This document contains a series of slides from a presentation on paid social media advertising. The presentation discusses 10 hacks for improving engagement and lowering costs for paid social ads, including focusing on high engagement content, using precise targeting methods like keywords and interest segments, implementing remarketing strategies, and creating custom audiences. Specific platforms like Facebook and Twitter are discussed. The goal is to optimize ad quality scores and generate more qualified leads at lower costs.

1. 10 Crazy Paid Facebook & Twitter
Advertising Hacks for Insanely
Powerful SEO & Link Building
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2. A Few Random
Facts About Me

3. Today is My First Time Visiting London!
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Previously
Visited
Never
Visited

4. Actual Photos From My Commute From
Boston to Searchlove Yesterday …
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6. Originally from Winnipeg, Canada

7. Lots in Common
Between UK &
Canada
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8. We Both Have Very Colourful Money!
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9. We Have The Monarchy in Common!
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10. The Queen = Most
Popular Person in
The World!!
Vs.
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11. The Queen = Owns All My Stuff
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12. Not Much Stuff Named After Canada Here…
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13. Doesn’t Resemble Any Canadian
Water I’ve Ever Seen…`
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14. Today, I Live in
New England! (USA)
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15. Actual Photos of Boston From February This Year
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16. I Live in Harvard Square, Cambridge, MA

17. WordStream’s Global Headquarters in Boston
2008 2015
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18. The Boston Tea Party
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19. #searchlove @larrykim
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How Autocomplete Describes the 50 States…

20. #searchlove @larrykim
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You’re Attending a
Session on
PAID Social Media Ads…

21. #searchlove @larrykim
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22. You Can Do
Paid Social
Ads with £50!
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23. Doh! 125 Slides* in 45 minutes!
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24. Why
Paid Social
Ads
?
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25. #1: Ridiculous Amount of
Time on Social Media
28%28% of online
time is spent
social networking.
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26. #2: Facebook Organic Reach Stinks
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27. #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
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28. #4: Low Brand
Recall for SEO
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29. Brought to you by:
#5: Search Ads Are Great, But Expensive
TOP COST PER CLICK ON BING ADS
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30. #searchlove @larrykim
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#6: Typical Conversion Rate Via Content <1%
Traffic Generation
Activities
Engage with Content
Captured Lead

31. So, Many Content/Social/PPC
Marketing Efforts Actually More Like …

32. #searchlove @larrykim
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How does
Content Marketing
really work
?

33. #searchlove @larrykim
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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

34. How to make:
STEP 2 (Promotion)
& Step 3 (Sales)
Happen with greater
magnitude & frequency?
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35. #searchlove @larrykim
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(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

36. 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
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37. #searchlove @larrykim
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The Top 10 Paid Social Media
Advertising Hacks of All Time!

38. #searchlove @larrykim
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We’re Focusing on Facebook & Twitter Today

39. #searchlove @larrykim
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Apologies to Google+ Fans…
SOCIAL NETWORKING
On Google+

40. #searchlove @larrykim
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Larry’s #10 Social Ads Hack:

41. Why SEOs Are So Awesome at
Paid Social Media Advertising

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How Does Google Search Decide
Which Ad is Shown Where?
Ad Rank
Quality Score
Max CPC Bid
Amount
x
=

44. #searchlove @larrykim
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HIGHER POST ENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and
Lower Cost Per Engagement
“Relevancy Score” in Facebook
=
=

45. #searchlove @larrykim
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“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.

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

47. #searchlove @larrykim
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1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=

48. #searchlove @larrykim
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Quality Score & Ad Impression Share
A TYPICAL TWITTER CAMPAIGN
FEWER AND FEWER AD IMPRESSIONS
AS THE CAMPAIGN AGES!

49. 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
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51. #searchlove @larrykim
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Tweet More Often and Only
Promote Your Best Stuff (Unicorns!)

52. #searchlove @larrykim
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Just Say NO to Promoting Junk Updates
I DON’T PROMOTE EVERY TWEET

53. #searchlove @larrykim
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How to Find High Engagement Posts? (Unicorns!)

54. #searchlove @larrykim
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Promote Your BEST Stuff Instead (Top 1-2%)
RETWEETS
1,488
FAVORITES
1,284
6:15AM – 7 Mar 2015

55. #searchlove @larrykim
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Paid Social Ads ROI Analysis:

56. How to ALWAYS Get High Quality Scores??
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57. #searchlove @larrykim
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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!

58. Paid Social Hunger Games
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59. Paid Social MONEYBALL!

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What’s The Biggest Difference??

61. #searchlove @larrykim
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Paid Social = Be Picky!
Cast a Narrow Net,
Maximize Engagement Rates.

62. #searchlove @larrykim
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Larry’s #9 Social Ads Hack:
Turn Low Engagement
Updates Into High Engagement
Posts w/ Keyword Targeting
(and other Targeting Methods)

63. #searchlove @larrykim
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zOMG 10X Higher Engagement
By Targeting #alphabet

64. #searchlove @larrykim
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Generates Valuable PR Exposure & Links

65. #searchlove @larrykim
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Precise Ad Targeting Boosts Engagement Rate

66. #searchlove @larrykim
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Larry’s #8 Social Ads Hack:
Increase Commercial
Intent (Chance of People
Buying Your Stuff) Using
“In-Market Segments”

67. #searchlove @larrykim
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Website
HITSHow Idiots Track Success

68. #searchlove @larrykim
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Precise Ad Targeting Boosts Engagement Rate

69. #searchlove @larrykim
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“Partner Audiences” in Twitter

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Larry’s #7 Social Ads Hack:
Further Increase
Commercial Intent
Using Demographic
Targeting

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Demographic Ad Targeting in Facebook

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Demographic Ad Targeting in Twitter

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Larry’s #6 Social Ads Hack:
Social Media
Remarketing
I’LL BE
BACK

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Custom Website Audiences in Facebook

75. #searchlove @larrykim
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Tailored Website Audience in Twitter

76. #searchlove @larrykim
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Power of Social Remarketing
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
Engagement
Rates!
Conversion
Rates!
3X
2X

77. #searchlove @larrykim
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Larry’s #5 Social Ads Hack:
Super Remarketing!
Combining Remarketing +
Demographic + Behavioral
Targeting + High
Engagement Content

78. #searchlove @larrykim
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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 = $$$

79. #searchlove @larrykim
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Larry’s #4 Social Ads Hack:
Custom Audiences

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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)

81. #searchlove @larrykim
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New “Tailored Audiences” or “Custom Audiences”

82. #searchlove @larrykim
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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

83. #searchlove @larrykim
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Identity Marketing Using Custom
Audiences in Social Ads
Identity based marketing opens up a TON
of new and exciting advertising use cases!

84. #searchlove @larrykim
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This is a True Story

85. #searchlove @larrykim
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Shared the Article on My Social Media

86. #searchlove @larrykim
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Promoted Post to My List of Influencers

87. #searchlove @larrykim
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Story Picked Up
in Marketing Land
in 2 Hours

88. #searchlove @larrykim
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+500 Press Pickups in 48 Hours
SATURDAY MONDAYFRIDAY

89. #searchlove @larrykim
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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

90. Another True Story
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91. Shared the Article on My Social Media
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92. #searchlove @larrykim
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Promoted Post to My List of Influencers

93. Business Insider
Asks To Publish
Story
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94. Shared the Article on My Social Media
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95. Promote Your
Unicorns, Larry!
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96. Promoted Post to My List of Influencers
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97. Fox News
Producer
Emails One
Hour Later
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98. #searchlove @larrykim
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99. #searchlove @larrykim
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100. #searchlove @larrykim
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Facebook Baby Hoodie ($25 value!) #ppckid

101. 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 #pubcon#searchlove @larrykim
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102. #searchlove @larrykim
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3.5 Million Links from 43k Domains in 6 Years

103. #searchlove @larrykim
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Larry’s #3 Crazy YouTube SEO Hack
Use Ads To Rank Organically
on YouTube Videos!

104. #searchlove @larrykim
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How Do Videos Rank Organically?

105. #searchlove @larrykim
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Based on Video Engagement!
Subscribers
Comments
Views
Likes

106. #searchlove @larrykim
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107. #searchlove @larrykim
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Hack: Use Email Targeting For YouTube Ads to
Buy Engagement Required for SEO Ranking
REMARKETING LIST
Website visitors
Mobile app users
Customer emails
Remove Add to ad groups
List of email addresses you’ve
collected.

108. #searchlove @larrykim
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50.40% 48.99%
10.20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Google Customer
Match
Facebook Custom
Audiences
Twitter Tailored
Audience
Email Match Rate of Major Ad Platforms

109. #searchlove @larrykim
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Clone Your Customer List
Using Similar Audiences!

110. #searchlove @larrykim
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Works for LinkedIn
Pulse, Medium, etc.

111. #searchlove @larrykim
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More Profile Views Than President Obama

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Works for Contributed Posts on Big Sites

113. The Snowball Effect of
Social Media Advertising
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114. #searchlove @larrykim
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Engagement Snowballs As You Go

115. #searchlove @larrykim
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Because Paid Social Ads Generate Fans!

116. #searchlove @larrykim
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Larry’s #1 Social Ads Hack:
Get Free
Clicks!

117. #searchlove @larrykim
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Buy 1 Retweet/Like, Get 3 Clicks Free!

118. #searchlove @larrykim
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$0.00 Cost Per Engagement?!
RETWEETS
10,603
FAVORITES
6,117
2:10 PM – 1 Jul 2015

119. #searchlove @larrykim
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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

120. #searchlove @larrykim
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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

121. 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
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122. #searchlove @larrykim
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Thank You, Searchlove!