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The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

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The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

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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

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

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The Top Ten Facebook and Twitter Advertising Hacks of All Time! By Larry Kim

  1. 1. #SocialPro #XXa @SpeakerName Larry Kim, Founder of WordStream, Inc. THE TOP 10 FACEBOOK & TWITTER ADVERTISING HACKS OF ALL TIME! #SocialPro #23B3 @larrykim
  2. 2. A Few Random Facts About Me #SocialPro #23B3 @larrykim
  3. 3. #SocialPro #23B3
  4. 4. Originally from Winnipeg, Canada
  5. 5. Actual Photos of Boston From February This Year #SocialPro #23B3 @larrykim
  6. 6. I Live in Harvard Square, Cambridge, MA
  7. 7. WordStream’s Global Headquarters in Boston 2008 2015 #SocialPro #23B3 @larrykim
  8. 8. You’re Attending a Session on PAID Social Media Ads… #SocialPro #23B3 @larrykim
  9. 9. #SocialPro #23B3 @larrykim
  10. 10. You Can Do Paid Social Ads with $50! #SocialPro #23B3 @larrykim
  11. 11. Doh! 100 Slides* in 25 minutes! #SocialPro #23B3 @larrykim
  12. 12. Why Paid Social Ads ? #SocialPro #23B3 @larrykim
  13. 13. #1: Ridiculous Amount of Time on Social Media 28%28% of online time is spent social networking. #SocialPro #23B3 @larrykim
  14. 14. #2: Facebook Organic Reach Stinks #SocialPro #23B3 @larrykim
  15. 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. 16. Brought to you by: #4: Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS #SocialPro #23B3 @larrykim
  17. 17. #5: Typical Conversion Rate Via Content <1% Traffic Generation Activities Engage with Content Captured Lead #SocialPro #23B3 @larrykim
  18. 18. So, Many Social Media Marketing Efforts Actually More Like …
  19. 19. How does Content Marketing really work ? #SocialPro #23B3 @larrykim
  20. 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. 21. How to make: STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency? #SocialPro #23B3 @larrykim
  22. 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. 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. 24. The Top 10 Paid Social Media Advertising Hacks of All Time! #SocialPro #23B3 @larrykim
  25. 25. We’re Focusing on Facebook & Twitter Today #SocialPro #23B3 @larrykim
  26. 26. Apologies to Google+ Fans… SOCIAL NETWORKING On Google+ #SocialPro #23B3 @larrykim
  27. 27. #SocialPro #23B3 @larrykim Larry’s #10 Social Ads Hack:
  28. 28. How Does Google Search Decide Which Ad is Shown Where? Ad Rank Quality Score Max CPC Bid Amount x = #SocialPro #23B3 @larrykim
  29. 29. HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impression Share and Lower Cost Per Engagement “Relevancy Score” in Facebook = = #SocialPro #23B3 @larrykim
  30. 30. “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
  31. 31. Higher Engagement Rate = (Much) Lower Cost Per Engagement Engagement Rate Cost per engagement $.005 $.02 $.03 $.08 68% 7% 21% 37% $3.00 1% #SocialPro #23B3 @larrykim
  32. 32. 1% Increase in Post Engagement 5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter = #SocialPro #23B3 @larrykim
  33. 33. Quality Score & Ad Impression Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES! #SocialPro #23B3 @larrykim
  34. 34. 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
  35. 35. Promote Your BEST Stuff Instead (Top 1-2%) RETWEETS 1,488 FAVORITES 1,284 6:15AM – 7 Mar 2015 #SocialPro #23B3 @larrykim
  36. 36. Paid Social Ads ROI Analysis: #SocialPro #23B3 @larrykim
  37. 37. Just Say NO to Promoting Junk Updates I DON’T PROMOTE EVERY TWEET #SocialPro #23B3 @larrykim
  38. 38. How to ALWAYS Get High Quality Scores?? #SocialPro #23B3 @larrykim
  39. 39. We Need a Unicorn Detector!
  40. 40. 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
  41. 41. Tweet More Often and Only Promote Your Best Stuff (Unicorns!) #SocialPro #23B3 @larrykim
  42. 42. Paid Social Hunger Games #SocialPro #23B3 @larrykim
  43. 43. Paid Social MONEYBALL! #SocialPro #23B3 @larrykim
  44. 44. How to Find High Engagement Posts? (Unicorns!) #SocialPro #23B3 @larrykim
  45. 45. What’s The Biggest Difference?? #SocialPro #23B3 @larrykim
  46. 46. Paid Social = Be Picky! Cast a Narrow Net, Maximize Engagement Rates. #SocialPro #23B3 @larrykim
  47. 47. Larry’s #9 Social Ads Hack: Turn Low Engagement Updates Into High Engagement Posts w/ Keyword Targeting (and other Targeting Methods) #SocialPro #23B3 @larrykim
  48. 48. zOMG 10X Higher Engagement By Targeting #alphabet #SocialPro #23B3 @larrykim
  49. 49. Generates Valuable PR Exposure & Links #SocialPro #23B3 @larrykim
  50. 50. Precise Ad Targeting Boosts Engagement Rate #SocialPro #23B3 @larrykim
  51. 51. Larry’s #8 Social Ads Hack: Increase Commercial Intent (Chance of People Buying Your Stuff) Using “In-Market Segments” #SocialPro #23B3 @larrykim
  52. 52. Website HITSHow Idiots Track Success #SocialPro #23B3 @larrykim
  53. 53. Precise Ad Targeting Boosts Engagement Rate #SocialPro #23B3 @larrykim
  54. 54. “Partner Audiences” in Twitter #SocialPro #23B3 @larrykim
  55. 55. Larry’s #7 Social Ads Hack: Further Increase Commercial Intent Using Demographic Targeting #SocialPro #23B3 @larrykim
  56. 56. Demographic Ad Targeting in Facebook #SocialPro #23B3 @larrykim
  57. 57. Demographic Ad Targeting in Twitter #SocialPro #23B3 @larrykim
  58. 58. Larry’s #6 Social Ads Hack: Social Media Remarketing I’LL BE BACK #SocialPro #23B3 @larrykim
  59. 59. Power of Social Remarketing So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.) Engagement Rates! Conversion Rates! 3X 2X #SocialPro #23B3 @larrykim
  60. 60. Larry’s #5 Social Ads Hack: Super Remarketing! Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content #SocialPro #23B3 @larrykim
  61. 61. 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
  62. 62. Larry’s #4 Social Ads Hack: Custom Audiences #SocialPro #23B3 @larrykim
  63. 63. 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
  64. 64. New “Tailored Audiences” or “Custom Audiences” #SocialPro #23B3 @larrykim
  65. 65. 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
  66. 66. 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
  67. 67. This is a True Story #SocialPro #23B3 @larrykim
  68. 68. Shared the Article on My Social Media #SocialPro #23B3 @larrykim
  69. 69. Promoted Post to My List of Influencers #SocialPro #23B3 @larrykim
  70. 70. Story Picked Up in Marketing Land in 2 Hours #SocialPro #23B3 @larrykim
  71. 71. SEO Link Building Dance #SocialPro #23B3 @larrykim
  72. 72. +500 Press Pickups in 48 Hours SATURDAY MONDAYFRIDAY #SocialPro #23B3 @larrykim
  73. 73. 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
  74. 74. Another True Story #SocialPro #23B3 @larrykim
  75. 75. Shared the Article on My Social Media #SocialPro #23B3 @larrykim
  76. 76. Promoted Post to My List of Influencers #SocialPro #23B3 @larrykim
  77. 77. Business Insider Asks To Publish Story #SocialPro #23B3 @larrykim
  78. 78. SEO Link Building Dance #SocialPro #23B3 @larrykim
  79. 79. Shared the Article on My Social Media #SocialPro #23B3 @larrykim
  80. 80. Promote Your Unicorns, Larry! #SocialPro #23B3 @larrykim
  81. 81. Promoted Post to My List of Influencers #SocialPro #23B3 @larrykim
  82. 82. Fox News Producer Emails One Hour Later #SocialPro #23B3 @larrykim
  83. 83. #SocialPro #23B3 @larrykim
  84. 84. #SocialPro #23B3 @larrykim
  85. 85. Facebook Baby Hoodie ($25 value!) #ppckid #SocialPro #23B3 @larrykim
  86. 86. 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
  87. 87. Larry’s #3 Social Ads Hack: Leverage Insanely Powerful New Ad Formats #SocialPro #23B3 @larrykim
  88. 88. You can bypass this funnel entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept #SocialPro #23B3 @larrykim
  89. 89. Facebook Call Buttons #SocialPro #23B3 @larrykim
  90. 90. 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
  91. 91. #SocialPro #23B3 @larrykim
  92. 92. New Facebook Social Direct Response Ad Formats #SocialPro #23B3 @larrykim
  93. 93. Twitter Lead Generation Card Format User’s Name, Email and Twitter Name are automatically emailed or posted to you! #SocialPro #23B3 @larrykim
  94. 94. #SocialPro #23B3 @larrykim
  95. 95. The Snowball Effect of Social Media Advertising #SocialPro #23B3 @larrykim
  96. 96. Engagement Snowballs As You Go #SocialPro #23B3 @larrykim
  97. 97. Because Paid Social Ads Generate Fans! #SocialPro #23B3 @larrykim
  98. 98. Larry’s #1 Social Ads Hack: Get Free Clicks! #SocialPro #23B3 @larrykim
  99. 99. Buy 1 Retweet/Like, Get 3 Clicks Free! #SocialPro #23B3 @larrykim
  100. 100. $0.00 Cost Per Engagement?! RETWEETS 10,603 FAVORITES 6,117 2:10 PM – 1 Jul 2015 #SocialPro #23B3 @larrykim
  101. 101. 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
  102. 102. 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
  103. 103. 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
  104. 104. Thank You, SocialPro! #SocialPro #23B3 @larrykim
  105. 105. #SocialPro #XXa @SpeakerName THANK YOU! JOIN US @SMX WEST SAN JOSE, CA MARCH 1-3, 2016 #SocialPro #23B3 @larrykim

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