INBOUND15 The Top 10 Social
Media Advertising Hacks of All Time! Larry Kim Founder, WordStream, Inc.

A Few Random Facts About
Me

Originally from Winnipeg, Canada

Actual Photos of Boston From
February This Year

I Live in Harvard Square,
Cambridge, MA

WordStream’s Global Headquarters in Boston
2008 2015

You’re Attending a Session on
PAID Social Media Ads…

You Can Do Paid Social
Ads with $50!

Download Slides: bit.ly/social-ad-hacks

Why
Paid Social
Ads
?

#1: Ridiculous Amount of Time
on Social Media 28%28% of online time is spent social networking.

#2: Facebook Organic Reach Plummeting

#3: Most of Your Content
Goes Nowhere WordStream Published 1600 Articles in 6 Years. 5% of Content = 56% of Page views Half of Content got less than 500 Page views each.

#4: Low Brand Recall for
SEO

Brought to you by: #5:
Search Ads Are Great, But Expensive TOP COST PER CLICK ON BING ADS

#6: Typical Conversion Rate Via
Content <1% Traffic Generation Activities Engage with Content Captured Lead

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

How does Content Marketing really
work ?

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

How to make: STEP 2
(Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency?

Paid Social Ads: (a) 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

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

The Top 10 Paid Social
Media Advertising Hacks of All Time!

We’re Focusing on Facebook &
Twitter Today

Apologies to Google+ Fans… SOCIAL
NETWORKING On Google+

Larry’s #10 Social Ads Hack:

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 often? RELEVANCE: Is your Tweet related to things a user is interested in? RECENCY: Is your Tweet fresh? Twitter is about what is happening now. Fresher Tweets get priority.

Higher Engagement Rate = (Much)
Lower Cost Per Engagement Engagement Rate Cost per engagement $.01 $.02 $.03 $.08 68% 7% 21% 37%

1% Increase in Post Engagement
5% Reduction in Cost Per Engagement! “Quality Adjusted Bid” in Twitter =

Quality Score & Ad Impression
Share A TYPICAL TWITTER CAMPAIGN FEWER AND FEWER AD IMPRESSIONS AS THE CAMPAIGN AGES!

High QS (Great!) • High
Ad Impression Share • Low Cost Per Engagement Low QS (Terrible!) • Low Ad Impression Share • High Cost Per Engagement Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores

Tweet More Often and Only
Promote Your Best Posts (Unicorns!)

Just Say NO to Promoting
Junk Updates I DON’T PROMOTE EVERY TWEET

How to Find High Engagement
Posts? (Unicorns!)

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

Paid Social Ads ROI Analysis:

Larry’s Organic & Paid Social
Network Sharing/Posting Pyramid Scheme 1. Post Lots of stuff (organically) to Twitter 2. Boost Top stuff from Twitter, and share Organically to LinkedIn & Facebook 3. Pay to Promote the Unicorns on Facebook!

What’s The Biggest Difference??

Paid Social = Be Picky!
In Paid Social, Cast a Narrow Net, Maximize Engagement Rates.

Larry’s #9 Social Ads Hack:
Turn Low Engagement Updates Into High Engagement

Keyword Targeting: Google Search vs.
Twitter infant clothes Julian’s first birthday lawyer auto accident Some dumbass hit my car pink dress I have nothing to wear for the concert! online dating Emma just broke up with me mobile landing page tools #mobilegeddon

zOMG 10X Higher Engagement By
Targeting #alphabet

Generates Valuable PR Exposure &
Links

Precise Ad Targeting Boosts Engagement
Rate

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

Website
H.I.T.S.(How Idiots Track Success)

Precise Ad Targeting Boosts Engagement
Rate

“Partner Audiences” in Twitter

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

Demographic Ad Targeting in Facebook

Demographic Ad Targeting in Twitter

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

Custom Website Audiences in Facebook

Tailored Website Audience in Twitter

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

Combine Remarketing With Product Ads
on Facebook!

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

Behold The 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 = $$$

Larry’s #4 Social Ads Hack:
Custom Audiences

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)

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

Story Picked Up in Marketing
Land in 2 Hours

+500 Press Pickups in 48
Hours SATURDAY MONDAYFRIDAY

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

Larry’s #3 Social Ads Hack:
Leverage Insanely Powerful New Ad Formats

You can bypass this funnel
entirely! This Stupid Marketing Funnel is a Ridiculously Dated Concept

Facebook Call Buttons

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”

+Half Billion Use FB on
Mobile Only

80% of Twitter Users are
Mobile

New Facebook Social Direct Response
Ad Formats

Twitter Lead Generation Card Format
User’s Name, Email and Twitter Name are automatically emailed or posted to you!

Larry’s #2 Social Ads Hack:
The Snowball Effect of Social Media Marketing

Engagement Snowballs As You Go

Because Paid Social Ads Generate
Fans!

Larry’s #1 Social Ads Hack:
Get Free Clicks!

Buy 1 Retweet/Like, Get 3
Clicks Free!

$0.00 Cost Per Engagement?! RETWEETS
10,603 FAVORITES 6,117 2:10 PM – 1 Jul 2015

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 Insanely Powerful New Ad Formats Leverage Snowball Effect of Social Media Ads Free Clicks! 6 7 8 9 10

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

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

Stop By Our Booth This
Week!

Brought to you by: Enter
To Win a PPC Marketing Session with ME! Drawing: • 1-Hour Virtual Session with me and Erin Sagin • Great for Sales Training on PPC • Great for Customer “Lunch & Learns” • 4 Winners will be selected • Follow the Hashtag #PPCPOWERHOUSE we will be tweeting out winners throughout the show!

Thank You, INBOUND! ENCORE: The
Top Ten Social Media Advertising Hacks of All Time Wednesday 9/9/2015 12:45 PM – 1:30 PM BCEC, Room 104 ABC