewer Clicks!
What if You Have Below Average CTR
and Conversion Rates? (Terribl...
Social Media Ads Builds Brand Recognition &
Doubles Organic Search CTR & Conversion Rates!
#cmc16 @cmca2z @larrykim
We’re now
Orbiting Mars!
#cmc16 @cmca2z @larrykim
Congratulations So Far…
#cmc16 @cmca2z @larrykim
Larry’s #3 Social Ad Hack: Mars Ascent Vehicle (MAV)
Social Media
Remarketing
#cmc16 @cmca2z @larrykim
Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Ra...
#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
Remarketi...
Use Social Ads +
PPC Search Ads on
Google Using
Remarketing Lists
for Search Ads!
(RLSA!)
Larry’s #1 Social Hack:
Mars Gra...
Target search ads
only to people who
recently visited
your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your ...
The Power of SEARCH Remarketing
Click Through Rates2X
1/3
2X
Cost Per Click
So What’s The Catch??
Conversion Rates!
#cmc16...
The Problem with RLSA
Solution: Use
Social Ads to
make the
smaller circle
10-100x bigger
for cheap!
#cmc16 @cmca2z @larryk...
How Advertising REALLY Works
STEP 1:
Promote Inspirational / Memorable Content about Your Brand
to your Target Market
STEP...
WHAT DOES IT ALL MEAN?
#cmc16 @cmca2z @larrykim
#cmc16 @cmca2z @larrykim
Summary: Larry’s Top 10
Social Ad Hacks
Unicorn Rockets: Only
Launch Unicorns into Space.
10
Unic...
#cmc16 @cmca2z @larrykim
Summary: Larry’s Top 10 Social Ad Hacks
Earth Gravity Assist:
Reddit, Digg, Medium,
Linkedin Puls...
Find Your Unicorns!
#cmc16 @cmca2z @larrykim
Be a Unicorn in a Sea of Donkeys!
#cmc16 @cmca2z @larrykim
Thank you, Byron White &
Content Marketing Conference!
#cmc16 @cmca2z @larrykim
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MISSION TO MARS: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers

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Here's a recent presentation for Content Marketing Conference - May, 2016. It was ranked their #2 session for the entire conference (over 40 speakers).

Veröffentlicht in: Marketing
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       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Antworten 
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MISSION TO MARS: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers

  1. 1. MISSION TO MARS: The Top 10 Facebook and Twitter Advertising Hacks for Content Marketers Larry Kim, Founder of WordStream, Inc.
  2. 2. OUR TARGET CUSTOMER IS STRANDED ON MARS! #cmc16 @cmca2z @larrykim
  3. 3. BRING HIM HOME #cmc16 @cmca2z @larrykim
  4. 4. Mark Has Just 40 Minutes of Life Support! #cmc16 @cmca2z @larrykim
  5. 5. #cmc16 @cmca2z @larrykim
  6. 6. #cmc16 @cmca2z @larrykim
  7. 7. Distance to Mars: 225 MILLION KM #cmc16 @cmca2z @larrykim
  8. 8. Many Prior Efforts Haven’t Succeeded #cmc16 @cmca2z @larrykim
  9. 9. #1. 100% Ads In Google Search Result Page #cmc16 @cmca2z @larrykim
  10. 10. #2. PAID SEARCH CPCs AT ALL TIME HIGH IN ESTABLISHED MARKETS! Source: Approx. 2500 WordStream Customers (Not official Google Data.) #cmc16 @cmca2z @larrykim
  11. 11. #3. Organic Social Media Reach Stinks! Buffer Social’s Kevan Lee: We’ve Lost Half our Organic Social Media Traffic in the Last Year. #cmc16 @cmca2z @larrykim
  12. 12. #4: 99.9% of Your Content Goes Nowhere 50% OF Content Gets ZERO Social Shares <0.1% Gets +1000 Shares #cmc16 @cmca2z @larrykim
  13. 13. #5: Typical Conversion Rate Via Internet Marketing <1% #cmc16 @cmca2z @larrykim
  14. 14. Content Marketing in 2016 Kind of Feels Like … #cmc16 @cmca2z @larrykim
  15. 15. #cmc16 @cmca2z @larrykim
  16. 16. 3 Random facts about your flight director Over 100 Successful flights to Mars #cmc16 @cmca2z @larrykim
  17. 17. #cmc16 @cmca2z @larrykim
  18. 18. 1.Originally From Winnipeg #cmc16 @cmca2z @larrykim
  19. 19. Actual Photos of Boston Last Year #cmc16 @cmca2z @larrykim
  20. 20. Live in Harvard Square Cambridge, MA #cmc16 @cmca2z @larrykim
  21. 21. WordStream’s Headquarters 2008 2016 #cmc16 @cmca2z @larrykim
  22. 22. 2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS Studied Electrical Engineering For 5 Years #cmc16 @cmca2z @larrykim
  23. 23. Have a 2-year old Kid (#ppckid)
  24. 24. How does Content Marketing REALLY work ? #cmc16 @cmca2z @larrykim
  25. 25. 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 #cmc16 @cmca2z @larrykim
  26. 26. How to make Promotion and Sales Work More Reliably? #cmc16 @cmca2z @larrykim
  27. 27. New Unicorn Rocket Technology! #cmc16 @cmca2z @larrykim
  28. 28. Why Pay for Social Ads? #cmc16 @cmca2z @larrykim
  29. 29. #cmc16 @cmca2z @larrykim Big Ad Budgets Not Required!
  30. 30. Use social ads as a CATALYST to Get the ball Rolling #cmc16 @cmca2z @larrykim
  31. 31. Or as an ACCELERANT to Make Bigger Explosions #cmc16 @cmca2z @larrykim
  32. 32. 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) #cmc16 @cmca2z @larrykim
  33. 33. 5 4 6 (b) Social Ads Turn Visitors into Leads & Customers 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) #cmc16 @cmca2z @larrykim
  34. 34. The Top 10 Paid Social Media Advertising Hacks of All Time! #cmc16 @cmca2z @larrykim
  35. 35. We’re Focusing on Facebook & Twitter Today #cmc16 @cmca2z @larrykim
  36. 36. Larry’s #10 Social Ads Hack: Quality Score in Facebook and Twitter Ads! #cmc16 @cmca2z @larrykim
  37. 37. How Does Google Search Decide Which Ad is Shown Where? Ad Rank Quality Score Max CPC Bid Amount x = #cmc16 @cmca2z @larrykim
  38. 38. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = #cmc16 @cmca2z @larrykim
  39. 39. “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. #cmc16 @cmca2z @larrykim
  40. 40. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% #cmc16 @cmca2z @larrykim
  41. 41. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = #cmc16 @cmca2z @larrykim
  42. 42. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! #cmc16 @cmca2z @larrykim
  43. 43. 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 #cmc16 @cmca2z @larrykim
  44. 44. Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 #cmc16 @cmca2z @larrykim
  45. 45. Paid Social Ads ROI Analysis: 1500 Retweets & 100K Visitors for $250 #cmc16 @cmca2z @larrykim
  46. 46. Just Say NO to Sending Donkeys into Space #cmc16 @cmca2z @larrykim
  47. 47. How to ALWAYS Get High Quality Score Unicorns? #cmc16 @cmca2z @larrykim
  48. 48. 7 Day Forecast: Sunny in Unicorn Land #cmc16 @cmca2z @larrykim
  49. 49. #cmc16 @cmca2z @larrykim
  50. 50. 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! #cmc16 @cmca2z @larrykim
  51. 51. Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%) #cmc16 @cmca2z @larrykim
  52. 52. How to Find High Engagement Posts? (Unicorns!) #cmc16 @cmca2z @larrykim
  53. 53. Paid Social Media Ads. Organic Social & Content Marketing What’s The Biggest Difference?? #cmc16 @cmca2z @larrykim
  54. 54. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. #cmc16 @cmca2z @larrykim
  55. 55. Larry’s #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods) #cmc16 @cmca2z @larrykim
  56. 56. zOMG 10X Higher Engagement By Targeting #NeverHillary #cmc16 @cmca2z @larrykim
  57. 57. Adding Audience Targeting Turns OK Ads Into Unicorns #cmc16 @cmca2z @larrykim
  58. 58. Larry’s #8 Hack: Solid State Booster Rockets Get Free Clicks! #cmc16 @cmca2z @larrykim
  59. 59. Buy 1 Retweet, Get 3 Free! #cmc16 @cmca2z @larrykim
  60. 60. Larry’s #7 Hack: Secondary Stage Booster Rockets Increase Commercial Intent With Demographic and Behavioral Targeting #cmc16 @cmca2z @larrykim
  61. 61. Website H.I.T.S.How Idiots Track Success #cmc16 @cmca2z @larrykim
  62. 62. Precise Ad Targeting Boosts Engagement Rate #cmc16 @cmca2z @larrykim
  63. 63. “Partner Audiences” in Twitter #cmc16 @cmca2z @larrykim
  64. 64. Demographic Ad Targeting in Facebook #cmc16 @cmca2z @larrykim
  65. 65. Demographic Ad Targeting in Twitter #cmc16 @cmca2z @larrykim
  66. 66. Entering Earth’s Upper Atmosphere! #cmc16 @cmca2z @larrykim
  67. 67. Larry’s #6 Social Ads Hack: Ion Boosters Custom Audiences #cmc16 @cmca2z @larrykim
  68. 68. New “Tailored Audiences” or “Custom Audiences” #cmc16 @cmca2z @larrykim
  69. 69. 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 #cmc16 @cmca2z @larrykim
  70. 70. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! #cmc16 @cmca2z @larrykim
  71. 71. This is a True Story #cmc16 @cmca2z @larrykim
  72. 72. Shared the Article on My Social Media #cmc16 @cmca2z @larrykim
  73. 73. Promoted Post to My List of Influencers #cmc16 @cmca2z @larrykim
  74. 74. Story Picked Up in Marketing Land in 2 Hours #cmc16 @cmca2z @larrykim
  75. 75. SEO Link Building Dance #cmc16 @cmca2z @larrykim
  76. 76. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #cmc16 @cmca2z @larrykim
  77. 77. 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 #cmc16 @cmca2z @larrykim
  78. 78. Another True Story #cmc16 @cmca2z @larrykim
  79. 79. Shared the Article on My Social Media #cmc16 @cmca2z @larrykim
  80. 80. Promoted Post to My List of Influencers #cmc16 @cmca2z @larrykim
  81. 81. Business Insider Asks To Publish Story #cmc16 @cmca2z @larrykim
  82. 82. SEO Link Building Dance #cmc16 @cmca2z @larrykim
  83. 83. Shared the Article on My Social Media #cmc16 @cmca2z @larrykim
  84. 84. Go All-In With Unicorns! #cmc16 @cmca2z @larrykim
  85. 85. Promoted Post to My List of Influencers #cmc16 @cmca2z @larrykim
  86. 86. Fox News Producer Emails One Hour Later #cmc16 @cmca2z @larrykim
  87. 87. #cmc16 @cmca2z @larrykim
  88. 88. #cmc16 @cmca2z @larrykim
  89. 89. Facebook Baby Hoodie ($25 value!) #ppckid #cmc16 @cmca2z @larrykim
  90. 90. 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 #cmc16 @cmca2z @larrykim
  91. 91. Many Ecommerce Applications for Custom audiences! #cmc16 @cmca2z @larrykim
  92. 92. New Purchasers Non-Purchase Users Active Purchasers Customers with Expired Warranty Abandoned Shopping Cart Users Frequent Purchasers High Price Item Purchasers Recent Purchasers Ecommerce Audience Email Segmentations #cmc16 @cmca2z @larrykim
  93. 93. #SMX #14B3 @larrykim Grow Your Audience Size Using Similar Audiences! #cmc16 @cmca2z @larrykim
  94. 94. Content Now in Orbit! #cmc16 @cmca2z @larrykim
  95. 95. Very Few Make it This Far <1% #cmc16 @cmca2z @larrykim
  96. 96. Quick Re-Supply Mission at ISS #cmc16 @cmca2z @larrykim
  97. 97. Larry’s #5 Hack: #cmc16 @cmca2z @larrykim
  98. 98. Slingshot Around Large Gravitational Force To Save Propellant #cmc16 @cmca2z @larrykim
  99. 99. Large Gravitational Forces on Internet: #cmc16 @cmca2z @larrykim
  100. 100. Over a Million Views & 6654 Likes! #cmc16 @cmca2z @larrykim
  101. 101. Arianna Huffington Shared the Story And Asked Me to Be a Columnist. #cmc16 @cmca2z @larrykim
  102. 102. New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?! #cmc16 @cmca2z @larrykim
  103. 103. #cmc16 @cmca2z @larrykim
  104. 104. 1564 Upvotes + Front Page + 500k Views! #cmc16 @cmca2z @larrykim
  105. 105. Larry’s #4 Hack: Lunar Gravitational Slingshot #cmc16 @cmca2z @larrykim
  106. 106. Hacking RankBrain and Other Machine Language Enabled Algorithms for Insanely Awesome SEO #cmc16 @cmca2z @larrykim
  107. 107. Current & Future Google SEO Ranking Signals Current Google 1.Links 2.Keywords 3.…? Future Google 1.User Engagement Metrics (Click Through Rate & Bounce Rates) 2.Links 3.Keywords #cmc16 @cmca2z @larrykim
  108. 108. +/- 3% Increase in Post Engagement +/- 1 Spot in Organic Position #cmc16 @cmca2z @larrykim
  109. 109. Bounce Rate vs. Organic Position #cmc16 @cmca2z @larrykim Pass: Bounce Rate Low Enough Fail: Bounce Rate Too High
  110. 110. • More Clicks & Conversions • Better SEO Rankings • Even More Clicks & Conversions! So… Get Really High Organic CTRs & Conversion Rates! #cmc16 @cmca2z @larrykim
  111. 111. • Fewer Clicks • Worse SEO Rankings • Even Fewer Clicks! What if You Have Below Average CTR and Conversion Rates? (Terrible!) #cmc16 @cmca2z @larrykim
  112. 112. Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates! #cmc16 @cmca2z @larrykim
  113. 113. We’re now Orbiting Mars! #cmc16 @cmca2z @larrykim
  114. 114. Congratulations So Far… #cmc16 @cmca2z @larrykim
  115. 115. Larry’s #3 Social Ad Hack: Mars Ascent Vehicle (MAV) Social Media Remarketing #cmc16 @cmca2z @larrykim
  116. 116. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X #cmc16 @cmca2z @larrykim 1/3 Cost Per Click
  117. 117. #2 Social Ads Hack: Mars Intercept! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content #cmc16 @cmca2z @larrykim
  118. 118. 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 = $$$ #cmc16 @cmca2z @larrykim
  119. 119. Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #1 Social Hack: Mars Gravitational Slingshot Home #cmc16 @cmca2z @larrykim
  120. 120. 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! #cmc16 @cmca2z @larrykim
  121. 121. The Power of SEARCH Remarketing Click Through Rates2X 1/3 2X Cost Per Click So What’s The Catch?? Conversion Rates! #cmc16 @cmca2z @larrykim
  122. 122. The Problem with RLSA Solution: Use Social Ads to make the smaller circle 10-100x bigger for cheap! #cmc16 @cmca2z @larrykim People unfamiliar with your brand People familiar with your brand RLSA only targets these usersRLSA Doesn’t Target These Users (By Definition)
  123. 123. 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. #cmc16 @cmca2z @larrykim
  124. 124. WHAT DOES IT ALL MEAN? #cmc16 @cmca2z @larrykim
  125. 125. #cmc16 @cmca2z @larrykim 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: Demographic & Behavioral Targeting 7 Ion Boosters: Custom Audiences 6
  126. 126. #cmc16 @cmca2z @larrykim 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
  127. 127. Find Your Unicorns! #cmc16 @cmca2z @larrykim
  128. 128. Be a Unicorn in a Sea of Donkeys! #cmc16 @cmca2z @larrykim
  129. 129. Thank you, Byron White & Content Marketing Conference! #cmc16 @cmca2z @larrykim

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