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Hacking Facebook Ads on the Cheap

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Hacking Facebook Ads on the Cheap

  1. 1. Hacking Facebook Ads on the Cheap: How to Supercharge Sales Leads on Any Budget LARRY KIM
  3. 3. @Kissmetrics #Kisswebinar @thuelmadsen
  4. 4. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, @ThueLMadsen Larry is the Founder of WordStream, Inc. the world’s largest PPC software company managing over a billion dollars of Google & Facebook ad budgets for tens of thousands of customers worldwide. LARRY KIM @larrykim
  5. 5. MISSION TO MARS: How 50 Dollars in Facebook Ads Can Drive Enormous Traffic To Your Best Content @larrykim #Kisswebinar @larrykim #Kisswebinar
  6. 6. OUR TARGET CUSTOMER IS STRANDED ON MARS! @larrykim #Kisswebinar
  7. 7. BRING HIM HOME @larrykim #Kisswebinar
  8. 8. Mark Has Just 30 Minutes of Life Support! @larrykim #Kisswebinar
  9. 9. Distance to Mars: 225 MILLION KM @larrykim #Kisswebinar
  10. 10. Many Prior Efforts Haven’t Succeeded @larrykim #Kisswebinar
  11. 11. Internet Marketing in 2017 & Beyond Kind of Feels Like … @larrykim #Kisswebinar
  12. 12. @larrykim #Kisswebinar
  13. 13. 3 Random facts about your flight director Over 100 Successful flights to Mars @larrykim #Kisswebinar
  14. 14. Originally From Winnipeg @larrykim #Kisswebinar
  15. 15. Actual Photos of Boston Last Year @larrykim #Kisswebinar
  16. 16. Live in Harvard Square Cambridge, MA @larrykim #Kisswebinar
  17. 17. WordStream’s Headquarters 2008 2017 @larrykim #Kisswebinar
  18. 18. 2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS Studied Electrical Engineering For 5 Years @larrykim #Kisswebinar
  19. 19. Have a two-year old Kid (#ppckid)
  20. 20. How does Selling Stuff via Social Media REALLY Work ? @larrykim #Kisswebinar
  21. 21. Things Are Super Competitive Now! Posts Rarely Get Seen Path to Purchase is Indirect & takes time! How Social Media Marketing Doesn’t (Usually) Work (Any More) STEP 1 STEP 2 STEP 3 Post Stuff To Social Media People See Your Posts People Buy Your Stuff @larrykim #Kisswebinar
  22. 22. How to get way more leads and sales at MUCH less cost? (Ideally 10x Better not just 10% Better!) @larrykim #Kisswebinar
  23. 23. New Unicorn Rocket Technology! @larrykim #Kisswebinar
  24. 24. SALE! ONLY $50 ACT NOW $50 LOW LOW LOW $50 BEST PRICE $50 Big Ad Budgets Not Required! @larrykim #Kisswebinar
  25. 25. Use social ads as a CATALYST to Get the ball Rolling @larrykim #Kisswebinar
  26. 26. Or as an ACCELERANT to Make Bigger Explosions @larrykim #Kisswebinar
  27. 27. 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) @larrykim #Kisswebinar
  28. 28. 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) @larrykim #Kisswebinar
  29. 29. Larry’s Top 7 Paid Social Advertising Hacks for 2017 @larrykim #Kisswebinar
  30. 30. Larry’s #7 Top Social Advertising Hack: Only Promote Unicorns on Facebook & Twitter Ads! @larrykim #Kisswebinar
  31. 31. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = @larrykim #Kisswebinar
  32. 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? RELEVANCE: Is your Tweet related to things a user is interested in? RECENCY: Is your Tweet fresh? Fresher Tweets get higher priority. @larrykim #Kisswebinar
  33. 33. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% @larrykim #Kisswebinar
  34. 34. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = @larrykim #Kisswebinar
  35. 35. 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 @larrykim #Kisswebinar
  36. 36. Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 @larrykim #Kisswebinar
  37. 37. Paid Social Ads ROI Analysis: 1500 Retweets & 100K Visitors for $250 @larrykim #Kisswebinar
  38. 38. Just Say NO to Sending Donkeys into Space @larrykim #Kisswebinar
  39. 39. How to ALWAYS Get High Quality Score Unicorns? @larrykim #Kisswebinar
  40. 40. Larry’s #6 Social Ads Hack: Deep Space Radar @larrykim #Kisswebinar
  41. 41. 7 Day Forecast: Sunny in Unicorn Land @larrykim #Kisswebinar
  42. 42. #CMCa2z @larrykim Quality Assessment Should Be Based on Data Not Just Biased Views of Your Own Work Need Objective Way to Discern Unicorns vs. Non-Unicorns! @larrykim #Kisswebinar
  43. 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 & LinkedIn! @larrykim #Kisswebinar
  44. 44. How to Find High Engagement Posts? (Unicorns!) @larrykim #Kisswebinar
  45. 45. #CMCa2z @larrykim Post Engagement Rates for 129 Facebook Status Updates for a Random Customer Unicorn Social Updates are +10x More Engaging Than Donkey Posts @larrykim #Kisswebinar
  46. 46. #CMCa2z @larrykim A Small Number of Stories (10%) Generate Most of the Traffic (+60%) Typical Blog Traffic Distribution @larrykim #Kisswebinar
  47. 47. #CMCa2z @larrykim The Top 10% of Offers Convert +5x Better Than Donkeys Search Conversion Rate Distribution Median: 2.35% Top 25%: 5.31% and Above Top 10%: 11.45% and Above SHAREOFALLACCOUNTS @larrykim #Kisswebinar
  48. 48. #CMCa2z @larrykim Unicorn Content Power Law: Most of the Value Comes from a Fraction of the Content (duh) @larrykim #Kisswebinar
  49. 49. #CMCa2z @larrykim Larry’s Law: The Future of Social Media Marketing is Increasingly Winner-Take-All. Time to Adjust Strategy! Traffic to the Top 10 Posts of the Month at Inc Magazine @larrykim #Kisswebinar
  50. 50. #CMCa2z @larrykim Unicorn Social Post Creation Strategy @larrykim #Kisswebinar
  51. 51. #CMCa2z @larrykim Make More Unicorns, Duh! @larrykim #Kisswebinar
  52. 52. #CMCa2z @larrykim I’ve Written My Share of These Dumb Viral Article How-To’s… @larrykim #Kisswebinar
  53. 53. #CMCa2z @larrykim They Focus on Content Attributes Rather Than Outcomes @larrykim #Kisswebinar
  54. 54. #CMCa2z @larrykim They Make Arguments in Favor of Content Quality over Quantity or Long Form vs. Short Form @larrykim #Kisswebinar
  55. 55. #CMCa2z @larrykim Content Quality vs. Quality Debate It’s a False Choice: You NEED the QUANTITY to *FIND* the QUALITY @larrykim #Kisswebinar
  56. 56. #CMCa2z @larrykim Larry’s Social Media Marketing Truth Bomb: Unicorn Post Creation is More of a Numbers Game Than Most Marketers Want to Admit. @larrykim #Kisswebinar
  57. 57. #CMCa2z @larrykim WordStream Blog Article Performance for Stories Published in 2016 I Worked Hard on All My Content Last Year But I Only Found 5 Unicorns Last Year. The Rest Were Donkeys! @larrykim #Kisswebinar
  58. 58. #CMCa2z @larrykim Larry’s Theory: Success is More About Extracting Maximum Leverage From The Unicorns You Have @larrykim #Kisswebinar
  59. 59. Larry’s #5 Top Content Promotion Hack: Sound The Unicorn Alert and Make Unicorn Babies @larrykim #Kisswebinar
  60. 60. #CMCa2z @larrykim@larrykim #Kisswebinar
  61. 61. #CMCa2z @larrykim@larrykim #Kisswebinar
  62. 62. #CMCa2z @larrykim Social Media & Content Treadmill @larrykim #Kisswebinar
  63. 63. #CMCa2z @larrykim Create Unicorn Babies @larrykim #Kisswebinar
  64. 64. #CMCa2z @larrykim@larrykim #Kisswebinar
  65. 65. #CMCa2z @larrykim@larrykim #Kisswebinar
  66. 66. #CMCa2z @larrykim Unicorn Baby Generates Nearly 100k Views @larrykim #Kisswebinar
  67. 67. #CMCa2z @larrykim Boost Your Unicorns With Social Media Ads & PPC Advertising @larrykim #Kisswebinar
  68. 68. #CMCa2z @larrykim@larrykim #Kisswebinar
  69. 69. #CMCa2z @larrykim Facebook Ads: High Relevance Score = Low Cost Per Click @larrykim #Kisswebinar
  70. 70. #CMCa2z @larrykim Unicorn Infographicification™ & Videoification™ @larrykim #Kisswebinar
  71. 71. #CMCa2z @larrykim@larrykim #Kisswebinar
  72. 72. Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%) @larrykim #Kisswebinar
  73. 73. Paid Social Media Ads. Organic Social Media Marketing What’s The Biggest Difference?? @larrykim #Kisswebinar
  74. 74. Key to Paid Social Media Ads: Be Picky! Cast a Narrow Net, Maximize Engagement Rates Within. @larrykim #Kisswebinar
  75. 75. We’re Now in Orbit of Earth! @larrykim #Kisswebinar
  76. 76. Very Few Marketing Efforts Make it This Far <2% @larrykim #smmw17
  77. 77. Larry’s #4 Social Ads Hack: Custom Audiences @larrykim #Kisswebinar
  78. 78. New “Tailored Audiences” or “Custom Audiences” @larrykim #Kisswebinar
  79. 79. 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 @larrykim #Kisswebinar
  80. 80. Identity Marketing Using Custom Audiences in Social Ads Identity based marketing opens up a TON of new and exciting advertising use cases! @larrykim #Kisswebinar
  81. 81. A True Story @larrykim #Kisswebinar
  82. 82. Shared the Article on My Social Media @larrykim #Kisswebinar
  83. 83. Promoted Post to My List of Influencers @larrykim #Kisswebinar
  84. 84. Business Insider Asks To Publish Story @larrykim #Kisswebinar
  85. 85. SEO Link Building Dance @larrykim #Kisswebinar
  86. 86. Shared the Article on My Social Media @larrykim #Kisswebinar
  87. 87. Go All-In With Unicorns! @larrykim #Kisswebinar
  88. 88. Promoted Post to My List of Influencers @larrykim #Kisswebinar
  89. 89. Fox News Producer Emails One Hour Later @larrykim #Kisswebinar
  90. 90. @larrykim #Kisswebinar
  91. 91. @larrykim #Kisswebinar
  92. 92. Facebook Baby Hoodie ($25 value!) #ppckid @larrykim #Kisswebinar
  93. 93. 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 @larrykim #Kisswebinar
  94. 94. Larry’s #3 Social Advertising Hack: Lunar Gravity Assist Hacking Reddit (etc.) @larrykim #Kisswebinar
  95. 95. Large Gravitational Forces on Internet: @larrykim #Kisswebinar
  96. 96. Over a Million Views & 9,012 Likes! @larrykim #Kisswebinar
  97. 97. Arianna Huffington Shared the Story And Asked Me to Be a Columnist. @larrykim #Kisswebinar
  98. 98. Ranked #8 Author on Medium! HOW?! @larrykim #Kisswebinar
  99. 99. Over Half a Million Views per Month! HOW? @larrykim #Kisswebinar
  100. 100. @larrykim #Kisswebinar
  101. 101. 1564 Upvotes + Front Page + 500k Views! @larrykim #Kisswebinar
  102. 102. We’re now Orbiting Mars! @larrykim #Kisswebinar
  103. 103. Congratulations So Far… @larrykim #Kisswebinar
  104. 104. @larrykim #Kisswebinar Hacking RankBrain & New Machine Language Enabled Algorithms for Awesome SEO Larry’s #2 Social Media Ads Hack: Mars Ascent Vehicle (MAV)
  105. 105. 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 @larrykim #Kisswebinar
  106. 106. What’s A Good Click Through Rate for Organic Search? (Spoiler Alert: It’s in Flux) OrganicSearchClickThroughRate High CTR Listings Floating To Top Positions Low CTR Listings Sinking To Bottom of Page @larrykim #Kisswebinar
  107. 107. • More Clicks & Conversions • Better SEO Rankings • Even More Clicks & Conversions! So… Get Really High Organic CTRs & Conversion Rates! @larrykim #Kisswebinar
  108. 108. Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates! @larrykim #Kisswebinar
  109. 109. Use Social Ads + PPC Search Ads on Google Using Remarketing Lists for Search Ads! (RLSA!) Larry’s #1 Social Media Ads Hack: Mars Gravitational Slingshot Home @larrykim #Kisswebinar
  110. 110. 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! @larrykim #Kisswebinar
  111. 111. The Power of SEARCH Remarketing Click Through Rates 3X 1/3 2X Cost Per Click So What’s The Catch?? Conversion Rates! @larrykim #Kisswebinar
  112. 112. The Problem with RLSA Solution: Use Social Ads to make the smaller circle 10-100x bigger for cheap! People unfamiliar with your brand People familiar with your brand RLSA only targets these users RLSA Doesn’t Target These Users (By Definition) @larrykim #Kisswebinar
  113. 113. WHAT DOES IT ALL MEAN? @larrykim #Kisswebinar
  114. 114. 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. @larrykim #Kisswebinar
  115. 115. Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!) @larrykim #Kisswebinar
  116. 116. Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!) @larrykim #Kisswebinar
  117. 117. Summary: Larry’s Top 7 Social Ad Hacks Unicorn Rockets: Only Launch Unicorns into Space w/ Social Ads. 7 Deep Space Radar: Advanced Unicorn Detection 6 Unicorn Alert: Sound the Alarm and Make Unicorn Babies!! 5 Earth Gravity Assist: Custom Audiences. 4 @larrykim #Kisswebinar
  118. 118. Summary: Larry’s Top 7 Social Ad Hacks Lunar Gravity Assist: Hacking Reddit. 3 Mars Ascent Vehicle: Hacking Rankbrain 2 Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads 1 @larrykim #Kisswebinar
  119. 119. Thank you, Thue & KissMetrics Team! @larrykim #Kisswebinar
  120. 120. Questions? THUE MADSEN @ThueLMadsen LARRY KIM @larrykim
  121. 121. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation